Part 3: Facebook
The final instalment of a 3-part series on how to use social media to promote your blog.
You can find Part 1: Instagram along with some general social media tips here: https://myholisticliving.co.uk/2019/06/23/how-to-use-social-media-to-promote-your-blog/
And Part 2: Pinterest here: https://myholisticliving.co.uk/2019/06/23/how-to-use-social-media-to-promote-your-blog/
The granddaddy of social media especially for those of us of a certain age – Facebook is the social media platform I felt most comfortable with adapting for business use.
The way that I have converted my previously solely private account for promotion of my blog is to add a page. I did this mainly as I really didn’t want to annoy my friends and family by constantly uploading my content to my private account. There’s also the issue I’ve discussed previously of having separate areas for personal and business use, which allows you to keep your business use on brand.
Even though my followers are smallest on my Facebook page at a very modest 22 only, looking at the stats, I expect that my target demographic in terms of age are more likely to be using Facebook than say Instagram or Pinterest even.
There’s also the issue that Instagram and Pinterest are of course visual social-media platforms primarily whereas my content is more article-based. Users of Facebook, I believe, are more likely to be expecting to read more detailed content as opposed to simply looking at an image/quote as on other social media sites.
I also get far more referrals from Facebook to my website than on any other platform save for the WordPress Reader. The click-through rate is much higher leading to higher traffic as a result.
At this stage I’m not sure if that’s because I’m more comfortable with Facebook or because that is where my demographic is most likely to be found or some other reason. It will be interesting to see if the other social media accounts start converting more of my audience into website hits once I get more familiar with these. Having said that, I know that when I’m on Instagram or Pinterest, I rarely go to someone’s website, choosing instead to go over to their Profile only. Really then, I have Instagram in particular purely to raise my brand awareness and not because I expect referrals per se. Pinterest, as I indicated in Part 2, is more of a filing and sorting system for me, although I do of course upload my own content there too.
You still have to grab your reader’s attention but what I like about Facebook is that I can play to my strength (e.g. content rather than images) far better. Catchy titles and excerpts are important here as you’re aiming to get your reader to want to read on enough to click the link to the full article rather than simply scrolling through their feed. Images are still important of course, but less so than Instagram and Pinterest, for my content anyway.
Over the last 7 weeks, I’ve noticed the following have worked for me:
|Set up a Facebook page just for your website/business including links to your website and related social media accounts so that posts to your website are automatically uploaded to your page on Facebook.||Expect your Facebook followers to grow overnight – this has been the slowest platform for attracting followers but good for engagement of followers|
|Match your page to your brand-style on your website and other social media accounts including your logo and a matching cover photo so that people start to become familiar with this.||Bombard your followers on your personal Facebook account – I know that there is a feature to invite your friends to follow your account but I have to admit that I really don’t like it when my friends do this to me. Let your friends know that the page is there and if they wish to follow it, they will do because they want to, not because they feel guilt-tripped into doing it!|
|Remember to review your “Settings” – I have mine on far more accessible features on the basis that I want as many people as possible to see it, unlike my personal account.||Make your page a carbon copy of your website – I made this mistake at first and got very little follower interaction as a result. Once I started seeing that photo carousel and slideshow posts as well as videos were popular on my Facebook page, I soon changed my strategy to include more of this just for my Facebook followers.|
|Familiarise yourself with features such as “Creator” and “Publisher” which I’ve found great (although a little unresponsive in terms of speed), in creating unique slideshows and carousels of photos that have proved quite popular in terms of engagement.||If someone contacts you on your page, don’t dawdle with your response if possible – mine is currently 20 minutes, which needs to improve if I want their “badge” as a quick responder.|
|Do include detail about yourself in the “About” section. I kept this on-brand by simply copying and pasting from my “About Us” section on my website once I’d reviewed it to see if it would work or if it needed tweaking.||If you decide to use advertising to promote your page, don’t be afraid to invite those people who engage with your ad to like your page. I felt nervous about this at first, like I was being too pushy, but actually, I had a reasonable conversion rate as a result of doing this.|
|Use the “Services” feature to set out a basic menu of services and rates for whatever your business/website provides.||Facebook has its own analytics page so don’t forget to take a look at those stats too occasionally especially when strategy planning.|
|If you host any events, e.g. we recently held a WWF Fundraising Event, be sure to add this to the “Events” menu on Facebook to promote the same amongst your current followers.||Depending on the type of business user you are, within settings you can set up what tabs feature first on your page so don’t forget to reorder these as to what you think is most likely to draw your followers in.|
|Consider using advertisements to increase your reach and followers – ads I’m using are approximately £1.00 per day and you can set how long they run for. I even got something like £15.00 worth of free advertising when I first set the page up so definitely use this at least to promote your website and see whether paid advertising in this sense works for you.||Don’t worry about being a little informal – at first, I was a bit too formal with my approach to Facebook – when I mellowed a bit and put on some quotes and images rather than just articles, the interaction rate improved.|
If you prefer to see how some of these strategies that I’ve started implementing work in practice, head over to:
Remember that these are just my observations on how I’m learning to work with Facebook as a business-user in a relatively short period. No doubt there are other tips and tricks that you find work well for your blog – feel free to add these to the comments below!
This brings this 3-part series to an end. I do hope that you have found something helpful within it. Our next update for bloggers will be available from 21 July when I’ll upload the monthly stats update.
As ever, feel free to share this article if you think others will benefit from its content.