Are you tired of spending countless hours crafting high-quality content for your website, only for it to attract just a handful of visitors? The adage “If you build it, they will come” doesn’t apply to online content. Even if your website’s content is superior to your competitors’, it may struggle to attract visitors. Therefore, you should use social seeding to promote and improve the performance of your website’s content.
What Is Social Seeding?
Social seeding is a digital marketing tactic that involves promoting your website’s content on social media networks. While the exact process varies depending on the social media network used, it generally consists of sharing a link to a content-rich web page on your site. As social media users stumble upon these links, they may visit your website to view the promoted content in its entirety.
When you share a link on social media, you are planting a metaphorical seed. Assuming the conditions are right, the seed will grow and blossom into a healthy plant. The link is the seed, whereas the healthy plant is your website’s content. Without the help of the seed, your content won’t reach many users.
Benefits of Social Seeding
Using social seeding, you can attract more visitors to your website. Statistics show that over 3 billion people use social media. By publishing links to your website’s content on popular social media networks, you can funnel some of these users to your site, thereby increasing its traffic.
Not only social seeding is an effective way to increase your website’s traffic; it’s also free. Unlike pay-per-click (PPC) advertising, you don’t have to pay to promote your website on social media. While most social media networks offer paid advertising services, you don’t have to use them. On the contrary, social seeding often works best when using organic methods of social media promotion.
Because of its positive impact on engagement signals like average page views and time on page, social seeding may boost your website’s search rankings. As more social media users visit your website and access its content, search engines will take notice.
Target the Right Social Media Networks
For social seeding to work, you must promote your website’s content on the right social media network. While Facebook is the most popular, with over 2.3 billion users, there are hundreds of social media networks. All social media networks offer an online community where users can connect and stay in touch, but they each have their own unique audience. Therefore, you should target social media networks used most frequently by your website’s audience.
If your website’s audience consists primarily of women, you may want to target Pinterest. According to a Business Insider Intelligence report, over four in five Pinterest users are female. If your website’s audience consists of middle-aged professionals, on the other hand, you may want to target LinkedIn. Of course, you can still perform social seeding on Facebook and Twitter as well, which are used by most audience demographics.
Build a Following on Social Media
In addition to targeting the right social media networks, you should build a following on social media to improve the performance of your social seeding efforts. Sharing links to your website’s content on social media is only beneficial if users see and click them. Therefore, you must convince users to follow your brand’s social media pages or profiles.
Here are some tips to attract more followers on social media:
- Add hashtags to posts.
- Comment on other relevant social media profiles and pages.
- Include “follow us” buttons on your website and in emails.
- Diversify your social media posts by publishing other types of content besides links to your website.
- Share viral content from other social media users that’s relevant to your audience.
- Customize your social media profiles and pages with branded graphics.
- Respond to comments left by other users on your posts.
Start Sharing Links Your Website’s Content
After attracting some followers on social media, you can start sharing links to your website’s content. On most social media networks, you can share links simply by copying and pasting the web page’s URL. When you paste a URL into the Facebook post box, for instance, it will automatically pull the title and an image from the linked page. Users can then click either the link or image to visit your website.
Twitter works in a similar manner, though it doesn’t pull a title or image from the linked web page. You can copy and paste web page URLs into the Twitter post box, and once published, users can click the URLs to visit your website.
Keep in mind that you should only share links to your website’s content and not the actual content itself. If you publish an entire article on Facebook that’s already published on your website, there’s no incentive for users to visit your site. You can include an excerpt of the content in a social media post, but you shouldn’t share the entire content.
Create a Link-Posting Schedule
Social seeding isn’t something that you can set and forget. To generate any meaningful amount of traffic from this digital marketing tactic, you must regularly publish new links to new content. Failure to proactively post new links will likely result in fewer followers. When users discover your stagnant social media profile or page, they’ll stop following your brand.
To attract and retain more followers on social media, create a link-posting schedule. Social media marketing solutions like HootSuite or Buffer allow you to create and schedule posts for your social media accounts in advance. Alternatively, you can publish new links on social media manually. Just remember to keep your social media profiles and pages active by sharing new links on a regular basis.
Social seeding can guide your website on the path for success by increasing its traffic and, potentially, its search rankings. Each link you share on social media creates a new opportunity for users to find and visit your website. By regularly sharing links on the right social media networks, more users will find and visit your website.