5 tactics for your social media makeover

Consider these techniques and tools to bolster your online presence and to engage, expand, and motivate your audience.

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In the world of social media, it’s important to review what you have done and implement changes on a regular basis. Maybe, just maybe, it’s time for a makeover.

Here are five cool tools that might deliver some “oomph” to your social media efforts:

1. Inspire your Facebook fans

On average, only 16 percent of your fans see your Facebook updates. This is an oft-cited number but one you should ignore, because there’s no reason to settle for average.

Even if 50 percent of your fans see your Facebook updates, there’s still the other 50 percent who don’t. And are those who do see them actually reading them? How often do you read all the updates on your Facebook page?

One strategy for ensuring that more fans see your updates is converting those fans to email subscribers, so you can reach them through both channels.You can add a customized application to your Facebook page with a provider such as Heyo or Tabsite, or you might run a competition using Shortstack and start expanding your list of email subscribers.

2. Measure conversion rates

Social media is not all about sales, but you’d like to see some action from your updates. This may entail visits to your website, so you get people spending time there, subscribing to your email list, or buying your products or services.

If you set up goals within Google Analytics, Google will start tracking social media activity for those goals. Go to the traffic sources section of Google Analytics and select “all traffic”; then by selecting the relevant goal you can view the conversion rate across any channel.

The goal set up in this report is related to getting email subscribers. From the image above you see that there is a 2.5 percent conversion rates from LinkedIn and 1.9 percent from Facebook. This gives you a goal to do better on both channels.

If you don’t have goals set up in Google Analytics or an equivalent analytics program, consider doing so as soon as possible.

3. Optimize your content for Google

If you have a well-established blog with a large amount of traffic, you may not be too concerned about optimizing your content for Google. But if you want to boost traffic and ensure that it is relevant, it’s important to help Google index your content correctly.

When you’re writing blog posts, you might try a very useful, free plug-in called WordPress SEO, which gives guidelines for optimizing your content. In using this plug-in, you specify the focus keywords you want Google to rank you on, and it indicates the relevant areas where those keywords are mentioned.

If you don’t have WordPress, you can still identify focus keywords and make sure they are included in relevant areas as indicated in the image above.

4. Capture your visitors’ attention.

Do you use pop-ups, clear calls to action, and/or a bar that appears across the top of the screen?

By grabbing your visitors’ attention, you can direct them to take action. Lead Converter is a useful tool for capturing attention. You can test a banner that appears across the top of the screen, pop-ups, boxes that slide out at the bottom of the page, and more.

You might display a banner across the top once a visitor has spent a certain amount of time on the page:

The conversion chart will show what conversion you get from this; here it’s 2.11 percent. A conversion in this case is someone who clicks the “Yes, please” button to sign up as an email subscriber.

Well, 2.11 percent is OK but not nearly what I want, so more testing is required. Think about how you can attract the attention of visitors to achieve your goals.

5. Use Slideshare.

Slideshare was developed as a tool for sharing presentations but has expanded to videos, documents, and much more. When you create a blog post, consider where to promote it. By changing your blog post into a presentation, you could share it on Slideshare. This is very much a B2B platform, so if you are targeting the business community, Slideshare is ideal.

When you share a presentation on Slideshare, it’s indexed almost immediately, so straight away you can start getting visitors. Just make sure you consider what your “focus keywords” are when sharing content so Google will index it correctly. (If you are interested learning about Slideshare, a good starting point is Todd Wheatland’s book.)

These are just five improvements you could make today for an almost instant social media makeover. Let us know your thoughts, and please suggest additional improvements.

Ian Cleary is founder of Razorsocial, which provides insights about social media management tools. Follow Ian on twitter @iancleary. A version of this article first appeared on Mark Schaefer’s {grow}.

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