Many sites struggle to build traffic. Here you will learn how to build traffic for your website using social media.
How to get started with social media marketing
These are fantastic options (and essential!) for any type of business. Here are other options worth looking into as well. For example:
- Pinterest – to share visual content, like images and infographics from your website
- Reddit – to prove your knowledge in an industry, and engage with a dedicated community
- Tumblr – to create a multimedia diary to support your main website
- Snapchat – to document behind-the-scenes of your business through video
With so many platforms, each offering different things, how do you decide which to focus on?
1. Follow your customers
Research the demographics for each platform.
Who tends to use that platform most? Do these demographics fit within your buyer personas? If so, add it to your list and get to work.
The importance of targets
Like any marketing campaign, the basis of your social media activity is goals. This is how you measure success and determine whether the platform you’re working on is effective. There’s no point in investing time into Pinterest, for example, when your ideal customer isn’t active there, right?
Goals could be anything from growing your number of followers X% in six months to increasing social referral traffic by [50%].
Whatever you decide your goal is, stick to it and refer back to it regularly. Don’t let it become another never-again visited document that slips to the bottom of your Google Drive.
Fill in your profile
What’s the first thing people see when they click your social media page?
Whether it’s your Twitter bio, Facebook About section or LinkedIn company page, your profile shows visitors information about your business.
That makes it the perfect spot to tell everyone a little about your business and drop a link to your website.
Action step: Make sure there’s a link to your website’s homepage on all your social media profiles.
2. Promote your blog content
It’s been found that brands that create 15 blog posts per month (and share that content through social media) average 1,200 new leads per month – proving it’s not impossible to get your content seen by ideal customers.
You don’t have to create 15 blog posts per month. You can start promoting at any point, with any piece of content. After all, you’re always building your profile, and recent followers might have missed content you published weeks ago.
You can also repurpose your blog posts to get more use out of them. Options include:
- Quoting different snippets of your article
- Asking your target audience questions that are relevant to the post
- Varying your choice of images
- Changing the headline of your article every 2-3 months
Promoting your blog content with a variety of messages will keep your feed fresh and attract your target audience to your website.
Action step: For each blog post on your site, create a document with an additional 5-10 blog post titles. Add these to your social scheduling tool, along with the URL of your article, to drive traffic back to old blog content.
3. Make your content easy to share
Chances are you’ve spent part of your lunch break or evening browsing Facebook. You’ve seen a friend share an interesting link or video, and you’ve clicked through to learn more.
That’s the same degree of sharing you should be fostering for your content.
Allow – and encourage – existing site visitors to share content hosted on your blog by embedding a social sharing tool. Some will even show the number of shares earned by each post.
Over 41% of people measure the social influence of a blog by the number of shares it gets. If you’re making this information available to your site visitors, it could build trust and lead to higher conversion rates later in the buying cycle.
You could also include ‘Click to Tweet’ buttons so readers can quickly share interesting facts or snippets with their own followers (and link back to your content, as well).
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
The best time to post on social media is when your target audience is most active – their “peak time.”
When initially building your social strategy, follow these general guidelines, when it’s best to post on social media.
Once you’re more established, start testing the waters to see what times drive the most engagements and click-throughs.
Followerwonk is a free tool that can help with this step. It determines what time of day your audience is most active, allowing you to tailor your posting schedule around their daily routines.
Simply hit the Analyze tab, enter your Twitter handle and select “Analyze their followers”.
Once you collect this data, optimize your posting schedule around your followers’ activity. Schedule posts that appeal to your audience most during these blocks of time, and try and be active when your audience is online.
Action step: Use the Followerwonk tool to analyze when your audience is most active. Then build your promotion strategy around it.
5. Focus on sharing visual content
It’s easy to scroll through social media feed and miss interesting content. Stop potential site visitors from doing the same by sharing visual content that stands out.
Visual content is more likely to get shared on social media than other types of content.
Tweets with images receive more retweets than those without. So, if you’re using visual graphics on Twitter, you could position your content (and website links) in front of more ideal customers.
Add elements like:
These will make your audience more likely to click your social update, and share it themselves.
If each post includes your website’s URL, you’re set to see a surge in social traffic.
6. Engage with your audience consistently
Engage directly with your target audience. Answer questions and obtain feedback in real-time, and improve the experience people have with your brand.
Engaging with your audience is an effective way to drive traffic to your website – and improve your audience’s opinion of your business.
Here are a few ways to engage your audience:
- Participate in Twitter chats.
- Look for topics and chats relevant to your niche by searching: [NICHE +“twitter chats”].
Go to Twitter and search for a topic to see if there are any good conversations happening. Once you’ve found chats to participate in, answer relevant questions, help people solve problems, and generally contribute to the conversation.
People will be interested in what you have to say and impressed by your authority, and will likely click-through to your profile to learn more about your business.
Respond to tweets and comments mentioning you and your business
When someone tweets to or engages with your business, engage back. Their interest creates the perfect opportunity for you to demonstrate your business’s value. In so doing, you may even generate a click to your website or a conversion to a sale.
Don’t ignore your notifications and mentions.
Search for relevant hashtags and spark conversations.
If you’re an authority in an industry or niche, pay special attention to hashtags and discussions. Use relevant hashtags when sharing your own content. Spark conversations with people who include them in their social media posts.
Hashtags create opportunities to link to a resource on your website. Make your conversations and interactions genuine.
People appreciate a relevant link, more than one that seems like an advertisement.
Contribute to relevant forums
Forums are online communities that ask questions, offer knowledge and share links to content that’s relevant to their niche.
The people engaging in these forums are dedicating their time to it. They want to learn more and talk about the subject with other like-minded people.
Why not position your content in front of these people to drive traffic back to your site?
Action step: Create a list of Twitter chats you’d like to participate in, and add them to your calendar. While you’re there, schedule in 15-30 minutes to engage with your followers on social media every day.
7. Optimize your calls-to-action
Ever write the perfect tweet, only to check back and see how little engagement it received?
Increase clicks your social media shares receive by using calls-to-action in your post.
Calls-to-action tells a user exactly what you want them to do. We use them in blog content and landing pages all the time. They are also great for convincing your audience to click-through to your website on social media.
Add phrases like:
or “Visit Our Site”
They persuade readers to click on the content you share. This drives up your referral traffic from each platform.
Add CTAs to content that will benefit your audience.
Action step: Write down a list of calls-to-action to test on your social profiles. Use each one at least 5 times, and record metrics (such as engagement, link clicks, and profile visits) for each variation. This will show you which works best for your audience.
8. Test paid social advertising
Social advertising is a way to reach people who haven’t heard of your brand or website.
If you have the marketing budget, social advertising is worth experimenting with. You don’t need to break the bank with a Facebook campaign. Average cost-per-click (CPC) ranges from $0.25 to $0.70 per click.
On your Facebook ads account, create a ‘Saved Audience’ of people likely to be interested in what you have to offer. Optimize your campaign for ‘Link Clicks’, and gear your social advertising towards your ideal customer’s stage in the buying journey.
Promote a link to your blog posts to cold leads, rather than a product they’ve never heard of.
Action step: Begin to build audiences on Facebook, depending on their interests. For each one, make a note of a blog post that is most relevant to their interest, and assign a budget depending on the audience size.
What to expect
Armed with these social media tips, implement them into your social media strategy and watch the traffic flow through to your website. With a full, fresh social media profile, your content is sure to be read – and shared – by a whole new subset of the audience.