Brands with blogs often rely on social platforms to drive web traffic. The standard amplification tactic typically involves posting the blog headline and link on Twitter, Facebook, LinkedIn or Google+, and hoping people click on them. According to Social Media Examiner’s annual Social Media Marketing Industry report, 75% of those surveyed said that increased website traffic was the second major benefit of being on social media. This statistic really justifies the need to ensure that once you get people to your blog, they continue to talk about your content and optimize your social activity. Amplification isn’t just when you push your content out…it’s when you do so, then other people do so and then their connections do the same.
By developing an ecosystem that operates collaboratively as one strategic machine, you’ll more effectively get your content out to your potential audience while optimizing reach and ROI. In a successful ecosystem, a blog is well integrated to your social activity. That means that your blog is driving traffic to social and social drives traffic to your blog. You are generating new traffic from immediate social connections and taking advantage of the full, extended network.
So what are you doing now? You probably (hopefully) have at least the basics. Your posts likely have sharing buttons at the top and/or bottom of the article. Maybe your sidebar has links for people to connect with you directly on social networks or Twitter and Facebook feeds. Hopefully you have a way for readers to subscribe to your RSS feed or even an email newsletter. All of these components are great – and highly recommend. But let’s talk about ways you can uplevel the integration of social into your blog to have more than just the basics.
This presentation was delivered at the 2013 Viralheat Blogathon in San Francisco.