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How to Promote Your Blog Post on Facebook – A Practical Guide

Photo by Thought Catalog on Unsplash

Let’s Get Traffic to Your Blog Post

You’ve finished writing your blog post – congrats!

Now let’s promote your blog post to get more traffic to your website.

This article will show you how to promote your blog post in many practical ways. Feel free to use some, or all, of these tactics.

Key Concept – Modern Content Delivery

My grandfather did content marketing in the 1970s. He created branded calendars and gave them to people. Whether or not that was an innovative tactic, I’m not sure.

Point is, content marketing existed before the internet.

As marketers, we have a huge advantage today. We can create something for people all around the world and deliver it to their smartphones – easy and affordable.

The fact for young businesses is this: people won’t naturally find your content.

This is where you, as a marketer, should realize that social media plays a massive role in the success of your content marketing efforts (and hence, traffic).

This article outlines several tactics that lean into social media and Facebook. Use these to promote your content.

If you make good content and provide a good experience to people, they’ll browse more articles, come back to reference material, and eventually build trust and familiarity with you.

How to Promote Blog Posts on Facebook

There are 4 ways to promote your blog posts on Facebook:

  1. Sharing it on Your Page
  2. Sharing it on Your Personal Profile
  3. Advertising
  4. Facebook Stories

1. Sharing Content on Your Facebook Page

We recommend marketers use paragraphs when promoting their content on Facebook.

Why? Well, Adepresso tested ad-copy length and determined long-form copy was the way to go. Here some photos from their blog that summarize the experiment:

The Experiment Hypothesis:

The Experiment Results:

I’m of the opinion that if the experiment held true for advertisements, it will hold true for regular posts. Therefore, I recommend you use paragraphs.

Trend I’m Noticing – Integrating Social Mentions Yields Higher Engagement

This shouldn’t be a surprise, but it’s worthwhile noting. Our team is noticing a lot of blog posts getting more attention, engagement, and clicks when integrating mentions into the post.

People like when companies acknowledge their existence online. People like when a company gives them a genuine feeling that they belong.

Use this to your advantage.

Here’s an example of the mentions at work:

2. Sharing Content on Your Personal Profile

Shares help spread your content. Reach increases, your newsfeed position changes, and your traffic increases.

By sharing the original post from your Facebook page to your personal profile, you trigger criteria that will place your content towards the top of the Newsfeed; as noteworthy content.

Here’s the example of what this looks like on my personal profile:

By sharing the original post (not reposting it), I’m giving the company page more exposure; increasing chances of getting new followers and page likes.

3. Facebook Ads – The Full Guide for Promoting Blog Posts

There are a lot of advertising methods online. I’ve played with some, but find they’re over-engineered.

Digital advertising really isn’t that complex. Here’s a practical formula you can use:

Advertising audience meets criteria for [Lifestyle Interests] AND [Work Interests] AND [Job Titles]. If meeting these criteria, serve your advertisement.

In practice, here’s an example of what this formula would look like for Marketing Qualified:

The audience meets criteria of [Gym, Fitness, Yoga, Hiking, Kayaking, Paddleboarding] AND [Startups, Marketing, Digital Marketing, Lean Startup, Advertising] AND [CEO, CMO, CRO, VP Marketing, Marketing Coordinator, Marketing Specialist, Founder, Co-Founder, Owner].

Now, let’s tackle the ads.

Warning

This section of the article is about to become technical. If you need help or assistance, please contact us. We don’t mind lending a hand!

How to Setup the Ad Campaign, Group, and Advertisements

Step 1: Create a Campaign for Your Blog Posts

Here’s what we’re going to set up:

Click “Create” to start building your Blog Promotion Campaign.

For “What’s Your Marketing Objective”, select Traffic.

Scroll down and change the Campaign Name to “Blog Promotions”.

Now it’s time to create the Ad Group / Ad Set. Scroll to Step 2.

Step 2: Create the Ad Group for Your Blog Posts

The Ad Campaign wizard will automatically continue into the Ad Set creation screen, but essentially we’re making this part of the promotions:

Continuing on with the screen you left off on, set the Ad Set Name to something that matches your readers’ profile. For Marketing Qualified, that is “Technical Marketers”.

Under “Traffic”, select Website.

Set “Dynamic Content” to “Off” and set “Offer” to “Off”.

Under “Audience”, either create or use a saved audience on your account. If you’re creating an audience from scratch, you will need to customize your targeting to your own business’s customers. For example, it’s unlikely a Fitness Centre would want to advertise to my Marketing Qualified community of technical marketers.

For “Location” choose the areas where you want your content to be shown. For Marketing Qualified that is worldwide.

For “Age Range” select the range for your intended audience. Again, Marketing Qualified has this set to 18-54.

Select the intended gender you want to show your content to and languages.

Detailed Targeting is going to be more complex. Choose ONLY [Lifestyle Interests] your audience has. This could be biking, hiking, yoga, gym, swimming, etc. Next, hit “Narrow Audience” located in the Detailed Targeting section of the webpage. An additional box will appear. In this box, enter ONLY [Work Interests]. For Marketing Qualified, this includes things like marketing, branding, advertising, sales, etc. Once again, hit “Narrow Audience”. Another box will appear. In this box, enter [Job Titles] that correspond with your audience. For Marketing Qualified, this is jobs like VP Marketing, CMO, etc.

For Connection Type, leave it at “Select a Connection Type” – we don’t want to set anything for this.

Scroll down to “Placements” and select “Automatic Placements (Recommended)”.

Now we’re moving onto the Budget & Scheduling section.

Set your Daily Budget to an amount you’re okay with spending per day to promote your content. For Marketing Qualified, we set this amount to $5 per day (we’re only a young company after all).

Select “Run my ad continuously today” and scroll down to “Optimization & Ad Delivery”.

From the dropdown menu, select “Link Clicks”.

For “Bid Strategy”,  check the box “Set a Bid Cap”. Set the capped amount to $1.00. This will ensure you don’t pay a full day’s ad spend on a single link click.

Under “When You Get Charged”, click “More Options” and select “Link Click (CPC)”.

Ad scheduling should have the option “Run this ad all the time” highlighted.

Delivery Type should be set to “Standard”.

Pressing continue will take you to the next section of the campaign creator where we create the ads.

Facebook Cycles Ads – This Makes Blog Promotions Easier

Facebook will rotate your ads to audiences. When you load more ads in (aka your blog posts), Facebook treats them as fresh material to start experimenting with; to see if they get more clicks, impressions, etc.

Because the ads are configured to only charge us when a click happens, Facebook will rotate your ads to see which get the best results. Facebook wants to get paid, after all.

This will result in your ads being displayed while keeping your popular blog posts running (as it’s a popular/working blog post).

Step 3: Create the Ads for Your Blog Posts

The last task is to set up the ads for your campaign. This is the creative part where you upload your images and media used to promote your blog posts.

This part is going to be custom to your own blog, but I’ll share what we do with Marketing Qualified.

We run single-image ads that feature the same cover photo as the featured image on our blog posts. The text is pretty standard too.

Take a look for yourself:

What is Ad Fatigue?

There’s a concept in advertising called “Ad Fatigue”.

Ad fatigue is when people get so used to your advertisement that they stop engaging with them; impressions go down (and clicks).

It’s an inevitable event that happens over time. The way to fix it is to introduce new ads.

Think about your blog process. You add your blog post advertisement. Facebook runs it and it gets impressions. Because the ad is something new, the ad gets more impressions and clicks. Ad fatigue eventually happens and people stop engaging with the ad (it’s boring now). You write a new blog post, load it into the ad group, and Facebook runs it. Again, because it’s fresh new content, it rotates the ads and interest, impressions, and clicks go up.

The Effectiveness of this Advertising Approach – One Campaign for All Blog Post Promotions

Through this setup, you will have ONE campaign to promote your blog posts.

When releasing a new blog post, all you have to do is create a new ad in the existing campaign/ad group.

Facebook will experiment with it, run it, see if people click it (Facebook wants to see if it’ll get more clicks, earning Facebook money).

Engagement will go up on the ads as they’re new and more intriguing than your old ads.

Facebook will keep running this ad until it hits ad fatigue, then will automatically rotate your best-performing blog post from there.

Make a Good Habit – Review Your Blog Ads Each Quarter

Make it a habit to review your content ads each quarter. Remove your really old blog posts and/or under-performing blog posts – they might need to be reworked and relaunched.

4. Facebook Stories

Don’t miss the opportunity to turn your blog posts into short, consumable, pieces of content.

Facebook gives you the ability to upload images and videos to your Facebook Story.

The Harvard Business Review takes advantage of these features to showcase snippets of their articles. Followers and viewers can then swipe up to access the article.

Think of these as the preferred way to consume short, educational, bite-sized pictures and clips that teach audiences the very basics of your blog post (it’s like a micro-magazine).

Here’s the sample of the Harvard Business Review’s story:

Conclusion

When applying all of these tactics to your blog posts, you’ll see a big lift in engagement and traffic.

Remember for blog content, your metric for success is Average Session Duration. The higher it is, the more they’re reading your content.

Mentioned Companies, People, and Sources

Companies:

People:

  • We didn’t mention any people in this article, but would have loved to. If you know someone whose story is worth sharing, please connect us with them via our contact form.

Sources:

  • There were no academic sources listed in this article. The tips and advice mentioned in this post came strictly from our marketing experience over the years helping startups, small businesses, and large enterprises build and engage their audience.

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