Digital marketing is tricky. It’s essential to have a strategy in place for everything. While some may think that crafting a simple Facebook post takes a matter of minutes, there’s a strategy behind every eye-catching, click-inspiring post. That’s why Organik SEO ensures that every piece of content created for our clients, down to the meta descriptions on each page of their website, is crafted to attract their target demographic’s eye and encourage them to take a specific action.
Optimizing Social Media Posts
When writing captions for Facebook posts, it’s important to consider what people might be searching for on Facebook. For example, I was recently looking for new workouts and I wasn’t having luck finding anything that struck my fancy when searching on Google or on Pinterest. I remembered that I recently saw a fantastic workout post from a trainer I followed, but couldn’t remember the trainer’s name. I searched “30 minute workouts” in Facebook’s search bar and was presented with a number of wonderful workouts from people and pages I follow AND pages and people I don’t follow. This is because the captions in the posts I found had been optimized to include the keywords I was searching for. Cater to your audience and include keywords they might search for when writing Facebook posts.
Twitter moves quickly, so it’s especially essential to craft attention-getting content. Ask questions, share thought-provoking snippets or quotes from articles that you’re linking to and include images to catch eyeballs as they scroll through Twitter. List tweets – 5 Reasons to Exercise Daily – work well, too, because people know they can expect exactly five tips. They can get in, get out and will hopefully retweet. Experiment with being pointed when writing CTAs. For example, try encouraging action by writing, ‘Read more here: [link to website]’ or ‘Find out why here [link to website].’
The powerful visual network has a particular feature, or lack thereof, really, that often frustrates marketers: You can’t use hyperlinks in captions. You can, however, use Instagram advertising through Facebook to create posts that allow users to click through on photos to specific landing pages. It’s also beneficial to include clear CTAs in Instagram posts. Use bitly to create a custom link that people can easily remember and search for after seeing the link on an Instagram post. If you’re trying to promote a specific product, service or article in a post, tell people to ‘learn more’ by clicking the link in your Instagram profile. Change the link to reflect what you’re hoping to promote.
Crafting Catchy Blog/Article Titles
The following kinds of titles fare well for articles:
- How To posts: How to Run Your First Marathon – Without Passing Out
- Lists: 4 Reasons to Ditch the 9-to-5 and Become an Entrepreneur (use digits rather than words – 4 versus four)
- Stats: 90 Percent of People Aren’t Doing This, But They Should Be
Remember to add interesting details to your blog titles. Instead of “5 Ways to Make Fun Meals” try “5 Ways to Make Healthy, Quick Lunches.” Be descriptive and consider what people might be searching on Google when crafting posts.
Creating Meta Descriptions That Encourage Action
Meta descriptions are the HTML and XHTML elements that describe your page to search engines. It’s what people see when they search for your business online. Metas are essentially your elevator speech for each page of your website. Meta descriptions should be 165 words or less and should give people a reason to click through to the page the meta describes. If you’re a workout company and you’re creating a meta for your services, it could be, for example, “The premier location in San Diego for Crossfit, running and yoga training. Certified trainers craft custom workouts to help you reach fitness goals.”
Learn More About This Topic
We discussed this topic during a recent #OrganikChat. The discussion featured insight from digital marketing pros, consultants, students and more! Read the transcript here and join us every week for #OrganikChat, Thursdays at 1:30 p.m. PT. Tweet to the hashtag #OrganikChat and follow @SamHosenkamp, @Nicole_Barbato and @OrganikSEO for questions.
If you found this information helpful, be sure to check out our post “How to Create Clear Goals for Digital Marketing Campaigns.” Organik SEO is passionate about helping businesses grow by tapping into the power of social media and SEO. To discuss how we can help you grow your business, contact us today!