How to Boost the Reach of Your Online Publication Using Social: 7 Tips!
by Kosta Lilov
You’ve invested time and effort in creating your publication. You’ve thought about what interests your readers and how to present things in a visually attractive way. After all that hard work, it would be a shame to share your content just once via a newsletter, social media or your website. These seven tips enable you to boost your reach using social and breathe new life into your existing content.
1. Share individual pages from your publication
Your online publication consists of several pages. Usually, the magazine is shared in its entirety using social media. I often suggest sharing a magazine in layers. Think of it as a trilogy, an approach that gives you several opportunities to engage your audience. Share the whole magazine first, and follow this up by sharing two more articles you believe to be especially important.
2. Share the most-read article
Analyzing your publication gives you a clear idea of which article was the most read, so you can be certain which page captured your audience’s attention. Share it! Consider a social media post in the following style: Have you read our latest issue yet? “The importance of winter tires” was our most-read article.
3. Respond to current events
Here’s an example: March 20 is the first day of spring, an ideal opportunity for an organization such as Steps or another women’s clothing retailer to share a page or magazine packed with summer skirts and dresses. The relevance of the subject means you’ll realize more sales. By responding cleverly to current events, you ensure that your content hits the mark and provides your target audience with a genuine service.
4. Remind your audience of certain events
Take a festive, inspiring or memorable moment as your starting point: “One year ago we celebrated our first birthday. Would you like to relive that epic party? Take a look at the photos!” Or how about a flashback to an event: “Last month, we were featured at the largest event for communication professionals in the Netherlands. Read the highlights of our presentation and view the video of our keynote here.” Since your audience was present at these events, your article is all the more relevant to them as a group.
5. Use LinkedIn Articles
Practice what you preach. Why not write a LinkedIn Article about a specific topic or field on which you are an expert? Naturally, you shouldn't give everything away in your article, but instead feature a link to your publication for anyone interested in learning more about the subject in question. Use the article to intrigue your readers. If your article is relevant and intriguing enough, they will be hooked and your publication will attract more views.
6. Social advertising
In addition to many “free” channels, there are of course ways of paying to have your magazine shared on social media. Facebook advertising is still relatively affordable compared to Google AdWords, while allowing you to zoom in on a specific audience in terms of location, demographics, interests or behavior. Read all about Facebook Business here.
LinkedIn offers three kinds of self-service advertising: sponsored content, text adverts and sponsored InMail. The target group can be as specific as you like. You can narrow your focus by pinpointing factors such as location, business sector, size of business, roles, and levels of seniority.
7. Upload email addresses to Facebook
A good email database is, of course, essential in this day and age, and can also be readily adapted for social media. By uploading a list of specific email addresses you can create a ready-made audience for a targeted Facebook campaign. Read more in our Blog on Facebook-marketing. Are you eager to extend your reach to new contacts beyond your own database? Consider a look-a-like campaign: Facebook searches for other users with similar database profiles and makes sure they see your advert too.
Curious about everything you can achieve with an online publication? Book one of our content specialists, or get in touch with me: email@example.com.
Kosta is a senior customer success manager at Foleon. He ensures our top customers always reach their targets by advising them on their publications' design, how to optimize readers' engagement, and providing them with distribution strategy advises and data insights.
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