results by organic traffic – this way you’ll see which pieces have generated the most organic traffic for the brand. And follow suit.
You can see in the below two screenshots from Ahrefs, I’ve filtered content results related to ‘small business tips’ by organic traffic…
Content can be filtered by total organic traffic so you can see which content ideas and topics can drive traffic to your client’s site.
And by total social shares…
Content can also be filtered by total social shares in Ahrefs.com. Giving you insight into which content topics could gain additional exposure for your client’s business on social media.
If you’re just after some more brand exposure across social media channels, sorting by the total number of social shares is the way to go. I use an SEO and competition analysis tool called Ahrefs.com. This tool is pretty sophisticated and helps me uncover the most popular topics my audience is engaging with online.
Number three: take the time to declutter your client’s website
Go on your client’s website and note how many times they ask their users to act on something – it might be ‘click here to learn more’ ‘get in touch today’ ‘download this guide now’ etc. If you’re seeing a whole load of calls-to-action (CTA) then you need to declutter their content.
Their website content needs to convey plainly and simply exactly how they help their target audience. Are they a business consultant helping small businesses grow? Or maybe they help new moms with sleep schedules? Whatever their company does and whoever their target customer is, you need to make sure their website highlights this from the get-go. Keep it simple and ask them to do one thing – ‘sign up to our newsletter’ or ‘learn how we can help you.’
Sometimes, when users land on a website and it’s cluttered and overbearing – they just bounce straight off. The longer the audience stays and plays on their site exploring, learning, and engaging the more chance they’re going to a. remember their brand and b. potentially convert down the line.
Make their CTAs clear and relevant, declutter their page, and focus on what’s really important – their customer’s pain points and the action they should take. Number four: only focus on social channels that are worth your time
Just because their competitor has an account on all the social media channels in the world, does not mean you should follow them. It might seem easy to create all the accounts, but how much time have you seriously got to dedicate to all these new profiles? Unless your client has a team 20-strong, then they need to focus solely on the channels you know their audience is active on.
If they’re a retailer selling beautiful handmade soaps platforms like Instagram and Pinterest would be perfect for their business. Their product is wonderfully photogenic and these platforms are image-led. If you’re worried about lack of engagement – worry no more. Instagram is trialling removing the number of likes and comments from their platform.
Mia Garlick of Facebook Australia and New Zealand said: “We hope this test will remove the pressure of how many likes a post will receive, so you can focus on sharing the things you love.”
If your client is in the business-to-business industry – with
500 million users, LinkedIn is your go-to platform. You can help them search for people with specific job titles and in areas of the country where you’re targeting and straight away, they know about them.
If your client is in the business to business industry, LinkedIn is the best network for generating leads and awareness for their company.
It’s always important to be realistic when managing your client’s social media accounts. If you’re short on time and resource then be selective about which social channels you populate with their content. Building social media profiles takes a lot of time and effort to achieve the level of engagement you’re seeking for your client’s business.
Helen Jackson is a content writer and strategist helping businesses attract leads and save time with content writing services .