What Is It?
Posting content on social media platforms is a great way to engage with your fans and followers, but over the years organic reach across all social media platforms has declined. Because of this, now social media platforms allow for companies to pay for their content to be shown to a specific audience.
Why Is It Important?
With the rise of social advertising, many social media platforms cut down organic reach completely. One of our clients has nearly 5,000 Facebook likes and a consistent posting strategy of almost one new piece of content every other day, yet the total organic reach for an entire month was 2,384 people, an average of 149 per post. This is a staggeringly low number, especially when you can reach over 2,000 people with even a small budget of $25. Linkedin is a little better than Facebook, but still has much lower organic reach than paid promotion. The same client above was also consistently posting to Linkedin and the monthly organic reach was 7,492, an average of 468 per post. With Twitter, it’s nearly impossible to be seen just by posting organically. In fact, over 500 million tweets are posted per day, which is around 7,000 per second. With such a high rate of tweets, as well as the fast-paced nature of Twitter, there’s going to be very little engagement organically.
This is where content promotion comes into play. Having fresh and relevant content on your website is necessary to stay afloat in the digital age of marketing. Equally as important as creating content, is making sure the content you work so hard to create gets seen by the right people. Providing the right people with topical, informational, and relevant information is a great way to build trust with your audience, establish yourself (or your company) as a thought leader in your industry, and essentially build up leads. There are a few best practices that we use that go along with promoting content in a way that generates leads.
- Add a “Welcome Mat” to your content pages: When promoting a piece of content on Facebook, Twitter, Linkedin, Instagram or any other social media site, the goal is to bring relevant traffic to your website, but ideally you want to get a piece of information (most likely an email address) from that visitor. A Welcome Mat is a full-screen pop-up that encourages people to give their email address with a giveaway. For us, it’s an infographic of 15 tips to put you in the marketing hall of fame. They’ve clearly shown interest by clicking on your promotion anyway, so offering them even more relevant content in exchange for an email address seems practical.
- Create an “Increase Conversions on Your Website” campaign on Facebook: This is a great tactic for promoting a more extensive piece of content like an Ebook or a White Paper. You can send them right to a landing page for the gated content and then track your conversion rate through the Facebook Pixel.
- Create a “Leads on Twitter” campaign on Twitter using a Lead Generation card. Again this works best with promoting a long piece of content like an Ebook or a White Paper, and lets people know right away that they need to give their information away to claim it, rather than waiting until they leave that social media site.
Content promotion is a necessary part of any successful advertising campaign, but it can only be successful if the audience targeting is planned out using custom audiences, re-targeting, and buyer persona research. At Directive Consulting, our social advertising and content creation teams work incredibly close together to make sure the content we’re creating has a specific promotion strategy behind it. Also, as mentioned in the audience persona section, knowing which kind of promotion does best on certain social media platforms is essential for running a successful promotion campaign. To recap:
- Facebook is great for surface level and more general articles. Creating an enticing headline that generates high click through rate is the goal. One format that obviously works well is the listicle. It’s short and easily digestible and usually comes with high engagement rates. A travel agency promoting a post titled “The 10 Best European Cities to Visit” will have commenters arguing over why their favorite city wasn’t included, and that type of engagement is great!
- Twitter tends to have a much more technical and in-depth audience. We look to Twitter for new strategies and longer pieces of content that don’t necessarily require an eye-popping creative to attract a link click. As an example of a successful Twitter topic, we recently promoted an article, “Integrating PPC and SEO for Multi-Channel Success” which was a longer, more intermediate level blog post.
- Linkedin is a great place to target the older generation and “higher-ups” and decision makers. We’ve discovered that case studies highlighting tangible results do really well on Linkedin, as well as tips on hiring. For an example of something we recently saw do well on Linkedin, we promoted the article, “10 Questions to Ask Before you Hire an Ecommerce SEO Expert”.
Don’t go into a content promotion campaign unless you’ve laid out a clear strategy and have set attainable goals.