You’ve probably heard that social media is a popular way for businesses to connect with their target audience. Maybe you even post on Facebook or reply to a few tweets. What’s the big deal?
92% of small firm owners who use social media think it’s essential for their business. And why?
For starters, social media can assist you in building brand recognition, create a community around your business, and increase revenue.
And with the number of global social media users expected to reach 2.5 billion this year, there’s never been a better method to find and connect with your ideal audience.
How can you use social media for your business? You can start by increasing traffic to your website. Below, I present eight practical and straightforward tips to help you do just that!
Getting Started with social media for Business
If you are entering the world of social media for business, you may assume that the only options are the giants like Facebook, Twitter, Instagram, and LinkedIn.
These are fantastic options (and essential!) for any business, but there are other options worth considering. For example:
- Pinterest – for sharing visual content such as images and infographics from your blog.
- Reddit – to demonstrate your knowledge in a particular industry and share it with a specialized community
- Tumblr – for creating a multimedia diary to support your main website
- Snapchat – for documenting what’s going on behind the scenes at your business via video
But with so many platforms all offering different things, how do you decide which to focus on?
The Importance of Targets
Like any marketing campaign, your social media activity should be based on objectives and metrics.
That way, you can measure success and determine whether the platform you’re working on is effective. After all, there’s no factor investing time in Pinterest if your ideal customer isn’t active there.
Goals can range from increasing followers by X% in six months to increasing social media traffic [50%].
Whatever goal you set for yourself, stick to it and refer to it regularly. Don’t let it turn into another document that is never visited and disappears into the depths of your Google Drive.
How to Drive Website Traffic Through social media
1. Fill in your profile.
What is the first thing people see when they click on your social media page?
Whether it’s your Twitter bio, Facebook ‘About’ section, or LinkedIn business page, your profile shows visitors information about your company.
So it’s the perfect place to tell everyone a little about your business and link to your website.
Social media now accounts for 31% of all referred traffic. You can get a piece of this action by adding these feedback links to your website.
If people are interested in the content, you’re sharing and discussing, and they’re likely to want to know where they can find out more.
Not only does this backlink allow readers to click through to your site to see what interests you, but you’ve also created a new visitor to your site, just like that!
Action Step: To see that all your social media profiles have a link to your website homepage.
2. Promote your blog content.
You’ve placed a great deal of effort into your blog content, and you want the world to see your latest masterpiece. But before you recognize it, two months have passed, and only a few people have seen it.
What’s the factor of creating great content if people aren’t going to read it? You can fix this by promoting your articles on social media.
It’s been found that brands that create 15 blog posts a month (and share content on social media) get an average of 1,200 new leads a month – showing that it’s not impossible to get your ideal customers to see your content.
Of course, you don’t need to create 15 blog posts a month before you can share your content on social media and begin seeing tangible results. You can start advertising at any stage, with any content.
After all, you’re always building your profile, and your recent followers may have missed out on content you published weeks ago.
Start by creating a social media schedule to promote your old content. You can also repurpose your blog posts to make them more useful. Options include:
- Quoting various excerpts from your article
- Ask questions of your audience that are relevant to the post
- Vary your choice of images
- Change the headline of your article every 2-3 months.
Promoting your blog content with different messages will keep your feed fresh and attract your audience to your site.
Action Step: For every post on your website, create a document with 5-10 additional post titles. Add these to your social scheduling tool together with the URL of your article to drive traffic back to old blog content.
3. Make your content easy to share.
What’s better than knowing that people read your blog content? Seeing that they’ve shared it with their colleagues and friends!
Opportunities are you’ve spent part of your lunch break or evening surfing Facebook. You’ve seen a friend share an exciting video or link, and you’ve clicked through to find out more.
That’s the same level of sharing you should be encouraging for your content.
Allow – and encourage – existing visitors to your site to share content on your blog by embedding a social sharing tool. Some will even display the number of shares achieved for each post. Over 41% of people measure a blog’s social influence based on the number of shares it gets. Making these details available to your site visitors can build trust and lead to higher conversion rates later in the purchase cycle.
So readers can quickly share exciting facts or snippets with their followers (and link back to your content).
This option does not show the number of shares, but it gives visitors an incentive to share. Not everyone has the time to write copy for their social update, so why not give it to them to take the stress away?
Action Step: Install a plugin that displays social shares on your website. Viewers will be able to share your content with the world with the click of a button.
4. Post when your audience is active.
What good is a post on social media if your target audience isn’t online to see it? Sure, you might get a few hits, but are they interested in what you have to say? Or are they just contributing to your bounce rate going up and up?
The very best time to post on social media is when your target audience is most active – their “peak time.”
Once you have established yourself, you should test which times you get the most hits and clicks.
Once you have gathered the data, you can tailor your posting schedule to your followers’ activity! Schedule posts that appeal most to your audience in these time blocks, and try to be active when your audience is online.
5. Focus on sharing visual content.
It’s straightforward to scroll endlessly through a social media feed and miss out on content that could be interesting or useful. Prevent potential visitors to your site from doing the same by sharing visual content that stands out.
Did you recognize that visual content is 40 times more likely to be shared on social media than other types of content?
Tweets with images are also retweeted 150% more often than tweets without images. So if you use visual graphics on Twitter, you can get your content (and links to your website!) out to more ideal customers.
Add elements like:
This will make your target market more likely to click on your social update and even share it!
6. Engage with your audience.
It’s straightforward to overlook the social aspect of social media, and however, that’s not a mistake you should make. social media is unique because you can engage directly with your audience and answer questions and solicit feedback in real-time, improving people’s experience with your brand.
Interacting with your audience is also an effective way to increase traffic to your website and improve your audience’s opinion of your business.
Only 11% of people get responses from brands so that you can stand out with a few personal comments. Below are a few methods to do so:
Participate in Twitter chats.
Look to find topics and chats relevant to your niche by searching: [NICHE + “Twitter chats”].
You can go to Twitter and search for a topic to see if any good conversations are happening. When you’ve found chats to participate in, answer relevant inquiries, help people solve problems, and usually contribute to the conversation.
People will be interested in what you need to say and impressed by your authority and will likely click-through to your profile to get more information regarding your business.
Respond to tweets and comments mentioning you and your business.
This should be self-explanatory, but all too often, companies miss this opportunity. If someone tweets or otherwise interacts with your business, you should respond.
Their interest is your best opportunity to demonstrate the value of your business. By doing so, you may even prompt people to click on your website or convert to a sale.
Don’t ignore your notifications and mentions!
Search for relevant hashtags and spark conversations.
If you are an authority in an industry or niche, pay particular attention to hashtags and discussions. Use relevant hashtags when sharing your content, and start conversations with those who include these hashtags in their posts on social media.
Each hashtag can create opportunities to link to resources on your site, but your conversations and interactions must be genuine.
People are more likely to appreciate a relevant link than one that looks too much like an advertisement.
Contribute to relevant forums.
Discussion Forums are online communities that ask questions, offer knowledge, and share links to content relevant to their niche.
You can discover them on Inbound.org, Quora, Reddit StumbleUpon, with sectors ranging from digital marketing to kittens.
The people who engage with these forums spend their time there, and they want to learn more and talk about the topic with other like-minded people.
Why not put your content in front of these people to drive traffic back to your site?
Action step: Make a list of Twitter chats you want to participate in, and add them to your calendar. In addition, schedule 15-30 minutes every day to engage with your followers on social media.
7. Optimize your calls to action.
Have you ever written an excellent tweet, only to look back and see how little engagement it got?
It isn’t delightful, I know.
You can increase the number of clicks on your social media shares by using call-to-action in your message.
A call-to-action tells a user exactly what you want them to do. We use them all the time in blog content and on landing pages, but they’re also great for convincing your audience to click through to your website on social media!
Add phrases like:
- “Click Here”
- “Read More”
- or “Visit Our Site”
They make readers click on the content you share, which increases your referral traffic from all platforms.
Not convinced? What if I told you that CTAs on your Facebook page could increase your click-through rate by 285%?
But make sure you only include CTAs on content that is useful to your audience. After all, we don’t want it to look like you’re sharing clickbait.
8. Test paid social advertising.
Social advertising can effectively reach new people who are not yet familiar with your brand or website.
But what if you’re struggling to reach your website via social media?
If you have the advertising and marketing budget, social advertising is worth a try, and with Facebook campaigns having an average cost per click (CPC) of between $0.45 and $0.70, you don’t have to break the budget.
When you try Facebook advertising, you create a saved audience of people who are likely to be interested in your offer. Optimize your campaigns for link clicks and target your social ads to the stages of your ideal customer’s buying path.
It makes much more sense for cold leads to promote a link to a blog post than to promote a product they’ve never heard of.
By using calls to action in your text and making sure your links match what your audience is looking for, Facebook ads will quickly become your business’ most prominent source of referral traffic.
Action Step: Start building an audience on Facebook based on their interests. For each audience, note down the blog posts that are most relevant to their interests and allocate a budget according to the size of the audience.
What to Expect
Incorporate the social media tips in this article into your social media strategy.
With a well-developed social media profile, your content is sure to be read and shared by new audiences.
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