The way in which you share new blog posts into social media has a significant impact on volume of attention and traffic that piece of content will produce.
Most agencies do not take the time or mental effort necessary to optimize their shares into social media.
Today we learn the most effective methods for sharing new blogs into social media.
Chances you’re not optimizing your social shares to capture the attention of prospects and clients. Simply sharing the URL for your latest post isn’t enough to get traffic – you have to give people a reason to click through.
Fortunately, in this article we’re going to cover all of the best practices you need to know to successfully promote your agency’s blog content on social media and start growing a bigger, more engaged community.
Social Media Best Practices
As a business on social media, there’s a higher standard for the quality of posts you publish.
The average user already knows how to post videos of their kids and photos of every meal they eat, but you’ve got to bring your A-game for your agency to shine.
Regardless of what social network you’re using, there are several things you can do to dramatically increase your chance of success.
Below are some general guidelines to follow:
- Complete Your Profile – It’s tempting to breeze through your social media profile just to check it off the list. However, you want to make use of the various fields in your profile to provide more information about your agency. This is important because the goal of your social media activity is to get prospects engaged with your agency, in addition to your posts.
- Use High-Quality Photos – The average phone has a better image quality than ever before, so do tablets and computers. Blurry, pixelated photos and cheesy clip art simply does not cut it anymore and only decreases the perceived value of your brand. Plus, adding a photo to your social media posts makes them stand out in the timeline.
- Maintain Brand Consistency – Your logos, messaging, and overall style needs to be consistent between all of your social media pages. Otherwise, it confuses your prospects and makes you look less professional. (Pro tip: use Canva to create consistent, attractive social media graphics.)
- Don’t Overdo the Self-Promotion – Although you definitely want to promote all of your content on social media, people won’t engage with you if you only promote yourself. Keep a balance of sharing your content, resources from other websites, and posts that ask questions or spark a conversation without promoting anything.
- Create a Posting Schedule – You need to be consistently active on social media to keep your following engaged so they are more likely to see your blog posts when you share them.
- Measure Your Performance – Most social media networks provide analytics for businesses using their platform, allowing you to see which times of day are best for posting and what types of posts get the most traffic. This also provides insight for future blog post topics.
Now let’s look at some platform-specific strategies you can use to get more engagement from your posts.
Facebook, as a social media platform, is all about storytelling and generating engagement.
People use Facebook to keep in touch with family and friends, to catalogue vacations and precious moments. Basically, Facebook is where people tell the story of their life.
In order to have the most success on Facebook, you want to position your blog posts as part of your prospect’s story.
For example, if you’re going to share a new blog post on car insurance, you can’t simply push into Facebook.
There must be a hook, which fits the narrative of your prospective insurance buyer. This could mean:
- Teen driver getting their first car
- Snowy road conditions (only during winter)
- Should teens drive to prom (during prom season)
These are the hooks, couple with a great headline (posts on Facebook must always have a great headline) shared at the right time of year which will catch the attention of insurance buyers.
Before sharing your blog post on Facebook, ask yourself: “Will this headline stop the scroll?” Meaning will this post catch someone’s attention and get them stop flicking through their newsfeed.
Twitter is a crowded, noisy place – but if you focus on it and get good, there is attention to be had.
To stand out on Twitter, you need short, punchy tweets to spark interest in the blog posts you share.
Rather than simply sharing the title of your post alongside the link, pick out one of your favorite lines from the post to quote. This adds some context to your blog post and gives your followers an idea of the message you want to convey.
Hashtags play a huge role in discovery on Twitter. Use Hashtag.me to find related hashtags to your blog posts topic.
Another quality of Twitter is the real-time reaction to news and events. If you have a blog post that’s relevant to a trending topic, Twitter is the place to share it.
Truthfully, there are very few examples of insurance agents making a significant impact on Twitter. For the time it takes to get good at Twitter, I’d recommend Facebook, LinkedIn and Instagram.
LinkedIn is the professional network, so you want to promote the value of your blog posts when sharing them.
How is your blog post going to help your prospects save money on insurance, help them compare policies, or understand what coverage they need?
When people are on LinkedIn, they’re in a professional mindset.
Another strategy that agencies are having success with is using LinkedIn’s blogging platform – LinkedIn Pulse. The only downside is that LinkedIn owns the content. However, there are several attractive advantages to LinkedIn Pulse.
The Advantages of Publishing on LinkedIn Pulse:
- LinkedIn Pulse posts rank high in search engines because of LinkedIn’s SEO and authority on the web
- Your followers on LinkedIn get a notification when you publish a new post
- Your LinkedIn Pulse posts show up in your followers’ feeds
- You can link to your website from your LinkedIn Pulse posts
- It’s easier to grow your brand on LinkedIn
Since LinkedIn is so valuable to insurance professionals, growing your authority on the platform will improve your networking opportunities and increase the interest in content you share – such as your blog posts from your agency website.
There are few social media platforms which have grown in popularity as fast as Instagram.
This is a platform your agency needs to be on.
Because it’s quick, easy and delivers a powerful message.
Not only that, but people engage on Instagram.
Take prospects and clients who’ve connected with you on Instagram, behind the scenes of your agency. Take them out into the community with you. Instagram is an incredible platform for humanizing your agency.
Additionally, hashtags are key to Instagram. Using hashtags allows your posts to get found and capture new followers.
Please, please, please, properly format your images for social media sharing.
The easiest way to do this is use the Twitter Post template on Canva for your top blog image. If your images don’t look good when you share new blog posts in social media, you might as well not have shared them at all.
As with any marketing activity, the results you get are proportionate to the quality of your execution.
If you’re ready to start seeing what social media can really do to increase your web traffic and grow your agency – it’s time to take a smarter approach to social media marketing.
Before you share your next blog post, make sure it has a high-quality photo and a headline with a great hook.
These small improvements, combined with the best practices mentioned in this article, will allow you to generate significantly more click-throughs, likes, and shares on social media.
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