December 4, 2019

4 Steps to Creating a Social Media Strategy for Your Blog

Christina Sirabella

A blog about blogs… how meta.

If your company has a blog, that’s great! On average, companies that blog have 55 percent more visitors to their websites, and 57 percent of marketers say they’ve gained customers specifically through blogging. Whether your blog is established or just starting out, one of the best ways to make it even more successful is to promote it on social media (we promise, we’re not biased). The benefits of doing so are threefold: it’s budget-friendly, it gets a lot of potential eyes on your blog, and it fosters a useful two-way conversation between your brand and your audience. Here are a few blog social media strategy tips from our resident experts:

1. Think about who your audience is—and the problem your content is going to solve.

It’s impossible to write blogs that your audience will love if you don’t know who your audience is. So, before you start brainstorming topics and throwing around inspiration, it’s crucial to identify your target. No, not just “moms between the ages of 30 and 45”—go deeper than that. Get to know them, their needs, their struggles, and what they’re most often looking for help with. One way to do this is by taking a look at online groups and forums to see the conversations your target audience is having about your industry. You can also dig through social media hashtags to find information about what they like to read, watch, follow, etc. or even your competitors’ social media pages to see what content resonates.

Creating a clearer picture of your audience can also help you determine which social networks you’ll want to use for promoting your blog. For example, if your audience is artists or creators, you’ll probably find potential readers hanging out on Instagram since it’s such a visual-first, artistic channel.

2. Blog about the right things.

If you’re a family-focused water park resort, don’t just blog about why families should go to water parks—or worse, your water park. Write about adjacent topics like planning a family getaway on a budget, packing for vacations, road trip playlists and snacks, etc. This way, folks who aren’t necessarily considering a water park for their next vacation will still be able to stumble across your content when they’re searching for information to plan their next trip (more on that whole “searching” thing in a bit).

Another example: If you’re a feminine products brand, don’t limit yourself to writing blogs about the products themselves. Expand your horizons and write about all kinds of issues that impact women in this day and age, or use your blog to highlight inspirational women who are doing great work.

3. Tailor your content to each network.

A one-size-fits-all approach just doesn’t work on social media. Even though most social channels have the same basic concept (sharing content and connecting with others), each platform is different and serves its own unique purpose—which means your strategy for each network must be different as well. This could be as simple as different crops, or it could mean a completely different execution across channels, but know the basics about each platform and what that means for your blog promotion strategy. For example, Instagram doesn’t allow links in individual captions—it only allows one link in your bio, so don’t be that person with an unclickable Bitly in the text portion of your post. But do be that person who uses a lot of hashtags—they really are the best way to reach an entirely new audience on the platform.

4. Three letters: S. E. O.

Last but certainly not least…

If you claim that you’ve never Googled something similar to the above, you’re lying. We’ve all been there, and we’re here to tell you that it’s not as scary as it sounds.

Let’s start from the very top. SEO stands for search engine optimization. When you get on your computer to find information on the internet, you’re likely to turn to a search engine. In fact, 93 percent of online experiences begin in this way. So, for example, if you’re a painting company, wouldn’t it be great if your website or blog was among the top search results for something like “top painting companies near me” or “best outdoor painters in [your area]”?

When you optimize your site for search engines, you’re giving it a few different benefits. Firstly, since it will rank higher in searches, it will get higher visibility and therefore have the best opportunity for increased traffic. Second, highly ranked sites appear more credible, and credibility is key. Lastly, SEO will actually help you produce quality content, so you’ll be providing searchers with information that’s more relevant and useful for them.

We could (and likely will) write an entire post about SEO tips and tricks for blogs, but for now, here’s one of the most important ones that’s free, easy, and you can start doing today: identifying and using relevant keywords.

Like we mentioned above, users typically search the same types of phrases and prompts into search engines. So, what you’ll want to do is identify the phrases that you want to be ranked highly for—these are called “keywords,” and the more you use them in your blog posts, the better. (Not sure which search terms are popular and related to your business? Tools like Google Keyword Planner or Moz’s Keyword Explorer can help with that.) So, for example, if your next blog post is about painting, the keyword tools might help you to find that “minimalist paint colors” is a hot search term right now—so, by incorporating this and other hot search phrases into your next blog post, you’re more likely to attract the searchers who are looking for information about this very topic.

It may seem daunting at first, but once you establish your social strategy, you’ll get more eyes (and the right eyes) on your content. Happy blogging!


Want help promoting your company’s blog on social media? Give us a ring.

Tags: Content Marketing, Facebook, Instagram, Twitter

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