With more than 60 per cent of the world’s population on social media, sharing your articles to those platforms has become more vital in your search for clients and in increasing your brand awareness. But your audience, which consists of your past, current and potential clients, don’t just live on social media, they’re also using email. Knowing how to share your articles on social media and in email can help you improve your digital marketing strategy and make your communications more engaging.
Why share articles on social media?
Before we can begin looking at how to share your articles with your digital audience, we must first understand why it’s important to do so. Will an article you share on your Facebook page really make that big a difference? The answer is yes. Sharing your articles to your social media pages and in your email newsletters is an effective and proven way to build trust and credibility for your business. Not only do you instill trust and credibility in your clients, but you also help build your brand awareness. You need to be visible in the digital spaces your audience is spending time in.
Remember, it’s not just a sales message
Sharing articles to your social media platforms or in your email newsletters isn’t just about the sales message. Building trust is a big part of the sales journey, with most of us turning to social media to decide whether or not we trust a business and its expertise. By sharing articles that answer questions your clients have before they have time to ask them, you can build your credibility as a reliable resource and a brand they can trust.
Where should you share the article from?
The most effective way to share articles on your social media pages is from your website. You should publish the articles to a blog section of your website and share that link to your social media pages. This gives you the opportunity to drive traffic back to your website. All you’ll need to do to share it is write a caption for your post, not too long though as most people don’t have time to read long posts, and include the link to your article. When you share a link to Facebook, Twitter or LinkedIn, it will generate a tile using the featured image of your article. It’s this image and tile that clients will click on and that will take them to the article on your website. However, if you’re sharing the article on Instagram, you’ll need to put the link in your bio page on your profile and use the caption of your post to direct users to that link.
How often should you share articles?
Most studies agree that sharing content once per day is best. But don’t go overboard because they also agree that a maximum of two posts per day is the limit. Hubspot also found that social media accounts with less than 10,000 followers experienced a 50 per cent drop in engagement per post if they posted more than once per day so don’t risk it. As a rule of thumb, at a minimum, you should post to your social media pages three times per week. As far as when to post to social media, that’s going to depend on your audience and when they’re online. You might find in your demographics that your audience tends to check Facebook at midday. If that’s the case, you’ll want to schedule your content for then. You want to be there when they are so you don’t miss them.
Keep tracking your engagement
It’s going to take a bit of monitoring and measuring to find the best times and days to share articles to your social media pages and when to send out an email, and they might not be consistent across all platforms. For example, if you find that sharing articles on a Monday is effective and your audience is engaging with them, keep it up. But if you find that Fridays aren’t as successful, you’ll need to switch it up. Just make sure you keep track so you know what works and what doesn’t.
Don’t miss out on the potential brand awareness, trust and credibility! Start sharing content to your social media pages and find your digital audience.