Four actions you can take right now to extend your blog’s reach
A primary benefit of a company blog is how it can drive traffic to your website. But maybe, just maybe, publishing consistently hasn’t generated the interest you were expecting. What else can you do attract attention?
There is no better place to extend the reach of your blog than social media. But, as we all know, without a plan and some discipline, one can easily get sucked down the social media rabbit hole.
This second post in the series, How to Powerup your Blog: Four actions you can take to extend your blog’s reach, looks at how to promote your blog on social media, driving even more traffic to your website.
Action 2. Powerup your social media
When planning a social media strategy for your blog, it pays to begin by establishing your goals. This will help you choose which channels to target and what focus your content should have.
To extend the reach of your blog on social media you need the right stuff. You need to have:
- the right profile
- on the right channels
- with the right content
- at the right time.
The right profile
The profile you use on your social media sites can help drive traffic to your website and blog. First, all social media channels give you a couple places to display your website’s URL. Use them all.
Then, fill your About and Biographies sections with relevant keywords. Complete every section to optimize your profile. Include a clear Call to Action to let readers know how to find more information or contact you. On some channels you may need to put the CTA in each post.
Every time you post a blog, share it on all your channels. Use the comments and questions you get to refer people to back to your site.
Place links in your social media biographies to further boost your SEO. When you link back to your site from your social media channels, you’re creating high-quality backlinks to your site. This is a key benefit of social profile optimization.
The right channels
The business you are in and the content you intend to share will help you pick the social media channels to use. The following sections give a brief overview of social media sites used by B2B marketers.
Although it’s changed over the years, Facebook is still an incredibly powerful B2B marketing tool. It remains the world’s largest social network and, used correctly, enables communication with your audience, your customer. Businesses are able to reach their customer base easily, and on personal level.
Optimize your company Facebook page and remember that with the new algorithm it’s all about meaningful interactions. Best practice includes:
- avoiding overly-promotional content,
- creating and sharing content that’s relevant to your products, and
- developing a company narrative that keeps your audience interested.
Twitter is a channel where you build and manage relationships. Importantly, when you share quality content on Twitter you drive traffic to your site. Prospects that visit your site can then be converted to leads, and ultimately into customers. Twitter is a great place to provide customer service too. Respond to all enquires and comments to encourage engagement.
Twitter is also a great place to get people talking about your company, your industry, and, yes, you’re your competitors. Use it to:
- create buzz around a product launch,
- give certain employees the power to act as personal contacts with your followers, and
- develop relationships with bloggers and journalists for further reach.
When blogging about business and professional topics, LinkedIn is an important channel. LinkedIn helps you reach a B2B-oriented audience. LinkedIn company pages allow you to showcase your business, brand, products and services, and job opportunities.
Every time you post a blog on your website post a link to in on your LinkedIn company page as well as the personal page of your primary communicator.
Instagram, YouTube, Pinterest
Platforms like Instagram, YouTube, and Pinterest are almost entirely visual. These visually-oriented platforms are most effectively leveraged for brand-building. This is where you share your multimedia and video content (see below).
Instagram in particular has become important in brand building because engagement is high, and followers become brand-loyal. Develop a visual identity that reflects your website and brand.
The right content
Regardless of the social media platforms you choose, the key to successful content is shareability. People share content that:
Inspires – you create positivity when you inspire your readers
Entertains – when your content engages, it entertains your readers
Educates – sharing knowledge improves your readers knowledge and quality -of-life.
The content you choose to share will depend on the channel, of course. Remember your goal – driving traffic to the blog on your website – and mix up your offerings.
Informative and visually appealing, infographics present facts and figures in a condensed visual format. Infographics are hugely popular and can be a huge source of traffic, especially if it is good enough to be re-shared.
On channels like Instagram content must be shared as images or videos. Sharing this kind of content can be very effective. You know how much a picture is worth!
This isn’t about boring, old-fashioned corporate videos. Think about ways to show off your team and your brand. Take the opportunity to humanize your brand. You have the potential to win many more followers if you do.
Creating tutorials in multimedia formats allows people to see actual products or methods in use. Many in your audience might prefer watching a video rather than reading a 1,000 word post. Use quizzes to entertain your audience and with the right questions, perhaps learn a bit about them.
The right time
Hootsuite, a social media integration platform, investigated the ideal times for sharing content on each social media platform. They found that each platform has its own peak timing for sharing. For B2B marketing posts, peak time is generally weekdays during business hours. The sections below summarize Hootsuite’s findings.
The best time for B2B brands to post on Facebook is
Tuesday, Wednesday, or Thursday
between 9 a.m. and 2 p.m. EST.
Being a professional network it not surprising that the best times to post on LinkedIn is before and after work on workdays, and at break times. Hootsuite found the best times for B2B brands to post on LinkedIn are:
Wednesday (followed by Tuesday)
at 7:45AM, 10:45AM, 12:45PM, and 5:45PM EST.
An interesting statistic about Tweets: the average lifespan of tweet is only 18 minutes! That makes timing all the more important. Here, Hootsuite found that for B2B brands in the US, the best time to tweet is:
Monday OR Thursday
between 9AM and 4PM EST; focus on between 11AM-1PM EST
Don’t even bother on the weekend!
Instagram is not as easy to predict due to its algorithm that prioritizes a feed based on the ‘recency’ of the post. The study by Hootsuite did not give specific projections for B2B business or the water industry specifically. They did find the following:
Friday, Tuesday, and Wednesday
at 9 a.m. or 10 a.m.
Monday and Tuesday
at 2 p.m.
A note about timing
The water and environmental industries, while B2B, do not always fit into the categories analyzed. You should test the same content at different times on each channel. Hone your timing to best suit your audience and upstage your competition.
Always, remember, however, that the best timing int the world won’t make up for bad content!
You can extend the reach of every blog post by understanding your social media audience. By developing the right profile and content for the right channel at the right time your build awareness of your brand.
In the next post in the series, How to Powerup your Blog: Four actions you can take to extend your blog’s reach, learn about how to write a killer headline in Action 3: Powerup your headlines.