A ton of Bloggers believe that, they need to create a website with a Blog.
Then create multiple social media profiles. They brand the social media profiles to map to the website.
Then when they publish a new Blog post, all they have to do is use their WordPress social share plugin, and push their Blog post out onto their social media channels and they are marketing their Blog post on social media.
Hold on a bit, unfortunately that’s not quite true.
Let’s get clear about the fact that social media channels are not for marketing your blog posts. Frankly, marketing your Blog posts should not be your goal at all.
Social Media marketing should be all about:
- Promoting our brand
- Using social media channels to grow and educate your audience
- Getting your audience to trust and look upto you as an authority in your niche
All done driven by your Blog post content.
Therefore your Blog post is only a part of your overall marketing strategy.
It’s not about marketing your Blog post. Your Blog post content is a tool that markets your Internet driven business.
Sharing Your Blog Post Socially
Okay the most obvious way to market your Blog post is through social media sharing, But just hitting all the share buttons is not the way to go.
Don’t use social media as a channel to broadcast your Blog posts.
It’s an opportunity to connect with your target audience, and engage with them. This means your new Blog post content must be sociable, conversational and perceived by your target audience t to add value to them.
On Facebook and LinkedIn, there’s the opportunity to introduce and explain why your followers should be interested in reading your Blog post. It only takes a few minutes to write a few sentences explaining this.
If you do that, over time you will notice a dramatic increase in engagement and referral traffic.
When you simply push your Blog post out on Facebook, you’re relying on its title, and perhaps its featured image to entice a reader to engage.
You are offering no reason why you shared the Blog post. On the other hand, if you talk about why you wrote the Bog post, perhaps ask a direct question to your target audience, your followers are more likely to take an interest in the Blog post.
When you do this, you’re delivering value and interest right from the get go. This helps to further your relationship with your readers. Otherwise, you’re just asking friends and followers to do something for you. They may not see any real reason to do and you will lose out.
Additionally, you need to focus on how to measure site visitor engagement. How do you know whether you’re seeing real ROI from your social media marketing activity?
Your Guide To Understanding Social Media ROI
Your website Google Analytics account will tell you whether social media is indeed driving referral traffic to your website. Additionally, all major social platforms offer high-level insights on follower growth and engagement.
That said, if you want a clearer picture of follower growth and engagement across multiple social media channels, you’re going to need 3rd party tools like Simply Measured.
Such 3rd party tools, over time, track and deliver statistics on how your social campaigns and efforts are helping to build your brand, authority, and thus contribute to your sales.
Are You Really Building Authority?
Take a look at all of the Blog posts you’ve shared on social media. Are they on a common (or supportive) topic? If they are, then over time, you will develop a reputation as being an authority on that topic.
Does this happen only in other people’s posts?
Do remember that social media’s is used to form lasting relationships developed through conversations.
Conversations on social media today exist in two forms:
- Comment exchanges
- Live video discussions
Find other people talking about your topics or closely relevant topics on Facebook Groups, LinkedIn Groups, and Google+ Communities.
You’ll notice they are raising points, sharing content their content, sharing related content of others, and most importantly, asking questions.
The most effective thing to promote your Blog, is to notice someone asking a question on a social media stream, that you’ve written a detailed blog post about, and direct them to it:
Hey! What an interesting question.
I written an in-depth Blog post on this topic.
I think you’ll find all of your answers there. Check it out.
Please ask questions in its comments section
I’d be happy to engage and answer them for you.
To a person asking the question, your offer is incredibly powerful. You’ve demonstrated helpfulness and expertise, and accessibility.
This person is going to be grateful to you and interested in what else you’ve written.
They’re 100 times more likely (than let’s say a random visitor from Twitter) to share your post and subscribe to your email list because of their gratitude and interest in what you’ve said.
The icing on the cake? – Your comment on a public post can be seen everyone.
Here’s another great way to grow your brand.
Google+ Hangouts On Air and Blab Events feature the opportunity for multiple people to participate in live video discussions on topics of mutual interest.
Join other people’s Hangouts On Air which feature topics that you are confident about. Answer audience questions passionately. Watch your reputation (and brand) lift off.
Each time, I did this I’d do my best to provide specific examples from within Blog post content I’d published. I’d share these URLs on the Hangout.
I used to be thrilled when the show host (or an audience member) would grab the link I shared and copy / paste this in the comments section for the other audience members to check out.
Kick Off Discussions
Here is how you can try combining social media Blog post sharing, with authority building and check to see if you can spark conversations on social media.
When you notice your followers, sharing content you’ve posted on your social profiles, continue to post similar, supportive content on those profiles. You will continue to gain more fans and followers by doing this.
That said, this will just get your Blog post content in front of only a few of your followers i.e. those who are active on your social channel at the time you post. You’re still talking about a finite number of people.
Hence, if you participate in other people’s live video events, or Twitter chats, that’s certainly an opportunity to get noticed by a larger groups of people who have never heard of you.
But the limitation there is that you have to wait for someone to post the right question, or wait to be invited to be on someone’s show. These opportunities that one cannot force or predict.
This means you must spark some discussions of your own.
Look in the same Facebook Groups, LinkedIn Groups and Google+ Communities. Also include Twitter Chats, Quora, and other online platforms where you can start a conversation around a topic.
NOTE: Please respect the group’s rules of posting. Groups are definitely not places to simply broadcast links to your Blog posts. Many social media groups do not permit links at all.
Most groups and communities will have a pinned post or group description where the basic rules of group etiquette are laid out.
Mostly, groups just want to make sure they are not filled with SPAM posts. That the post content adds real value and benefit to the group and is created to trigger real discussions.
Start a new discussion in a group based around the topic you’ve blogged about. Ask a question that relates to your post, or, take a polarized position and watch how group members choose sides.
Take the time to identify and join different kinds of Blogging and Social Media groups on Facebook, LinkedIn, and Google+ and more.
Every time you post a new Blog post, it’s just a matter of identifying the most appropriate communities and the perfect trigger to get conversations going in the community. This gets you noticed, helps build brand and authority.
Don’t wait till you’ve crafted the perfect Blog to join a community. Start right away. Identify and join communities. Participate in the conversations already taking place. People get to know you. Then when you share your Blog post, you’ve not a complete stranger to the group.
Similarly, join live video events that are of interest to you that are happening on YouTube Live.
Here is a YouTube Help URL. Do take a quick look https://support.google.com/youtube/answer/7083786?hl=en
Normally, audience members can chat with each other in the comments section. They can mention they like something just said or ask questions.
If you notice that the perfect answer is not being delivered and you have a terrific Blog post that deals with this, its Okay to trigger some conversation that focuses on you, by adding the URL to your Blog post in the comments section and sharing this will all participants.
Just don’t SPAM the participants with links to your Blog posts. It’s a great way to get kicked out. Be judicious with the links you are posting. Don’t just post a link, join in the keyboard chat conversations, which requires you to say ‘Hi’, ask questions of your own, deliver some answers, then when appropriate drop your link.
If you attend regular (daily / weekly) broadcasts and you are known to add value to the group, you may be invited to speak yourself, during an open slot. Perhaps you could even become a featured guest speaker
Create Video Or PPT Based Training And Broadcast
You can teach a live audience about your topic using video based webinars. There is a lot of interest in such training today.
Take a lot of trouble on the way you present your training material during the webinar. Ensure that the presentation is visually appealing and captures the attention of the participants.
Create a script that you can display on another nearby computer when doing your live webinar.
Place the 2nd display, immediately behind the display of the computer you are using to conduct the webinar but clearly visible to you but not your live audience.
That way when you are glancing at your script, you are never turning your head and looking away from your audience who are watching you.
What’s really terrific about using this format, is that the resulting video can be repurposed.
You can take your YouTube Live video and upload this to Facebook.
You can Pin the videos in Pinterest.
Embed this videos in the original blog post, particularly if there’s a short snippet that answers a specific question well.
Separate the audio from the video and use that as a podcast. You will then extending your reach into an audience that likes audio not video.
Finally, you can use the video as a vlog post to engage visually and aurally with your site visitors.
Do Consider Influencer Marketing As A Medium Term Goal
Whatever your business, there are always people you have already established their reputation and have an audience in that business. Maybe they are published authors or authority figures in your business vertical.
These are people you can learn from. These are people with whom it would be valuable to have a relationship.
The benefit of this relationship is when the influencer shares something you’ve published on their social streams. This puts your content before a large, focussed audience.
Here are a few things you can do to help foster a relationship between an influencer and you.
NOTE: If you want influencer relationships to be built on your personal time table, you definitely are going to be disappointed.
You just cannot expect an influencer to share your latest Blog post because you’ve just published it.
Not unless you have a strong relationship in place. A relationship where they’ve recognized your ability and look forward to seeing your new content just like your other normal readers do.
The simplest way of building a relationship with an influencer you’ve identified is to start leaving interesting, value add, comments and questions on their Blog posts.
NOTE: Whatever you do please do not leave canned responses like – Terrific post – and expect a relationship to develop. It will not.
This helps you get noticed, over time.
Next, include them in your Blog content. Quote their Blog post content within your Blog posts with a link pointing to their website.
Send them a leading question to answer, with the promise of being included in a round-up post, on your Blog site. What this really means is that you ask the same question to about 10 influencers. Ask for their opinion and publish all the 10 influencer opinions within one well formatted Blog post.
Ask then to do a live video interview with you.
Invite a key influencer to be your guest on a live video interview. You could run this on Skype or a Google Hangout whatever works for you. It’s a little more work on your part to organize and persuade an influencer to participate successfully, but the result is a tremendous opportunity for content creation.
Centre the show’s topic on a Blog post already written. That will create more interest in that post. Pick an entirely new topic and turn the recorded video into topic based broadcast.
It’s very likely the influencer will share the interview on their social channels, exposing your content to a lot of new, clued in people.
Social Media Sharing That We Cannot Measure
This refers to the multiple ways that people can share our content without us being aware that this is happening. Examples are, sharing via Email, Text Messages, Social Media private messages, WhatsApp and more.
In each of such cases people decided to share our content with others but did that in a very private and unmeasurable manner.
While we cannot measure this and thus do not know the impact of this happening, we should make sure that it’s as easy as pie, for people to share our content should they decide to do this privately.
Place Email buttons within all Blog post content. Empower sharing via WhatsApp and whatever other choices you believe that your Blog post readers may want to use to share your content.
Ensure that all Blog posts have a strong Call To Action (CTA) to either read another post, head over to the landing page, or sign up for your email list.
Capture some of those site visitors driven to your website via social media efforts that could not be measured using these techniques.
Paid For Social Media Advertising
Today most Social Media platforms offer the ability to – Promote – posts.
Hence, far more people that your existing follower base, see your posts.
NOTE: It’s really easy to run up costs without seeing a real return on that investment.
Make sure you’re using the social media platform to boost your posts where your ideal customers hang out on. Target the right audience when boosting your post. Send such targeted traffic to the best Blog post content you have on the website.
One of the least expensive Social Media platforms to advertise on is Facebook.
Facebook offers terrific targeting and probably has the largest global user base. It’s a great place to start, but do try Twitter, LinkedIn, Pinterest, and Instagram as well. Such efforts will pleasantly surprise you.
Facebook is a great social media platform to advertise for sign-ups. A very modestly priced Facebook campaign, just a few USD per day can send hundreds more site visitors to your website who can convert to prospects via your Blog and from there to paying customers.
There’s a ton of stuff covered in the above content. This was deliberate.
I really wanted you to have as complete a picture as possible of how you can:
- Build your brand
- Gain authority
- Market your Internet business successfully
Using Blog posts.
Start with social sharing. Identify the Social Media channels and groups where your ideal customers hang out on. Take your time AND get this right.
Next move up to building authority.
As you progress through the various Social Media marketing strategies, you’ll find that this naturally helps make you a better Blogger after all.
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