Increasing website traffic for less work sounds like a great plan to us – which is why we're fans of using StumbleUpon in content marketing. Sure, StumbleUpon is yet another social media site to learn and incorporate – but the good news is that this site will probably already seem very familiar, even if you've never tried it before.
The StumbleUpon site has been around for a very long time in the social media world (since 2001), but has always had the same basic structure as a "discovery engine" fueled by social activity. Think of it like Twitter, but strictly focused on sharing articles, and with an interface that's much more like Pinterest.
Two Important Marketing Purposes
In addition to giving you new ideas and news as a discovery engine, StumbleUpon has two important marketing purposes. First, it's a good place to gain followers and share your own content, especially interesting blog content (without spamming, please), to increase traffic to your site. Second, you can advertise on StumbleUpon to more directly increase your web traffic and conversions. Let's look at these two options in more depth so you know what you're getting into.
B2B StumbleUpon Activity
With 30 million users and the potential to drive more traffic than Reddit, StumbleUpon holds plenty of advantages for content marketing. However, you shouldn't treat it like a place for bored marketers to spend the afternoon clicking (a common misconception): If you want to get involved directly, you'll need to sign up and start creating a presence. Three important steps can help when building traffic in StumbleUpon:
- Sharing Your Content: This should be evident, right? Share your content on StumbleUpon and people will be able to search for and see it. Note that the most popular content on StumbleUpon is all-purpose, "broadcast" content designed to appeal to as many people as possible while still sharing something unique (typically news or advice). During B2B hours, common topics tend to be cars, techology, and health, but obviously any industry is open.
- Sharing Other Content: StumbleUpon encourages you to stumble upon other articles and share them as well – especially content applicable to your brand. Of course you probably don't want to do this very often for your competitors, but it will help you gain more followers.
- Following and Follows: All this sharing and following has to be done by someone! Twitter rules typically apply here – follow, follow back, and occasionally ask for follows to make sure as many people as possible are paying attention.
StumbleUpon Advertising: Paid Discovery and Targeted Ads
Your other option, which you can use in combination with your StumbleUpon activity or by itself, is marketing through StumbleUpon with paid discovery and targeted ads. If you have paid for marketing over Twitter or Facebook, you probably know how these options work. Like Facebook, StumbleUpon offers extensive targeting for its paid advertisement. This allows you to specify demographic, device (mobile vs. desktop), location, and certain interests.
As you can see, one of the strengths of StumbleUpon is how familiar it is if you already use common social media tools. Adding one more site to your list of content propagators can give you a traffic boost without too much extra work – and that counts as a win in our books.