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How to Promote Your News Web Site Online and Get Quality Traffic
Promoting a news website online requires more due diligence than promoting a business that sells a physical product. Like your site name, your domain name should be unique, recognizable and easy for people to remember. After setting up your brand and creating your content, the next step is to promote your news articles and ensure they are read. One way is to advertise through social media.
Social media sites such as Facebook and Twitter provide opportunities for readers to connect directly with online content. Create accounts on the most popular social media platforms. There are some prerequisites for syndicating a news feed from these services. Make sure your news site has an RSS/Atom feed. If you have an RSS/Atom feed handy, create an account with the service “TwitterFeed”. Follow the instructions and link the RSS/Atom feed to your Facebook and Twitter. Every time you publish an article, it will automatically appear on Facebook and Twitter.
When it’s convenient, be sure to log into your accounts and interact with readers and potential readers.
Facebook fan pages have limited personal interactivity between page administrators and fans. Facebook calls for more organic growth. You promote articles on your site’s fan page and wait for people to like you: this is not a formula for success. You can do more – a lot more – with a Facebook fan page.
Consider running sponsored ads on your news site. This allows your site to be seen on the profiles of users in your targeted demographic. Facebook ads offer businesses the ability to deliver ads based on specific age ranges, locations, and interests. You can also see very detailed estimates of how many people your ad will “reach”. These ratings will be useful to potential advertisers when creating a pitch. Before you invest money in Facebook ads, think about 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 by using Twitter and submitting your site to search engines.
Critics of Facebook’s advertising program have said that Facebook ads are too discreet and not very engaging. To overcome these issues, you need to have copy that gets people emotionally invested in reading your website news. Think like someone on a news desk. You need a catchy headline and concise teaser copy that will bring people to you. Consider mentioning your publication’s milestones (“Over two million subscribers!”) and announcing/deriving resourceful headings (ie, classifieds) to potential readers. Your teaser copy should be clear and focus on one topic. Don’t be afraid to place ads announcing giveaways and contests your publication is hosting. Advertising a news site on Facebook is always trial and error, but the chances of getting new visitors increase if you invest in longer advertising campaigns. Keep tweaking your ad content until you find the right wording and demographic.
The content of your Facebook page needs constant maintenance. You need to regularly fill your Facebook page with news articles. Be sure to engage and chat with your readers on a regular basis. Human interaction is a popular social media trend for businesses. Encourage readers and viewers to not only check out your content, but also to comment and otherwise engage. For example, readers respond positively to attractive visuals – just like in print publications. Readers typically respond to photos of stunning and colorful landscapes, food photos, and timeless portraits that readers can relate to. It is preferred that the visuals you upload to your Facebook page are related to the articles on your website. Continue with text that encourages people to check out your articles and features.
Twitter takes things to the next level. The popular social media service allows news sites to communicate directly with people. Take advantage of Twitter features like “Find People”. If you have a Gmail, Yahoo, or AOL email account with contacts, use that email account and Twitter will search for contacts who also have a Twitter account. Be sure to “follow” those who already follow you on Twitter. Sites like “Twellow” ( http://www.twellow.com/ ) can help you find followers based on categories. Tweet Grader ( http://tweet.grader.com ) allows you to find and track users in your community. Follow members who would be interested in news from your website. The people you choose to follow should also have a large following and update regularly. Never mind the number of people you follow. Always think about the type of people you want to follow. Quality over quantity is an adage that is welcome on Twitter. If you focus on finding the right people and not following a lot of people, you will be successful.
Connect with users who will benefit from or are interested in reading your published articles. For example, if you have an article about a certain company, follow popular users who are likely to express interest in the company and your product, including the company’s Twitter account. If you have an article about an event, follow popular users who are most likely to post or retweet information about the event. Interact with these users sparingly. Imagine you are in a bar and overhear people talking about something that interests you. The best way to intervene is to study the flow of the conversation and then participate when the opportunity arises. If someone asks a question about a topic covered in one of your articles, feel free to answer them with a link. People appreciate friendliness as long as you focus on being resourceful and don’t directly promote your news site. Remember, you’re trying to promote your news site, so being resourceful should be your primary goal. If you have a lot of followers or subscribers, you don’t have to do this anymore.
It is important to note that message boards are good for promoting articles. Although message boards have taken a back seat now due to social media, they are still very useful for generating buzz and traffic. Sign up for accounts and regularly participate in message boards related to your content. It is recommended that you link to your material responsibly and sparingly. In other words, don’t spam the message board with links. Provide self-serving links only when the information is relevant and incomplete. Provide a link to your domain name in your forum signature. Also, don’t be afraid to customize your forum profile. People are more attentive to those who have a strong human presence. And if you feel that your site is getting consistent and significant traffic, you don’t need to keep promoting your site on message boards.
News websites are a dime a dozen, which is why having quality content is so important. Regardless of how you promote your news site, the goal of your news site is to have articles that are clear, engaging, thought-provoking, and inventive. When people see that your news site is dynamic in design, organization, and content, they will use your site as a resource. In the digital market, news is often seen as a disposable commodity, but making news worth reading requires a good content provider with advertising know-how.
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