How Timing a Blog Post Can Increase Your Exposure
Is timing
all that important in the world of online marketing where information flows
freely twenty four hours a day, seven days a week?
Some
bloggers and users of social media are satisfied to hammer out a post or send a
tweet whenever they can. Others
stay up late editing the next day’s blog post and setting it to auto-post at 4
AM. Is there really any advantage?
In a word,
yes. In two words: definitely maybe.
Online
marketers and community managers want to know one simple thing: when can they
put their information, products, and special offers in front of the greatest
number of people at one time. By learning about the timing of blog posts and
social media updates, they’ll be able to maximize their exposure relative
to the time they invest and even capture audiences that online marketers have
neglected.
When
to Use Social Media
Many
businesses focus their blog posts and social media efforts on the work week,
assuming that their audiences are most attentive during week days. However,
consider this statistic from a 2009 Wired Magazine survey:
54% of companies block Facebook and Twitter. That means a ton of readers will
be looking for something to read in the evenings and on the weekend. With that
in mind, let’s look at some advice on when to use social media and to post blog
content.
Two years
of research by Dan Zarella
of the marketing firm Hubspot found that the morning isn’t necessarily the best
time to use social media.
- All Social Media: Interaction levels remain fairly steady on the weekends in comparison to the week.
- Twitter: Click-through rates for links shared are highest between 11 am and 5 pm EST.
- Twitter: The most retweets occur between 2 pm and 5 pm. In order to monitor the effectiveness of your retweets, check out the website Tweet When.
- Facebook: Linking to your blog or website more than once a day will not bring significant benefits. In fact, posting too frequently on Facebook will back-fire.
- Facebook: Weekends and off-peak times are also effective for click-through since there are fewer links shared and many readers are still looking for good content in their off hours.
- E-mail Campaigns: The highest open and click-through rates happen on Saturday mornings. If you send an e-mail newsletter or a digest of your blog posts, schedule it for 4 or 5 am on Saturday. Publishing professionals Jane Friedman and Michael Hyatt send their newsletters at that time and offer many tips valuable tips to her readers.
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