Self-promotion is a delicate act. Social media is all about conversations and genuine relationships. Promoting your own brand could make you appear self-absorbed, yet if you don’t promote yourself, then who will? If you always only push your own brand, your followers may drop away like flies. If you only curate content and drive traffic to other people’s content, then where do you get your return on investment for resources spent on social?
Finding the balance between curation and creation is a difficult challenge, but in order to harness the business potential of social, figuring out this balance is a necessity.
Here are some statistics to consider
- Posting links to 3rd party sites generates 33% more clicks than posts linked to owned sites
- Posting links to owned websites generates a 54% higher click-to-conversion rate than posts that link to 3rd party websites
- Curators who link to 3rd party sites 75% or more of the time on average get 47.8% more clicks per post, 0.2% more click-to-conversion rate, and 0.10 conversions per post
- Self promoters who link to their own content 50% or more of the time on average get 17 clicks per post, 2.4% click-to-conversion rate, and 0.41 conversions per post on average
The goal is to find a balance between both by linking to 3rd party sites 50-75% of the time, which on average will yield 38.4 clicks per post, 2.5% click-to-conversion rate, and 0.95 conversions per post.
Not only does a combination of content creation and curation lead to building strong relationships with the right people, but it makes your content a lot more useful, and generates a much higher click-rate.
By curating different kinds of content, you increase engagement rates even more. Try linking to videos, podcasts and infographics.
There are lots of different kinds of retargeting campaigns that exist to help creative curation strategies, leading to increased clicks and conversations.