Facebook Pixels: How to Create a Commercial Following With Your Blog Posts
Do you know how articles on a website turn into a following? Someone probably told you to ‘get writing’, with the promise that creating content was the answer to finding customers. Maybe you’re writing because everyone else is and hoping something works. You’re pumping them out and waiting for people to flock to them, but they’re not ….. yet.
The good news is that with a little “seeding” you can grow an audience of people who will follow what you have to say, like a rolling snowball, gradually growing in size and momentum. Done right, even if your followers don’t buy from you, there’s an excellent chance they’ll refer you to people who will.
Here are my tips on how to grow a following with your content:
There are three ways people can follow you
You need to be able to have a conversation with individuals who are attracted to you from any source. Google loves content for example, so if someone finds you, you’re probably solving a problem they have right now. But if you haven’t collected them we can’t nurture them, and you would have to make a sale from the first time people hear from you. That’s a hard game to win.
The easy ways to collect people are:
- Email address is the standard; I’m not going to say much on this. If you drive people to a lead magnet, and they give it up, you can’t do your newsletters, updates, etc. and hopefully, they’ll read it and follow you.
- Push Notifications are a newcomer to the game. The benefit of push notifications over email is that people can follow you without giving up their email address which removes a barrier to collecting them. This new technology shows an unobtrusive dialogue box which isn’t a pop-up window requesting permission to add. I’ve installed the Push Crew version of this on my blog. If you want to see it in action, just click on an article. If you click Allow, you’ll go into a list, and when a new article is published, your browser will tell you. Push Crew is free up to a certain point.
- The Facebook audience is rapidly gaining momentum. This option for collecting a following has the lowest barrier of all three options.
If you’ve put a pixel on your website, it will deposit anyone whoever views your page(s), from that point forward, into your Facebook account and you can post to them for up to six months. If they ever go back to your website in that time you have another six months. The benefit over email addresses is that people can’t avoid your post like they can an email.
Because you pay to advertise to them (cheap), it will hit their eyeballs when they scroll through their feed. If you’re doing your content right, they will click to see more.
If you aren’t already collecting people who are finding you, start now.
Following up with your followers with Facebook
After you’ve started collecting people who are reading your work, the next step is to let them know when a new article is published. To do that:
- Make sure your blog URL has a /blog/postname in it. The default for WordPress is domain.com/postname. If your blog URL isn’t like that and no one really looks at your content, change it. If you are sending people to it already, don’t change anything otherwise all your links will break.
- Create an 180 day Facebook audience for anyone who visits a page with /blog in the URL (or whatever your blog is called). This means one audience will collect anyone who visits any article, past or future, without you needing to think about it.
- Make a Facebook post extolling the virtues of your new published article
- Create a Facebook campaign designed to show the post to everyone you’ve collected in the last six months and schedule it to run for two days to your followers.
If your content is good, people will engage with it. They’ll like, share, comment and tag their friends. Every time they do, it’s free advertising, collecting more people (remember the rolling snowball) who’ll read it and send it out to more people who’ll read it. After not much time, you’ll have attracted quite a following.
Pushing good articles further to collect even more followers
After a while, you’ll know which articles are best for attracting relevant people to you (and hopefully your bank account). Your following will have engaged nicely, leaving “social proof” all over it. When you send those articles out to people who don’t know you, they’re more likely to follow you too because of your follower’s engagement.
I call these the hero posts. Generally, I would send them out to:
- – People who look like your clients
- – People who look like your article readers
- – People who look like your page fans
- – Website visitors
- – Page Fans
- – Friends of Page Fans (who are interested in stuff only your ideal client would like)
- – People who are interested in stuff only your ideal client would like (last resort)
For example, of all the posts I’ve written for Smallville, I know that the one about not needing email addresses anymore is the hero, by far. If people see it in their feed and click, I know they’re likely to be my target market. It attracts the right followers so I promote it to that list.
Once you’re setup, the hardest part is thinking about what to write each time, but how to nurture people to a sale is a whole other article.
The best part of creating a following with your blog is that the longer you do this, the better it gets. More people will engage which attracts more people. They’re far more likely to register their email address if you ask for it, or like your page so they can receive more, and they’re much easier to convert into sales.
As your audience grows, Facebook learns how to target better and leans into them. With the right content, your prospects will align with your purpose, and before you know it, people are chasing you to be a customer. Which is the whole purpose of creating a following with your blog.
“The opinions expressed by Smallville Contributors are their own, not those of www.smallville.com.au"
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