SMO is the acronym for Social Media Optimization or, in Portuguese, Social Media Optimization. It is a concept that encompasses the publication, analysis and improvement of content on social networks, with a view above all to increasing the impact of a brand on the web, which can be an e-commerce brand like yours, for example.
Coined by Marketing expert Rohit Barghava in 2006, the term “Social Media Optimization” is a paraphrase of Search Engine Optimization (SEO). Just like SEO, SMO also has its rules.
The SMO rules were developed starting in 2006 by Barghava and other influential bloggers such as Lee Odden, Loren Baker, Cameron Olthuis, and Jeremiah Owyang. They include actions such as "working on link capital," "facilitating tagging," and "promoting content distribution," among others.
In any case, through SMO it is possible to optimize the way to promote your e-commerce on social networks. In this way, you will be able to generate more traffic, more leads, more conversion not only on social media, but on all your sales channels.
SMO TIPS
You can start using SMO on your e-commerce social media at any time. To do so, just follow this step by step:
Planning:
First, select the social networks you want to work with. Then work out a long-term strategy that covers the amount of content that will be published during a year, for example. Soon after, establish tactics that can include the types of content like text, photo, video, infographic, etc., that will be published daily.
Discover who your target audience is. Ideally, create buyer personas . Also define the blog posts and sales pages for your e-commerce site that you can promote on social media. Work in this way to increase your backlink capital. Develop hashtags with the most searched keywords on the web.
Application:
Develop the content you defined in your plan. Use the keywords most relevant to your business in the descriptions and tags of the content you publish on social media. Promote your content, that is, make it go viral. Participate in the show, that is, talk to fans in the comments of the posts.
Make use of the peculiarities of each social network to generate more leads and conversions. On Facebook and Instagram, for example, you can tag products in your posts. On Youtube, it is possible to present your products through audiovisual content that retains the viewer's attention.
Analyze:
Each social network has different tools that you can use to analyze the effects your content is having on the audience. Find out through them who views your posts and what their preferences are. So keep an eye on the topics they like to like, share and comment on.
Group the most important reports and try to extract some insights from them to improve your content. Look, for example, at things like the primary age range of your audience. Also see what is the reach and engagement of each content. Finally, check the main competitors and find out what they do differently and better than you.
Optimization:
After extracting real access data to your social networks through the reports, make a list of insights. Then create new content optimized for your audience. Observe, for example, which posts are the most liked and create new posts on the same subject, but with different approaches.
Also check which content formats the audience liked the most. If, for example, the audience liked videos more, then increase the production of audiovisual content. Likewise, based on the audience's preference, republish the blog-posts and sales pages that were most successful in other periods.
ADVANTAGES OF SMO IN E-COMMERCE
There are several advantages of using SMO for your e-commerce. Through this feature it is possible to:
- Create an organized and ongoing content creation and distribution campaign;
- Observing the behavior of the audience towards the content and obtaining insights for improvements;
- Continuously improve your content on social networks;
- Get greater audience reach and engagement with your content.
Indeed, the SMO also generates as a result an increase in traffic on its social networks, e-commerce blog and virtual store, among other points of contact with consumers. And that way, it generates more leads and more sales for your online business!
As soon as you can, click on “ 10 tips to keep social media more attractive for e-commerce ” and read a complementary post.
