More social traffic, means more chances for conversions and sales.
However, increasing your social traffic does not mean clicking the share button on Facebook and retweeting your content on Twitter every once in a while. The whole process requires planning and active participation on your part if you want it to be successful.
Your posts should be specifically tailored to the type of audience and platform that you are utilizing at the moment. This is why cross-promoting content across multiple social networks is a necessary skill that all online marketers should learn.
But first, let's define what cross-promotion is.
As the name suggests, cross-promotion is the act of sharing a single piece of content among multiple social networks. You're essentially broadcasting the same message on these sites, but using different means of transmission
It's not as easy and as simple as it sounds. Different social networks have different rules when it comes sharing. For example, Facebook pretty much gives you a lot of leeway when it comes to posts. For example, you can preface a video or a photo album with your own commentary, with a very generous 10,000 character limit. But the same can't be said true for Twitter, a platform which basically forces you to keep your postings under its 140-character limit.
Social networks are also vastly different from each other in terms of its users. Instagram and Snapchat are known to be popular among the young millennial crowd, while LinkedIn is mostly used by professionals and businesses. The first two social networks have a casual and fun vibe to them, while LinkedIn has a more serious and professional tone. You wouldn't market to these vastly different audiences in the same way, would you?
The modes of interaction on these networks will also determine how you will go about cross promoting your content on them. Hashtags go well on Twitter and Instagram, but on Facebook? Not so much. Using @handles is a great way to connect with your followers on Twitter; while you can experiment with photo-tagging on Facebook and Instagram.
A Facebook post can contain a whopping 10,000 characters. That's a lot of characters for a social media posting, so you are given a lot of room to be creative with your writing. However, it's important to note that only the first 480 characters of your post will be initially visible on your Timeline and other people's newsfeeds; if they want to read the rest of it, they would have to click on the "See More" link. This is the reason why you need to get the gist of your message across in the first 480 characters of your post.
Other factors that increase the effectiveness of Facebook posts: images, the time of posting (it has been found that the optimal times to post on Facebook is on the weekends and every 1 to 4PM and 6 to 10PM during the weekdays), call-to-action. Posts that are under 50-characters also perform well too, and in some cases, have more engagement than longform posts.
As much as possible, keep your Facebook postings once per day. Though you can share it on your own profile, page, and groups, do so at different times and with a bit of variance to the text.
Twitter is the first social network to use @handles and hashtags for communication and topic indexing. It is also popular for its 140-character limit, which can be quite jarring to people who are not used to writing in such a constrained way. However, the limit also forces you to use your imagination in how you can best communicate your point across in the least number of characters as possible.
Tweets with less than 140-characters, and those that come with images (memes work particularly well on this platform) have higher chances of getting retweeted.
To aid in the discoverability of your tweets, you can add up to four relevant #hashtags. And unlike Facebook, the lifespan of a tweet is very short- just 18 minutes according to some estimates. As such, you can share your content up to four times each day on the platform, without fear of turning off your followers.
With Instagram, pictures are the highlight of your content. Instagram presents these images in a unique 1080x1080 pixels square frame. The pictures are then displayed in one single continuous stream that a user can scroll down through on their mobile device.
Your captions can have up to 2,200 characters. Only the first three lines are displayed in the feed, so this means that you need to get your message across in the first 150-characters or so.
Instagram is also very generous with the amount of hashtags it allows its users to use. You can append your images with up to 30 hashtags- just make sure that the tags that you use are relevant to your brand and the content that you're sharing.
As with Instagram, Pinterest also gives the spotlight to images. But if Instagram is fast-paced (estimated shelf life of Instagram posts is just a couple of hours or so), Pinterest is much more permanent.
The platform only gives you 500 characters to work with. As much as possible, keep your descriptions around 200 characters. If sharing a blog post, showcase your post's featured image on your Pinterest board with a link to the post itself. Also provide a short and sweet description of the post.
LinkedIn allows its users to share content on their own profiles, in groups, and on company pages. Due to the nature of its users, informative and educational posts often work well in this platform. How-to articles and listicles are also well-received, provided that the topics are relevant to your brand. Make sure that your content contains an image that is appropriate to the topic at hand, and add in a question or call-to-action at the end to encourage your readers to ask questions or interact with you.
Posts are limited to 600 characters. However, only 150 of these characters will be displayed on your updates; if readers want to read the rest, they would have to click on the "See More" link.
If done right, cross-promotion can do wonders for your blog or website. However, if improperly handled (e.g. publishing the same content with the same message across different platforms with no variation whatsoever), you'll just annoy your readers and compel them to ignore your posts in the future.