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Published May 31st 2019

How To Bridge The Gap Between Onsite Content & Social Media Engagement

We’ve all experienced this problem. You create
content online, like a blog article for example. Your social media people share
it on Facebook and Twitter. A few people like it. A couple of people share it.

Ho hum. Meh.

Then it’s on to the next thing. “Let’s try different headlines!” says the content manager — and so it goes.

In this article, I’ll tell you what the problem is and exactly how to fix it. By the time you reach the end of this article, you’ll realize what it is that’s been throttling the success of your content being shared online and three specific tactics that will obliterate this problem once and for all.

Why Doesn’t Your Onsite Content Blow
Up on Social Media?

If you’re getting unicorn results from your content marketing — hundreds of thousands of shares, likes, engagement, and conversions — this article is probably not for you.

For most of us, however, our social media
channels are an echo chamber.

Post, share, repeat. That’s the way it goes.

If you keep doing this, no amount of split
testing, headline hacking, or new-and-improved-super-share WordPress plugin is
going to reverse your donkey results.

The problem seems simple — stuff isn’t getting shared on social media.

But the reasons
are more complex, and we need to talk about those reasons if we’re going to
find effective solutions.

  • Reason 1: Marketing has
    fundamentally shifted from bullhorn-style broadcast techniques to interactive
    and engaging practices.
  • Reason 2:  Different platforms — e.g., social media and
    onsite — have different audiences. These different audiences interact with
    content in different ways.
  • Reason 3:  Onsite content is typically not designed
    specifically to elicit social interaction.

To solve these problems, more is required than
just an “alignment” of audience and medium.

There are tactics, tools, and clear steps that
marketers must put in place.

Step 1:  Relentlessly Amass Facebook Messenger Subscribers.

Your first step is to get more subscribers.

Not subscribers to your blog or your email
list. Instead, Facebook Messenger

The reason for this is simple. If you grow
your Facebook Messenger contacts, you will be able to effectively create
content that they are in a position to interact with.

Look at the state of digital marketing today.

More people are using messaging apps than
social media, and the biggest messaging conglomerate in the western market is
Facebook. The most powerful and effective method for harnessing this power is
Facebook Messenger chatbots.

Facebook Messenger marketing with chatbots is
the present and future of digital marketing. Based on my experience in the
industry, I believe that Facebook Messenger chatbots are the #1 growth
marketing channel for the next 5-10 years.

Facebook has gone full-tilt in the direction of a Messenger-focused future. Mark Zuckerberg’s March 2019 speech and Facebook’s recent F8 conference put messaging and groups in the spotlight. The company’s announcement to integrate Messenger, WhatsApp, and Instagram messaging reinforced this move.

So, back to the tactics. You need to grow your Facebook Messenger contact list.

There are several ways to do this.

One powerful way is to create Facebook
Messenger landing pages. These landing pages on your website will focus on
building up subscribers.

Here’s what a simple landing page looks like.

You can, of course, create landing pages that
are more enticing by dangling a carrot.

Or at least, you can add images to make your
landing pages more visually exciting.

I created these landing pages in MobileMonkey, using the “Landing Page” tool (it’s free), but you can use whatever Facebook Messenger chatbot builder you’re most comfortable with.

One of the simplest ways to grow your Messenger subscriber contacts is to add an innocuous Messenger widget to your website.

You’ve probably seen these before.

If people interact with your widget, they opt
in to your Messenger contact list.

You can also amass Messenger subscribers from
your Facebook page.

One method that I’ve used successfully to do
this is the comment guard. With a comment guard or “Facebook post
autoresponder,” you can post content on your Facebook page and when people
comment, they opt in to become a Messenger subscriber.

The post in the image below has a comment
guard. If someone writes a comment, they will automatically receive the message
you see on the right.

I’ve sprayed a medley of tactics here, but the
unifying concept is this: Grow your Messenger contact list. You can do so in a
variety of ways.

When you do this, you will be curating an
audience that is primed to interact with your onsite content.

Step 2:  Blast Your Facebook Messenger Contacts with Your

Why go to the trouble of building a Facebook
Messenger contact list?

It’s because your Facebook Messenger contacts are in a position to promote and engage with your onsite content.

And how do you deliver to this contact list
your precious onsite content?

The term I use is “chat blasting,” and if you
can get over the unfortunate violent connotations, you’ll see the power behind
the concept.

Remember what an email blast is? That’s what
you do when you send a marketing email to a big group of contacts.

The term “chat blast” almost does the same. But
this time, it’s sending a Facebook Messenger chat to a group of contacts.

Despite the similarities between email blasting and chat blasting, let me point out the vast dissimilarities. Whereas email campaigns may get 10% open rates, you can expect 80%+ open rates from Messenger chat blasts.

It’s not just me reporting stats like these. The nature of Facebook Messenger as a highly engaging and personal communication tool makes these engagement metrics possible.

So what does this chat blast look like?

Here’s an example.

Notice the “Read post” button at the bottom.
One tap and the Messenger subscriber ends up here — onsite content.

Notice what we’ve done here. We’ve reversed the typical order of social media sharing.

  • Typically, onsite content gains
    organic traffic with the hope that organic users will share it socially.
  • Or, we create the content and then
    post it on our social media channels, hoping that people will read it and
    engage with it.

In this model, however, we are directly
engaging users on an individual
social media messaging platform, Facebook Messenger, and asking them to view
onsite content.

Step 3: Use Audience Insights to Analyze
Performance, Create Segments, and Deliver Hyper-targeted Content

Earlier in this article, I traced out the problem of onsite content and social media engagement and made this point: Social media audiences and onsite audiences may differ in significant ways.

Because they differ, your social media
audience may find your onsite content uninteresting, and vice versa.

When you grow your Facebook Messenger contact
list, however, and start blasting them with content, things begin to change.

As long as you are using a chatbot builder
with robust analytics, you can look at the performance of your chat blasts.

For example, this chat blast I sent out a few
days ago did not receive the kind of response rate that I was hoping for.

I can compare this data with chat blasts that did have high open rates, and tweak my
efforts accordingly.

I can take this a step further. I can have my
audience segment themselves so I can develop content that will really resonate
with them.

You can do this with a Facebook Messenger chatbot. In your chatbot builder, create a dialogue that asks your audience a series of questions.

From their answers to these questions, you can
create a custom audience. You can then send specific chat blasts to this
audience only, knowing that they are more likely to engage with that content.

The better you understand your audience, the
better you’ll be able to engage with them in a deep and meaningful way.

Grow Your Audience With the Power of Facebook Messenger Chatbots

The method of posting our content on social
media – hoping that people will engage with it – is not dead.

But, it does lack effectiveness. In addition
to sharing onsite content on social media, we should go directly to those
social media messaging platforms, build an audience, and then target that
audience with our onsite content.

Digital marketing is shifting, again. Human
nature is such that we are more attuned to personal interactions over broadcast

Social media used to be more, well, social. It
provided a platform for deeper engagement, but it’s changed and has become more

Messaging apps have risen to fill the void.
Facebook Messenger chatbots allow you to tap into this visceral connection and
benefit from the deeper engagement.

To get more mileage out of your onsite
content, start by building your Facebook Messenger contact list, blasting them
with your content, then listening and responding.

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