How do you grow traffic to your website?
One of the keys is having an active blog or resource center where you are weekly adding new content that is helpful to your ideal audience.
A second key is then using a social media strategy to help increase the visibility of your post. This article will look at the ways to use social media for this purpose.
[inlinetweet prefix="Tip: " tweeter="via @Mike_Gingerich" suffix=""]A key to understand with social media is that it is not "once and done"[/inlinetweet], meaning that if you share a new web page or blog article once, that is good enough. This is a common and big mistake that too many businesses make.
What businesses fail to understand is that people are on social media only at certain times of the day, and most social media networks are only showing that post right as it is posted in real time. So, if a social media user is not on that network when you share, the chances are slim that they see your work. For example, if you post a Tweet on Twitter at 10:00 a.m., then only those users looking at their stream at 10 a.m. who are following you can see that tweet. You can use a #hashtag or a @ mention if you want more people or a specific person to see your tweet but in general it's tweeted and then gone.
Facebook is a little different in that it uses an algorithm to try and surface relevant content for individual users based on their past interactions with your content. If they have liked or commented, or shared your posts in the past, then they're more likely to be shown your post in their newsfeed in the future. The bottom line, however, with Facebook is that users have so many friends and have liked so many pages that they on average see only 5-15% of posts a company may share on Facebook.
So, businesses really need to think about a systematic strategy for sharing their web and blog content on social media.
For instance, any new blog post should have a plan that includes:
Let's break that down a bit further...
First, for "Immediate Sharing" the goal is to share when you have a new post live. As noted, this is what most do and simply stop at that point. The value of immediate sharing is to get the word out. As well, sharing it on Google+ immediately is important because Google immediately indexes any link you share on that social network, meaning it can then be found immediately in Google search results by anyone doing a search at www.Google.com.
This initial round of sharing can be done manually or by using a tool like CoSchedule to pre-plan items to share when the post goes live.
Second, you need to post at best times. The key to note is that "best times" can vary per social network and business.
It's about knowing your audience and based on when your audience is most likely to be on the network as the key times you should post. Facebook gives you this information on your Facebook page post in their Insights reports under the post category. The goal is to have your second round go out when the most viewers will see it on each network. That may be in the evening for Facebook and the late afternoon for Twitter for example. The key is to KNOW YOUR AUDIENCE!
The third sharing of the blog post is the "follow-up".
Think of it as the "catch-all" attempt. It's designed to make sure your key audiences see the post. It can often be prefaced in your social post with a simple phrase such as, "In case you missed it, …". Again, the need for this is because there is a lot of information flowing on social networks and so it is imperative to "circle back" and ensure you make great efforts to reach your audience.
Finally, a best practice is to watch your social sharing analytics and see what content is getting the most engagement and traction, basically what is connecting best with your audience. Then use a social media sharing tools like HootSuite, Buffer, or another to schedule out some recurrences of this post 2-3 weeks later and even up to 6 months out, once every 3-4 weeks for popular posts.
Together a plan like this helps a business maximize the value of their new blog post and helps to ensure with social media that it is getting the potential views that you want and desire. The "once-and-done" social sharing method will NOT get it done and savvy businesses need to develop a strategy routine for their sharing.
Do you have a strategy for sharing your new posts on social media more than 1x?