TECH TALK WITH MIKE: Why You Should Optimize Social Media Content | Across Indiana


The benefits of social media marketing are many for businesses today. On the one hand, more than four billion people in the world’s population now use social media. Therefore, marketing without a social media presence is like leaving money on the table. Additionally, social media offers unparalleled exposure and can be the easiest way to enter a new market.

Unfortunately, many business leaders are not yet convinced of the need to optimize social media. Although they are keen to post on Facebook and share blogs on Instagram, they rarely optimize content.

This can be a big mistake. You could get a lot more traction and generate more leads by optimizing your content for social media. Here are some benefits of optimizing your marketing content for social sharing.


The number one reason why you should optimize your social media marketing content is SEO benefits. According to the Social Media Examiner, 58% of marketers who optimize content for sharing on social media for a year are sure to improve their search engine rankings. The reason is that Google’s algorithms highly value social signals. They check for social shares, upvotes, and engagement when ranking sites.


Marketing is about choosing your battles. Rather than trying to appeal to everyone, find your niche and create targeted content to appeal to the selected demographic. Optimization is the only way to achieve targeted marketing in social media marketing. SEO allows you to choose popular keywords and phrases from the selected demographic. Then you can send targeted marketing messages that resonate with the audience.


Social media marketing is primarily about engagement. Many organizations are now trying to close sales directly on their social profiles. However, the goal of social media marketing is to generate engagement (likes, shares, comments, etc.) to generate more leads and ultimately more sales. Optimization helps you reach the right people with the right posts, directly impacting clicks, likes, comments, shares, etc.


One of the main factors in marketing is brand visibility. Indeed, some of the biggest brands use visibility to drive sales and profitability. Social media optimization is a great shortcut to increasing brand visibility. Through optimization, you can enter new markets to showcase your brand and products. As we’ve seen, optimization also increases engagement. Increasing your engagement often means better brand and product visibility.


You are probably wondering how. Well, it is simple. To improve brand loyalty, you need to go above and beyond to show your customers that you really care. That’s why brands often offer redeemable points and product discounts. These “candies” send a message of care. Optimization can also help you show that your brand cares about you. How? ‘Or’ What? By providing concrete solutions. Don’t just post content for fun. Instead, create content that solves your audience’s real issues. They will love you.


Finally, you should consider search engine optimization because it cuts down on marketing costs. Imagine for a second how much effort it takes to reach a million people on Instagram. For a small business with only a handful of fans, you might consider hiring an influencer. You pay them to like and repost your content to their audience. Yet, even when paying, you may find it difficult to reach people who are not interested in your products. Optimization allows you to focus on a smaller target audience with a proven interest in your brand and products.


Search engine marketing is important to your overall marketing campaign. However, it takes informed optimization to truly benefit from a social media marketing campaign.

Mike Gingerich is President of Digital Hill Multimedia (, a web design, web software and social media marketing company from Goshen. He is also a business blogger on technology, marketing and growth. Learn more about

Mike Gingerich is President of Digital Hill Multimedia (, a web design, web software and social media marketing company from Goshen. He is also a business blogger on technology, marketing and growth. Learn more about


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