And, since most of traffic on the internet is now mobile and the majority of users’ time is spent in-app, Facebook represents the single best chance you have at getting views, shares, likes and new followers for your business. We call that “engagement” — that can lead to huge increases in customers getting to know, like and trust your brand (and then BUY).
Business owners trying to figure out how to drive traffic to your company’s blog using Facebook, following are eight solid strategies you can use to get maximum visibility and more readers/followers with each post.
Make It a Habit to Share Every Post You Write
Consider each Facebook share just as important as the blog page itself. Think of the Facebook post like a store window. You want it to be inviting enough that people really want to step inside to see what else is in there. You also want it to be engaging enough to people who are just window shopping to remember your display and maybe even mention it through word of mouth.
Even though Google Search Engine Optimization best practices suggest not sharing each and every piece of new content you create. For the average SMB, this rule likely won’t apply to you, but to larger publishers who put out a massive number of new blog articles a day. If you only publish at most once or twice day, you shouldn’t be affect by the overpromotion issue.
However, if you are creating new blog posts multiple times a day, consider limiting the number of times you share your content. Pick just the juiciest ones, with the most trending topics, to share with the world.
Boost Your Post With Paid Advertising on Facebook
Unfortunately, Facebook has been trending towards pay-to-play for businesses for years now. Natural organic reach for business page posts has plummeted over the past few years.
The good news is that Facebook’s options for “boosting” your post with a few dollars on an ad are truly incredible. Not only do you have razor-fine control over how much you spend, but you can also target specific user interests and demographics.
With just a limited budget as low as a few dollars per day, you can wiggle into the news feeds of people who will be most likely to consider your content interesting, instead of just randomly showing up in everyone’s feed.
For example, if you create a blog post about “Best Places to Eat in Downtown Columbus,” you can manually target people living in Columbus, Dublin, Pickerington, and many other nearby communities. You can even select specific 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.
If people are viewing your content on Facebook, they’re probably viewing it on their mobile device. Make sure your post is optimized for smaller mobile screens, including limiting the amount of text you use in paragraph form.
Ensure any image you include doesn’t have tiny details that require zooming in for a closer look. For instance, don’t share your entire infographic in a thumbnail size; crop out part of it and share that instead.
The most important thing to do is to 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 tragically hard to read site, most will back out immediately and not bother reading the article in full. This results not only in lost readers but spiking your bounce rate on Google analytics, hurting your blog’s SEO efforts.
Be Sure to Write Enticing Headlines
Many 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. Outstanding headlines have a way of getting people talking. While it’s frustrating to hear commentary from people who obviously haven’t read the article, the whole point of posting on Facebook is getting engagement.
So you must write good enough titles so that people who actually read a post have an incentive to click and read. We wrote a whole post on how to write great blog headlines for Facebook… essentially to use phrases that get people’s attention without being too much like clickbat.
Watch 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.
Use Facebook’s Available Text Area to Your Advantage
Remember, every post you create on Facebook from a link has room for additional text on the Facebook post itself.
Don’t ignore the importance of that space Facebook gives you above the link… many people will read that immediately after seeing the photo and headline to decide if they’re going to click.
The text you add to your posts can give users context, provide a brief overview or reveal important 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.
The maximum amount of content people can see without expanding the post is 480 characters. Try to be descriptive yet brief, avoiding long blocks of text to make your point. Use any hashtags or cross-tags to other pages that are relevant to signal boost your post even further. Maybe even consider using emojis😁!
Images grab viewers’ attention, and they can also preview 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 click through and read the full post.
Images must as relevant as possible to the content of your posts. 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.
Split Test Different Variations of Blog Post Shares
One of your best tools for marketing is the ability to A/B (split) test two different versions of the same blog post.
For example, if you wanted to promote a blog about how swimming pools add value to someone’s home, you could 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! (Pro tip: we like images of smiling faces looking directly at the camera to draw users in… if it’s appropriate for the post, of course.)
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.
Pay Attention to Facebook Insights Data, and It Will Show You 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….”
Sherm is founder and CEO of invision studios llc. Starting as a typesetter back in the days before GUIs, he's morphed into whatever area of expertise is necessary to help small businesses grow. From graphic design; to web design; to web development; to search engine optimization (SEO), social media marketing, reputation marketing and adwords/pay per click advertising, he and invision studios can do it all.
The information on this website is for informational purposes only; it is deemed accurate but not guaranteed. It does not constitute professional advice. All information is subject to change at any time without notice. Contact us for complete details.