Promoting your blog posts on Facebook is one of the most cost-effective, efficient and smart strategies you can use to drive traffic back to your blog.
First of all, Facebook audiences are huge! 68% of Americans use a Facebook account regularly, which equals nearly 220 million people. Facebook also remains the most-used mobile app. 81% of devices have it installed.
And, since the majority of internet traffic is now mobile and the majority of mobile time is spent in-app, Facebook represents one of the best chances you have at getting views, shares, likes and new followers for your business.
If you’re a business owner wondering how to drive traffic to your blog using Facebook, here are eight airtight strategies you can use to get maximum visibility and a higher rate of readers with each post.
Make sharing every single post you create for your blog a habit. People are more likely to keep up with your content on the social platforms they already use compared to obsessively checking your blog page.
Consider each Facebook share as important as the blog itself. Think of the Facebook post as your store window. You want it to be enticing enough that people really want to go inside and see what else there is. You also want it to be intriguing enough that people who are just window shopping still remember your display and maybe even mention it through word of mouth.
Keep in mind that Google SEO best practices suggest not sharing each and every piece of new content you create. However, this rule likely applies to larger publishers who put out dozens if not hundreds of new blog articles a day. If, on the other hand, you only publish 1-2 times a day or less, you shouldn’t run afoul of the over-promotion threshold.
That said, if you are writing new blogs multiple times a day, consider limiting the number of times you share your content. Pick just the juiciest ones to show the world.
It’s a sad reality, but Facebook has been trending towards pay-to-play for years now. Organic reach for business page posts has plummeted over the past few years.
Even worse, Facebook recently announced changes that mean it’s even less likely that audiences will see your blog posts compared to content from their friends and family. Thanks, bots!
But the good news is that Facebook’s options for “boosting” your post with an ad budget are truly amazing. Not only do you have razor-fine control over how much you spend, but you can also target specific user traits and demographics.
With just a limited budget per day, you can earn spots on the news feeds of people who will be most likely to consider your content interesting.
If, for instance, you create a blog post about “Best Places to Eat in Downtown Austin,” you can manually target people living in Austin, Round Rock and other cities nearby. You can even select particular age ranges, allowing you to pitch some of the best bar/restaurant/music venue places just to the 35 and under crowd.
Consider boosting a few of your most popular blogs each month as you start out and then move toward consistently promoting a higher ratio to get your posts the attention they deserve.
As we mentioned in the intro, if people are seeing your content on Facebook, they’re most likely viewing it on mobile. Make sure your post is optimized for smaller mobile screens, including limiting the amount of text you use in paragraph form.
Also, make sure any image you use doesn’t have tiny details that require zooming in. For instance, don’t share your entire infographic in a thumbnail size; crop out part of it and share that instead.
Most importantly, ensure your blog site itself is responsive and mobile optimized. If people click to read an article they see on Facebook and end up on a messy site, most will back out immediately and not bother reading the article in full.
80% of people who see your post shared on Facebook won’t get past the headline. Some will keep scrolling and not bother clicking or reading.
Others will start reacting to the post based on the headline alone. We’ve all seen it happen, and for your blog this can actually be a good thing. Great headlines have a way of getting people talking. While it’s frustrating to hear commentary from people who clearly haven’t read the article, the whole point of posting on Facebook is getting engagement.
So embrace hot takes and write good enough titles so that people who actually read have an incentive to dig further. We wrote a whole post on how to write great blog headlines for Facebook, but the gist is to use phrases that get people’s attention without being too click-baity.
Most importantly, look to your own data for feedback on headline quality. Posts that have a low click-through rate clearly show that the headline wasn’t enticing enough. Posts with a high click or engagement rate did a good job at getting attention.
Learn lessons from past successes and failures and adjust accordingly.
Every Facebook post you create with a link has room for additional text on the Facebook post itself.
Don’t neglect the importance of the space Facebook gives you above the link! A lot of people will read that immediately after seeing the photo.
The text you add to your posts can lend context, provide a brief summary or reveal key benefits. In the example above, the restaurant not only connected the link they shared to the current weather, but they also explained that the link’s important because it was essentially an endorsement from a notable local publication.
Just remember that the maximum amount of content people can see without expanding is 480 characters. Avoid using chunks of text to get your point across. Try to be descriptive yet brief. Use any hashtags or cross-tags to other pages that are relevant to signal boost your post even further. Maybe even consider using emojis!
Facebook posts with images get three times more engagement, which is why most posts you see from brands now include some sort of image.
Images catch our attention, and they can also begin to tell the story behind your blog. With the right image, you can elicit emotion from your audiences before they even read a single word. Once they’ve been engaged in this way, your audience will be more likely to read the actual post.
Make images as relevant as possible to the content of your posts, though. Don’t just use an image because it’s eye-catching.
Also, limit the use of text within your image. A spare amount of text can be great, but too much can prevent your boosted posts from running. Check out Facebook’s own image guidelines for more details on what they do and don’t want.
One of your best tools for marketing is the ability to split test two different versions of the same blog post
For instance, say you wanted to promote a blog about how swimming pools add value to someone’s home. You can create one version that uses an image of a happy family. You can then create another version that uses a stock image of a pool full of money.
Now, show each version to roughly the same audience and see which one gets the more clicks!
Performing these experiments can help you get details just right for each blog post you promote. It can also reveal preferences for different demographics when it comes to post design.
At the end of the day, your own data is the best asset you have when trying to learn how to drive traffic to your blog using Facebook. Take notes on what works and what doesn’t, especially when it comes to what times you post and how frequently.
Also, A/B test post variations vigorously to find out how to get the biggest reaction from your audience.
Finally, make sure that the content you create is absolutely worth reading! Offer value, relevance and genuine quality to your readers. Otherwise, they may not want to click no matter how enticing the preview looks. You know the saying, “Fool me once, shame on you. Fool me eight or more times….”
We have the experience and knowledge to boost your social media audience and shares. Contact us today to learn how we can help you succeed!