Social Media Marketing Strategy Guide - Part 6

Optimization & Results

By The Héméra Agency

This is the final part of our 6 part series to create your own kickass social media strategy. Well done you are nearing the practical application of all your hard work and effort. The previous 5 parts of our series focused on the foundation and substance of a social media strategy in our last part we will pay more attention to your future results and how to ensure your social media presence is 100% optimized.

Keyword research


We cannot emphasize how important keyword research is. Whether you are researching keywords for Google Ads or a hashtag strategy, keywords an essential factor in both search engine optimization (SEO) and content optimization. Search guidelines and consumer behavior is constantly evolving so the keywords you choose today may not be relevant even a year from now – nevertheless, you need to use as much forethought and strategy to select the ones you want to use.


Keywords are words and phrases that identify what people are searching for and describe the topics you write about. As mentioned before keywords are critical because it will help you get in front of your target audience. When you know what your audience is looking for, you can optimize your content to deliver the answers they need.


You should have one to two anchor keywords that have a high search volume. Second-tier keywords should be two to four-word phrases that are researched reasonably often. Finally, your last set of keywords should be four or more words with an average search volume.


If you are a little intimidated by trying to connect keywords with what you do try a keyword generator like 


There are tons of other options to choose from, it’s really up to your personal preference. 

Optimize your profiles


Before you even consider rolling out your strategy you need to ensure that your profiles are optimized. There are a few ways to improve your social media accounts.


Profile photo: Your photo should generally always be your company’s logo, so hopefully, you have a good one. If not you need to work on that before rolling out any campaigns.


Username: Your username should be your company name. If your exact name is already taken, which often is, find something as close to your company or what you do as possible. This name will make it easier for your customers to find you on social media.


Bio: Now is the time to show off your fancy writing skills. This is your opportunity to dazzle visitors to your social media accounts. Add some keywords into your bio to improve the visibility of your profile.


Test headlines


You would be surprised how much impact the headline of your post can have. That is why it’s a great idea to test your headlines across the various social media platforms. Variations on headlines can also help keep your social media content fresh on different channels without having to radically alter the body of the content.

Social media schedule


How often or when you should post depends on your location, the type of business you have, and the characteristics of your target audience. The time you post can be as important as the content you post, maybe even more so because great content that doesn’t get seen is a waste of the resources used to create it.


How often you post will also affect what percentage of your target audience gets to see your content. Here is a basic, generic guideline for how often you should be posting,


Facebook – 3 or more times a week but not more than 10

Twitter – 5 times a week

LinkedIn – 2 to 5 times per week

Pinterest – 5 times per day but not more than 10


Track your social media metrics


At the beginning of this journey, we asked you to set your goals and decide on how you will measure your social media success. This is a natural progression of that process. Once you have put your study into action you must track your social media stats with an analytics tool. There are some free ones you can use but most scheduling apps will also have an analytics component to their offering, don’t undermine how much easier your social media efforts will be with a scheduler. 


As you track your efforts, and hopefully you will do so diligently, you can optimize your campaigns according to the results you get.


We hope this 6 part marketing series has helped you! We would love to get your feedback about whether our advice has worked for you, please get in touch to share your experience!

A Few of my Favorite Books



Negotiating as if Your Life Depended on It
The Surprisingly Simple Truth Behind Extraordinary Results


Creative Living Beyond Fear
How to Be More Social on Social Media