Let’s start with Social Media Blindness
Not a single morning goes by that my social feeds on Twitter, Facebook, Instagram or Linkedin is not filled with noise after noise, even spam.
What does not appeal to any of us, is the constant requests for those free shout-outs or silly exaggerated self-promotions. Many of these are just copy and pasted and shared across all channels.
What is worse for me is the use of Social Media as spam or even begging for support on non-profit campaigns. Don’t’ get me wrong, I love to support non-profit initiatives, but they are just too much in your face, using emotional triggers to win you over, especially when you are supporting various campaigns already.
What I don’t mind is relevant and engaging content. (An example of engaging content is RoadTripExplore.com blog, run by a friend Cat McMahon)
The consequence of this is that we develop a Social Media blindness, similar to Banner blindness whereby we tune our brain to filter out all of the noise and only pick out those things that are relevant or matter to us.
If something is shared, even using click-bait tactics, yet it happens to be relevant to me, I will click and check out the information.
So, if you want to engage with an audience, then give them what they want to see, it’s that simple.
Content Curation for Social Media
Content curation is whereby you sift through vast amounts of content by subscribing, following and liking different social profiles and websites and presenting that to an audience.
It is difficult to craft unique content all the time, regularly and consistently.
In a bid to stay active and engaging consistently, it is far easier to find a piece of content and share it.
But, in this article we want to look at how we can use this method to benefit our content, on our own website to increase the number of visitors.
Let’s explore that in a little more detail.
Firstly, what you need is a piece of content on your website that is EPIC. So exceptionally good, that anyone who reads it knows that it is of quality and of value.
Assuming you got that sorted; let’s look at how you use social media content curation to drive traffic to your site.
Here comes Snip.ly
Snip.ly in my opinion is a highly underrated tool, used effectively, can be a Swiss army knife in your arsenal of tools to build traffic.
On their website they state;
“Share Content. Drive Traffic. – Attach a call-to-action to every link you share”
Here is an example of Snip.ly in use by some major players:
Those snip.ly links actually trigger a clever little script that works as an iframe on the original article. When this magic happens, a floating widget (that can be customised) appears on the page.
When you look at this widget you would be inclined to think it is either part of the website or a promotional ad, but nothing more indifferent.
Take a look at the URL
It is this part of the URL that tells Snip.ly to display that widget, when in fact it has nothing to do with the original post or site, nor does it need to interact with it in anyway. The magic is in the link.
I have shown these types of articles to several people, and they were none the wiser until I explained the beginning part of the URL.
What does the Snip.ly widget do.
As the strapline for Snip.ly explains, it allows you to include any call to action you desire. Most importantly for me, drive visitors to my site.
Before we get into setting up a Snip.ly campaign, let’s look at how it should be used.
With this tool in my arsenal, I now have the confidence to share more and more content that is useful to the audience I target, without the backlash of being perceived as a spammer or constant self-promoter.
What I actually did in this post:
When the link is clicked it activates Snip.ly, display the article with my widget.
Where to share?
Don’t get me wrong, unless you are Guy Kawasaki, you can’t just always share links. There has to be some engagement.
So I have joined many Facebook groups, following people on twitter and making connections with people. But this was an activity I was doing anyway. It just happens that now I can start engaging and making more conversation with people in and around the content that I share, which you should be doing anyway.
Here are some of the results:
You see the shares of my two different posts attracting 8 clicks to my website. Granted you can argue that these are low numbers, but articles on my own website already get 10,000s of visitors through other activities.
This is just another way to compliment those activities while building a social presence sharing excellent content.
The promotion of my own content is an after-thought.
Snip.ly makes it easier with a few clicks in Google Chrome extension.
The amazing thing about Snip.ly is that it will maintain the meta data from the original article i.e. titles, descriptions, images, etc and nothing gets skewed. All it does is add you widget.
Unfortunately, if someone clicks the share buttons included in the post then the snip.ly link will not pass over. But, if others share your post in Facebook, twitter, etc and the link you created is included then the widget will appear when others see it.
Is this scalable, I think so. If you are able to find a piece of content that others will share and consequently increase reach, then this is the type of content you want to find and share.
Try using tools like Buzzsumo, Ahref Content Explorer and other tools to find content that has already proven to be popular and share them. It even works for Youtube, sharing popular videos in Facebook can garner a lot of reaches.
Like with reading any content, we like to follow it on with a related piece of content. Blog posts have a widget that displays related content that we frequently click to check what else is there. If your content shared with the Snip.ly link is not related, then you obviously get a lower conversion.
That did not stop me, because although I was sharing content to the same audience, my content in the widget was not related to the article in question.
If, I was to craft a list of content that were similarly related I believe the conversion would be better than the 12.9% that I achieved.
Setting up Snip.ly
Exceptionally straightforward after you have an account setup.
1 – Create a profile/brand
You need to assign a profile or brand. Think of this like an account with individual campaigns.
You can do this by either going to the dashboard or setting up from the homepage. If doing it via the homepage, it will require you to snip a URL first.
In the dashboard, you just click the ‘new brand’ button.
From the pop-up that appears, add a Profile image, URL and Name. It’s important to make this look appealing as people may not click the link your are promoting and want to know more about the brand/you.
Whenever and from whereever you snip a URL i.e. hompage, dsahboard, extension, etc a widget pops up.
In this widget you either create a call to action or preselect one you created before.
If you create a new one, you will need to select a brand.
Once a brand is selected you can either create a button, text link or even collect email addresses.
Email addresses are collected in Snip.ly and then would need to be exported to a mailing solution.
You can even customise the look and feel.
A blatant marketing summary would be:
Step one – create a landing page about say – weight loss.
Step two – mine the web for the most popular articles on the subject.
Step three – snip those articles with some Call to action that leads to your landing page. “Get your free weight loss program here”
step four – share your snips in trending conversations about the subject. Especially look for Tweetchats, etc hosted by the person who’s content you are framing. And be sure to @ mention them
step five – rinse / repeat / send emails
As a Digital Marketeer and Entrepreneur, I have been fortunate to have learnt from some of the best of the best. That is what I believe is critical to ensuring anyone’s success. Take what has worked for successful people and make owning it, knowledge first and then applying what you learn by taking action. Persevering on that path will bring about sure success, simple but effective formula.