It helps to have a ton of money to spend on social. But you can squeeze more out of you social media strategy on a budget by focusing on fundamentals like language, imaging and profile content. But it is also important to consider elements like landing pages, which aren’t inherently social, but have a huge impact on ROI and conversion rates. You don’t need a big budget to make real strides in getting more out of your social media efforts. Here are a few tips that require an investment in time — and little else.
1. Social Media is Bigger than Your Country — Use Multi-Lingual Monitoring
Monitoring feedback, answering questions and engaging customers doesn’t become less important just because of a language barrier. Use a multi-lingual social media monitoring system to keep track of feedback and dialogue from your overseas customers. If you ship physical merchandise, create a universal bill of lading to make international shipping and title transfers easier for both your overseas customers and customs officials.
2. Optimize Landing Pages for Social Visitors
Many businesses make the mistake of trying to force their PPC landing pages to double as their social landing pages. But by creating dedicated social landing pages, you can increase both your conversions and your ROI. Since social visitors are arriving from near the top of the funnel, you should assume they are unfamiliar with your brand and product when they arrive at your landing page.
PPC visitors, on the other hand, are arriving from near the bottom of the funnel. This means that they are likely near the end of their buying journey. They’ve done their research and they understand the product — they are just waiting for the right moment and right price to pull the trigger.
3. Don’t Neglect Profiles — Google Gets Angry
Google favors social pages with fully completed profiles when determining where a page will rank on search results. But, according to one publication, Google also indexes individual tweets. Fill everything out and include links to blogs, websites and other social accounts. Put a special emphasis on accuracy when filling out contact information. The completeness of your contact information is especially important to Google when it comes to indexing for local SEO.
4. Optimize Images for Different Networks
If you have an image or a graphic that you like, great — but you’re going to have to create different versions of it for different platforms. Pinterest, for example, favors tall, vertical images. According to Social Media Examiner, the optimum dimensions for Pinterest are 735 x 1102, so create a flipped version of any horizontal infographics.
For Instagram’s square-only format, make sure images are at least 900 x 900. Go as big as you can so it looks good when Instagram refits the image for mobile.
For virtually every other network — including Facebook and Google+ — horizontal is almost always best. High-definition televisions use perfect aspect ratio of 16:9. Shoot for the same ratio with images that measure 1280 pixels x 720 pixels.
Optimize your images for each network, and make sure you have a language service or program that enables you to communicate with customers abroad. Be sure to pay close attention to your profile details and never ask your PPC landing pages to pull double duty.