Social media, which boasts 2.8 billion active users, has become an essential platform for small businesses to connect with their customers. Many consumers are using social media to find brands and products relating to their needs. Having an active presence on social is a must if you desire to get in front of and engage your customer in 2017.
The big advantage of social media marketing is the opportunity to drive ongoing targeted visitors to your website. Increased traffic generation means better lead conversions (if you optimize your content), sales, and engagement. Your social strategy can enhance your overall inbound marketing. The key is sharing content that drives favorable measurable business behaviors such as clicks, shares, and subscriptions.
Here are four reliable ways to use social media content that creates these engagement actions, thereby driving traffic to your website.
1) Share Your Popular Content More than Once
Most of your content success will come from a small segment. According to Hubspot, 1 out of 10 blog posts is compounding meaning these archived posts generate a significant amount of traffic month over month and year over year. Although they only make up 10% of all blog posts, these articles create 38% of traffic for company’s websites.
Therefore, keep sharing what’s working. Review your analytics to discover your top performing content and promote it on your social channels. It’s OK to share the same blog link multiple times on social media to increase reach and engagement. Simply be sure to use a different headline each time to avoid monotony.
Also, tailor your content appropriately for the network to which you’re posting. How you publish content on Facebook, a more casual environment, will be different than how you post on LinkedIn, which appeals to business professionals. Refrain from using a cookie-cutter approach where you copy and paste the same message across each social channel. Modifying your post to speak to the audience will make your content efforts much more efficient.
2) Leverage Influencer Marketing
Influencers have an incredible impact on their followers. In fact, an overwhelming 92% of consumers trust influencers more than an advertisement or traditional celebrity endorsement. As a result, brands across many industries have learned how to work with and leverage these key leaders to get their content in front of new audiences quickly.
Influencer marketing is becoming a top tactic for brands to boost visibility, genuinely connect with new potential customers, and build authentic relationships. Since influencers tend to have significant social and blog followings, when done correctly, you can use this strategy to drive massive traffic to your website.
Influencer campaigns perform well on Instagram, YouTube, and Facebook. Start by choosing the right influencer for your brand. Develop a winning partnership where you hire or inspire them to promote your content (or product) to their followers. Using a particular landing page dedicated to the campaign will help you gauge your results for success.
3) Incorporate Video Marketing on Social
The popularity of videos on social media is undeniable.
Facebook generates an average 8 billion video views per day along with having 135% greater organic reach than image posts. Video consumption on Instagram has increased 40%, and people are spending three times longer watching live social videos than recorded ones. Finally, the average amount of video content watched on YouTube daily is 1 billion hours per day.
These numbers continue to prove the power of videos in capturing attention and engaging audiences. Implementing a video marketing strategy within your social media is a strong way to increase awareness and drive traffic to your website.
How-to’s, product demonstrations, and offering expert advice are excellent topics for social videos. Each is incredibly valuable as they help your follower solve a specific problem or address a common question in your industry. Videos make it easy for viewers to follow and gives them a chance to make informed decisions.
The key to traffic generation from your videos is to provide a strong call-to-action that tells viewers what to do next. Whether it’s to click on the link posted in the comments or your bio, or mentioning a specific website that directs to your landing page, sharing the CTA is imperative to driving targeted traffic to your site.
4) Focus on Quality-Rich Content
Sharing remarkable content is at the heart of inbound marketing. It also has an enormous impact on your social reach. Based on the strength of your content (whether or not it breeds engagement) the algorithms will either increase your range or decrease it the next time you post. Consequently, marketers must focus on sharing targeted, quality-rich content versus frequent, untargeted mediocre posts.
The more opportunities you create to get in front of your audience on social media, the more chances of fostering engagement and driving traffic to your website.
Here are a few useful tips to publishing valuable content on social media to increase your reach and interaction with your followers:
- Always include relevant hashtags or keywords in your social media posts. Hashtags reign on Twitter and Instagram whereas keywords perform better on Facebook, YouTube, and Pinterest
- Post during the best times when your audience is most active. Social media management tools like Buffer have features that inform you of your optimal posting times to achieve better engagement
- Share content that is incredibly useful for your audience. Whether it’s expert advice, product demonstrations, or addressing a common problem in the industry, give followers a reason to click on your content to add value
- Write for your audience. Stay in tune with their needs, so you’re always posting content that resonates with their interests
- Use tools like CoSchedule’s Social Message Optimizer Tool to help you publish better social media posts over time
Implementing these tips in your social media marketing will boost your website traffic, increase brand awareness, and generate better engagement from your followers. The key is remaining consistent in your strategy to create consistent results.