How to Promote Your Blog Posts on Social Media
Is anyone reading your blog posts? How can you get more eyes on them?
Blogging can be a huge blessing for your business—bringing the right clients to you, instead of you chasing them—but only if people are actually reading your posts.
So how do we make sure your content is helping bring new ideal clients into your business?
By promoting your blog posts on social media.
Here’s what we’ll be covering:
goal of sharing blog posts on social media
where to share your blog posts
how often to promote your blog posts on social media, by platform
how to write social captions that will get followers to click over to your blog post
your call to action
how to use FB and Instagram Stories to get engagement with your blog posts
what imagery should you use in social posts
Warning: There is a TON of valuable information here… if you need to, read it twice!!
What Is Your Goal when Promoting Blog Posts on Social Media?
This is important to address first, because your goal in promoting blog posts on social media is NOT to get likes!!!
Yes, I get a thrill from seeing those little red hearts and blue thumbs-ups too, but your blog can’t function as the beginning of your marketing funnel if no one goes to your website to read it.
Goal: Get followers to click on your links and go read blog posts directly on your website.
Pro Tip: You can gauge success by looking at analytics. In your social analytics, how many people are clicking your links? In your website analytics, which platforms are visitors coming from?
Where Should You Promote Your Blog Posts?
You don’t have to be on every platform, but these 5 are the ones that are currently seeing success in the home industry. If you can’t manage all of these, it’s better to pick 2 and do them really well than to try to do all of them so-so.
FACEBOOK, INSTGRAM & PINTEREST
On your business pages, personal pages, and in stories
HOUZZ & LINKEDIN
As posts to your followers or connections
How Often Should You Share Your Blog Posts on Social Media?
The answer depends on how often you blog and where you’re promoting your posts…
INSTAGRAM, FACEBOOK & PINTEREST
You can get away with publishing frequently to these platforms, as content gets buried quickly. Here’s our suggestion:
Blog 1x per week — promote your posts to these platforms 2x per week (with different wording and imagery)
Blog 2x per month — promote your posts to these platforms 2x per week (with different wording and imagery)
Blog 1x per month — promote your posts to these platforms 1x per week (with different wording and imagery)
LINKEDIN & HOUZZ
These are more professional platforms, where people will notice if you’re over-promoting your content. Our suggestion:
If you blog 1x per week — promote your posts to these platforms 1x per week
If you blog 2x per month — promote your posts to these platforms 1x per week (with different wording)
If you blog 1x per month — promote your posts to these platforms 2x per month (with different wording)
How Should You Promote Your Blog Post in Social Media Captions?
So now the big question: What should you write?!
If you struggle with writing captions, trust me, you’re not alone. Even I get frustrated with those chirping mental crickets sometimes. Here are a few strategies that will make writing captions much easier…
START BY ASKING A QUESTION
Start your social caption with a question that is related to your blog post and is fairly easy to answer. Your reader will automatically give these questions a quick “yes” or “no” — whether they intend to or not. Then their interest is piqued. (That’s the human brain for you!)
Follow up your question with a very quick sneak peek at the content on your blog… but leave some suspense so they’ll go check it out!
Here’s an example from our blog post template, 7 Surprising Benefits of Hiring an Interior Designer (you can sign up to receive the template at the bottom of this post)…
COPY & PASTE A BIT OF TEXT FROM YOUR BLOG POST
Take a short excerpt (1-2 very small paragraphs) from your blog post and create a caption with it. At the end, tell your followers where they can find the rest!
Calls to Action within Social Media Captions
Do you need a call to action in your captions? Yes, yes, YES. Just because a follower reads blog-related caption doesn’t mean they’ll automatically know how or where to find your blog post. You have to be direct.
LINK TO YOUR CONTENT
On LinkedIn, Houzz, Facebook, and Pinterest, include a link at the end of your social caption — link directly to your blog post!
On Instagram, you’ll have to include the link on your profile page. In this case, it’s better to link to your main blog page as long as the blog post you are promoting is front and center. If not, link to the blog post itself, and don’t forget to change the link whenever you publish a new one.
TELL PEOPLE WHAT TO DO (AKA YOUR CALL TO ACTION)
I know, I know. We were taught as kids not to be “bossy” and tell others what to do. But if you don’t tell them to go read your blog post, they won’t… and that’s valuable information they’re missing out on. So really, it’s for their own good. ;)
Some straightforward Calls to Action could include:
Read the complete blog post at the link in my bio.
Get the full scoop at the link in my profile.
Find out more at the link in bio.
How to Promote Your Blog Posts using Instagram or Facebook Stories
Lately, I’ve seen designers promoting their blog posts on Instagram Stories in some really creative ways—and it gets me excited every time! The sky is the limit, but here are just a few ideas to get you started…
1. KEEP IT SIMPLE
Share the title of the blog post, a photo, and the text “Link in bio.”
2. CREATE A POLL
Ask a question related to your blog post topic and give followers the “poll” feature to answer it. Then on the next slide say something like, “Get the answer in our latest blog post. Link in bio!”
3. MAKE A VIDEO
Go live and mention your latest blog post. Share a few of the details you address in the blog post (but don’t give your secrets away), and encourage followers to go check it out on your site by clicking the link in your bio.
What Images Should You Use to Promote Blog Posts on Social Media?
Lastly, let’s talk about which images you should use to promote your blog posts on social media. This advice applies only to Instagram and Pinterest, as the other platforms will automatically pull up a photo using the website link you provided.
high quality images from your portfolio or stock photos
a graphic you’ve created with the title of your social post (Canva is great for this)
In my blog post next week, I’ll show you how to create a social graphic for your blog post. For now, I’ll just say that it’s up to you whether you want to make one or not.
If you do create a social graphic for your blog post, share it ONCE. You don’t want it showing up in your Instagram feed 4x and looking like a duplicate.
Well, that should certainly get you started! Any questions? You know where to ask. ;)
To try out O&B Studio’s blog post templates, sign up below and receive your first one on us.
See you next week!