Nowadays most website traffic comes from organic search or paid traffic – however, there is another way to lead qualified traffic to your blog posts or (new) content: social sharing! Social media referral traffic can help you create a steady flow of website visitors that you can then turn into leads or customers. In this article, I will explain how the different social media channels can help you achieve this.
Social Media Referral Traffic via Cross-Sharing
Social Media Cross-Sharing may seem as easy as copying, pasting and clicking share, but it is a bit more difficult than it seems. It’s not about just sharing the same message through each platform. You should be tailoring each message to fit the channel and audience in question. Twitter, for example, allows you to type within a limit of 280 characters (recently increased from 140), while LinkedIn has different guidelines to reach its audience in comparison to Facebook. On top of which, all these platforms are built based on different algorithms. Proper image sizes all vary. Instagram allows you to promote your content with hashtags, and so on. That is why it is so important to understand how to fully exploit social media cross-sharing.
1. Sharing your blog posts on Facebook
Most likely the first platform you think about when wanting to share your content is Facebook. Facebook allows you to not only share and promote your content on your own profile, but also to share your content on your business page and in various Facebook Groups. You have about 400 characters to describe your content before your text is truncated, but the trend today is about decreasing the number of characters in the caption. Extend your reach for free by posting your content only once and then sharing it around Facebook.
When writing on Facebook, it is important to be succinct. A key quote from your content can be a great way to entice the reader to click on your link and check out the entire blog post.
By now, we’re aware that Facebook’s algorithm loves posts that have an image or video. Video is actually making a big leap on becoming more important for the algorithm, but for blog posts, it may be difficult to create a suitable video every time you want to share your content.
Be sure to leave a personal and engaging call to action at the end of your post to entice your readers to take the action you want them to take: comment, go to your website, tag a friend who needs to read your article, or to like or share – whatever it is that helps you reach your objective.
2. Sharing your blog posts on Twitter
140 or 280 character limit means you need to have a very short, clear, and powerful message to convince your audience to take action. From personal experience, I would advise creating a message that has less than 140 characters and which includes an image and, of course, the link to your blog or a specific blog post. After your message, be sure to include hashtags that are relevant – they make it a lot easier for people to find your tweet. The best, of course, would be to share content that is in line with trending topics on Twitter the moment you are sharing your blog post. Like with Facebook, be sure to include a clear call to action. To ensure your message doesn’t get lost in the tsunami of tweets, don’t be afraid to share your blog post multiple times on Twitter.
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3. Sharing your blog posts on Instagram
Growing daily, Instagram is my go-to platform for sharing my latest content. Make sure to get people to engage with your content instantly, as Instagram’s algorithm penalizes posts that don’t receive engagement in the first hour of publication. You can create a caption containing up to 2,200 characters on Instagram, but be aware that only the first three lines are displayed in Instagram’s feed. Be sure to catch the reader’s intention in those first lines!
Be aware that Instagram doesn’t allow you to display clickable links in your caption: put your link in your profile description and make your reader aware that they can find your content by going to your profile. Do some solid hashtag research so people can easily find your content.
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Besides Instagram, Facebook, and Twitter you can also use other “social” platforms to cross-promote your content: think about LinkedIn or Pinterest, for example. Pinterest can be a huge traffic driver.
Do you have a clear cross-promoting strategy to get the most out of all the platforms you are active on? Let me know in the comments below!