The end of December is the perfect time for reflection and looking for ways to uplevel your social media marketing strategy in the new year. While there are numerous valuable tools built specifically for social media, you could be missing out on an even richer understanding that comes with a diverse toolbox.
To prevent stagnation in your social media efforts, consider investing in some “non-social media” tools. Here are a few that I recommend:
Canva is an easy-to-use design program where you can create a variety of graphics to meet the needs of your particular social media graphics. According to a study by Buffer, Tweets with images receive 150% more retweets than tweets without images. Needless to say, creating eye-catching visual assets is critical to your social media program success.
Canva is great tool for those new to design, or for people who might consider themselves creatively challenged, as it comes with templates and preloaded font and color selections that make putting together infographics and Twitter banners simple. Best of all? The program is free to use.
If you want your designs to stand out from the pack on social media, invest in Canva Pro, an upgraded version of the program that allows you to truly put a special touch on your designs. For $12.95/month, you’ll be able to create your own templates and upload the fonts and color schemes specific to your company’s branding. Canva Pro also offers a “magic resize” feature that allows you to create one graphic and then click Magic Resize to, voila! create images optimized for different social media platforms.
While SEMRush is primarily as SEM tool, search engine data is still a valuable resource to enhance your social media presence. SEMRush provides you with analytics that compare your search traffic, both paid and organic, with competitors. By learning what keywords bring users to your site, you develop a better sense of what messaging you should be using on your social media channels.
If you find that the traffic to your site is arriving via keywords you do not want associated with your brand, social media is a great way to change the narrative. Start by identifying the keywords you find in SEMRush that you do want associated with your brand and start applying them to your social copy. From there, use the tool to take a look at other terms that are closely related and pepper them into your copy as well. Before you know it, you’ll be back on track to targeting your ideal audience.If you find that the traffic to your site is arriving via keywords you do not want associated with your brand, social media is a great way to change the narrative. Click To Tweet
Similar to SEMRush, Majestic is also an SEO tool that enables you to do extensive keyword research and understand other businesses that interact with you on social media. Where Majestic truly shines is with the backlink profiles and custom reports it generates. By using Majestic’s Clique Hunter, you will be able to compare multiple different URLs—your top competitors—and find out who is linking to their website but isn’t linking to yours. You can use these insights to find out what information you could be sharing to attract sites that you want backlinking to your profile, or you can start building relationships with said sites through their social media platforms.“Social may be sexy, but search still pays the bills.” – @TomPick Click To Tweet
What’s the point of running a successful social media campaign if your posts lead back to dead pages? Screaming Frog is the tool to use when you want a full, technical picture of how your site works. Are there pages that show up as 404-Not Found? Do pages need to be redirected? All of these SEO questions can be easily answered with the help of Screaming Frog.What’s the point of running a successful social media campaign if your posts lead back to dead pages? Click To Tweet
How does this relate to social media? Since social media is one of the first steps in the sales funnel, you want to make sure that the funnel is correctly sequenced. By having a full understanding of how your site is functioning, you will be able to better direct customers to the pages that you want them to see and not worry about the content 404ing or being unavailable.
If you have a fully-fledged SEO department, you may already have access to these tools and not even realize it. Collaborate with your team to learn how to best apply SEO data to your social media strategy, and before you know it, your engagement with the right audiences will increase dramatically!
Do you have recommendations for other “non-social media” tools to help uplevel your social media marketing? Let us know in the comments – we’d love to hear from you. Here’s to a successful 2018!