Best Strategies for Social Media Optimization

Best Strategies for Social Media Optimization

Social media is an essential part of your overall online branding and marketing as it is a popular media to syndicate your message.  Your message has the potential to be seen by many users if properly developed.  Facebook alone has over one billion users and should always be considered when marketing your brand. Social media optimization can also create more traffic movement to your website and increase your organic rankings on search engines. With the right strategies, social media is an important factor to your overall marketing strategy. Listed below are key strategies and best practices to use.


Social Media Monitoring

In order to understand the needs of social media users and respond to them accordingly, it is advisable to monitor social media pages. You should find out what people are talking about, what they are interested in and what social media users do not like in order to tweak the content on your posts for better feedback. There are various monitoring tools available online that you can use to listen to social media. Listening is the key to learning and once you learn, it becomes extremely easy to action this knowledge to promote your brand.


Make Your Social Media Posts Stand Out

In order to get more attention from social media users, you need to make sure each of your posts is a hit. You can get more attention and exposure on your social media posts using images, videos, gifs, and hashtags. Make sure the posts are short and concise to make sure everybody reads your posts and gets the message. You have probably come across the “too long, didn’t read” meme doing rounds on social media showing that internet users really don’t have the attention span for very long posts.


Build A Proper Detailed Profile

Social media profiles are a crucial part of branding your company. Most social media encourage creating a bio, putting up a profile picture and a cover or background picture. Ensure that the pictures you use to create your profile are a true and interested representation of your brand. Make sure you use your logo, and in your bio, include contact information as well. Using the company logo creates a lasting impression on the mind of your potential customer. Some social media users may not navigate to your website therefore including contact information in your social media bio makes it easy for them to contact you through email or a phone call.


Build Your Social Media Networks

Do not wait for the people to come to you; you need to connect with as many people as possible on social media. It is also important to make a strong connection. Only a fraction of social media users meet your demographic characteristics and these are the individuals you need to connect with. You can use the hashtags on social media pages to find individuals with shared interests and connect with them. You can also include a call to action buttons in your social media pages encouraging people to like and share your posts or visit our website to learn more.


Connect With Social Media Users

Building a network is one thing while connecting with users is another. People value brands that give their customers attention and value customer input. Therefore, you should not simply share posts on social media and wait for the traffic to start rolling in. You should respond to comments and feedback in the social media posts. Feel free to share positive feedback that you receive because testimonials from satisfied customers do have an impact in increasing the popularity of your brand. You should also thank individual customers who comment or give criticism through social media pages.


Choose The Right Social Network For Your Brand Image

Social networks have different characteristics, some are more business oriented (LinkedIn), some encourage craft (Pinterest, Instagram), some generate discussions (Twitter), while some are all about building a social life and social networks (Facebook). Therefore, your approach towards these different social networks should be customized. Make sure you choose the social network that best supports your brand image and use it accordingly. Facebook has a heterogeneous base and that is why it is considered the best social network for promoting any brand.


Create Valuable and Share-Worthy Content

You can only strengthen your brand reputation when you create quality useful content that your social media networks will be willing to share. You need to be sure of how your audience will respond to the content, and this takes us back to the first point of social media monitoring. You can use interesting content such as memes, tutorial videos, instructional pictures and short stories or descriptions to share more about your brand.


Use Existing Influences

If you are introducing a new brand into the market, it becomes extremely difficult to be noticed, as you would like, even when you have killer social media marketing strategies. It may take the input of influencers to get people talking about your product. You can contact social media influencers for reviews and mentions in order to get the attention you need. Choose niche specific influencers to ensure that your brand is being voiced to the right people.


Social Campaigns

You can also use social campaigns to promote your brand. Use valuable incentives that will encourage social media users to participate in the campaigns. You can create contests for the most number of likes, shares or the best picture showing the customer using your brand. The rewarded customers will automatically be converted into social media brand ambassadors for your products and services.


Search Engine Optimization

Search engine optimization makes up brand promotion across different platforms on the internet and not just social media. Search engines today incorporate social media signals into ranking websites in search results. Search engines will use Facebook likes and retweets to rank pages on internet searches. Social media profiles are also ranked among search results and your social media profile may appear on the same page as your website in a Google search. Therefore, you should ensure your social media pages are always up to date with a lot of buzz around them.

Social media platforms are also search engines in a way. People will use the search boxes on social media pages to find information about specific keywords. Therefore, you should ensure that you optimize the content on your social media pages with high conversion keywords.



People looking for your companies information look at your website as well as your information on Facebook, Twitter, and other social sites. Your company and its brand image on social media is every bit as important as your business website and is essential to the success of your business.  Make sure your business is taking advantage of social media and if you are looking for to optimize your social media or need someone to manage social media Digital Marketology is always here to help.  You can visit all our social media services by clicking here.

Reasons to Outsource Your Social Media Marketing

Reasons to Outsource Your Social Media Marketing

Facebook Advertising Frequency and Conversion

Facebook Advertising Frequency and Conversion

When an Ad is seen too often it can suffer from banner blindness and ad fatigue.  There are a few tricks to get around this.  Simply insert a new background image, change up the color scheme or even reverse the text and you have practically created brand new ad copy.


Understand Ad Frequency

Ad frequency is Facebook’s method of tracking how many times a display ad was shown to the same person. Ad frequency is calculated by the number of impressions an ad delivers divided by the number of unique visitors who were reached by the ad. Ad frequency is also influenced by your account’s budget and your target audience (e.g. their interests and Facebook behavior).

Users usually use three different bids for their campaigns:

  • Cost per click (CPC) – Paying a monetary amount for each time someone clicks on an ad or a link.
  • Cost per 1000 impressions (CPM) – Paying for each time an ad delivers over 1000 impressions.
  • Other – cost per result, cost per lead, cost per app install, etc.- mainly used for e-commerce, mobile, and app install campaigns.

Advertisements are subject to an auction where Facebook evaluates which ad will best serve its audience. The maximum bid, estimated audience actions and ad relevance all determine which ads will be served to a specific audience.  It is important to understand that measuring your CTR, CPC, CPM and Daily Unique Reach only tell advertisers how an ad is performing, not why it reached that performance level. This is why ad frequency is so valuable to a Facebook ad campaign.


Why We Care About Frequency

Over the years, and across campaigns in many different verticals, it has shown that a certain degree of Frequency correlates to, if not directly causes, improvements in CTR and decreases in CPC (and ultimately CPA). However too low or too high of Frequency can cause just the opposite: low CTR and increased costs.

Ad frequency indicates the effectiveness of your current targeting efforts. Users can measure ad frequency in three ways: display ad frequency, ad group frequency, and ad campaign frequency.  Typically, Facebook advertisements tackling a horizontal market would optimally want to reach around a 1-2 ad frequency. Possessing an ad frequency of 1 and under indicates that your ads are too spread out and not reaching your target audience. An ad frequency above 4 in the newsfeed and 8 in the right ad column would usually start to suffer from banner blindness.

From doing deep dives into our partners’ in-house campaigns, and from our own tests, we’ve noted that low CTR usually results in inefficient bidding and higher costs to reach the target audience.

We also use Frequency rates to optimize our partners’ creative refreshes. While CTRs may dip due to daily fluctuations, combining a significant dip in CTR with the observation that Frequency has surpassed 5 allows Ampush analysts to more confidently conclude that it’s time for a creative refresh.


How Can Facebook Ad Frequency Impact Campaigns?

Showing an ad too few times will fail to leave a lasting impression – the ad will be easy to miss and forget. Conversely, should a user see the ad too many times, the high-frequency rate can have an adverse effect by attracting negative comments or feedback which lowers your ad’s Relevance Score (see how that impacts your spending efficiency). As your Facebook ad Frequency rises, it also becomes increasingly less likely that a user will click on the ad.

We suggest that campaigns consist of several phases, variants, or sequences to increase the total exposure without driving up the Frequency of any single ad set. We test numerous variables (color, spokesperson, messaging angle, etc) to see which drive the strongest performance. We then work to create new iterations of the top performing ads, focusing on those variables. By doing this, you can hit users with unique messaging and avoid making them feel like they’re being hit over the head with the same ad repeatedly.

We also monitor each of our partners’ campaigns closely for slight changes in CTR and Frequency to ensure maximum efficiency of spend. For most of our partners, we see that a Facebook ad Frequency range of 3-5 yields the best performance. We typically plan creative refreshes to go live after the 6 or 7 mark. This formula results in better ROAS, more conversions per campaign.

With Facebook’s change to focus on videos, we have found that videos have the longest shelf life on Facebook. We suggest a relaunch videos every 1-1.5 weeks and relaunch (or refresh) static images ever 4-6 to maintain high-performance CTR. We also found that Cinemagraphs have the shortest shelf life before CTR becomes suboptimal, while Carousel Ads have the longest (after video).



If you are undertaking a Facebook ad campaign, you need to put an emphasis on ad frequency.  For additional help in promoting your business, you can visit our full list of Social Media Services from Digital Marketology.