The "Keys" to Success
Last month we talked about the importance of doing your keyword homework, as well as some of the ways to hone in on the keywords that best align with your business and brand. Now that you’ve done the research, it’s just as important to use that information to precisely craft your messaging, communicate that message effectively and reach the right audience. Here are a few tips:
Enrich your profiles and pages.
Take a look at the bio sections within your social networks and make sure you’re including the best phrases that reflect your brand. Instead of wasting space with words like “guru” and “ninja,” increase your effectiveness with focused narratives that describe the services you provide. Short and sweet is always the best practice, so people are more likely to absorb key points. Plus, some networks limit the amount of characters you can fill—Twitter only allows for 160!
Use keywords in your messaging any way you can.
When you’re sharing content via Facebook and Twitter, try to use your keywords wherever it makes sense. Don’t try too hard to make that happen, turning your updates into something that sounds computer-generated, but just keep it top of mind as you’re crafting your messages. For example, a custom integrator sharing an image from a recently finished job might update their corporate Facebook status with something like “Whole home automation, complete with lighting control, at its finest—this is the stuff we live for.” instead of “Just finished a big job at a customer’s pad and we’re happy to report it looks great!”
Tweets should include brand-related keywords within the first 40 characters. With experience, you’ll find there’s a balance between being interesting enough to entice people to click through to consume your content and overusing your keywords. Since you’ll share content via shortened URLs to conserve characters, consider also customizing the text with your keywords that describe it, as long as it stays concise and makes sense, via a service like Bit.ly.
Describe. Tag. Repeat.
It’s also important to use applicable keywords in conjunction with all the photos and videos you post on your social sites. Next time you’re posting on Facebook, Flickr, Twitpic or YouTube, include relevant keywords in captions, titles, tags and descriptions. Take it one step further and make sure your image files are named with the relevant descriptive keywords or even your company name, separating each word in the file name with a dash or underscore so a search engine can effectively tell that each word is separate.
Using keywords socially in these ways will feel natural with a little practice. It’s a small step, but an important one, that can go a long way with getting your business, your brand and your message in front of the right people!