Monday, 25 September 2017

Why Social Media Is Instrumental To Your Blog's Development

Social media is instrumental in the development of your blog’s readership. Facebook alone boasts a staggering 1.8 million active users, and an 18% market share. It’s clear that nowadays, if you want to entice new readers to visit your blog and encourage your regular readership to blossom, you need cut through the noise and get noticed on social feeds (especially as social algorithms keep changing, slimming organic reach). In this article, I’ll share some important tips on how to use dedicated social media accounts to publicise blog content and build up a brand. Let’s get cracking!
Check out our recent article on how to drive traffic to your blog.

Your Online Social Strategy

Social media can be a really powerful tool in your digital arsenal, but there is a knack to it. It requires a little work to fully understand the best ways to benefit from your business social media networks.  

Here’s how:

1.    Identify your target reader
When developing a social strategy for a brand, you should identify or revisit your ‘buyer personas’ to tailor your content to engage with them. Your social media strategy should be designed to keep existing readers in the loop, whilst broadening your reach so that new visitors discover you.

2.    Create measurable objectives
You need to set yourself goals and constantly strive to achieve more from your social media engagement. If you want an extra 200 followers a month on Twitter, set that as your target. You can learn how to track social interactions, such as Facebook referrals and clicks, through website metrics and getting to grips with Google Tag Manager. Check out this guide for more details. 

3.    Choose your channels –  take a multi-channel approach
Not all networks are created equal, nor will they all help you toward your goal. Find out where your target audience hangs out and what they do online by doing your research. If your product offering is aimed at a B2B audience of industry professionals, you will have more potential traffic from LinkedIn and Google+. If your target audience is more visual, it might make sense to focus on Facebook, Pinterest and Instagram. You need to be where they are, while also catching the attention of other people like them. Facebook Audience Insights and YouGovprofiles are two fantastic (free) sources of information on target audiences, along with tips on how to monitor social media conversations. 

4.    Create an organised content calendar
A content calendar is important for maximising engagement and shares. Check if your post links with any trending hashtags or pieces of industry news to maximise engagement. Synchronising your content calendar with global events is another way to get involved in the conversation worldwide. Make sure your content calendar also features old posts, content recycling, and content curation from other reputable niche bloggers.

5.  Share snippets or pieces of your blog without links
You don’t want your social media feeds to consist solely of links to your blog posts. Post some pearls of wisdom, accompanied by hashtags, to get involved in conversations on topical matters. Images with quotes and mottos are perennially popular.

6. Link your social accounts to your blog
Give your readers the chance to seamlessly share your blog content through their social media accounts, complete with your social handles and some shareable quotes. Including social media sharing buttons that automatically post great-looking content on social feeds is a sure-fire way to gain free publicity for your brand — remember, people will share...but only if you make it easy for them.

Profit From Your Blog Audience With Social Selling

credit: pinterest

Social selling is the act of using social media to converse directly with potential customers, providing value by answering questions, encouraging discussion, and providing thoughtful content to persuade them to buy.

62.9% of sales professionals report that social selling has become very important to them when closing deals. Listen and engage with your brand’s readership on social media platforms to find out what kinds of blog posts and product offerings would improve their daily lives.

Know which social platforms will be best for your niche — you will have to invest in plenty of attractive visual content if selling on social is going to be integral to your sales strategy. The key is to have attractive product photography with some really catchy calls-to-action. Pinterest has a ‘buyable pin’ feature that lets you sell your goods and services directly from your social media accounts. This bridges the gap between engagement and conversions — customers can make a purchase without even leaving social media. (We’re likely to see more of this in the future — so start thinking about your social selling strategy today).

It is really easy to seamlessly link your blog, social media, and ecommerce site together. Onlinestorefronts like Shopify integrate really well with social networks if you don’t fancy installing a plugin and selling directlyvia WordPress; content management systems like Drupal and Magento also allow for easy social integration with a little bit of customisation.

Social Media and SEO?

credit: pixabay

Whether or not a brand’s social feed affects its SEO has long been a subject of much debate. Google’s algorithmic changes are subtle and incremental, and there is never 100% clarity on ranking factors.

But we do know that having an active social feed will boost your engagement levels. Breathing life into your brand’s blog with a social media account is a sign to search engines that you are a legitimate business, rather than a spam account or a link building operation. If your brand’s social feeds are inactive, it may signal to Google that you should not rank so highly on SERPs because you are no longer in business.

Consider hiring a social media coach to make sure that you are handling your online engagement in the right way. Art Division offers a social media management service that could assist you with your strategy.

While social media is a very important tool for brands and bloggers alike, it can be difficult to navigate the spiky terrain of the hashtag world. By following this advice, you will be well on your way to broadening your brand’s horizons by publicising the blog posts on social media and developing a readership.

What did you take away from this article? Will you use any of these tips for your blog? Let us know in the comments.

Gareth Simpson – Technical SEO & Startup Founder
You could say I’m a veteran SEO, with over 10 years of experience in the industry. I love sharing my knowledge with others online. You’ll find me working hard on my startup’s development and writing content.


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