All too often, blog owners avoid their obvious need for content promotion. You can't escape the fact that in order for your content to be seen, you have to let others know it’s there. There is simply no other way. Your content promotion strategy is just as important to your success as the quality of your blog posts.
Perhaps you’ve already got a basic grasp of how to engage in content promotion via LinkedIn groups and Google+ communities. But how do you reach out through another powerful social network that’s teeming with prospects?
Here’s an expert guide to content promotion through Twitter:
Where to Begin
Let's assume you already have a Twitter account set up for your business. You’ve included a link to your blog in your Twitter bio, and you’ve already started publishing original, high-quality articles. Let’s also assume you’ve integrated social sharing buttons on your blog posts. Once you’ve got these basics down, it’s time to focus on social sharing through Twitter in order to reach network members who could be interested in your product. These methods will work even better when applied to your personal Twitter account, in order to extend your reach even further.
Add buttons to your website to make your content easily shareable.
To get started you need to decide on a few content promotion techniques, based on multiple factors. First of all, decide whether you want your content promotion through Twitter to be fully automated, or whether you can commit to engaging in real-time promotion. In my experience, it’s most effective to launch a hybrid social media presence that consists of both automated and organic tweets.
How to Schedule Tweets
There is an abundance of quality social media platforms available for scheduling. One of the most widely-used and easy-to-learn options is Hootsuite. It's an amazing way to handle most of your social media platforms, including Twitter. With the help of Hootsuite’s social media tools, you can shorten links and attach images to your tweets straight from your Dashboard. Ideally, you should aim for 3-4 tweets about your new blog post on the day it’s initially published.
Hootsuite helps save you time.
If you’re promoting the same piece of content within a 24-hour period, the text of each Tweet needs to be original. Don’t be afraid to try out different keywords and hashtags! You can apply the principles of a well-written headline found here to attract more attention to your social media content. You can also try to include provocative quotes from the blog’s text to intrigue your reader and create a sense of urgency.
The timing of your tweets is just as important as the content. (Here’s a basic, proven hint on timing your posts: the majority of people are online in the evening). There are numerous applications that can help you figure out when would be the best time to tweet in order to reach the maximum number of people, based on your audience’s unique habits.
SocialBro lets you generate reports that give you a clear understanding of your twitter demographic.
But there's more!
Posting tweets and including links to your recent blog posts should certainly attract some attention to your blog. But is that enough? There are other ways of sharing your content you should use. Once you figured out the appropriate schedule for tweeting, think of how to interact with other users. This is one of the best attributes of Twitter – the ability to engage directly with users.
Twitter is a great platform for starting ongoing conversations. Many users tweet about their problems in hopes of getting an immediate response, which is exactly why we recommend a hybrid of real-time and automated publishing.
How Do I Break the Ice?
Perform a Twitter search based on keywords to identify your potential customers who are talking about problems your product can solve. Think of valid reasons why your customers should be talking to you, then jump right in and start a conversation!
You can help others resolve their issues by sharing a link to relevant blog posts. Suggest that your new Twitter prospects check out your other posts for even more advice. Respond to more tweets directly. Thank others for communicating with you and retweet any positive mentions of your brand.
I need to state that it’s absolutely necessary for all of your responses and interactions to be done by a real person, in real time. Why? Because you don't want to look like a robot and repeat Bank of America's Twitter mistake. Some experts have compared Twitter to an online cocktail party – it really is a network where you can develop beneficial relationships in no time.
Do you have a success story or any advice on how to jumpstart your content promotion through Twitter? Share your thoughts with us!