You spent an hour or two or three writing a killer blog post.
You included great insights garnered from years of training and clinical experience.
You got up the courage and hit the publish button.
And …. silence.
Maybe your Mom and your hubby and a handful of your therapist friends read your post. But, new clients aren’t calling. You’re starting to wonder, “What’s the point of blogging if no one is reading my posts?”
Your frustration and disappointment are understandable. So, let’s get more people reading your posts!
Blogging gives you the opportunity to help thousands and thousands of people. But if that’s going to happen, you need to get your blog posts in front of more people.
Unfortunately writing the post is only half of your job as a blogger. Many bloggers think all they need to do is come up with a good idea, write a decent post, add a few key words, and hit submit. I’m sorry to have to tell you that this isn’t going to cut it. You’re only doing half of your job as a blogger.
To be a successful blogger, you need to work just as hard at promoting your posts as you do writing them.
Promoting your blog posts is not self-serving.
Do you feel uncomfortable sharing your posts? Many therapists worry that sharing their blog posts will be seen as self-serving, sleazy, or self-promotional. I know that it can initially feel contradictory to our training to do anything that feels like marketing. But, you are running a business and you do need to let people know that you are available to help them. Second, and most importantly, marketing your practice through blogging provides a tremendous service to the general public. It’s deeply satisfying when I get an email or comment from someone telling me how much my blog has helped them. These are not people who are going to become my clients; they are people that I am helping by way of my blogging. Clearly, sharing your posts is a huge service that you are giving to others.
If you’re new to blogging, you may also feel self-conscious or experience a bit of impostor syndrome as you wonder if your writing is good enough or whether you’ll be judged by others. My blogging motto is: “It’s a blog post. Not a dissertation.” This helps me keep it in perspective. Honestly, some posts are hits and some are misses, but I guarantee that if you’ve made it through graduate school, you can put together a decent blog post that contains information that people need.
How to promote your blog post on social media:
- Create your social media accounts. You need to be on the big social media platforms – Facebook, Twitter, Pinterest, and possibly Instagram. This is where people are hanging out, so you need to be there, too! If you haven’t already, create professional profiles (including your photo and description of your business) and connect them to your website. Try to use the same user name and profile picture on all of your accounts so you’re easy to find and recognize.
- Get social media sharing buttons on your blog. This is perhaps my biggest blogging pet peeve. If you want me to share your posts, you need to make it easy for me! So, if I enjoy your article, but there aren’t any sharing buttons (or they’re hidden), I’m not going to bother and most other people won’t either. If you don’t know how to add the buttons to your blog, ask your web designer or colleagues for help.
- Support your colleagues and fellow bloggers. Be generous in sharing quality content from other bloggers and websites. Your readers and potential clients will benefit when you share other pertinent resources. And in doing so, you will be building trust and connection with your readers and with other professionals. When you share someone else’s post, they are likely to share one of yours in return.
- Build a social media following. It takes time to build a sizeable following on social media, but it’s doable. The key is consistency. I believe that if you commit 15 minutes per day to sharing posts and following others on social media, you will see results. You should definitely use some automation programs, like Meet Edgar or Hootsuite, to repost your content, but you also need to get onto social media daily and share, comment, follow, and post yourself.
- Share your post multiple times. Another big mistake I see therapists make is they share their post once and then forget about it. Only a fraction of your social media followers or friends see your posts. This means you can and should repost things. The frequency will depend on the particular social media platform; some platforms like Twitter and Pinterest move quite quickly and you can post your content multiple times per day on those platforms. Facebook feeds move more slowly. Your professional Facebook page will tell you how many people viewed your post. Re-share it in a day or two if the number is low. Or if it was a popular post, schedule it to publish again on Facebook in a month or two.
Once you’ve mastered these steps and are generating traffic to your website, you can move on to additional strategies such as building an email list and using groups on Pinterest and Facebook to build a larger following.
Get started today with these 5 tips for building an audience for your blog by promoting your posts on social media.
Want to learn more? The next session of my online blogging class starts soon. Find out more here or join the interest list below.
©2017 Sharon Martin, LCSW