You’ve worked really hard to get where you are. Go ahead, toot your own horn. You deserve it. We know running your own website can be lots of hard work — and that’s not even counting the challenges, learning curves, and (probably) late nights you’ve endured in the process of getting where you are now.
That being said, nothing is more demoralizing than putting your best efforts out there on the web for everyone to see, then scanning your analytics and seeing low page views on your blog or website. Sure, numbers aren’t everything, and traffic takes time, but likely you’ve started producing content with the hopes that you can get eyes on your site, and ultimately, the website you’ve worked so hard to create. We want that for you, too.
In an effort to expand your marketing toolbox and drive rush-hour-loads of traffic to your site, we’re chatting social media — the deets of each channel and how to utilize various platforms to promote your blog.
Social Media, an Overview
For many of you, interacting with social media is as habitual as breathing. You do it without thinking. Scrolling, snapping, double-tapping; it’s second nature. You know social media well, especially in the how and when of your engagement with it — the average American spends two hours a day social-ing — but let’s look at it from a more analytical perspective. To start, some numbers:
- As of January 2021, there were 4.6 billion active internet users worldwide — that’s 59.5% of the global population! What’s more, 4.32 billion people access the internet via mobile devices.
- Users have an average of 8.4 social media accounts each.
- By the end of 2020, there were over 4.14 billion people on social media platforms monthly. This number represents 88.9% of total internet use.
Internet users are into social sharing. That much is obvious. And from these numbers alone, we can see that social media is a big market, likely under-utilized or misused by many sites in generating referral traffic and promoting blog posts. Thus, tapping into these platforms means big business for the promotion and growth of your blog.
How? Let’s analyze it as a marketing tool.
Social Media for Your Blog Promotion Strategy
Time to don a new hat — that of a marketer. Ninety-one percent of retail brands use two or more social media channels, and 81% of small and medium businesses use some kind of social platform. To build and engage audiences, you need to be socially connected to generate more traffic to your site.
Because social media platforms can experience a high volume of traffic and engagement, you’ll want to leverage those crowds to bring eyes to your website or blog. Plus, it’s a budget-friendly way to market your blog (hey, we know the purse strings are tight!)
How? First things first. As we mentioned, you can probably garner a lot of useful social media info based on your own social habits, but consciously keeping your finger on the pulse of social conversation (think of it as honing your social listening skills) will help you better understand how to launch your social media plan of attack to build your site traffic.
Plus, social media is always changing and evolving, so you need to be in tune with social platforms to keep up with the most effective marketing methodology for each one. So don’t sweat algorithms too much; just keep learning and testing what works best for your audiences.
Social media channels also present a useful two-way system of accepting user feedback and gathering relevant user-generated content.
Using social media as a marketing tool doesn’t have to be tricky. We’ll walk you through some social media marketing best practices, then investigate how you can utilize each unique social channel to promote your content and start building traffic on your blog.
Buckle up — and grab a pencil: It’s time for Social Media Marketing 101.
Related: Facebook, Twitter, or Pinterest? Choose the Best Social Media Platform for Your Business
Social Media Marketing Best Practices
Social media marketing requires individual, customized efforts (as we’ll discuss later). Still, there are a few good-for-traffic practices of general application that you can implement in your efforts to market your blog.
Users won’t want to dig around to find your content or an obscurely-hidden link to your blog. Make it easy for them to locate you by putting a link to your site on all of your social media channels. Make it visible and easy to navigate. When your social media content engages them, they’ll want more — so make it simple for them to connect with you and access your blog or website. Also, try to keep your handles consistent across your platforms. That will make it easier for audiences to find you — and easier for you to build a cohesive and recognizable brand. (Yes, even blogs have brands!)
Make it One-of-a-Kind
Even though most social media channels have the same basic underpinnings (sharing content, connecting with others, etc.), that is really the only tie that binds them. Each platform structure is unique, and they each operate on different models.
That being said, the way you promote your blog or website on social media cannot be one-size-fits-all. For example, the marketing of your blog on Instagram will likely not work on Facebook, and what works on Twitter will definitely not work on Pinterest. You get the idea. Plus, social content just CTRL+C-ed onto each platform is not only lazy, but it could be off-putting to audiences — this repeat approach can appear spammy. You definitely don’t want that.
As you develop plans to promote a blog post on social media (see next point), take each platform into account. Then, tailor your content to each platform individually based on the mechanics of each social media channel. (Learn more about these models in our platform breakdown section to follow.) And know this: You don’t have to have 15 different social media accounts. It’s 100% fine to pick a few and focus on excelling at those. Know (and respect) your limits.