Inbound Marketing is a method of bringing customers to you rather than going to the canvass. To implement such a marketing methodology, you must not only provide quality content, which entices readers to contact you, but also optimize its distribution and promotion, so as to invite potential customers to read it. Well used, social networks are formidable communication tools for generating traffic to your blog and attracting future customers to you.
Which social network to distribute your content
The first step in getting your content out on social media is to identify which ones will be the most suitable for your message. Indeed, each network has its own peculiarities and you will not find the same readers.
The recipe for effective communication on social networks: send the right message on the right network.
- Facebook: Wide target, mainly made up of end consumers, helps to make a publication viral to the general public
- Twitter: Very varied personal and professional profiles. Allows federating a community of influencers.
- LinkedIn: Brings together executives and business leaders. Allows you to generate B to B leads.
As part of a B2B customer acquisition if you can not do everything, prioritize LinkedIn and Twitter, on which you will generate more leads.
Best practices to make your publication effective
Use a catchphrase that calls out
One important point to remember when posting content on social media is the catchphrase you are going to use. These few words must imperatively encourage Internet users to read your article. To do this, you have to find the balance between saying enough to attract attention, but not saying too much so that they feel the need to find out what happens next.
In summary, the hook must:
- Be impactful
- Use a tone appropriate to the target and subject
- Say neither too much nor not enough to be an incentive
Use the right hashtag
First developed on Twitter and Instagram, the hashtag has become widely democratized to become essential. The # symbol placed in front of a word or a group of words makes it easy to collect all the posts dealing with the same topic, for example. For you, this makes it easy to follow conversations around the topic. For Internet users, this allows them to easily find all the posts you have published on the subject in question.
A good hashtag must meet the following criteria:
- Be easily remembered: so that Internet users remember it and can reuse it
- Be attached to the subject or the company
- Easy to write: so that Internet users circulate it
- Unique: so as not to take the risk that it has already been used and that it could harm you
A post with an image is much more readable than a simple post. But beyond that, the images also promote reader engagement. It is estimated that posts with images receive 35% more retweets than posts without images.
However, to attract the right readers, you will need to choose a suitable image that appeals to and evokes the subject of the article. An image that appeals to Internet users, but which has no link with your article will certainly generate traffic, but also a particularly high bounce rate.
Call on influencers
On social networks, and especially on Twitter, a good part of the communication is done thanks to “influencers”. These personalities or entities followed by a large number of people are for you a mine of potential contacts. Your objective is therefore to find influencers who are interested in your theme and to let them know your content so that they can share it with their community.
The main thing, again, is not to be shared by the greatest number of influencers, but by influencers relevant to your post. This will increase the chances of being read by people who are really interested in your topic.
Involve your teams as widely as possible
To bring your message to life on the internet, you can also use your own network, namely your company’s teams. Your employees are your first ambassadors, invite them to share your post, to communicate with those around them. Whatever social network you use, having the support of your employees will be a great way to put yourself forward.
What schedule for the distribution of your content
50% of blog posts have 8 shares or less. In order to maximize the promotion of your content on social networks, it is important to keep it alive, regardless of the social network used.
If you publish your content and don’t relaunch it, it will undoubtedly be forgotten quickly and not have the impact you want. That being said, sharing your posts too much can also tire your followers, who may then stop doing so.
Depending on the social network used, your post will not have the same lifespan either. This one is very short on Twitter, while it is much longer on LinkedIn. Your distribution strategy will therefore be differentiated according to the social network used.
To make your communication effective, we, therefore, recommend that you follow the following publication schedule:
- The big day: Share your article on the various social networks respecting the specificities of each one and adapting your catchphrase. Reshare on Twitter with a different message a few hours later, for example isolating a key phrase or statistic.
- D + 1: Share again on Twitter.
- D + 7: Share on Twitter.
- 1 month after: Share again on Twitter, Linked In and Facebook.
- 2 months later: Share one last time on Twitter.
This way, you make your post dynamic, without being too invasive. And seeing the post regularly will undoubtedly entice potential readers to click.
What tools for the distribution of your content
Posting your articles on social networks can be tedious, especially since each network has its own specific publication features. To make your job easier, you can use tools to schedule broadcast on various networks.
While most marketing automation tools can perform this task, the Plezi software is particularly effective in this area. A complete platform for the management of inbound marketing campaigns, it allows you to manage much more than your publications on social media.
Sites specializing in social media management can also be useful for managing your posts. Note in particular:
Created in 2008, Hootsuite gives you access to a dashboard to track posts and their performance on many social networks. Updated in real-time, it provides an excellent overview of the activity generated by each publication.
The free application, Buffer allows you to manage and schedule your Facebook, Twitter and LinkedIn posts. Thanks to its publication schedule, Buffer allows you to easily manage the distribution flow. You can of course also easily monitor and analyze the results.
Sociallymap offers you very complete services around your publications on social media. You can use it to schedule and manage your publications, to launch an Employee Advocacy strategy or to monitor. It is a tool that makes your communication on social networks easier.
You now have all the elements to effectively distribute your publications on social networks. By following these key points, you will hit a target that is both large and suitable.