As with search engines like Google, social media platforms can be unpredictable as the platforms make algorithm changes from time to time, impacting how the organic reach works. This can be challenging for B2B digital marketers who use social media to get in front of their customers. However, there are tricks you can incorporate, and that is making sure you include insightful keywords within your posts.
The trick is executing the right social marketing strategy. How do you reach out to those B2B clients that are not engaging with you? This is where you need to introduce a great keyword strategy. We might think that having a social media post going viral is the way forward, but those are typically are all driven by luck. But I believe that you can improve your luck odds with high-quality keyword research.
You may already be using keywords in other areas of your content marketing like blogs and PPC advertising. As we take a deeper dive, just beware that the keywords that work best with google searches may all be the same across the social media channels as well.
The Social Media Keyword Strategy
When using keywords with social media, they act similar to your website. Let’s say you published a blog about how Microsoft Power BI helps distribution companies, and then you would want to make sure that you include keywords like “distribution.” By adding the right keywords, you allow Google to categorize your content correctly so it can be found with related search queries.
By adding the appropriate keywords also into your social content helps with visibility, which will, in turn, help with your reach and engagement across your social channels.
As there isn’t a one shoe fits all approach you can take when it comes to social media keywords, you will have to adjust accordingly. But we are going to assist you with some tips for the most B2B social media channels that you will utilize:
LinkedIn – Because LinkedIn is more conversational, the specific keywords that work in search engines don’t always work well in a social post on this social channel. So you will need to adapt and make sure your posts include the appropriate keywords that work with your brand’s products and services.
Twitter – The challenge you have tweets is the life span is 18 minutes, according to Moz. Those this means we are dealing with a fast-paced social environment where our keywords have to as well. What we need to do is continue to discover what terms and hashtags are always trending and resonating with our targeting audience.
YouTube – The benefit of YouTube is it utilizes Google’s algorithm for recommending content. Thus when audiences enter keywords or phrases into the search bar, then the results will be populated. Make sure you are creating content around interests your targeted audiences are searching on.
Instagram – A great benefit of Instagram is the capability of location targeting. Research has shown a post that utilizes this generates 79% more engagement. So remember to geotarget keywords and find the best times that your audience engages.
Conclusion
When dealing with social media, success is always dependent on not only keywords by on content creation. By not investing in both, you open yourself up to failure. This article should give you a starting point on what you need to from generating keywords that a relevant. But the bottom line you still need to be creating valuable content the audience wants to engage with utilizing the appropriate keywords.
Good luck.
Continuing reading by reading this next article: 7 Simple Social Media Techniques to Improve Your SEO
About the Author
Jon Rivers – Jon has been recognized as a pioneer within the partner channel as a digital marketing expert for his leadership in helping partners develop social brands, marketing strategies, and content to drive successful marketing campaigns.
Before starting Marketing Monarchs, Jon spent many years working in the Microsoft Dynamics ERP ecosystem system. Jon serves on various boards, including Directions North America, IAMCP (International Association of Microsoft Channel Partners), and CMA (Channel Marketing Alliance).
When Jon is not busy running Marketing Monarchs, you can find him Co-Hosting Leadership Goes Beyond one of the fastest-growing virtual conferences for Leadership.
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