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Make the most of your social media this year by using SEO to learn more about your ideal client and create content that will connect with them.
Hands up who struggled to keep up with their multiple social media accounts this year? If you fall into this category, don’t worry – so do I. If this challenge teaches you anything this year, it’s that you need to focus on tasks that are going to increase your visible and in turn, make you money. Social media is a funny one and while it can be fun, it can also be very draining. The biggest issue is that you don’t own your audience so it doesn’t matter whether you have 20k followers or 500, if the owners of your account (the owners of Facebook, Instagram, Pinterest etc) decide to change their algorithm (which they often do), you could have a massive drop in the number of eyes on your business.
DOES SOCIAL MEDIA EFFECT SEO?
Now before you start asking what social media has to do with SEO, it’s simple – certain social media platforms can rank higher in Google than your own website. I searched for Living Colour (Pantone’s colour of the year for 2019) wedding inspiration and look at what I found – a Pinterest board in position 3, ahead of Brides Magazine and Hitched, two of the biggest names in the wedding industry. If your website isn’t on page 1, this could be a great opportunity to get your social profiles on there with some clever techniques.
WHAT SOCIAL MEDIA ACCOUNTS SHOULD YOU BE USING?
Before you start creating any type of social media strategy, you need to consider what ones you are going to focus on next year. There’s three steps to deciding the ones that are right for your business: what ones are currently driving revenue to your business? Some of my stationery friends sell directly through Instagram while others get business from Pinterest so if there’s one that is working for you – continue to use it this year. If there isn’t one that is currently sending you sales, don’t worry, you aren’t alone. The second step is understanding where your ideal client is and whether they are searching for you there. Although I have profiles on Instagram and Pinterest for Brilliantly Visible, I’ve realised that Facebook seems to be the place where my ideal client is so I tend to focus most of my time on there. The final step is checking your Google Analytics reports to see which platforms are currently referring you the best traffic. If you aren’t sure where you ideal client is, then this is a great step to understand where they may be hanging out.
OK, HOW SHOULD I OPTIMISE THESE SOCIAL MEDIA PLATFORMS FOR NEXT YEAR?
After you’ve decided which ones you want to focus on, you need to decide on what content you want to share on each one. I always recommend picking 5 content topics that you know you want to focus on so it’s easy to keep up without worrying about what content you need to create. In my wedding stationery business, my 5 topics are wedding stationery (including behind the scenes, real weddings, styled shoots), London life, wedding planning tips, travel (including wedding and non wedding related) and interiors. This makes life easier as I know every piece of content I need to create falls into one or more of those categories. Of course, there will be times where I create content that doesn’t fit into one of those topics but if I generally stick to these, content creation becomes second nature but always relates back to my ideal client.
COMPLETE NEWBIE? HERE’S WHAT TO DO
If you have a brand new business, the tips above might not help as you may not have enough data to back up the strategy. To make the most out of your social media accounts, I would consider the type of content you are going to create. Instagram is popular with creatives like photographers, stationers, florists, bakers however the platform is known to regular change algorithm which causes an impact on interactions. While I still think Instagram is a great platform, I would recommend spending more time on Pinterest as it is easy to build an audience and the lifetime of pins vs photos on your grid last a lot longer. Pinterest works as a search engine (similar to Google) so gives you more options to optimise your content. If you are a creative who creates a video content, I would recommend using YouTube which again acts like a search engine (and is owned by Google) so again, will continue to give you more visitors to your website past a typical Instagram post. Both of these platforms rankly highly on Google and can help boost your search results organically.
I would love to hear about your favourite social media platforms and which one you are going to be focusing on next year. I’ll be focusing on Facebook and Pinterest in the forthcoming month with plans to include YouTube at some point.
Pri Kruijen is an award-winning SEO and the founder of Brilliantly Visible. With over 10-years experience as an SEO, Pri has worked for well-known brands like Notonthehighstreet and has been featured by the Rising Tide Society.
She is also the SEO expert for a number of leading communities like The UK Alliance of Wedding Planners and Small and Mighty Co.
When she’s not teaching SEO to small business owners, she loves to cook up a storm in her kitchen, travel to new destinations and watching Spanish movies on Netflix.