Some people blog for fun. They don’t care if no one reads what they write. To them blogging is cathartic, simply a way to express what’s on their minds.
Well, good on them! But, if you’re in business and share this attitude, give yourself a slap.
Sure, blogging is fun. However, “fun” shouldn’t be your primary motive — results are what matter.
What do I mean by results? Here are some examples:
- More inquiries from prospects
- More subscribers to your blog or newsletter
- More sales!
How does blogging help get results?
If you’ve invested time and effort into writing a blog, I hope you know why you’re doing it. But if you don’t (maybe you’re one of those jolly folk who write for fun?), here are some reasons why blogging can benefit your business:
- Improve your website’s authority — a key signal to search engines, like Google, that your website has authority is fresh good-quality content. So, the more often you create blogs, case studies, videos, etc., the better. Make sure your content is good, though. If you just recycle from somewhere else on the internet, you won’t achieve much.
- Help prospects during the buying process — these days, consumers don’t need sales people to answer questions about products and services; through the internet, they can do their own research. So, good blogs often answer questions. If your blog answers questions, not only can you, again, attract web traffic, you also help your prospects during the decision-making process. By the time they contact you, they’ll be much more likely to buy; much of your work has already been done.
- Become an expert in your niche — blogging is an effective way to demonstrate your knowledge. So, when my prospects check me out after I’ve met with them or put forward a proposal, my blogs are great for reinforcing why they should hire me.
How to promote your blog on social media
Okay, now we’ve established that blogging is good for business, let’s look at how to get more people reading your posts.
As a freelance writer, I write blogs for my clients. It amazes me, though, how many of them do nothing once a new blog is published. It’s like they think people will automatically come rushing.
Well, it doesn’t work that way. Writing is just the beginning. The next step is to promote.
There are many ways to promote a blog:
- Organic SEO
- Google Adwords
- Emailing contacts
- Social media.
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Promoting your blog with social media
Using social media is an easy and effective way to get more readers. But each platform is different, so be selective. Think about which ones your customers use. If you’re in the B 2 B space, Linkedin could be best. If your product or service is visual (restaurant, fashion, crafts, etc.,) you might choose Facebook and Pinterest.
The trick is not to spread yourself too thinly; we all have a limited amount of time. Concentrate on the channels that will have the most impact. In my case, I spend most of my time on Linkedin, Twitter and Google +.
Social media is about relationships
There is nothing less appealing than that guy who talks incessantly about himself without showing interest in anyone else. It’s the same on social media. So, make sure you engage with your connections. For example, I spend an hour every morning commenting and sharing my connections’ material. I sometimes even meet with them in real life and pass on referrals. Here’s a rule I stick to: Share five pieces of other people’s content for every piece of my own.
How to post on social media
Publish on your website, not on your social media channels. Your website should be the destination.
Here are the steps I take:
- Copy URL of blog post
- Paste URL on social media platform
- Make a comment (optional).
It can be good to make a comment; it can be more engaging. However, if you use a good plugin, you can ensure the correct description appears. I use WordPress plugin Social Warfare, and I highly recommend it. Social Warfare gives you control of how your post will appear when shared.
Here are two important things Social Warfare enables you to do:
- Make sure the correct titles and descriptions appear when shared
- Choose the image to be shared.
Should you always publish on your own website?
As a rule, I recommend publishing on your own website. You have more control this way; social media platforms can change the rules at any time. Also, the more you publish on your own website, the more authority it will gain with search engines. It’s a long-term strategy.
I do concede that there are benefits to publishing on other websites with more authority. The publishing function on Linkedin is a good example. Also, if you can’t commit to creating content on a regular basis, you’re probably better off publishing on other websites.
Join a tribe
One way to give you blog a boost is to join Triberr. On Triberr, you join groups (tribes) that comprise other bloggers who write about similar topics. The reach on this platform is huge. However, like with any social media platform, it’s important to share and engage.
When should you post?
Unfortunately, you can’t post your blogs any time and expect your prospects see them. So, you need to think about when they use social media. Is it 8 am in the morning? Is it after working hours? Also, if you’re targeting an international audience, you might be fast asleep when they’re online.
Thankfully, there are tools that enable you to schedule posts at time convenient to you and ensure they are posted at the right times. Facebook has a user-friendly function for this. I also find Hootsuite to be invaluable.
I hope you now have a better idea about how to promote your blog using social media. Do you have anything to add? Please leave your comments below.