SEO, online ads, email marketing, traditional advertising—these are tried and true methods to get more traffic to your website. However, there’s a missing link in this traffic recipe, and it’s social media. In part two of our series answering the question, “How do I get more traffic to my website,” let’s look at the role social media plays, driving more “eyes” to your website to generate quality leads and convert sales.
Two primary ways businesses can use social media to drive traffic include content campaigns and targeted ad campaigns.
Content campaigns are a cost-effective way to promote your business and drive more traffic to your website. Open a free Twitter or Facebook account, for example, carve out sometime for you or an employee to post regularly. Building your business’ presence is as simple as posting information about your products and services, alerting consumers to industry-related news, or engaging fans in contests or promotions.
Establishing a social media presence is an indirect and organic way to increase website traffic. You see, as your customers, old and new, become aware of your brand and learn more about your services/products, they will follow your social media links back to your website, where you can offer free reports, email opt-in forms, and more information through weekly blog posts.
Interacting with customers in this fashion increases your authority as a leader in the industry, and the go-to solution provider when consumers are ready to purchase your products and services. Your rapport with consumers on social media builds trust and engagement, and keeps your brand “front of mind” for consumers.
With all of the social media platform options, businesses can get overwhelmed choosing a service before ever posting a single tweet or pin. Learn the differences between Facebook, Twitter, LinkedIn, Pinterest and other social media platforms before you start.
Targeted ad campaigns
A targeted ad campaign isn’t free, but it’s still a cost-effective way to expand your presence and increase traffic. Here are a few ideas.
Facebook offers two options for targeted ad campaigns. You can feature a “sponsored ad” that fits in naturally within users’ feeds. The cost for a sponsored ad is generally low, and it’s an ideal way to promote posts from within your existing content campaign and get more exposure.
It’s also possible to create a from-scratch ad, which will show up on the left side of the screen in the “ad” space on users’ Facebook pages. Facebook’s algorithm will determine when the ad displays on users’ feeds, depending on the demographics and keywords that you select for the ad.
Twitter also promotes paid ads, featuring the tweet more prominently in feeds, which is similar to how Facebook’s sponsored posts work. Businesses can strategically use Promoted Tweets to capitalize on interest in a popular tweet. Some businesses are seeing website traffic increase by almost 50 percent after implementing Promoted Tweets.
Target business audiences on LinkedIn with a LinkedIn ad. Effective B2B ads can include promoting educational content or white papers to specific audiences, or finding potential employees. For some businesses, like HubSpot, whose primary customer consists of marketing professionals, advertising on LinkedIn was ideal, as the social media platform’s audience is ready to do business on the site, and responds well to ads.
Strategic use of social media can lead to more traffic on your website. When combined with other effective digital strategies like SEO, online ads, traditional advertising and email marketing, you can steadily grow your brick and mortar or virtual business with a steady supply of new leads and interested buyers.