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What are the most effective strategies for SMO engagement and conversion?

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Social media optimization (SMO) is the process of enhancing your online presence and reputation through various platforms, such as Facebook, Twitter, Instagram, and LinkedIn. SMO can help you reach more potential customers, increase your brand awareness, and drive more traffic to your website. But how can you make sure that your SMO efforts are not wasted and that you are engaging and converting your audience effectively? Here are some of the most effective strategies for SMO engagement and conversion.

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Jon Law

BU | WCMM

1 Create valuable and relevant content

The first and most important strategy for SMO engagement and conversion is to create content that your audience will find valuable and relevant to their needs, interests, and goals. Content is the foundation of your social media marketing, and it should be informative, entertaining, educational, or inspirational. You should also use different formats, such as text, images, videos, podcasts, infographics, or live streams, to cater to different preferences and platforms. Content that is valuable and relevant will attract more attention, generate more likes, shares, comments, and reactions, and encourage more clicks to your website.

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Jon Law

BU | WCMM
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Think of content through the E&E lens: entertainment versus education. All media content exists on two spectrums, one of entertainment value, and one of educational value. Identifying the value your videos provide is identifying where on the E&E spectrum a video and niche exist and then asking this question: does it provide enough E&E relative to the best content in the world in your niche, or relative to your business competitors? If not—if your videos do not provide as much or more education, entertainment, or some combination of the two then the best videos in the world in your niche, holistic and breakthrough success is unlikely.

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2 Optimize your profile and posts

The second strategy for SMO engagement and conversion is to optimize your profile and posts for each platform and for search engines. Your profile should be complete, accurate, consistent, and appealing, and it should include your logo, bio, contact information, website link, and keywords. Your posts should also be optimized with relevant keywords, hashtags, tags, captions, descriptions, and calls to action. Optimizing your profile and posts will help you rank higher on social media algorithms and search engines, and it will also make your content more discoverable, accessible, and actionable for your audience.

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3 Interact with your audience

The third strategy for SMO engagement and conversion is to interact with your audience regularly and authentically. Social media is not a one-way communication channel, but a two-way conversation that requires your active participation and responsiveness. You should monitor and respond to your audience's comments, questions, feedback, reviews, and messages in a timely and friendly manner. You should also initiate and join relevant discussions, groups, chats, polls, and events on social media, and share your opinions, insights, and stories. Interacting with your audience will help you build trust, loyalty, and rapport, and it will also increase your engagement and conversion rates.

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4 Analyze and improve your performance

The fourth strategy for SMO engagement and conversion is to analyze and improve your performance based on data and feedback. You should use various tools and metrics to measure and evaluate your SMO goals, such as reach, impressions, clicks, likes, shares, comments, reactions, conversions, leads, sales, and ROI. You should also track and compare your performance across different platforms, time periods, content types, and audience segments. Analyzing and improving your performance will help you identify your strengths, weaknesses, opportunities, and threats, and it will also help you optimize your SMO strategy and tactics.

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Jon Law

BU | WCMM
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As part of analytics and iteration, don't be led astray by KPIs that don't meaningfully contribute to your company/content strategy & goals. Focusing on views, for example, if those views don't convert to customers, won't impact your business versus focusing on conversions to customers, and thus walking that back into a content strategy. Analytics and data are key to such.

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5 Collaborate with influencers and partners

The fifth strategy for SMO engagement and conversion is to collaborate with influencers and partners who can amplify your reach, credibility, and authority on social media. Influencers and partners are individuals or organizations who have a large and engaged following, and who share your niche, values, and vision. You can collaborate with them by featuring them on your content, co-creating content with them, sponsoring their content, or inviting them to your events. Collaborating with influencers and partners will help you expand your audience, enhance your reputation, and increase your referrals and conversions.

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Jon Law

BU | WCMM
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Quick note: this depends on whether accounts represent an individual or company/brand, but shoutout-for-shoutouts are common to the personal influencer space (e.g., one mom with a flood blog mentioning another), while the corporate influencer marketing space usually involves free product offerings in return for placements, sponsorships, or otherwise paid/incentivized offers.

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6 Experiment and innovate

The sixth and final strategy for SMO engagement and conversion is to experiment and innovate with your content, platforms, and techniques. Social media is a dynamic and evolving environment that requires constant adaptation and creativity. You should always test and try new ideas, formats, features, trends, and best practices on social media, and see what works and what doesn't for your audience and goals. You should also monitor and learn from your competitors, peers, and industry leaders, and see how they are engaging and converting their audience on social media. Experimenting and innovating will help you stay ahead of the curve, differentiate yourself from the crowd, and surprise and delight your audience.

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Jon Law

BU | WCMM
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The space moves fast—keep an eye out for new platforms, features, and tools! Case in point being Reels (IG/FB) and Shorts (YT), both of which were algorithmically bountiful off the bat as people were still figuring them out and the platforms were pushing their use.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the most effective strategies for SMO engagement and conversion?

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1 Create valuable and relevant content

2 Optimize your profile and posts

3 Interact with your audience

4 Analyze and improve your performance

5 Collaborate with influencers and partners

6 Experiment and innovate

7 Here’s what else to consider

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