Every blogger dreams of getting traffic – the more, the merrier. However, the law of diminishing return taught us when quantity increases, quality suffers. This holds true for the blogosphere where over 2 million blogs are published each day.
Bloggers who are failing to increase footfall have none but them to be blamed. They are lagging behind in the quality race. Bloggers have been using SEO tools, but they don’t know how to use social media to create networking and blogging strategy.
Why it’s difficult?
They might say in their defense that marketing around products is easy compared to marketing around blogs. Those who frequent social networks are buyers too, but a blog offers information and insight, none of which is tangible.
Agreed, but difficult doesn’t mean impossible. Here are five social media tips which every blogger needs to follow.
#Tip 1: Find the right channel
Not all social networks are congenial for all types of blogs. Bloggers need to keep this simple truth in mind. Let’s say you blog on automobiles. If you promote the blog on a channel that’s strictly B2B centric, the odds of failure will increase tenfold.
To find the right channel, start from the basic. Search on Google with keywords specific to your blog’s niche. To make sure all the results are from blogs type the topic in the search box, and then type intitle:blog. This is important as this will show you a list of blogs that are ranking on top. Check their social presence, on which networks they are most active and target those networks.
The top social networks are neutral. Those networks don’t favor any specific niche or industry. Apparently, that makes your task difficult. However, there are demographic groups, interest groups and other groups that may reciprocate to your blog. Identifying and tapping into those groups can help you finetune your blog with precisely what your readers want.
But how to identify and tap into them? This brings us to our next tip, which is
#Tip 2: Use analytics tools
Social media analytics tools are becoming more of a vogue with the emerge of data science. As millions access social networks, volumes of data are spawned. Analytics tools can detect pattern in seemingly unrelated data and thereby lend marketers a hand in hollowing out insights.
Free analytics tool like Buffer, sophisticated user generated review aggregator tool like Yotpo, social management dashboard like Hootsuite can yield valuable insights, which bloggers and marketers alike can make use of. The key insights that one could obtain from such tools are:
- Stats related to activity
- Demographic details
- Engagement stats
- Social authority increase/decrease
- Follower information
- Updates on new post/pin/tweet
A blogger, be it an individual or working for a company, who has access to all these stats is always a cut above other bloggers, who lack this access. The first blogger knows what type of posts can create better engagement, gets non-stop updates on social media activities on his posts and understands his readers better.
His chances of getting traffic from social media is thus higher.
#Tip 3: The visual web
Images, product photographs, screenshots and infographics are replacing the old style of communication, which is text-based. Social networks are ideal places to share images.
Some channels are dedicatedly used to share visual content. Such channels are Instagram and Pinterest. Both channels are hot destinations for bloggers. On Facebook and Twitter also, users share images in droves. Bloggers need to embed relevant images to their blogs to hook social media users.
Business blogs have an edge here that individual bloggers lack. Businesses, especially B2C firms can use product photograph to lure users on social channels whereas individual bloggers have no other way than to depend on stock photographs.
Quoting experts and thought leaders in the industry can pad out your blog’s authority, fellow writer Peter Daisyme described how. For that also, visual content comes in useful. Instead of texts, show readers images, something like this:
It has been observed that quotes with visuals make a stronger impact on readers than quotes without visuals.
While selecting images, pay attention to colors. Colors are not simply colors, they have psychological properties to them. For example, the color red is often tagged with bellicosity whereas the color green, with youthfulness. Some color palettes have found to affect women more than men. Before you embed visuals, observe what are the prominent colors in them and what emotions those colors invoke. Should the emotion fit with your blog’s theme, go with it.
#Tip 4: Use LinkedIn Pulse
Singling out a particular social channel might strike you as an unconventional approach, but I have my reasons to do so. LinkedIn Pulse came into being after LinkedIn acquired Pulse. Currently, it’s the only social channel that allows its users post full-length blogs.
If you blog on a B2B topic, using LinkedIn is a must for you. It’s a place where you can find all the industry gurus. As you share your opinion on several industry related topics, you soon capture their attention. Networking is easy on LinkedIn, more so because LinkedIn has introduced the Boolean Search feature, which lets you pin on key people from key industries, relevant to your blog and establish networking ties with them.
You can use Pulse to grow your blog’s reader-base but rest assured that won’t happen overnight. You first have to build a thought leadership position for yourself and Pulse can be instrumental in that. Traffic will automatically follow.
Even though LinkedIn is B2B-focused, B2C brands can also use Pulse as a leverage. LinkedIn users are retail buyers, hence there’s no reason for them not to feel interested about product-based info shared on Pulse. Besides, B2Cs can share insider details and marketing insights on Pulse so the ecosphere as a whole remains better informed.
#Tip 5: Social guest blogging
Okay, no such term exists – the first thing to clarify. I used this term to better convey how social media can be instrumental in harnessing the power of guest posting, but if the jugglery of words is preventing you from getting the sense of it, then let me put it in a simpler manner:
In case of blogging, the blogger alone is sharing the posts on social channels whereas in the case of guest blogging, two bloggers are doing it, one is the guest author and another is the blog admin. If the blog where you are submitting your post has a fan-base across social channels, then getting visitors from social networks becomes easier. The lesson therefore is writing guest posts for top quality blogs that have strong social presence.
Like-minded bloggers forming social media groups for guest post exchange is not uncommon, Facebook is abuzz with many such groups, yet the organic reach was decreasing in 2013. That may have been because initiatives are unorganized and not part of a holistic stratagem. Bloggers can use social media to connect with each other, write guest posts and share them across social channels collectively. It’s a win-win situation for all.
Content is king
This is still a truism. You are strongly recommended to follow the five tips shared here, but unless you write content that’s impactful, detailed, opinionated and crisp, the tips won’t culminate in anything worthwhile.