5 Ways To Convert Social Media Traffic Into Website Visits
It often happens that a new company will spend thousands on a shiny new website, only to have all their exposure arise from their free social media accounts. A web presence these days means a combination of mediums that, ideally, should all interact. Your social media accounts are the online equivalent of the sandwich board in the middle of the highway. They should be directing traffic to your website, not hogging it. Here are 5 ways to make that happen.
Understand Social Media
All too often, companies eager to launch their social media profiles forget why it exists. To socialise. Therefore, your content should be social. These platforms are an opportunity for you to normalise and personalise your company’s image. If you only post adverts, social media users will shun you. Which also means they won’t follow your links.
Social Media is a company’s chance to be human. Post personal stories. Be thoughtful, humorous and clever. These are the kinds of things that draw people to their phones every spare moment. So if they see a traditional advert for your company in their feed amongst real posts, they’ll immediately dismiss it.
Here’s an Australian radio station getting it right. It’s humorous and endearing. There are no specific calls to action, but given the amount of engagement the post has had, it’s clearly enhancing their brand’s image and more than likely driving traffic to their website.
Create Engaging Posts
Crafting the perfect social media post can be tricky. Here are the basics:
- Be personal. Don’t explicitly advertise, engage.
- Be visual. It’s common knowledge that visual content will draw people in fastest.
- Use clever and witty language which includes ‘high conversion’ keywords where possible.
In a nutshell, what you’re trying to do is advertise without advertising. The trick is to make the post look like a regular social media post but behave like an advertising campaign.
Before You Advertise
Your company’s social media accounts are free. So why not invest some money in advertising on these platforms? Providing you have relevant and engaging content, it’s a proven method of increasing traffic to your website.
However, before you get too excited, there are some things to know. Before you launch an advertising campaign on any social media, you should understand the numbers. For example, once you reach a certain amount of likes on your company’s Facebook page, you’ll get access to analytics. Read them. Understand who is looking at what and why.
Also, use the analytical data from your website. Know where your potential customers are visiting your site from. Know when they visit. If you don’t already have access to this information, your hosting service should be able to provide it.
Once you’ve analysed the details of your potential customers, then you can target your advertising campaigns toward them. Sending out an advertising post targeted to people in the US on a Wednesday evening when your site’s traffic has all been from Australia on Monday mornings is illogical.
Social Media Isn’t One Entity
Social media is for socialising. But each platform appeals to a different demography. So creating a post as a catch-all for all social media is probably not going to yield results. There is a need to tailor your posts to the particular kind of social media you’re using.
Simply posting a link to your website isn’t enough to engage the modern, discerning social media user. Creating engaging content is one thing, targeting it appropriately to the kind of people who’ll see it is the next step.
Facebook enables the use of visual and written content, whereas Pinterest is dedicated mainly to visual and Twitter prioritises the written. Further, as this infographic shows, different platforms appeal to different areas of advertising. Facebook generally dominates all industries. Yet there are some that other platforms are best for.
Just Because You Can, Doesn’t Mean You Should
There are a plethora of different social media to choose from these days. Don’t make the rookie mistake of trying to launch an account with all of them. Which platforms you should sign up to depend on your industry, the services/products you offer and the demographics you’re trying to reach. Use this article as research for which platforms fit your company.
Generally, Facebook and Twitter are mandatory. From there, things start to get more specific. Do the research. It will not only result in higher conversion rates for traffic, but will also mean that the traffic you get is more relevant to your company.
Building social media into your website is not as simple as it sounds. Once you have accounts, it’s a good idea to make your website social media friendly to ensure it’s a two way relationship. Talk to the team at WP Agency today about how they can help you achieve this.