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9 Steps To A Future-Proof Social Media Strategy In A Web3 World

Sat, 03 Dec 2022 03:51:28 GMT

Here's a step-by-step guide to creating an effective social media strategy to level up your Web 2.0 and prepare for Web3.

May I see a copy of your social media strategy?

(crickets)

More than a decade into the Web 2.0 era and entering into the Web 3.0 evolution , brands are still lagging regarding a documented social media strategy.

Looking back, it was the mid to late 2000s when Facebook, Twitter, LinkedIn, YouTube, and the iPhone hit the palms of our hands.

Fast forward to today, we enter the next generation of the internet, called the metaverse, and even more digital ways to engage with audiences.

You aren’t alone if you don’t have a social media strategy.

While almost 60% of the world population are reported active social media users, more than 50% of B2C brands admit to not having documented content or social media strategy.

In addition, most brands consider themselves amateur when rating their expertise level, with more than half of brands surveyed rating their social media marketing levels as immature.

Uh oh?

It’s true! Without a strategy, you are gambling. With Web3, the metaverse, digital goods, and virtual worlds on the horizon, it is impossible to skip Web 2.0 and move on.

“I believe Web 2 and Web3 have a lot to learn from each other. There are frameworks and best practices in each which lend themselves very well to the other, so it’s a lot about bridge building. Leave behind the practices that slow us down but bring with us those which provide structure and support scaling in a sustainable way. We are moving too quickly to re-invent the wheel; better to grab the best and mold it to our future needs,” said Stefanie Hingley, COO of Mission Impact, an organization helping females elevate in Web3.

Forward-thinking, purposeful plus strategic will usually win the social media game.

Here’s a step-by-step guide to creating an effective social media strategy to level up your Web 2.0 and prepare for Web3.

1. Write An Executive Summary

Start your strategy with an executive summary.

This should be a one-pager, succinctly identifying your social media purpose and how it ties into your current business goals and objectives.

In addition, make a note of relevant testing or projections into Web3.

Establish the primary goal and specific objectives you are trying to achieve. Be sure to identify a channel focus and avoid trying to be all things to all social media platforms.

For example, if you are a B2B company, consider creating content for Linkedin and then repurposing it for other secondary channels.

Web3 Tip: Explore and research what other brands are doing with Web3. What is working? Start holding team meetings to discuss your social media strategy in the Horizons Workrooms environment.

“Horizons Workrooms works across both virtual reality and the web and is designed to improve your team’s ability to collaborate, communicate, and connect remotely through the power of VR— whether that’s getting together to brainstorm or whiteboard an idea, work on a document, hear updates from your team, hang out and socialize, or simply have better conversations that flow more naturally,” as noted in the Meta Newsroom .

Benchmark and include measurable outcomes to assure all players are defining success with the same expectations. Larger goals need granular objectives.

Example: Grow your Instagram audience by 20% by the end of the quarter.

2. Do A Social Media Audit

Keeping your friends close but your enemies closer is an intelligent way to stay ahead of the competition.

Start by conducting a social media audit of your brand’s social channels compared to two or three competitors. You can even pick a non-competing brand to use for inspiration and aspiration. Consider choosing a brand already involved in Web3 strategies.

For example, Wendys, Airbnb, Netflix, Buffer, Hubspot, and Cisco are known for their social media savviness. It’s helpful to go beyond your industry’s borders and see what’s working.

Compare types of content, engagement, frequency, audience size, visuals, video use, tone, and customer service messaging. How’s the response rate?

Other factors to compare and take note of include:

Live streaming.
Courses and webinars.
Influencer marketing.
User-generated content.
Features such as Reels, Stories, and Frequency.
Communities.
AR/VR.
3D.
Virtual Worlds.
NFTs.
Creator Coins, Tokens, or Crypto.
Metaverse collaborations.
Audio experiences.
Emoji use.
Facebook Messenger , chatbots.
Keywords and hashtags.
Third-party content.
Online branded search results.
Reviews.

According to the 2022 Social Media Marketing Industry Report, brands and marketers see increased exposure and traffic as social media’s main benefits. On the flip side, the “struggle is real” for translating social media into quantitative ROI, such as improving sales and generating leads.

Recent reports indicate Facebook and Linkedin are the go-to channels if you are looking for leads out of social media channels.

Examples:

Goal: Make our book the #1 best-seller in the Metaverse category.
Strategy: Increase the amount of content we publish on social channels supporting the book’s topics, ideas, and opinions.
Objective: Increase unique visitors from social channels to the book’s website or landing page by 50%.
Tactic: Using metaverse and Web3 influencers, leverage the exposure with branded hashtags and behind-the-scenes content using Instagram Stories, Facebook Live, and Twitter.
Advanced: Participate and host events in Web3-centric communities using Twitter Spaces, Clubhouse, Discord communities, and virtual worlds such as Meta’s Horizon Worlds, Decentraland, Roblox, or Alt Space VR.

4. Develop Buyer Personas

Know your avatar. Develop a personal relationship with your personas. If 50% of brands lack a documented social media strategy, the number of brands having defined buyer personas must be significantly greater.

Brands need personas. This is a must if you want to survive and thrive in Web3.

Marketers preach the value of personas, but when it comes down to investing the time and effort into building and using personas? Zzzzzzzz. Sound asleep.

The good news: The lack of buyer personas makes for a huge opportunity if your competition is missing the persona step.

Buyer personas + social media = a winning formula.

The results mean big wins in increased:

Conversions.
Relevance scores.
Engagement.
Efficiencies across the board.

Getting your persona started is a must!

Start with these buyer persona hacks and get to know your buyers.

Xtensio Persona Maker .
Hubspot’s Make My Persona .
For Web3 start-ups, here is the ultimate persona template .

#SocialPRSecret: In his book “X: The Experience When Business Meets Design,” digital analyst Brian Solis had this to say:

“You want to create personas for the people who buy from you today as well as for those who don’t, whom you’re targeting. The research that goes into the accurate portrayal of current and potential customers and their behaviors should be a combination of demographic, psychographic, and ethnographic.”

When creating your buyer personas, don’t forget to include your media, stakeholders, community admins and moderators, podcasters, bloggers, and influencers as personas.

The media (journalists, podcast hosts, Twitter Spaces hosts, Clubhouse room hosts) is your target audience, too! Make them real people with real interests and real lives. You might relate to them more.

5. Find Your Brand Persona

Every brand needs a voice, personality, and sense of character.

Think about what adjectives describe your brand.

Are you positive, fun, playful, or coy?

Maybe your brand is serious, straight-laced, and emoji-free.

Do you dare to roast or poke fun at a competition like Wendy’s and Taco Bell?

Make a list of how you want to be perceived when interacting with a brand. Are you supporting and encouraging or sensational and bold?

In 2009, when social media was heating up, best-selling author and PR icon Aliza Licht played the persona behind the famous (and now defunct) @DKNYPRGirl.

Of the experience, Licht said :

“Before any other fashion brand had stepped into the social game, I created an anonymous Twitter personality called DKNY PR GIRL. DKNY PR GIRL pioneered authentic voices in social media and ultimately captivated the attention of 1.5 million people around the world across platforms. In 2011, I revealed myself as the person behind the handle, which resulted in over 230 million global impressions, including a full-page feature in The New York Times.”

Licht’s persona behind the DKNY PR GIRL netted some nice gains for her personal brand.

“Over six years, my DKNY PR GIRL persona resulted in many awards, a TED talk, and a book deal. “Leave Your Mark” was published in 2015 and has successfully mentored thousands of professionals around the world.”

7. Establish Strategies & Tools

This is where you figure out how to slice up the paid, earned, and owned categories.

Paid social is a must – and it doesn’t have to break the bank.

Maybe the combo looks something like this:

Paid

Increase your results, and boost a featured Facebook post once a week.

According to Joe Youngblood, wait a few days before boosting a Facebook post, and let it publish organically and then boost.

Owned

Remember, anything you build on social media is basically “rented space.”

You do not own your social media community, following, or content. It can shut down tomorrow, as we saw with Vine, Blab, and other now defunct social media channels.

You can transition your social media community into an email list (this is what you own).

Think of creating some free download, cheat sheet, guide, or course to gain direct access to your audience.

Introduce a branded hashtag and start using it across social platforms. Publicize in bios and posts.

Encourage influencers to use the hashtag. Promote hashtags across social platforms, emails, ads, and social media covers and captions.

Earned

Monitor social media for branded keywords and targeted keyword phrases. Twitter is primed with journalists, bloggers, and real-time influencers. Find the conversations and engage.

Warning: This activity has been known to cause positive media coverage, shares, and engagement outcomes.

#SocialPRSecret: You can’t buy good public relations and social proof, and you can’t hide from negative PR.

Earn the positive first to own more and gain positive search and social results.

Tools

I like Canva. She likes Spark. They like Hootsuite. We like Buffer. The CEO’s son wants to know why you don’t have a Snapchat geo filter.

Having 50 million tools fragmented across your social media team is no fun and not efficient. That’s a slight exaggeration; the point is to have an approved list of tools and platforms.

Everyone needs to be using the same social media management tools and platforms.

Web3 Tip: Explore Web3-centric tools and platforms such as spacial.io, Discord, and Threedium to enhance your brand experience.

8. Make Your Mark: Timing & Dates

Timing is everything! One day late is a dollar lost.

You must show up to the party early on social media and never be late. This means researching industry dates for conferences and events. Look up tie-ins to seasons, days, or official months.

Make sure your reporting is efficient and on point for the proper analysis.

The CEO gets the one-pager, the CMO gets the two-pager, sales gets the sales connection report, and the analysts get the full 10-pager.

Match the report with the right persona and what they care about most.

Figure out internal dates, external dates, and reporting dates.

Internal: Check out conferences, workshops, team meetings, and marketing reports in your industry. Don’t forget the hashtags!
External: Look at seasons, themes, events, and trending news to tie into your social media content.

#SocialPRSecret: From Pineapple Day to World Productivity Day, never miss a day! Check out Days of the Year and keep your editorial calendar filled with the most interesting events, festivals, and weird holidays. And bookmark this SEJ article to help your editorial calendar further: You Need This Marketing Calendar & Free Template!

Web 3 Tip: Sign up for Crypto, Web3, and NFT-related events. Be on the lookout for virtual and in-person events and conferences to educate your team and possibly connect with Web3 partners to elevate your brand.

9. Measure What Matters

Measuring what matters is the key to social media strategy sanity and success.

Every network has its version of analytics. It’s easy to spend infinite time running reports. Make sure you are circling back to those measurable objectives.

Look at both quantitative for the hard numbers and qualitative for the sentiment and intent.

Quantitative examples include website sessions, number of email sign-ups, impressions, and social network data.
Qualitative examples include sentiment, such as favorable reviews or comments on social messaging. For example, did you raise prices on the menu and have complaints on your Facebook Page?

Quantitative tells what happened, and qualitative can usually tell the “why.” For instance, you have a positive feature story in Business Insider with a link to your company website, which caused a spike in website visits.

When influencers started turning on Daily Harvest , the vegan meal-delivery service that sells bowls, soups, and smoothies, with negative reviews after falling ill – this could be an example of quantitative and qualitative – sales fell, negative media publicity , and negative social media sentiment.

Conclusion

After following all of these steps, what’s next?

You might find yourself in a different direction due to your new social media strategy process.

You may venture your brand into the metaverse, start an NFT collection, continue your hashtag campaign, and even add more budget.

#SocialPRSecret: After accessing your reports and progress, create a proposed action plan, including the next steps. Provide analysis and recommendations interpreting your findings.

Web3 Tip: Make sure you are following the evolution of Web3 – the next generation of the world wide web, which includes the unfolding of the creator economy, decentralization; artificial intelligence (AI) and machine learning; Augmented Reality (AR) and Virtual Reality (VR), the metaverse, Non-Fungible Tokens (NFTs), and connectivity and ubiquity, blockchain, digital wearables, and more.

While having a documented social media strategy is important, it’s more important to make sure the plan is fluid and flexible and to keep current on trends.

Meta offers Meta Blueprint , a selection of self-paced and self-guided courses, certifications, and educational materials designed to keep your business moving forward.

As a marketer, having these certifications can help you stand out from your competition.

Keep the social in social media by staying engaged and in the conversation. The strategy will follow, flow, and fill from Web 2.0 to Web3. Be sure you are proficient in Web 2.0 to maximize your returns in Web3.

Increase Website Traffic: 8 Secrets From Popular Blogs

Sat, 03 Dec 2022 03:51:28 GMT

How do you get more traffic to your blog or website? There are plenty of ways to increase web traffic, but some methods are better than others.

If you look at popular blogs, you can see what they are doing right, providing insight into different strategies or tactics you can take for your content strategy.

Now let’s break down the eight ways you can increase website traffic with insights from popular blogs and brands:

1. Get The Story First

Business Insider is one of the world’s fastest-growing financial, media, and tech blogs.

As it generates more than 49 million website visitors per month, there’s no doubt there’s some golden knowledge to uncover about its content strategy.

The key takeaway from this high-performing website include:

Creating Great Digital Content Fast

The news site was before its time because it focused primarily on digital content from the beginning. Not print content. Not broadcasting content.

They knew where their target audience was heading and got ahead of the curve.

Today, the need to create digital content is a no-brainer. So, what makes their existing content strategy different?

Timeliness

Business Insider always gets the inside scoop first. They stay ahead of the latest news stories, constantly chase leads, and update their articles with new facts as quickly as possible.

They don’t thrive on evergreen content, and that works for them. Instead, they aim to get the story first, attract the first clicks, and circulate trending content quickly.

This means that you, too, can have an ever-present content strategy by creating timely content and circulating it to the right platforms.

While having evergreen content is fantastic, there’s something to be said for creating fresh, “trending” content .

That’s because users not only look for answers to age-old questions but also for content relevant to what’s happening worldwide.

2. Publish With Purpose

Arianna Huffington’s namesake blog, Huffington Post or HuffPost, was never meant to be a business. Yet, since its start in 2005, the site quickly climbed the ranks to being one of the most popular blogs in the world.

The Huffington Post has become a massive success in web traffic and notoriety – bringing in thousands of daily visitors and becoming a household name as a political blog.

So, what made Huffington Post a traffic success? They publish with a purpose.

The Huffington Post originally started as a political news site to inform the public about critical global issues. It was the founder’s direct response to the corporate-controlled, money-hungry news sites. This resonated with people.

Finally, a website offered unbiased news stories and opinion pieces from both sides of the aisle. It fulfilled the public’s need for honest and raw political dialogue.

Avoiding Burnout

The Huffington Post’s shift from purpose to profit is a somewhat cautionary tale. Burnout is inevitable if you lose track of what value you aim to provide your audience.

Huffington experienced this when her site quickly grew far beyond what she originally envisioned. It became too much of a business.

Many content creators get into this predicament.

They create content focused on keywords, conversion rates, and click costs. But unfortunately, they forget that traffic and conversions are often proportional to the amount of interest their audience has in the content.

Before you create content, ask yourself these questions:

Have I asked my audience directly what they are interested in reading?
Do I know their pain points, fears, needs, and desires?
Do I have the data to support this, or am I assuming this is what they want?
What is the primary purpose of this content?
What is the ultimate goal that I want to achieve with this content?
What action do I want users to take when they read this content?

Don’t veer too far away from the purpose of your content. Focusing on pleasing Google or optimizing for clicks will get you part of the way, but it won’t be enough to keep users interested in and engaging with your content.

3. Attract Reliable Sources

If Business Insider is the king of world news, then TMZ is the drama queen of Hollywood news.

TMZ is known for breaking the biggest stories in celebrity gossip and entertainment.

While TMZ hasn’t graced us with much insight into their traffic stats or strategy, a little detective work reveals a big secret about their success.

The Secret: ‘Tipsters’

As a content creator and writer, I was curious about where TMZ sources its writers (and how they find the juiciest stories).

Their website only uncovered that they hire a few “field reporters” and “researchers.” But, I wondered, who tips them off to the hottest celebrity gossip?

The answer, I discovered, is “tipsters.” Tipsters are their people “on the ground.” People who go digging for the inside scoop.

These people don’t work directly for TMZ but are incentivized to offer expert knowledge or reveal sensitive information to the magazine. As a result, they typically receive payment or notoriety.

The concept of “tipsters” sounds unsurprisingly similar to another type of content strategy: expert-generated content. TMZ has created a low-cost, consistent content creation model based on incentivization. And you can do the same.

Expert-Generated Content

This can take the form of expert interviews, roundup posts, webinars , podcasts , guest posts , and video content.

The idea is to incentivize industry experts to create content for your site, tip you off to new content ideas, and then share your content with their audiences.

You can hack this strategy for your site by inviting experts to create content for you or to participate in a piece of content you are making.

Open your site to guest posts, video contributions, exclusive interviews, or expert quotes. This will help you create a greater volume of content and broaden your reach.

In addition, a little ego boost can go a long way.

4. Boost Referral Traffic

The Verge is a “Jack of all trades” publication covering everything from entertainment to tech to science and product reviews.

Launched in 2011, they publish a combination of new articles, guidebooks, podcasts, and feature interviews. A common marketing saying is, “The riches are in the niches.”

Since The Verge doesn’t have a clear niche, it begs the question: How do they get their content to rank and generate so much traffic?

Verge’s traffic comes in via referral sites. The sites primarily reference the blog’s product reviews.

Not only do these referral sites send traffic to The Verge via external links from their content, but they boost the blog’s authority as well.

Affiliate Marketing

Verge’s content strategy reveals an excellent opportunity for websites to generate traffic from sources beyond organic search. This is especially the case for affiliate websites .

Suppose the purpose of your website is to promote affiliate products. In that case, your traffic strategy will benefit greatly from you creating content that draws attention from other industry-leading websites.

Not only will users venturing from these websites be interested in your content and products (making them more likely to convert), but high authority backlinks could give your site that added SEO boost.

What this looks like is creating content that provides value to your preferred referral sites – content that:

Reviews their products.
Offers comparisons of their products over competitors.
References other articles on their website.

By publishing content that provides value to other sites in your industry, you have the opportunity to create a whole additional traffic source beyond organic search.

5. Publish User-Generated Content

Lifehacker’s tagline “Do everything better” is a bold assertion that users can hack their way to success in life. (Ironic, perhaps, that we are doing the same regarding your content strategy here.)

The blog offers helpful, often time-saving and money-saving tips for how to work better, live longer, and lead a happier life.

Many of their articles are bite-sized posts that reveal one or two hacks or a bulleted list of tips.

Lifehacker doesn’t rely on keywords to come up with click-worthy content ideas. Instead, they generate a treasure trove of blog topics by asking their audience what they want to read.

How Do I Come Up With Blog Post Ideas?

Despite countless SEO and idea-generating tools, website owners still have difficulty finding topics that draw in traffic and keep their audience engaged.

That’s because we – myself included – often overcomplicate the process.

We try to guess what our readers want. First, we dig into the search data to see which keywords get the most volume. Then, we try to imitate the content our competitors are creating.

Your readers will often tell you exactly what they want. All you need to do is ask.

If you have an existing presence on social media, you can easily reach out to your target audience to get their input on what topics they are interested in.

You can also source ideas from the comments section, email responses, reviews, or feedback from past clients or customers.

Don’t overcomplicate. Start with your audience and generate a list of topics they want to read about. Then, use SEO tools to identify the appropriate keywords to target in that content.

6. Check Your Facts

VeryWell Health was founded in 2016 and quickly became a reliable source for health enthusiasts and trainers. They exceed at multiple aspects of establishing a popular blog, but none more than creating well-researched and accurate blogs.

The first step when writing any article is to check facts. It’s the foundation of creating a blog that people rely on and trust.

This includes checking your resources and spelling, grammar, and punctuation.

Just think when you’re reading a blog, and there are grammar errors, links to outdated or broken resources, or purely incorrect facts. Unfortunately, this makes it all too easy to stop getting return visitors.

But there’s a simple fix. Between tools like Grammarly or having another set of eyes fact-check and copyedit your work, you can easily avoid these pitfalls.

And remember, providing reliable tools and resources for your readers is a reliable way to keep people coming back.

7. Establish Editorial Guidelines

Treehugger is an excellent example of establishing editorial guidelines.

With the structure created by founder Graham Hill and their growing team, they established a foundation for research, making it easier for their consumers to get the information they need quickly.

Creating a vigorous and thorough standard operating procedure (SOP) can help brands avoid the previously discussed difficulties and streamline the editorial process.

This way, businesses can get blogs out quickly and efficiently.

8. Incorporate Interactivity

If you engage on social media, you’ve most likely taken a Buzzfeed quiz or read one of their engaging articles.

The amount of interaction they see with their content and through comments on social media or reactions on their site is unparalleled.

They are a prime example of creating an interactive space for readers and consumers. Through their site, you can have an inclusive and fun experience.

In addition, they allow their followers to rate articles with relatable themes such as “LOL” and “Win.” This helps readers feel like they are engaging in a like-minded community.

We can learn from Buzzfeed. For example, creating an interactive capability for a blog can help develop a sense of community.

You can accomplish this by properly organizing your information and leaving options to add comments or questions to your blog posts.

Final Takeaways

Regarding increasing website traffic, bloggers have been doing it right for years.

Taking time to understand why popular blogs perform well can give you ideas about what you need to do to improve your blogs.

Using these insights for your blogs can provide a steady stream of eager visitors to read what you produce.

6 Ways To Engage Your Organic Search Traffic On Social Media

Sat, 03 Dec 2022 03:51:27 GMT

Whether you're new to organic growth or you want to expand your organic search reach, this simple six-step guide will help you engage your traffic using Facebook lookalike audiences.

It can feel like it takes forever to build an online audience of people who actually want to read what you post, engage in your content, and actually buy the products and services you offer – especially when trying to grow organically.

Organic growth can sometimes take months or even years to reach a profitable point.

The crazy thing is most creators and business owners are still waiting on Google to hopefully bring another person to their website or page.

But what if there were a way to fix that problem?

What if there were a better and faster way to engage your organic search traffic and your social media content all at the same time?

Luckily, there is!

We created this simple six-step process to engage your organic search traffic on social media and drastically expand your organic search reach using Facebook lookalike audiences.

Step 1: Perform keyword research.
Step 2: Create a piece of content (for this example, it will be a blog).
Step 3: Get some organic traffic to that piece of content.
Step 4: Set up your social media pixel and pixel the people who read the content article.
Step 5: Create a Facebook lookalike audience.
Step 6: Serve social media ads to that audience.

The steps may seem a bit much, especially if you’re new to organic growth. But don’t worry; this blog will break it down for you.

Step 1: Perform Keyword Research

Most people starting out with keyword research already have a few keywords or phrases they think will for their business or niche. These could be keywords related to their business or brand, like [best books to read for business] or [what foods cause inflammation?].

Keyword research (keywords) or the specific words and phrases that you and your ideal audience are using related to your products, services, industry, etc.

These highly specific seed topics are very important and a great place to start.

Many times the content you want to create and rank for and what your audience is actually typing in the search bar are likely completely different.

Which is one of the most pivotal reasons to perform keyword research in the first place.

If people aren’t searching for it, then why waste time creating it in the first place?

The smartest way to avoid this is to find the exact words and phrases your ideal customers are currently searching for on Google and other major search engines.

Figuring this out isn’t as complicated as it sounds. There are a handful of keyword research tools that can help.

For example, we use Ahrefs to research the phrase, [how to get followers on Instagram].

You can see in the image above how many people are searching for this key phrase and the other relatable parent topics related to it.

When creating content for search engines, it’s essential to create content that answers one question at a time.

It’s okay to elaborate on that question, even up to a few thousand words. But don’t confuse one article with too many questions and topics.

For example, you could take these short-term and long-term keywords and write a blog post on each topic (of course, when it makes sense for your business).

If it doesn’t make sense to write a topic on each of those questions and the keywords are too relatable, then maybe it makes more sense to use this set of keywords as an H1 or H2 heading instead in the same blog post, which will also play a significant factor in search engine rankings.

Step 2: Create A Piece Of Content

Now that you understand the importance of finding the right keywords to use in your content marketing strategy, it is time to create a blog post.

When writing a blog , it is essential to remember that the goal is to get new readers to your blog consistently, which will eventually lead to a sale.

It’s also to get readers and engagement on the blog, so signals are sent to social media and the search engines to help your article get first-page rankings and rank in the first 10 blog posts on Google.

Again, this is where keyword research comes into play.

Make sure to read every blog on the first page of Google related to your keyword research. When doing so, make sure that your article outperforms each one of those blog posts or is found more valuable.

When performing keyword research correctly, it takes no time to get top rankings in Google because you know what people are searching for and how frequently they are searching for it.

Once your blog post is published on your website, it is time to wait for some people to read and engage with it.

Step 3: Get Organic Traffic

The only thing you have to do in this step is to wait for some organic traffic to trickle in; the goal is to have around 1,000 people. If 1,000 seems like too many, try to have at least 100.

Over time when the piece of content you created starts to get search results, you can set up a pixel (this is the next step) and begin running social media ads to hack the process and get more eyeballs on your content faster.

However, let me start by saying this may not be as simple as it sounds – this is the step where most businesses get stuck and don’t know how to grow reasonably.

Most creators, businesses, and companies understand how a simple marketing funnel works, but what they don’t understand is how to continuously get newly qualified people throughout every piece of the marketing funnel.

Even so, most businesses don’t understand how to successfully intertwine multiple platforms and use social media to grow their organic search traffic or vice versa.

People have created all these great pieces of content, but they don’t understand how to use that awesome content to take them to the next level.

People don’t have enough time to create new content every single day. The pressure of having to come up with new ideas every day, film videos, or write a 2,500-word blog post often times leads to burnout.

And when you are using multiple platforms, that’s where this marketing strategy comes into play.

You have to understand how to track every person who touches your content, from the first touch to the last.

Studies have shown that it usually takes a person seven interactions or touches with a business before making a purchase.

To know how many times a person interacts with your content, it is critical to have a pixel placed on your website for accurate data tracking, leading to the next step.

Step 4: Set Up Social Media Pixel

Once you have published your blog post and have a small or large amount of traffic engaging with your content, it is time to set up your social media pixel on your website.

If you are unfamiliar with a pixel, here is the definition.

A pixel is a few lines of code that you copy into the header section of your website.

It works by placing and triggering cookies to track users as they interact with your website and your Facebook ads.

The pixel serves two primary purposes:

To remarket to someone who has visited one of your pages.
To know which pages they have visited and to track and see if someone has completed the desired action, whatever that may be.

What the pixel does, in essence, is allow Facebook to track its audience on our platform; we are essentially giving Facebook access to our tracking.

If you are unsure how to create a Facebook pixel and add the Facebook Pixel to your website, follow this two-part process:

Part 1: Create A Facebook Pixel

Go to Events Manager.
Click Connect Data Sources and select Web.
Select Facebook Pixel and click Connect.
Add your Pixel Name.
Enter your website URL to check for easy setup options.
Click Continue.

Part 2: Add The Facebook Pixel To Your Website

Once you’ve created your pixel, you’re ready to put the Facebook pixel code on your website.

There are a few different options on how you can set this part up:

You can manually add pixel code to a website.
Use a partner integration.
Use email instructions.

Once the tracking is in place and you fully understand your target audience’s patterns, you can begin implementing the R3MAT strategy, showing the right message to the right person at the right time with the right expectations.

Once you have your social media pixel set up, it’s time to move to the next step.

Step 5: Create A Lookalike Audience

Did you know that Facebook can predict if you are pregnant before you know you’re pregnant? Or that Facebook can tell if you’re cheating on your partner? Or that you’re going to get a divorce?

It can track every scroll up or down, a swipe of the finger, every heart, repost, retweet, and knows every person, business, and profile you interact with.

Seems pretty scary, right?

But here’s where that becomes super powerful.

Facebook has an option where you can create a lookalike audience based on its tracking abilities to reach new people who are most likely to be interested in your business because they’re similar to your best existing customers.

You can create a group of people with similar likes, interests, and demographics to those already interacting with your website.

Here is how to create a Facebook Lookalike Audience :

Go to your Audiences.
Click the Create Audience dropdown and choose Lookalike Audience.
Choose your source notes:
A source can be a customer audience not created with your pixel data, mobile app data, or fans of your page.
Consider using 1,000 to 50,000 of your best customers based on lifetime value, transaction value, total order size, or engagement.
Choose the country/countries where you’d like to find a similar set of people.
Choose your desired audience size with the slider.
Click Create Audience.

Creating this audience allows any business to create a small subset of people you can talk to any way you choose.

You can now show this audience relevant ads, move them through the sales funnel, build your relationship with them, and build your reach and frequency.

All of this is possible because Facebook is watching so many little data points all of the time.

Facebook continuously collects information about what you buy, who you search for or friend, what websites you visit, and the accounts you follow and unfollow.

Plus, thousands of other bits of personal information are gathered from public records and your social media activity.

Step 6: Serve Audience The Social Media Ads

The final step is to show relevant ads to your new lookalike audience that you just created.

To keep this process going, make sure you are consistently showing your lookalike audience(s) new relevant content that meets them at every point in their buyers’ journey.

Meaning you will hit them with new or recycled content (and the kind your audience likes to engage with) at the awareness stage, consideration stage, and decision stage of the buyers’ journey.

When you complete this six-step process, you are officially taking your organic search and lighting it on fire.

Conclusion

Make sure you continue to repeat this simple six-step process to engage your organic search traffic on social media over and over to see the best results.

Repeat everything from performing new keyword research to creating new content and setting up your new pixel to running new ads to the piece of content to a saved or new audience.

This doesn’t mean you must change what’s working, but maybe take a few clips out of your existing content and show that to your audience.

Break larger pieces of content down into smaller segments to create new pieces of micro-content out of your current existing content.