How to Drive Website Traffic Through Social Media
Are you struggling to increase your customer base? Attracting a larger audience to your business website is an important factor in getting more leads and sales.
Social media everywhere has changed the way we communicate, conduct business – and market our products and services. In 2019, the number of worldwide social media users reached 2.77 billion and is expected to reach over 3 billion by 2021.
For your business to grow and thrive, you need to expand your customer base. To generate more leads and sales, you need to drive more traffic to your website.
Many businesses find creating and sharing content on social media broadens your reach to a much wider audience. Without social media, inbound traffic to your website is limited to your current customers.
The more content you create for your business and share your social media platforms, the more likely you will attract your target audience and drive customers and prospects to your business.
This article outlines the key steps to gain more website traffic using social media platforms.
1. Choose the Right Platform
There are several different social media platforms with Facebook, Twitter, Instagram, LinkedIn and YouTube among the most popular.
While it might be tempting to post on every social media platform available, quantity over quality does not equal more customers. If you post content on a platform your target audience doesn’t use, you are wasting time and effort.
Find out which platforms your target audience uses the most to find out where you should focus your social media content efforts and build your brand reputation.
2. Make Use of Your Business Profile
Instead of creating a personal profile on a platform, create a public business profile so anyone can view it. and place a link in your bio directing users to your website or blog.
Unlike personal profiles, business profiles provide insights such as where web traffic originates, what content is more effective and when posts reach a broader audience.
3. Create Engaging Content
High-quality content resonates with your target audience and offers them something of value. Your content needs to be original, well-researched and targeted to your specific audience.
Pro tip from Jeff Arnett, CEO of an event security product company:“Make sure you are creating enough content to keep your audience interested, engaged
and coming back for more. Craft posts to tease your audience and encourage them to
click on the link to learn more at your website.”
Create engaging and descriptive texts that evoke emotion. By writing content that teases readers, or leaves a bit of mystery, you will encourage people to click on the URL just to learn more about it.
If your business doesn’t have a blog, consider creating one on your website. You can then use your social media posts to promote your posts. A blog is also a great way to give your audience content they can always come back to. When you add to your blog, you should share the content on your social media channels.
Make sure all your content contains a call-to-action such as “Click here”, “Check out the latest blog post”, “Visit our site” or “Read more”.
Because people process information differently, make sure you vary the content formats to create a balance. People engage more with visual content than plain text posts. Keep your audience interested by using photos, videos, live broadcasts, infographics, memes, polls, slideshows, animations, charts, and graphs.
Looking at your competitors’ social media platforms can help you see what type of content they use to engage their audience. What do they post about? Which content seems to get the most engagement?
4. Create Facebook Ads
While posting and sharing content on social media is free, Facebook ads are a guaranteed way to put your content in front of your target audience who have not heard of your business or visited your website.
By widening your audience beyond your current customers, you have a good chance of driving more traffic to your website. More than two billion people use Facebook every month with 1.6 billion people connected to a small business on the platform.
Facebook ads allow you to set a budget on how much you want to spend on your ads, for how long you would like to run the campaign, etc. Compared to traditional advertising Facebook ads are relatively inexpensive as you pay per click.
To further broaden your audience, Facebook enables you to also post your ads on other Facebook platforms including Instagram and Messenger. You also have an option to run ads on specific mobile devices.
For e-commerce businesses, make sure you connect your catalog to your Facebook page to make it easier for your audience to shop through your Instagram page by simply tapping on a picture and identifying a product.
5. Stay Active and Engaged with our Audience
Trust and connection are important elements in building a lasting relationship with your current and prospective customers.
Engaging and re-engaging with your audience lets them know you are active and care about what they have to say.
Respond to comments and ask relevant questions in real-time so you stay at the top of their minds and encourage them to keep returning. You can also use the opportunity to send people to your website by suggesting content and providing the link.
Another way to increase engagement is to use all the features that come with social media such as hashtags and geotags to attract more people to your social media content.
Hashtags are a word or keyword phrase used within a social media post to help users find the information they are interested in. Regardless of your business industry, make sure you include hashtags with keywords relevant to your business to help people find your posts quickly and easily.
A perfect example is seen below from an Instagram account of an online kitchen and bath renovator, Hausera. Within their post, they not only provide a call to action to their audience, but they also are attempting to keep their audience engaged by asking tag people on their posts. They also took the time to include relative hashtags to increase their exposure.
Geotags are pieces of digital data attached to a social media post to let followers know where you were when the photo or update was created.
Your business can’t grow or thrive without new customers. To attract prospects, you need to drive them to your website. With so many users worldwide, social media is a great channel to help you broaden your reach to a wider audience. Use the actionable tips in this article to increase traffic to your website through social media.