Reach your target group on social media (part 3)
Birgit Olzem, December 19, 2018
The best blog article goes unread if you don’t draw attention to it. The big challenge is to ensure that your potential readers find your tips, solutions, and information before those of your competitors. Increasing your reach and visibility are therefore elementary goals. Read on to find out how social media helps you with that goal.
In part 3 of the series, you will learn how social media can help you increase visibility for your website or blog. Learn which social media marketing strategies you can use to attract more attention to your content and successfully reach your target group.
Social Media makes content visible
It’s important for your social media marketing success, to “show yourself publicly on the Internet”. An interesting and diverse social media presence plays a vital role in attracting visitors to your website and your corporate blog. Social media are particularly suitable as seeding channels for great content. To reach your desired target group at the right time and in the right place, make sure to choose the right social networks for your purpose.
These social networks are suitable as seeding channels:
- General Networks: Facebook, Twitter, Google+
- Business Networks: XING, LinkedIn
- Image Networks: Pinterest, Flickr, Instagram
- Video Networks: Youtube, Vimeo, Snapchat
- Document Networks: Slideshare, Scribd, Issuu
- Blog- and Media-Networks: Tumblr, Medium, Torial, Bloglovin’, Reddit
You can find stats, the most important marketing features, and criteria to each social media network in part 1 of this series.
A balanced content mix determines diversity in social media
Bloggers primarily publish their blog posts on social media to make them visible and increase their reach. For corporate blogs or owners of a WordPress website, content from all areas of the company is suitable for social media. In addition to publishing company news, you can use social media also for recruitment (social media recruiting and employer branding), event communication, support, and customer communication.
Do you want to know more about content creation, content repurposing, and the best content strategy? Then check out part 2 of the series: “How to Set Up a Successful Content Marketing Strategy”
The visibility of your content depends on your timing – the social media editorial plan
Scheduling your content is one of the most important tasks in social media management. Identical posts on all your social media channels shared at the same time can have a detrimental effect.
Posts at the wrong time or on inappropriate weekdays can lead to frustration. And the question of how often content should be posted varies from network to network and can have a huge impact on your social media success. Reason enough to take more than one look at the timing on social media.
These are the four rules for your social media editorial plan:
- Plan your posts for the best times for maximum visibility.
- Plan your posts multiple times to reach more followers.
- Share your evergreen content regularly.
- Analyze the preferences of your community to optimize your individual scheduling strategy.
What are the best times and days for social media?
Every network has its own rules and best times: These are the times when your community is particularly active. This means, your posts will be seen by more people and thus your chances for more likes, shares, and comments increase.
The best times to post on XING and Twitter, for example, are in the morning, for Pinterest and Facebook in the evening.
In addition to the times, there are also differences in the days of the week. The business networks XING and LinkedIn have the highest activity on weekdays. On networks such as Facebook or Instagram, which are primarily used for fun, users check their feed not only on weekdays but also at the weekend.
Keep in mind: Don’t just post at the same time on every social network. Take a look at the activity times of your friends and followers to make sure to reach as many as possible.
Can a post be published more than once?
Not only the times but also the average lifetime of a post on different social networks is important for the visibility of your posts. While your pins on Pinterest are visible for several weeks, the average tweet has a lifespan of only 18 minutes!
If you post your blog posts only once, the majority of your followers might not notice them at all. When sharing blog posts more than once, on different days and at different times, you make sure that they appear in as many news feeds as possible.
However, make sure to consider the unwritten rules of the different social networks when planning your social media posts recurrently. Each network has optimal frequencies for posting your blog posts and too frequent posts can be annoying.
Recycle your evergreen-content
Many web content is “timeless” and should not disappear into oblivion. This also applies to posts that got many likes and comments on social media in the past. Don’t let your best articles, guides, or infographics get dusty. Share your evergreen content repeatedly at regular intervals.
How often should you post on social media?
1, 3 or 5 posts per network? There is no universal answer to this question. The best number of posts varies for every social network. For networks such as Pinterest, Twitter or Google+, 3 to 5 posts per day are ideal to get attention. For Facebook and especially XING and Linkedin, a maximum of 2 posts per day is sufficient.
Reading tip: The perfect social media editorial plan
Customize your posts individually
When you republish a blog post, you want to draw special attention to your topic. The same applies to important evergreen content (such as job postings), which should be posted repeatedly on a regular basis.
In both cases, avoid posting identical posts repeatedly and make sure to vary your content.
Each network offers different options for customizing content. While hashtags work well on Twitter and Instagram, they are less effective on Facebook and LinkedIn and are not activated on XING at all. The posting formats are also different in the different networks. Here are a few examples:
- Image posts work better on Facebook than link posts
- On Twitter, everything must be said in max. 280 characters
- With Instagram, square images work best
- Advertising is frowned upon on XING and LinkedIn
Personal comments and questions lead to more engagement, likes, and shares on all networks. The investment in individualization pays off.
Tips for customization:
- Tailor your post with different comments: Use a different wording, synonymous terms, different focus topics, additions and express your personal position.
- Adapt your comments to the respective communities, networks, and topics. When posting in XING groups, for example, it’s a good idea to focus strongly on the group topic.
- Use different keywords as #hashtags for which you want to be found.
- Bring other people (experts, influencers, community) into the discussion by tagging them with an @ handle.
- Vary (if possible with the respective network) between image and link post. This option is great for visual variation.
- For posts in social media, use different images available in the article, especially infographics, screenshots or memes. Visualized content is particularly suitable for image networks like Instagram and Pinterest. If not available: Visuals can be created quickly and easily with Canva, for example.
Keep your social media feed active with Content Curation
It is a big challenge to produce your own informative and high-quality content regularly for your target group and also stand out from the crowd. Social media channels consisting exclusively of your own content can quickly become boring or even too promotional.
The solution: Add content from other authors to your own content using “Content Curation”. By curating third-party content, you can positively emphasize your own marketing strategy, focus on your target group and show expert knowledge in a specific subject area.
The right content mix is the basis for successful social media channels
A content mix of your own high-quality, informative and diverse content as well as interesting content from other authors, creates the best conditions for active and successful social media channels.
In order to achieve an ideal content mix for your social media channels, you can use the 5-3-2 rule. For every 10 social media posts, try the following mix:
5 curated content: Posts created from an external source that is relevant to your audience and relate to your topics.
3 created content: Self-created content that is of interest to your audience.
2 personal content: These are posts that reveal something about you or your company. That can be fun and entertaining content or personal comments.
Social media automation conserves your resources
Anyone who has to maintain many social media channels and regularly fill them with content quickly reaches capacity limits.
To support routine tasks in social media communication, social media automation tools such as Blog2Social can provide valuable support for time-saving publication and scheduling of your social media posts. But social media automation should never replace the human factor. Good automation tools are optimized for the respective networks and offer you various possibilities to post and plan your content as well as create customized posts.
Social media helps you achieve more visibility and reach for your blog and website. For a successful social media strategy, it is necessary to tailor your post to the rules of each social network. Not only does every social network work differently, but every social media community is individual and reacts differently to content, post formats or the frequency of posts. The different networks are used by different target groups for different purposes and also at different times. With the right content mix of your own valuable content and content from other authors, you get active social media channels and can also position yourself as an expert and opinion leader.
Other articles in this series: