You’ve hit publish and now your post is live. Besides using internal links, you’re going to want to use social media. An effective social media strategy will help get your post out into the world, driving traffic to your site and increasing engagement on your social media channels.
In this lesson, you’ll learn a 3-step system to effectively post (and repost) your content on social media. We’re going to focus mainly on Facebook and Instagram since they’re 2 of the biggest social channels out there. But you can apply the same strategy to whichever social channel is the best fit for your business.
The first step is simple: just share your post on social media.
Give a quick bit of copy and include a CTA to go read the entire article. Also, don’t be afraid to use emojis and to grab people’s attention, drive engagement, and give a more native look to your posts.
In most cases, you’ll need to supply an image of some kind. As you can see in this Facebook example, we use custom images (as opposed to stock images) for our posts to give our brand a consistent look and feel:
But you don’t have to create your own custom images. Use the best image you have available and refine your look over time.
The process is a little different on Instagram, mainly because of the rules about including links. Since DigitalMarketer has over 10K followers, we are able to add a link directly to a Story. So when people swipe up, they’ll be taken to the blog post:
If you have fewer than 10K followers, you can still drive traffic. Just change your bio link to the URL of your new blog post and include a CTA in your Story to check out the link in your bio to learn more. Make your creative and copy compelling enough that people will take that action.
Here’s an example of a blog link in the bio:
And that’s all there is to Step 1. The next step is to…
Keep track of every post you share, and analyze their performance. Your goal here is to identify the top-performing posts so you can wring the maximum possible benefit from them.
Note that when we say “top-performing posts,” we’re referring to those posts that generated the most:
This is important because these are the posts that you’ll focus on in the next step to generate even more traffic.
Now that you know which blog posts are doing the best job of resonating with your audience, it’s time to take those blog posts and break them up into different creatives to continue to drive even more traffic.
One highly effective strategy is to simply repost the article in a variety of different ways. Here are some of the changes you can make to repost on Facebook:
Change the CTA (for example, ask a question).
This blog post was one of our top performers on Facebook, so we reposted the link with a question that would make readers go, “What is that?”
This second link share actually performed better than the original one.
Post compelling quotes from the blog.
In this example, we shared a quote from the author of the blog post along with the link. We have a graphic designer on staff to create these quote images, but if you don’t, you can easily create a quote image using Canva, Stencil, and other inexpensive resources.
Take a few tips from the blog and create a mini-infographic.
We took 4 separate insights from this blog post and then created a tip image—basically a tiny infographic—from the blog post content. This can make for a compelling and share-worthy graphic.
Here are a few other ways you can repost links on Facebook:
You can use the same general strategy on Instagram with just a few easy changes.
Repost the Story with stickers.
You can just take the same exact Story and add some flash with stickers, emojis, and additional copy. If it fits with your brand, you can have a little fun with it. We took the original Story image and added the “Cat Reading GIF” and the “yasss” sticker:
Here’s another example that’s a little less silly. We took the original Story that we had already posted, and reposted it adding copy and the “now reading” sticker:
Post quote images.
Remember how we posted the quote image and tip image on Facebook? Well, this works even better on Instagram! Take those same images and post them on Instagram, using them to drive traffic to your blog post and start valuable conversations.
You can’t link directly to the blog from an Instagram post, but you can still include a strong CTA using one of these 3 methods:
Method 1: Send a DM (direct message) containing the blog link to anyone who leaves a comment.
Here’s an example of how that looks:
Notice the caption. “Want 5 more posts + examples? Let me know and I’ll DM you the link!”
Then, simply send the link to everyone who leaves a comment:
This can be time-consuming, but it’s well worth the effort since you’ll be sending highly interested people back to your blog post.
Method 2: Update your bio to link back to the blog post.
Then, simply add a caption to your image that says: “Check out the link in our bio for more!”
Method 3: Post another story with a link to your blog post (if you have 10k followers).
If you have enough followers, you can always post another story with a link back to your blog post. Then, add a CTA to your image caption that says: “Check out our story for more!”
Here’s what that might look like:
As you can see, sharing blog content on social isn’t “one and done.”
Instead, you’ll get the best results—and generate the most traffic—by breaking down each post into several bite-size chunks and testing multiple CTAs.
This way, you’ll be able to share your best posts multiple times in a variety of different formats, allowing you to appeal to a larger percentage of your audience.