Social media is about utility – it’s about being useful and engaging with your audience. Blogs are a key part of every good social media strategy. Regular, high-quality blogging is a great way to build awareness and encourage engagement.
Here are some tips on how to reach a bigger audience, and build your reputation and personal brand at the same time.
Consistency is key
If you have a blog on your site, you’re probably wondering just how often you should publish. The answer is… regularly. Whether that be daily, weekly or monthly, just make sure you’re being consistent, as sporadic posting can negatively affect the perception of your brand.
The other advantage of regular posting is that search engines like Google love fresh content; regular publishing helps your website to rank higher in search results.
Also keep consistency in mind when it comes to:
- Tone of voice: Are you formal, casual or a bit playful?
- Keywords: Is there a particular niche or service you want to focus on?
- Taglines and catchphrases: Can you create a unique hashtag that you (and others) use whenever you post.
Many people don’t put the requisite amount of time and thought into a blog post. Posts are not throwaway bits of content – they can be smart and useful marketing tools that emphasise your brand and expertise.
Plan ahead. Allow enough time for content creation, editing and proofing. Use calendar reminders for your publishing schedule and have edited content ready to go, complete with visuals. Have an editorial plan but leave some wiggle room for topical content, and always include a call to action to drive your readers to your site.
In terms of when to post, that depends on your business and your audience. Generally, post the more thought-provoking pieces earlier in the week. You can move to something fun or inspirational as the week progresses.
A day after you’ve published a blog post, re-post it as a discussion topic on a relevant discussion group page – try LinkedIn, for instance. Social media is social, so start the conversation. You can also use paid media to push an already successful content item to a highly targeted audience.
Social media channels like Facebook and Twitter have dashboards for measuring the success and engagement of your posts. Just make sure your objective is clear: do you want to have your target audience engage and interact with the blog post, watch a video or simply click through to your website?
Test and learn to see what works and what doesn’t. Be agile. Experiment with what works for you and note down the time and date of these posts. Pay attention to what gets the most hits. Use common sense and adapt your approach – be flexible and fluid because social media changes every day so it’s important to stay on your toes.
The best type of content is the kind that inspires or helps people. If you want to get ahead of your competition, consider creating video posts, such as customer stories or how-tos on navigating the property purchase and loans process. Videos engage emotional and cognitive parts of the brain and are highly effective in sharing and highlighting useful information.
Remember, the end goal is to give people a reason to come back to your blog and your site. If you’re interesting, useful and relevant, audiences return. Social media is about engaging people in the early part of the buying process – it’s not about the hard sell – so use your blog to stake your claim in your potential customers’ consciousness.