This publish is predicated on episode 73 of the ProBlogger podcast.
For the previous month or so I’ve been speaking loads about e-mail lists – the right way to develop them, incentives you should utilize to develop them, and even the right way to benefit from them by way of autoresponders.
However this week I wish to speak about social media, and the way you should utilize it to get much more site visitors and engagement in your weblog.
The ability of social media
As I maintain saying, e-mail continues to be one of the best ways to attach along with your readers. However in case you’ve arrange your e-mail record and are sending out newsletters commonly, it’s price turning your consideration to social media. It’s an excellent secondary level of connection, and will help you drive site visitors to your weblog and join along with your readers much more. (It additionally helps you join with these readers who aren’t eager about e-mail.)
However the social media area is consistently altering – not simply within the platforms accessible but in addition in the way in which they work. I’m certain Fb adjustments its algorithms every time the wind adjustments 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 having a look at the way you’re utilizing social and what you may want to alter. Even when your outcomes don’t change, you may discover a approach to create and publish your posts extra rapidly. And as everyone knows, time is considered one of most valuable assets.
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 adjustments, notably with my ProBlogger accounts.
For a begin, they had been fairly boring to have a look at. Again then the majority of my tweets had been about new jobs on our job board and the most recent posts on the location. And I didn’t embody visuals with any of them.
One other different downside was that I actually wasn’t providing a lot to my followers. Most of my posts had been targeted on promoting. There have been no hyperlinks to evergreen content material. I wasn’t selling my new content material very effectively both, and I used to be posting fairly sporadically.
An enormous purpose for all of that is that I used to be spending a variety of time managing the social media accounts for Digital Pictures College (my foremost weblog). I didn’t have any programs 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 may spend 10 or quarter-hour creating a visible to go along with my publish, it appeared like a waste of time. In a matter of minutes my publish would disappear, by no means to be seen once more.
However by the next yr I’d utterly modified my strategy 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 seen one thing’s totally different about ProBlogger. It appears extra skilled. It looks like you’re doing extra stuff.”
So what modified? Properly, loads. However slightly than record every part I did in that 12 months, I’m going to present 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 desire utilizing Fb. Sure, you may be capable of entice new readers there. However you gained’t be capable of 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 desire 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 utilizing?” in your subsequent survey. You could possibly even ask different bloggers in your area of interest what social media platforms they have an inclination to concentrate on.
For platforms resembling Fb and LinkedIn, you may wish to go a bit deeper. Are there any explicit teams they like hanging out in? And the way do they really feel about dwell streaming? A few of your readers may desire to take a seat again and hear slightly than having to learn.
Which brings me to my subsequent query…
2. What sort of content material do my readers reply to?
Check out the posts that received tons or shares, retweets, feedback, and so on. Have they got something in widespread – photographs, video, quotes, hyperlinks – that your readers appear to desire?
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 received 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 loads, the readers who joined me in these interactions turned extremely engaged. A lot in order that they turned 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 had been visible, and included good info.
So check out the sort 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 publish in future.
3. How usually (and at what instances) do I wish to publish?
To reply this query you’ll have to take a couple of issues under consideration:
- the platforms you utilize
- what number of social media accounts you have got on every one
- how a lot time you may spend participating on them
- how a lot content material your readers need.
With these in thoughts, create a calendar and begin mapping out whenever you wish to share content material on every platform. Do you wish to tweet 5 instances a day? Ten? Fifty? It’s completely as much as you. And when you could not want (and even need) to publish on Fb 50 instances a day, it’s best to provide you with a quantity that you simply’re pleased with.
When you’ve determined what number of instances you’ll publish 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 come in useful, as a result of you can begin slotting the sorts of content material that readers like. You may determine to publish a quote every morning to get individuals pondering, 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.
After all, the extra content material you wish to publish, the extra work it’s going to take. Which is why it’s good to ask your self another query.
4. What’s probably the most environment friendly approach to publish my content material?
Should you’re simply beginning out on social media, you may be capable of get by with creating all of your posts manually. However as your weblog turns into extra common, and your readership grows, you might discover it increasingly more troublesome to seek out the time.
So what are you able to do?
One choice is to outsource the work to another person. Inform them what you wish to publish, and the content material you wish to hyperlink to, and have them create and publish the posts. This could be a nice choice if what visuals you need, however don’t have the abilities to create them your self.
Nevertheless, you might 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 utilize for every part else.
Another choice is to benefit from among the instruments which might be 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 publish on ProBlogger we additionally schedule 5 Twitter posts and 4 Fb posts to exit at varied instances over 4 weeks.
Earlier than I wrap up this week’s publish, I have to remind you that the adjustments I’ve talked about on this publish took me a yr to make. Auditing your social media platforms and making the adjustments isn’t one thing you may obtain in a single day.
And it’s not one thing you are able to do as soon as after which neglect about both. As I stated, these platforms are continually altering, and what labored a yr in the past won’t be working as effectively now. It’s worthwhile to maintain doing it, although how usually 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.
Photograph by Carlos Alberto Gómez Iñiguez on Unsplash