As Content Marketers we are expert when it comes to managing social media accounts for our diverse customer base, but we still manage to get a nice surprise once in a while. Even social media experts can’t master the complex algorithms of networking sites and how they favor and promote ideal content. No matter how closely we track analytics there will always be one of those mysterious overwhelming successes. It’s a big part of why we love our job!
Our surprise came last Monday when we published a routine Facebook post for one of our customers. We simply shared a recent blog post on their Facebook page, as is our custom in circulating content. We didn’t think much of it and were quite surprised to notice the following day that it had become a viral Facebook post.
We went straight to our Google Analytics and saw a shocking spike in the customer’s website traffic. We quickly realized that our routine blog post had turned into a viral Facebook post overnight. We have some theories about why that specific post went viral but. Being a company in Napa Valley, the post may have been appealing because it wasn’t about wine. It was titled “7 Napa Hiking trails You Need to Explore”. The list format is popular content, so the title is an attention-grabber. The featured picture was a beautiful, whimsical waterfall. Who doesn’t love a waterfall? That’s it though, those are our theories about why this Facebook post went viral. Nothing too profound.
We wanted to break down the numbers for you, day by day, so you could see how we were able to leverage this viral Facebook post. From Monday through Sunday the post generated a total of 25,699 clicks back to our customer’s website. Here are the play-by-play numbers:
Monday – Blog posted on Facebook page around 9 AM featuring a large, appealing image
Tuesday – 6,542 clicks back to website, about 9,000 views and 40 shares on Facebook.
Wednesday – 7,562 clicks back to the website. A lead generation CTA was entered into the blog post around 2 PM.
Thursday – 4,433 clicks back to the website. A new CTA was entered into the blog post. The Facebook post was boosted for $5. The lead generation tool was also posted and boosted.
Friday – 2,350 clicks back to the website.
Saturday – 1,492 clicks back to the website.
Sunday – 1,202 clicks back to the website.
From the people who visited the blog page, 102 of them clicked on the CTA link, and 24 of those people downloaded the free giveaway, which requires an email for access. That’s a 23.5% conversion rate! The Facebook post has now reached 32,912 people, and has been shared 149 times. The boost that we paid Facebook for did not increase its reach much at all.
The CTA was an important move to help our customers leverage the viral Facebook post by adding to their email list with potential business patrons. Although we can’t always predict what content will reach the most people through the automated algorithms of social media, our goal is always to fill customer’s marketing funnels. We use optimized content to attract traffic with the goal of turning that traffic into leads, and eventually patrons.