This submit is predicated on episode 73 of the ProBlogger podcast.
For the previous month or so I’ve been speaking quite a bit about e-mail lists – how to grow them, incentives you can use to grow them, and even how to take advantage of them through autoresponders.
However this week I need to speak about social media, and how you should use it to get much more site visitors and engagement in your weblog.
The facility of social media
As I maintain saying, e-mail continues to be the easiest way to attach together with your readers. However in the event you’ve set up your email list and are sending out newsletters commonly, it’s price turning your consideration to social media. It’s an incredible secondary level of connection, and may help you drive site visitors to your weblog and join together with your readers much more. (It additionally helps you join with these readers who aren’t concerned with e-mail.)
However the social media area is continually altering – not simply within the platforms accessible but additionally in the best way they work. I’m certain Fb modifications its algorithms at any time when the wind modifications path. And except you’re getting outcomes, taking the time to create and publish social media can really feel like an entire waste of time.
So it’s price looking at the way you’re utilizing social and what you may want to vary. Even when your outcomes don’t change, you may discover a technique to create and publish your posts extra shortly. And as everyone knows, time is one among most treasured sources.
A change in path
Again in 2014 I checked out how I used to be utilizing social media and realized I wanted to make some modifications, significantly with my ProBlogger accounts.
For a begin, they have been fairly boring to take a look at. Again then the majority of my tweets have been about new jobs on our job board and the most recent posts on the location. And I didn’t embrace visuals with any of them.
One other different drawback was that I actually wasn’t providing a lot to my followers. Most of my posts have been targeted on promoting. There have been no hyperlinks to evergreen content material. I wasn’t selling my new content material very properly both, and I used to be posting fairly sporadically.
An enormous purpose for all of that is that I used to be spending a number of time managing the social media accounts for Digital Images Faculty (my essential weblog). I didn’t have any methods or routines in place to feed any of my accounts, and so it got here all the way down to how a lot time I had and the place I spent it.
And even when I might spend 10 or quarter-hour creating a visible to go together with my submit, it appeared like a waste of time. In a matter of minutes my submit would disappear, by no means to be seen once more.
However by the next yr I’d fully modified my method to social media. And primarily based on the suggestions I began getting from my readers and followers, I used to be getting the outcomes I hoped for. Individuals would come as much as me at conferences and say, “Hey, I’ve noticed something’s different about ProBlogger. It seems more professional. It seems like you’re doing more stuff.”
So what modified? Properly, quite a bit. However fairly than listing every thing I did in that 12 months, I’m going to offer you 4 questions that I would like you reply.
Why? As a result of answering these questions offers you a framework for auditing your social media – it doesn’t matter what platform you’re utilizing.
1. The place are my readers?
Do any of your readers hang around on social media? In that case, the place do they hang around?
There’s no level in hanging out on Twitter if all of your readers favor utilizing Fb. Sure, you may be capable to appeal to new readers there. However you received’t be capable to present your present readers with any actual worth, as a result of none of them will see your posts.
So discover out what social media platforms they use, and whether or not they favor one over the others.
How? By asking.
Everytime you chat with a reader, ask what social media platforms they use. Add the query to your e-newsletter. Embody a query like “What social networks are you using?” in your subsequent survey. You would even ask different bloggers in your area of interest what social media platforms they have an inclination to deal with.
For platforms equivalent to Fb and LinkedIn, you may need to go a bit deeper. Are there any explicit teams they like hanging out in? And the way do they really feel about reside streaming? A few of your readers may favor to take a seat again and pay attention fairly than having to learn.
Which brings me to my subsequent query…
2. What kind of content material do my readers reply to?
Check out the posts that bought tons or shares, retweets, feedback, and so forth. Have they got something in widespread – pictures, video, quotes, hyperlinks – that your readers appear to favor?
Once I analyzed my ProBlogger, I discovered my readers responded very positively to visible content material. On our Twitter account, any tweet with a pleasant graphic or picture bought retweeted and shared 5 instances as a lot as text-only content material. And it was the identical on our Fb web page.
Stay content material additionally appeared to have a huge impact on our readers. Whereas these Twitter chats, Fb Lives and webinars weren’t shared quite a bit, the readers who joined me in these interactions grew to become extremely engaged. A lot in order that they grew to become advocates for the weblog.
On Twitter, I discovered that any posts the place I shared the slides from a chat I used to be giving did rather well. These scored on two fronts – they have been visible, and included good info.
So check out the type of content material you (and others in your area of interest) get good responses from, and use it that can assist you determine what to submit in future.
3. How typically (and at what instances) do I need to submit?
To reply this query you’ll have to take a couple of issues into consideration:
- the platforms you employ
- what number of social media accounts you might have on every one
- how a lot time you possibly can spend participating on them
- how a lot content material your readers need.
With these in thoughts, create a calendar and begin mapping out while you need to share content material on every platform. Do you need to tweet 5 instances a day? Ten? Fifty? It’s completely as much as you. And when you might not want (and even need) to submit on Fb 50 instances a day, it is best to provide you with a quantity that you simply’re proud of.
When you’ve determined what number of instances you’ll submit every week, and slotted the instances into your calendar, it’s time to consider what you’ll be posting. And that is the place your solutions to the second query will turn out to be useful, as a result of you can begin slotting the forms of content material that readers like. You may determine to submit a quote every morning to get folks considering, and maybe one thing humorous on Friday afternoons to get them prepared for the weekend. On Sundays you may share hyperlinks to longer content material so that they learn it whereas sipping a cup of espresso.
In fact, the extra content material you need to submit, the extra work it’s going to take. Which is why it’s worthwhile to ask your self yet one more query.
4. What’s essentially the most environment friendly technique to submit my content material?
Should you’re simply beginning out on social media, you may be capable to get by with creating all of your posts manually. However as your weblog turns into extra widespread, and your readership grows, you could discover it extra and tougher to search out the time.
So what are you able to do?
One possibility is to outsource the work to another person. Inform them what you need to submit, and the content material you need to hyperlink to, and have them create and publish the posts. This generally is a nice possibility if you understand what visuals you need, however don’t have the talents to create them your self.
Nonetheless, you could have to do a trial run earlier than handing your social media posts over to another person. In case your is closely tied to you (as ProBlogger is to me), then you definitely want somebody who can write posts in the identical voice you employ for every thing else.
Another choice is to reap the benefits of among the instruments which are accessible. We use CoSchedule – an editorial calendar that has some wonderful instruments for scheduling social media posts. At any time when we publish a brand new submit on ProBlogger we additionally schedule 5 Twitter posts and 4 Fb posts to exit at numerous instances over 4 weeks.
Earlier than I wrap up this week’s submit, I have to remind you that the modifications I’ve talked about on this submit took me a yr to make. Auditing your social media platforms and making the modifications isn’t one thing you possibly can obtain in a single day.
And it’s not one thing you are able to do as soon as and then overlook about both. As I mentioned, these platforms are continually altering, and what labored a yr in the past won’t be working as properly now. You could maintain doing it, although how typically is one thing you’ll have to work out for your self.
So are you able to optimize your social media? Tell us within the feedback.
Picture by Carlos Alberto Gómez Iñiguez on Unsplash