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Sharing’s Caring: Tap Into Your Readers' Urge To Spread The Word On Social Media

By Liane GrimshawComments

Sharing’s Caring: Tap Into Your Readers' Urge To Spread The Word On Social Media

OK, so imagine you’ve just made the best hamburger you’ve ever made. Period.

Naturally, you want people to know about your greasy culinary breakthrough.

That melt-in-the-mouth cheese, those expertly fried gherkins, the crispy bacon and tender free-range beef burger you forked out an arm and a leg for.

Everything anyone could ever want from meat and bread.

Now let’s fast-forward...

You rock up at a local food festival, blissfully unaware that this is in fact a vegan event.

You set up your stall, put on the branded apron you had made up especially (it’s got cows on it for Christ’s sake) and try handing out free burgers.

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Several people flip you the bird, most ignore you - one person knocks the burger clean out of your hand. You end the day early, covered in ketchup and monterey jack cheese, confused and dejected - wondering what the world is coming to and what could be so wrong with your burgers.

I think we know the answer.

Brands must be where their audience hangs out 

As of June 2016 the average internet user boasted 7 social media accounts (globalwebindex) - including the likes of Facebook, Twitter, Instagram, Snapchat, Pinterest and messaging apps such as Whatsapp and Viber. While the number of active social media users worldwide has grown to an astounding 2.8 billion! (Hootsuite and We Are Social)

Every social media channel has the potential to become a bottomless well of engagement, but that doesn’t mean they’re all going to work for your brand.

Different recipes suit different palates and the same goes for marketing.

Never has it been so important for marketers to identify the places their audience hang out, and focus their efforts on these online ecosystems. LinkedIn remains the go-to platform for B2B marketers - but that doesn't mean you should be ignoring other channels.

For example, a printing company would do well on visual platforms such as Pinterest and Snapchat. It's all about relevance.

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Where should you have a brand presence?

Get to know your niche, and work out which three or four social platforms are most important to them. The places they’re most likely to share your content.

Seamless social sharing

This means creating content that people want to share, and content that can be easily shared.

Content that’s tailored for the social channels they’re going to feature on.

So long as you’re creating high quality, original content, readers will feel inclined to spread the good word about your brand on social - and making the process a simple one will ensure they get the job done for you.

Businesses that don’t optimise their content will never realise its true potential. And failing to streamline the social sharing process is a great example of this. You wouldn’t buy a brand new car and forget to fill the tank with fuel...

So here’s a couple tips from us on how to facilitate and encourage social sharing:

1. Make it a one-click share

People love to share quotes on social media. So make your writing as quotable and shareable as possible. (Click to Tweet) 

Great stats, powerful sound bites, bold declarations and clever insights all lend themselves to sharing. So invite people to do so by making it easy, by making it seamless.

How about choosing the ‘best bits’ from the post and include ‘click to tweet’ or ‘click to share’ functionality?

We use free websites such as clicktotweet to do just this...

Step 1: Insert message you want to use the click to tweet function for...

Step 2: Hyperlink the relevant text within your blog post with the basic link that is created for you...

You can also actively break up and punctuate posts with pull out quotes where appropriate and easily shareable content such as images, videos and infographics.

Social sharing buttons should also be visible at the beginning and end of your blog post. You could also make them visible throughout the piece too, with a sticky scroll through function.

2. Find and talk to key influencers

The Content Marketing Institute (CMI) has cited influencer marketing as one of the key content marketing trends shaping brand success in 2017.

There may be a handful of well respected bloggers who specialise in your subject area. Ask them for input on your blog post, or mention them within the text. Their buy-in will add further weight to your content.

Weight that will fuel amplification in all the right places.

Whether it’s them sharing the content to their far reaching crowd of engaged followers, or simply more readers flocking to your blog post thanks to the influencer’s inclusion - either way it can only be a good thing for your brand!

Reader advocacy will build trust, credibility, reach and authority.

Don’t just share your blog, bare it to the world

Promoting your blogs on social is only the tip of the iceberg when it comes to an effective content amplification strategy.

But there’s more to come on that later in our B2B blogging series.

Social media has certainly had a massive influence on how brands create a name for themselves. And with many saying that word of mouth is the best form of marketing, it becomes crystal clear just how important it is to streamline sharing and connect with influencers.

When large volumes of social media users begin to push your content across multiple channels - the only way is up. So when it comes to writing your next B2B blog post, think specifically about where it’s going to end up, who is going to to see it and how you want it to be shared.

Take your burger to the meat lovers of this world!


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