If you want more customers calling to give you money then promoting your blog posts on Facebook is one of the most cost-effective, efficient and smart strategies you can use to drive traffic back to your website. In this post I will share how to drive traffic to your website using Facebook. When they visit your website you have a chance to convert that prospect into a lead and then that lead into a customer. Let's dig in.
First of all, Facebook audiences are huge! 68% of Americans use a Facebook account regularly, which equals nearly 220 million people. Facebook also remains the most-used mobile app. 81% of devices have it installed.
And, since the majority of internet traffic is now mobile and the majority of mobile time is spent in-app, Facebook represents one of the best chances you have at getting views, shares, likes and new followers for your business.
If you're a business owner wondering how to drive traffic to your blog using Facebook, here are eight airtight strategies you can use to get maximum visibility and a higher rate of readers with each post.
Make It a Habit to Share Every Post You Write On Your Social Media
Make sharing every single post you create for your blog a habit. People are more likely to keep up with your content on the social platforms they already use compared to obsessively checking your blog page.
Consider each Facebook share as important as the blog itself. Think of the Facebook post as your store window. You want it to be enticing enough that people really want to go inside and see what else there is. You also want it to be intriguing enough that people who are just window shopping still remember your display and maybe even mention it through word of mouth.
Keep in mind that Google SEO best practices suggest not sharing each and every piece of new content you create. However, this rule likely applies to larger publishers who put out dozens if not hundreds of new blog articles a day. Most of my small business clients don't publish anywhere near that much content. If you only publish 1-2 posts week, you won't be anywhere near the over-promotion threshold.
With that said, if you are publishing new blogs multiple times a week, consider limiting the number of times you share your content. Pick just the juiciest ones to show the world.
If You Write They Will Not Come – Boost Your Post With Paid Facebook Advertising
Remember that movie “Field of Dreams?” In the movie Kevin Costner created a baseball stadium in his back yard and baseball players and fans flocked to his newly built stadium to watch. That DOESN'T happen when you or your team write a blog post on your website.
It's a sad reality, but Facebook has been trending towards pay-to-play for years now. Organic reach for business page posts has plummeted over the past few years.
Even worse, Facebook recently announced changes that mean it's even less likely that audiences will see your blog posts compared to content from their friends and family. Gee thanks Mark!
But the good news is that Facebook's options for “boosting” your post with an ad budget are truly amazing. Not only do you have razor-fine control over how much you spend, but you can also target specific user traits and demographics.
With just a limited budget per day, you can earn spots on the news feeds of people who will be most likely to consider your content interesting. I would recommend boosting for at least 3-7 days and putting a decent budget behind it.
If, for instance, let's say you're a Landscaper in Austin Texas and you create a blog post about “3 Trends In Outdoor Kitchens,” you can manually target people living in Austin, Round Rock and other cities nearby. You can even select particular age ranges, allowing you to target homeowners that make a great income and can likely afford your services.
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.
Think Mobile First
As we mentioned in the intro, if people are seeing your content on Facebook, they're most likely viewing it on mobile. Make sure your post is optimized for smaller mobile screens, including limiting the amount of text you use in paragraph form.
Also, make sure any image you use doesn't have tiny details that require zooming in. For instance, don't share your entire infographic in a thumbnail size; crop out part of it and share that instead.
Most importantly, 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 messy site, most will back out immediately and not bother reading the article in full.
Make Sure You're Writing Great Headlines
80% of people who see your post shared on Facebook won't get past the headline. Some will keep scrolling and not bother clicking or reading.
Others 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. Great headlines have a way of getting people talking. While it's frustrating to hear commentary from people who clearly haven't read the article, the whole point of posting on Facebook is getting engagement.
The key is to write good enough titles so that people who actually read have an incentive to dig further.
Most importantly, look to 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 Text Space to Your Advantage
Every Facebook post you create with a link has room for additional text on the Facebook post itself.
Don't neglect the importance of the space Facebook gives you above the link! A lot of people will read that immediately after seeing the photo. The photo draws their eye as they are scanning through their newsfeed with their thumb and THEN they read the text IF the photo caught their attention.
The text you add to your posts can lend context, provide a brief summary or reveal key benefits.
Just remember that the maximum amount of content people can see without expanding is 480 characters. Avoid using chunks of text to get your point across. Try to be descriptive yet brief. Use any hashtags or cross-tags to other pages that are relevant to signal boost your post even further. Maybe even consider using emojis!
Attach Great Images to Your Blogs
Facebook posts with images get three times more engagement, which is why most posts you see from brands now include some sort of image.
Images catch our attention, and they can also begin to tell 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 read the actual post.
Make images as relevant as possible to the content of your posts, though. 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.
Yet Another Reason To Write Good Content And Share It On Facebook With Your Target Audience
One important reason to share good content on social media is to create awareness of your business. If you are smart you will have Google and Facebook Remarketing code (pixels) placed on your website so when people see your blog post and click to visit your website you can “capture” those people who took action and THEN re-market to them with ads to take the next step and contact you.
It goes like this:
- They see your blog post in their Facebook newsfeed
- The image and title catches their attention so they click to read it
- Because you were smart and listened to wise old Kyle, you had installed your Google and Facebook tracking pixels so when that person visited your site they get ‘cookied'
- Now, you can target that person, who, demonstrated with their behavior that they were somewhat interested in your business
- You create ads that show to just those people who visited your website to take the next step down the sales and marketing funnel. (ie. Free consultation, Free Quote, Free Strategy Session, etc).
The bottom line is that properly constructed blog posts can get people visiting your site to read your content and the right people who do will see your ads on other sites and take the next step down the funnel and contact you.
Pay Attention to Facebook Insights Data, and It Will Show You How to Drive Traffic to Your Blog Using Facebook
At the end of the day, your own data is the best asset you have when trying to learn how to drive traffic to your blog using Facebook. As an Admin of your own Facebook page you get access to some cool insights that will show what posts were interesting to your audience and which ones weren't. Take notes on what works and what doesn't, especially when it comes to what times you post and how frequently.
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…”
Curious how to get even more traffic to your website so you can grow your business? Contact Us if you want to talk.