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Twitter Facebook

December 07, 2017
Driving Facebook traffic to your blog and website is essential. Regardless of the quality of articles you write, without readers, your efforts as a marketer fail.  
Facebook traffic provides incredible opportunities to increase your blog article readership.
Here are 12 actionable, effective, creative methods on Facebook to drive traffic to your blog and website.

1. Make Your Images Big

Facebook posts that include images get around 120% more engagement than posts with no photos. Make your images prominent, and you’re going to get lots more Facebook likes, shares, comments - and click throughs.
Use full sized images in some of your Facebook blog post updates. Check your Facebook Insights, and your blog site metrics to assess your successes with full sized images (and any of the methods in this article). Use the best methods to keep generating the most blog traffic for you.
To create a full sized image Facebook post, upload the image directly.


Link to your blog post in your text update. Use a shortened link such as a bit.ly to keep your post text looking cleaner.
Example:
Here’s a great example of a full sized blog post image from HubSpot.
The image is cute, relatable, and generally follows the rule of thirds to make it visually appealing.


Tips for Making your Images Big:
  • Upload a visually appealing, related image to increase click throughs to your blog.
  • Check your Facebook and blog site metrics to analyze the success of your full sized images. Repeat the types of posts that work best for you.
  • Use a shortened link in your full sized image posts, to keep your text cleaner.

2. Make your Updates Short

Yes, you’re driving Facebook traffic to your blog article, and your blog article will have lots of text. On Facebook, though, short, witty updates generate the most engagement, and click throughs. Ideally, keep your update one sentence, and under the 140 Twitter character count.
Remember that lots of your Fans are using Facebook on mobile, too. Keep this in mind when you’re creating your text. Make your blog updates a short, clear and intriguing teaser for your blog article.
Example:
Here’s a great example of a short, teaser update from the Huffington Post.
The Facebook update gives you a good idea of what the blog article is about. It’s funny, enticing, and short. The article headline in the link “11 Commonly Used Made-Up Words That Drive Us Insane” further tells the gist of the article.


Tips for Making Short Facebook Updates:
  • Follow the rule of thumb to keep your Facebook updates under 140 characters. This will force you to condense your text.
  • Make your update a teaser of your blog. Write out 4 or 5 short one-sentence summaries of your article, and choose the most intriguing to post on Facebook.
  • Keep your mobile readers in mind.

3. Ask Questions

Questions naturally invoke a response, don’t they?
Use questions to generate click through actions from your Fans. Make your questions witty, short and intriguing. Keep your readership in mind, and always keep your question related back to your blog article.
There are many types of questions you can ask, from fill-in-the-blank, trivia, personal views, etc.
Example:
The Next Webuses a short, intriguing question for its readership.
The question “What will happen to the Like button?”, coupled with Mark Zuckerberg’s photo clearly summarizes the gist of the blog article. It leaves Fans wanting to learn more by asking them for their knowledge or views on what’s going to happen.  Making a question for the update generates more curiosity than if the update was just the title of the blog, for example.


Tips for Asking Questions:
  • Keep your questions short, easy to read, and relatable to your Fan Page. Use the word “you”, for example.
  • Questions naturally invoke a response. Use succinct, curiosity-invoking questions to get  clicking through, sharing, Liking or commenting actions.
  • Mix up your question types, from opinion getting, trivia (from your article), or even problem solving.


4. Use a Short Quote From Your Blog

Give your Fans a taste of your blog post. Include an intriguing quote from your article. Quotes in general are some of the most shared content on Facebook. If a Fan shares your update, they’re more likely to have clicked through to your site, too.
Find a quote in your article that’s concise and gives a flavour of its contents. You can even make it more personalized, by including a photo of the person or writer making the quote.
Example:
Mashableuses this tactic to personalize their article.
The quote they chose tells Fans who the article is about, by showcasing the interviewee, and what the article is about.


Tips for Using Quotes:
  • Choose a quote from your blog article that clearly summarizes a main point.
  • Use a quote that invokes controversy to generate more engagement on your Facebook Page, and get more clicks to your blog.
  • Personalize your quote by including a face of the author or interviewee.
There’s no need to keep the link in the text of your post (unless you are posting a full sized image).
Make your update clean. Delete the link in your text before you post it. The image and summary of your article is clickable directly to your blog article.
Example:
Here’s what I mean:
Make your Facebook Status update, with the link to your blog article:


Delete the link:


Your update will have a clickable image, without the cluttered link:


Tips for Skipping the Link:
  • Keep your Facebook update more readable, without the link.
  • You only need the actual link if you are using a full sized image.
  • Delete your article link before you post it to your Fans.

6. Share Lifestyle or How-To Blog Articles

Generally speaking, your Fans on Facebook don’t just want your product or service. They want you to enhance their life, and their sense of community on Facebook. Let’s face it, Facebook is a place where people go to catch up with their friends. As a business, you need to be posting tips to enrich the lives of your market too.
When you write a lifestyle or how-to blog article, share it on your Facebook Page.
Example
Whole Foodsuses the lifestyle strategy very successfully.
In this update, they share a link to their recipe blog. They use a full sized image in the post and link to the article with a shortened link. They use a friendly question in their text, and include the word “we”, to invoke that sense of community.


Tips for Sharing Lifestyle and How-To Articles:
  • Use Lifestyle and How-To articles to share more than just your products or services with your Facebook Fans.
  • Include questions - such as asking for your Fans for their tips - when you post the article links.
  • Use pronouns like “you” and “us” to further create a sense of community.

7. Host Contests on Your Blog & Website

Generate Facebook traffic to your blog by publishing interactive content, like contests. Then promote your contest by posting it on your Facebook Page.
Your Fans want to engage with you, and many businesses cater to this by hosting Facebook contests. Switch up your marketing strategy to drive more views to website. Host contests on your blog, too. Make your contests more shareable to posting about it on Facebook.
Read tips on How to Run Successful Contests on Your Blog
Example:
Telus hosts contests directly on their website.
They promote them on their Facebook Page, to generate interest and shares with their Fans. This post shows the prize, and includes a shortened link back to the contest page.


Tips for Sharing Contests on Your Blog:
  • Use interactive content on your blog to drive traffic from Facebook to it.
  • Promote your blog contests on your Facebook Page to generate click throughs, and more shares.
  • Use images of your contest prize when you post it on Facebook.

8. Make a ‘Weekly Wrap Up’:

Every Friday, make a blog post compiling your best articles of the week. Share it on Facebook. This gives your Fans a chance to see your blog articles at a glance. It’s also a great way to get more click throughs, as you’re offering your Fans article options.
When you post a “Weekly Wrap Up”, make a lookbook of your article images. This creates a very pretty and enticing update to your Facebook Fans.
Example:
Williams Sonoma uses the blog article compilation tactic.
They post the article on Friday, which likely supports an increase in weekend shopping. They use a lookbook to show all their gorgeous images from their blog articles.


Tips for Making a “Weekly Wrap-Up”:
  • Generate more click throughs to your blog from Facebook by compiling a list of your articles from the week.
  • Post the “weekly wrap-up” on a day that works best for your business sales.
  • Use a lookbook to show all the images from your blog articles.

9. Embed Short Blog Video

Get creative with your blog images. Make a short Vine or Instagram video to show your readers the essence of your blog article. Then embed the video on your Facebook Page.
By embedding the video, your Fans can get a taste of what your article is about without leaving the site. If your video is enticing enough, your Fans will engage with your post, and click through to your blog article.
Example:
At Wishpond, we’ve used this tactic to link to articles.
The videos we’ve made are 6 second Vine videos, and they show a summary of the article. In this post, the video shows the title of the article, the topic, and three methods to market your Facebook contest (email, social media and Facebook ads).

image

Tips for Embedding Short Blog Video:
  • Make a short video that shows what your article is about.
  • Embed the video directly on to your Facebook post, to entice your Fans to interact with it.
  • Include faces, or products to make it more personalized and cool.

10. Share Other People’s Blog Content

While it may seem counterintuitive, sharing other people’s content is actually a brilliant strategy in driving more traffic from Facebook to your blog and website.
Social media is all about sharing. So, share blog content from industry leaders, your Fans, and other reputable sources. Use articles that are relevant to your market, and that relate to your business too.
This strategy makes your business look more willing to share (and thus gain reciprocal Fan shares), your customers will appreciate your informative content (which can gain customer loyalty), and the businesses you’ve shared will be more likely to share your content to their Fans too (which can bring new Facebook traffic to your blog).
Example:
Facebook Marketing often posts blog articles from other sources.
They do this to provide quality information to their Fans. This example is from a blog article I wrote, that was posted on Business 2 Community. The topic relates to how small business can use Facebook.


Tips on Sharing Other People’s Content:
  • Share other people’s content when it is from a trustworthy source, and the article benefits your consumer.
  • Include the link to their Facebook Page - when the article is from another business.
  • Generate potential sharing opportunities by extending your network with industry leaders and Fans.

11. Include a Blog Tab to Drive Facebook Traffic

A Blog tab on your Facebook Page is another valuable - and fairly simple - way to share and get people clicking through to your blog site.
I’d say the easiest way to add a Blog Facebook tab is to use an app, such as NetworkedBlogs. The site walks you through how to register your blog, and their basic plan includes a Facebook tab. Or if you’ve got developers handy, you can make your own tab in iFrame.
Once you’ve added a tab, your articles are automatically streamed to your tab page, so your Fans can click to view them.
WARNING: DO NOT just syndicate your blog articles to Facebook and Twitter. Go through the process to build a tab. Syndicating your articles will not get you the click throughs that the above mentioned tactics will.
Example:
Mari Smith, a leading social media influencer, uses this tactic brilliantly.
She has a Facebook tab for her blog.


When one of her many Fans clicks on her Blog tab, they see her Blog landing page, which streams her blog articles. The articles link directly back to her blog site.


Tips on Including a Blog Tab:
  • Share your blog articles through a tab on Facebook.
  • Use an app, such as NetworkedBlogs to simplify your tab developement.
  • Don’t syndicate your blog articles to your Page updates.

12. Use Facebook Ads

Facebook ads boost your reach to Fans and targeted audiences.  Use them to get your blog updates seen, and drive Facebook traffic directly to your blog and website.
You can use what Facebook used to call promoted posts to target your blog updates to Fans and their friends. You can use more targeted Facebook ads to reach Facebookers with your niche demographics and interests.
Ads on Facebook don’t have to be expensive for the ROI you get. You can choose the pay-per-click option, so you only pay when someone clicks through to your site. Target your ads to reach your specific, interested people on a very granular level. Your ads are going to get clicked by your exact niche. (Yeah, very cool, right?)
Use best practices for your ad image, A/B test your text and targets, and link directly to your blog or blog post.
And hey, if Facebook ads seem a bit confusing check out how easy we make them for you: Facebook ads tool.
Example:
Here’s and example of a Facebook ad from TD Bank. They use targeted ads to drive Facebook traffic back to their blog site.


Tips for Using Facebook Ads:
  • Use targeted Facebook ads to drive traffic from Facebook to your blog and website.
  • Facebook ads enable you to reach extremely specific, interested markets.
  • If you’re confused with the intricacies of developing a great Facebook ad campaign, use a Facebook ad tool.
Twitter Facebook

December 07, 2017


It wasn’t that long ago that Twitter was just another tech start-up with a modest user base and uncertain prospects for revenue (let alone profitability). But the micro-blogging service has seen explosive growth over the past few years, and a multi-billion dollar IPO is now inevitable. 

 The founders and early investors aren’t the only ones who have made money off of Twitter; countless individuals and businesses have harnessed the power of social media to create new revenue opportunities. Below we’ll highlight some unique ways to make money off of Twitter, as well as review some inspiring success stories and best practices. 

(By the way, you may also be interested in our guides to making money on Facebook, YouTube, Instagram, Pinterest, Google+, iPhone/Android, and with display ad networks). Before we jump in, a quick note on the official Twitter guidelines: the platform doesn’t allow any third parties to inject paid tweets into a timeline on any service that leverages the Twitter API. 

So the opportunities to place sponsored messages are still somewhat “old school” in that they must avoid the types of automation that have become ubiquitous on the Web. It’s also worthwhile to highlight the Federal Trade Commission’s (FTC) view on making money through Twitter. In short, it’s A-OK as long as certain protocol is followed–specifically, identifying promoted tweets as ads and including the type of fine print that traditionally accompanies other types of ads. A lot of celebs have ignored these rules so far with no consequences, but it seems likely there will be a crackdown eventually.

A simple proposal

Twitter, like all social media, has evolved dramatically since its founding. What the founders fully envisioned we cannot know. My guess is Twitter’s founders never envisioned corporate accounts with millions of followers. I believe they set out to create a service that would connect people with each other.
Nonetheless, there is one thing we do know: Today, many business entities have millions of followers and communicate with these followers using Twitter as a tool to promote their products and services. This is free advertising, no ifs, ands or buts.
What is perhaps unique about Twitter is the dichotomy between this valuable role in empowering and connecting people and its ongoing lack of profitability.

So, here’s a proposal to radically change the economics of Twitter: Charge businesses that exceed a set number of followers (perhaps 250,000) a monthly fee based on their total number of followers. To provide a sense of scale, here are the follower counts for a cross-section of well-known brands:
  • @TeslaMotors 1.4 million
  • @Verizon 1.7 million
  • @Pepsi 3.1 million
  • @CocaCola 3.4 million
  • @McDonalds 3.4 million
  • @Intel 4.7 million
  • @Marvel 4.9 million
  • @GoogleChrome 6.1million
  • @SamsungMobile 12.1 million
  • @Google 17.6 million
I suspect most of these businesses spend large sums (with in-house personnel or outside agencies) planning and developing their Twitter activities — a clear form of advertising that provides value, with no portion going to Twitter. Why would it be wrong for Twitter to capture, through fees, a piece of the economic value its service brings these companies?
To assess the potential magnitude this change might have on Twitter’s bottom line, let’s take a hypothetical example: Suppose Twitter collected an average annual fee of $600,000 from 2,000 businesses. This would represent increased annual revenues of $1.2 billion. Of course, there would be costs associated with implementing this policy, but the upside is enormous: Most of this $1.2 billion increase in revenues would drop straight to the bottom line.

The reality of value delivered

I don’t claim to know what the right fee is, or how this fee should increase by the number of followers involved. But, let’s ask the most important question: Would a major brand leave Twitter if a new fee of $50,000 per month were imposed? Companies with millions of followers derive far greater economic value than this monthly sum. Indeed, I strongly suspect many companies spend far more simply staffing their Twitter-related social media campaigns and working with outside agencies. Of course, this would be a cost, which adds to these existing expenses. But, once again, I strongly suspect tweets bring these companies far higher returns than this proposed monthly fee plus any social media management expenses. I also believe these companies know it.
In short, a central reason for Twitter’s profitability problem is that it has been far too good a deal for large advertisers (defined as any company with a substantial Twitter following, which means the company has an active, significant Twitter presence).

Yes, I think it’s legal

I have discussed this idea with a limited number of colleagues. Inevitably, they ask whether charges of this type, levied solely on companies with large follower bases, might represent some form of illegal price discrimination. My understanding is that this suggested revenue idea is entirely lawful.
Here’s how it can be done: First, let’s take a “worst case” example that assumes, under the applicable law, corporations that are Twitter users have the same rights as people. Then, these charges could be defined as advertising fees on any Twitter user that has more than 250,000 followers. (Remember, Twitter allows users to block followers, so no one forces a person or corporation to move from the free classification to the new, higher-follower paid classification).
Second, discounts for different categories of advertisers (which can be defined by purpose or commercial segment) are, I believe, legal. As a result, individuals and entities with a non-commercial purpose, such as politicians, journalists, academics, news entities, governmental entities and all nonprofits could be exempted from these advertising fees. They would effectively receive a 100 percent discount. Indeed, significant discounts for nonprofits and educational institutions are commonplace across the spectrum of internet services.
Why would it be wrong for Twitter to capture, through fees, a piece of the economic value its service brings these companies?

Finally, the group that may present the most significant issue for this proposal are celebrities: movie stars, athletes, authors and musicians. One again, I believe the issue of category discounts resolves this concern. Twitter could decide not to charge these people — who for many Twitter users add value to the community — or to charge a lower fee (a specific discount for this category).
Now, let’s look at the alternative scenario, and assume corporations do not have the same rights as people. Twitter can freely exempt all individuals from charges. Here, Twitter could require corporations to pay advertising fees based on their volume of followers, with fees starting when a firm has more than 250,000 followers (or whatever number is deemed appropriate). In this scenario, discounts would apply, as frequently happens now online and offline, to entities that have a political, informational or non-commercial purpose (i.e. news entities, political entities, governmental entities and nonprofits). The one difference is that on Twitter these discounts would total a full 100 percent.

Adding value for corporate users

Next, Twitter could take a small piece of the large revenue increase discussed here and create services that add additional value for these paying, large corporate users. I can imagine a wide range of mechanisms that Twitter, with access to its “firehose” of data, could deploy to increase the effectiveness of large businesses actively using its service.

New services may be valuable, but are not necessary

In recent years, Twitter has based its path to profitability on service enhancements designed to increase user engagement and growth, and on a transformation into a media consumption platform. Twitter’s recent loss to Amazon of its “marquee deal” to  casts an additional shadow on this often-questioned media-related strategy.

Nonetheless, new service features, while desirable, are not needed for Twitter to achieve far higher profitability: A radical shift in its revenue model will enable Twitter to achieve the profitability it merits. Twitter’s existing user base already delivers enormous marketing and advertising value to businesses. To date, Twitter, in contrast to other media, has not sought to capture an appropriate share of the value its service creates for businesses benefiting from the use of its platform.As an active Twitter user, I also can imagine a wide range of service enhancements that would increase my engagement. For example, I simply can’t imagine why Twitter is not the premier source for an automated, real-time feed of the personalized news topics that meet my interests. The existing “News,” “Trends” and #search features fall short of satisfying this craving. However, issues associated with creating more engaging features are outside the scope of this article.


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