The Five Rule: How Tourism Can Generate Blog Traffic
1. Post Your Blog on Facebook
It seems pretty simple, but it is always worth a reminder. Every single blog deserves its own Facebook post. Furthermore, every blog deserves to be activated with paid promotion on Facebook. Nowadays, you can be extremely targeted with Facebook’s paid promotions. If you write a blog about craft beer in your destination, you can target your post to reach craft beer drinkers in a specific area. Check out one of our blog announcements on Facebook, and start using these best practices for your next post.
Facebook Blog Post Optimization:
- The ideal post length is 40 characters
- Include a compelling image to enhance the performance of the post
- Add the “feeling” and “location” tags to your posts, and tag featured partners
- Boost the post with paid promotion. If you have never tried this before, start with a budget of $10 to see the impact
- If your post is more in-depth, create line breaks within the post to separate ideas (we do this all the time on our Facebook)
- Update the meta title and description to optimize the post for Facebook
- Once the link auto-generates the blog preview with your featured image and meta description, remove the https link
- If you are not using funds to boost your post, use organic targeting
2. Schedule Tweets About Your Blog
When your new blog is live, make sure to support it with a Tweet…and another Tweet…and another! Remember, Twitter is one of the last chronological social media tools. If your followers are not on Twitter when your post goes live, they could miss it. That is why we recommend sharing Tweets about your new blog up to three times within a week of publishing. Ideally, you are creating evergreen content that can be shared for months, even years to come. By writing long-lasting content, you can share these posts on Twitter over and over again!
Twitter Blog Post Optimization:
- The ideal Tweet is 100 characters or less
- Include an image with your Tweet to increase engagement
- Use your official hashtag in your post to drive awareness
- Even though you are tweeting the same blog three times, make sure the messaging is different for each Tweet.
- A shortened link is more attractive when sharing a blog on Twitter
- Share multiple times within the first week of posting your blog
3. Inform Your Instagram Followers About the New Blog
Although Instagram is not conducive to link sharing, you do have one golden opportunity…the profile link! Every Instagram account is allowed to share one link at a time within the bio. This can be easily updated by going into your Edit Profile settings. This will not drive tons of traffic, but certainly encourages some of your followers to click. In our experience, web visits from Instagram tend to be highly engaged with low bounce-rates and high session-durations.
Instagram Blog Post Optimization:
- Change your profile link before letting your audience know about your new blog
- Use a shortened link to promote your new blog in your bio
- Share a related image to your blog, and tell your followers to check your “bio link” to read the new blog!
- Change the profile link after one week of launching your blog
- *Bonus Tip: If you decide to use Instagram’s paid promotion – the targeting is the same as Facebook, and you can include the link in the ad*
4. Pin Photos From Your Blog Onto Pinterest
Pinterest is an ideal tool to support blog content. The tool is essentially useless unless Pins link back to YOUR website. Schedule images from your blogs as Pins, and gather highly engaged audiences from this often overlook social media channel.
Pinterest Blog Post Optimization:
- Embed a relevant Pinterest Board in EVERY blog!
- Once your blog is posted, Pin your blog’s images onto said relevant Board
- Schedule your Pins for Saturday afternoon for higher engagement. Use Buffer or Tailwind as scheduling tools
- Be sure to describe the image with SEO keywords such as the subject of the image, and the name of your destination
- *Bonus Tip: When Pinners Pin directly from your site, the image’s Alt Text auto-populates into the Pin. Make sure every image’s Alt Text is updated. Describe the photo, and include your destination’s name in every photo’s Alt Text.*
5. Include Your Blog in Your E-Newsletter
E-Newsletters are a great way to drive traffic to your website, including your blogs! If you have a weekly blog strategy, it is not necessary to include every post in your monthly e-newsletter. Consider diving into your Google Analytics and identifying your most popular blog post. That’s what we do at TwoSix Digital! Speaking of which, why don’t you sign up for our monthly e-newsletter if you haven’t already? ?
Two more quick tips:
- You can also add blog links to video descriptions on your YouTube channel. For example, if you write a blog about “The 10 Best Restaurants in Our Area”, add the link to your dining video on YouTube!
- Apply The 5 Rule to all of your content. Identify 5 ways to share one photo, or video, or a new landing page. You can do it, trust us!
Thanks so much for reading! If you are intrigued by this process, reach out to TwoSix Digital about conducting a Tactical Content Planning Program for your organization. In the meantime, sign up for our e-newsletter or check us out on Facebook or Twitter for regular updates on the latest digital trends in tourism marketing.