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How to Promote Your News Web Site Online and Get Quality Traffic
Promoting your news site online requires more diligence than promoting a business that sells a physical product. Just like your website name, your domain name should be unique, recognizable and something that people can easily remember. After you have established the brand and produced the content, the next step is to promote the news articles and make sure they are read. One way is to promote through social media.
Social media sites like Facebook and Twitter offer readers opportunities to engage directly with website content. Create accounts on the most popular social media platforms. There are several conditions for sharing your news on those services. Make sure your news site has an RSS/Atom feed. In addition to providing RSS/Atom, create an account using the “TwitterFeed” service. Follow the instructions and connect the RSS/Atom feed to your Facebook and Twitter. Every time you post an article, it automatically appears on Facebook and Twitter.
When it’s easy, make sure you log into your accounts and interact with readers and potential readers.
On Facebook fan pages, there is limited personal interaction between page administrators and fans. Facebook calls for more organic growth. You promote articles on your website’s fan page and expect people to “like” you: that’s not a formula for success. You can do more with a Facebook fan page — a lot more.
Run sponsored ads for your news site. This allows your website to gain exposure to user profiles within your target demographic. Facebook ads give businesses the opportunity to advertise based on a certain age, location and interests. You will also find very detailed estimates of how many people your ad will “reach”. Those estimates will come in handy when making a presentation to potential advertisers. Before you invest money in Facebook Ads, consider the nature of your news site. If your news site appeals to a limited or niche demographic, you should instead focus on promoting your site for free using Twitter and submitting your site to search engines.
Critics of Facebook’s advertising program say that Facebook ads are too clever and not very interesting. To overcome these problems, you need to have an ad copy that will emotionally invest people to read the news on your website. Think like someone on a news desk. You need an attractive headline and detailed copy that brings people to you. Consider mentioning points for your publication (“Over two million subscribers!”) and referencing/reminding potential readers of resource sections (ie Classifieds). Your promotional copy should be clear and focused on one topic. Don’t hesitate to advertise the giveaways and contests held by your publication. Advertising a news site on Facebook will always be trial and error, but the likelihood of getting new visitors will increase when you invest in long-term advertising campaigns. Constantly change your ad content until you find the right keyword and demographic.
Your Facebook page content needs constant maintenance. You need to regularly fill your Facebook page with news articles. Be sure to contact and talk to your readers regularly. Human interaction is a popular social media trend for businesses. Encourage readers and viewers to not only check out your content, but also comment and engage in other ways. For example, readers respond positively to attractive visuals — just as they do in print publications. Readers tend to respond to interesting and colorful landscape images, food images, and timeless portraits that readers can relate to. It is preferred that the images you upload on your Facebook page are related to the articles on your website. Follow some scripts that encourage people to check out your articles and features.
Twitter takes things to the next level. The popular social media service allows news sites to interact directly with people. Take advantage of Twitter’s features, such as the “Find People” option. If you have a Gmail, Yahoo or AOL email account that has contacts, use that email account and Twitter will search for contacts that also have a Twitter account. Be sure to “follow” people who already follow you on Twitter. Sites like “Twellow” (http://www.twellow.com/) can help you find followers by category. Tweet Grader (http://tweet.grader.com) allows you to find and follow users who live in your community. Follow members who will be interested in the news on your website. The people you choose to follow should also have a lot of followers and update regularly. Never think about the number of people you follow. Always think about the type of people you want to follow. Quality over quantity is a popular saying on Twitter. If you focus on finding the right people — and not following too many people — you will be successful.
Connect with users who have benefited or would be interested in reading the articles you publish. For example, if you have an article that describes a business, follow popular users who are likely to express interest in the business and their product, including the business’s Twitter account. If you have an article covering an event, follow popular users who are most likely to post or retweet information about the event. Be gentle with these users. Imagine you are in a bar and you hear people talking about something that interests you. The best way to jump in is to research the conversation flow and then participate when the opportunity presents itself. If someone asks a question about a topic covered in one of your articles, feel free to answer them with a link. As long as you focus on the source and don’t directly promote your news site, people will appreciate the friendship. Remember, you’re trying to promote your news site — so resourcefulness should be your primary goal. Once you develop a large following or subscription base, you won’t need to do this anymore.
It is important to note that message boards are good for article promotion. While message boards are now taking a back seat due to social media, they are still very useful for generating buzz and traffic. Register your accounts and regularly participate in message boards related to your content. It is advised that you link responsibly and sparingly to your material. In other words, don’t spam a message board with links. Only provide self-service links when relevant and lacking information. Provide a link to your domain name in the forum signature. Also, don’t hesitate to customize your forum profile. People will pay more attention to those who have a strong, human presence. And once you feel that your website has developed a steady and substantial traffic, you will not need to continue to post your website on message boards.
News sites are a dime a dozen, which is why it’s so important to have quality content. No matter how you develop your news site, the goal of your news site is to have clear, interesting, thoughtful and resourceful articles. When people can see that your news site is dynamic in design, organization and content, they will use your site as a resource. News is often treated as disposable marketing in the digital market, but it takes a good content provider – along with promotional knowledge – to make news something worth reading.
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