Cross Promoting Your Content Effectively

Standing out on social media takes effort and dedication. Getting that content shared takes testing and skill.   But with a few key best practices, social media success is within the reach of anyone.

I am going to highlight the  best practices for sharing content across social networks and maximizing your reach and engagement.

A strong headline or message is essential to grabbing people’s attention

A headline or message is going to attract the attention  you want.  However, people seem to forget that finding the right headline takes time. Don’t fall back on formats you think will draw clicks. Clickbait is never acceptable besides the fact that Facebook will penalize you, it just looks bad.

2016-04-30_1902

You need to strike a balance between being clear, and being emotionally evocative. The worst thing you can do is get someone to click on your message and send them to content that doesn’t deliver.

Make sure you take the time to brainstorm a few variations of the copy. Once you’ve established multiple good options, you can then test your messaging. Try pushing the same content with different messages and track what performs. Get to know what kinds of messaging work best with your audience, but never stop testing.

When sharing the same piece of content across multiple networks, optimize it for each one

We understand the urge to simply post the same message to five different social networks all at once. It’s such a time saver, and the content is good, right? I get it.   I work hard on the images that I create and finding the perfect message to go with it can leave me staring at nothing for precious minutes at a time.  But the truth is, while posting the same thing to several networks isn’t the end of the world, you’re also not giving your content it’s best opportunity for success.

2016-04-30_1917

Each social network is unique in many ways, and your content should reflect those intricacies. Again, if you have done your homework, you know what your Ideal Customer wants and why they are on the platform  you are on.  So taking the time to customize for that platform is vital.

Twitter messages are restricted to 140 characters or less, but your Facebook audience might expect a little more substance. Your audience may check their Instagram feeds after work and their Pinterest feeds in the morning. You really can’t throw paint at the wall and hope it sticks. You need to test, and treat all of your audiences with the same degree of attention and respect they deserve.

Vary your content regularly

Many of us fall into a rhythm on social media. We find things that work well and they become second nature. Never forget that people change.  Just like you do not like to eat cereal 365 days out the year, people need variety.  Posting engagement type posts every day at 2PM and  inspirational posts every day at 6PM is not what I am speaking about either. People get bored, or their interests change, and suddenly your followers become less engaged. It falls on you to keep up.

2016-04-30_1929

With that in mind, you should regularly be switching up your content. You can’t only post a blog post with one style of image and one style of messaging day-in and day-out. We all know visuals increase engagement, but try a gif or a video for a change in the pace. . Ask people questions or pushing them to polls instead of your regular content updates.

It is vital for the health of your social media platforms that you monitor your audience as well as general internet trends.  I try to post social media news and articles of value every day at 2PM and 8PM.  The most important thing is that you remain flexible and willing to change when you see a change in the interests of those you are trying to attract.    

Don’t post too many updates at once

Have you ever gone to your stream of social media and see five or six updates of your friend’s children, each posted separately?  It can feel like a stream take-over right?  Now imagine that a business has done that.  Personally, if you think I’m going to click the sixth link in your stream of nine messages, you’re sadly mistaken.

2016-04-30_1943

Don’t post too many updates at once. Instead, make each message you send substantive and important in its own right. Usually, if you need 10 Tweets to get your message across, you’re probably doing it wrong.

Keep your social media publishing to a schedule. A social media management tool allows you to schedule messages in advance so you’re not a slave to your calendar. Doing so helps you ensure you’re posting at regular intervals rather than in bursts. Once people learn your schedule, they’ll start checking in when they can expect new content from you, building a certain degree of loyalty. This will in turn increase your click-through and engagement.

End your post with a clear call-to-action

So your followers have seen your message, now what? None of us want our interactions to end there. Remember my series on Facebook Engagement?  For Facebook to know your fans like your post, it has to involve fingers clicking. (Like, Comment or Share)  Social media serves to support broader business goals, so your messages should ultimately be tied to a larger purpose beyond just  being  seen.

With those fingers clicking  in mind, finish your social posts with a strong call-to-action. Examples of good social media CTAs include:

  • Offering up more information on the topic in a blog post or resource
  • Encouraging them to sign up for a free trial of your product
  • Asking them to use a special social media code for a discount in store
  • Offering the potential of a prize for a specific action, like following and sharing
  • Asking them questions that they will answer

Keep self-promotional content at around one-third

2016-04-30_1955

While your audience follows you because they’re interested in your products and services, they don’t want to hear the sales pitch day after day after day. Focus instead on building rapport and loyalty instead of constantly pushing product. (You’ll find this will pay dividends over the long haul.)

If you’re unsure about how much salesly content to share, I try and follow what is called the social media rule of thirds, which dictates that a maximum of one-third of your social content directly works to promote your business, convert readers, and generate profit. The other two-thirds should focus on providing value and keeping people coming back.

In Conclusion

If your business needs to post the same content to multiple social networks, ensure that you are cross-promoting.  As you post, ensure that you are tailoring the text to suite the network and the audience that you are posting to.2016-04-25_0036

If this helps you, please comment or share to a social media platform.

Leave a Reply