People are busy. If you want them to look at your content, you must get their attention, tell them why the information will be relevant, entertaining or valuable, and then make it easy to get there. Otherwise they will grow weary of clicking on your links in the future.
While it’s great to promote each new blog post by sharing a “teaser” with your social media networks, you need to be sure to provide the right link.
In a previous post about how to find the permalink of a blog post, I explained that the problem with just posting a link to your main blog page (called the “archives” page) is that this page changes every time you add new content.
If a new post has displaced the one you're talking about, it can leave people feeling frustrated, confused or annoyed. These probably aren’t feelings you want associated with you and your business!
The same is true for sharing a link from your social media page, which probably changes much more quickly than your blog. You would never say, “Go watch my latest video at youtube.com,” – instead you would link to your specific video. You need to be just as specific with Facebook and Twitter.
Whether you’re sending the link in email, on social media, or in a blog post, you need to use the permanent link (permalink) for the specific update, conversation or event that you’re referencing.
The easiest way to find the permalink for a social media post is to look for a day, date or time, move your mouse over that text, and click. A new page should open up where you see just that one status update or conversation.
Next, highlight and copy what you see in your web browser’s address bar – that is your permalink.
Finally, paste that link into your email, blog post or social media message.
If something you’ve posted on social media is important enough to link to, consider turning it into a blog post. Ultimately, your blog is the best place for people to read your content, because they are just one step away from taking the next step to doing business with you.
P.S. Here are some tips for how to turn your LinkedIn and Facebook activity into blog posts.