Can Social Media Drive Traffic to Your Website?
Website Builders vs. Design Companies
While many are quick to dismiss the value of social media in an online marketing strategy, its indispensability is quickly being recognized due to the power of social sharing and referrals. Social media referrals indicate those users who visit your website through the recommendation of a social network.
As consumers become increasingly connected to their preferred brands on social network, the relevance of a brand’s social media identity is more important now than it ever has been, since customers search for, follow, and engage with brands on social networks. A study by SocialTimes (1) revealed that at least 60% of people are willing to connect with brands on social networks. While this represents a tremendous opportunity for an online marketer who would want to drive social traffic to his website, it is also important that certain links between the social network and the website be pre-established to make this transition easier and more likely.
The eternal debate as to whether social traffic is a valuable source of actual customer conversions has been settling in recent years, with 71% of consumers stating they are more likely to buy a product based on social media referrals. (2) In addition to this, a study by Knowledge Networks indicated that a whopping 15 million customers go to social networks before making a purchase decision. (3)
In the face of such evidence, it then becomes necessary for an online marketer to develop the tools that will help drive this conversion. There are some basic steps that can be taken to ensure a steady flow of social traffic to your website.
Step One : Building your online identity
The first step to take in connecting your social media presence to your website is establishing a direct link between the two. Most social networks allow you to display your website URL in a prominent position, so remember to do so. In addition to this, be sure to complete all the basic information about your company in the areas provided for more detailed descriptions, as this can lead to higher rankings in search engine pages, and give your social media followers more information regarding your company and brand.
Step Two : Content building
Content is what will lead customers to click on links that lead to your website. If your company does not already have a blog, now is the time to start thinking about starting one. Interesting, regular updates from your blog, or additional product pages on your website can make for more links that you can share on social media, which will, in turn lead more people to click on them. If you’re running a social media contest or promotion, design it so that customers are directed towards your website. The more useful and relevant information you post to your social networks, the more likely customers are to visit your website.
Step Three : Engagement and monitoring
Ensure that you regularly monitor and respond to customer activity on your social media page. For example, if a customer has questions or feedback regarding a product, your brand can respond to them with suggestions that could lead them back to your website. This is also a great way to attract potential customers to your website. Another useful way to drive social traffic to your website is by sharing peer referrals, which are known to have a powerful impact on purchase decisions.
Step Four : Social Advertising
Social networks have begun to develop sophisticated advertising platforms that can be instrumental in driving traffic to your website. When designing social media ads, ensure that they are as relevant as possible to your target audience. While social media ads are a great source of website traffic, remember that customers tend to avoid advertising on social networks, so try to share meaningful and useful information in an appealing way so that customers are more tempted to click on them.
Step Five : Optimize for SEO rankings
It is not rare to see a brand’s Facebook or Twitter page turn up higher in the search engine results page than the actual company website. This is because search engine optimization works on social media pages as well. With respect to this, remember to populate your brand’s social media page with relevant keywords and plenty of links to your website. Every time you share a link on a social network, Google indexes it as a backlink, which helps your page rank higher in search engine results.
Step Six : Find your influencers
Influencers are those people on social networks who hold a lot of social “clout” within their respective communities. Since social media referrals are a powerful source of new customers and website visits, it may be useful to identify potential influencers in your networks, and encourage them to share their positive feedback. Many companies and brands choose to reward their most loyal fans and followers for sharing feedback, since they can play such a major role in bringing in new customers. However, this is a risky path to tread, since many users (58%, in a HubSpot estimate) begin to expect exclusive rewards for following brand pages on social networks. (2) It is better to generate organic feedback through continuous interaction and encouragement, rather than buying good publicity on social networks.
These are just some of the measures that can be taken to drive more traffic from your social media page to your website. Of course, the effectiveness of this depends on the platform you are using, and how well you do it. Facebook and Pinterest, for example are the two most powerful platforms for social referrals, with a growth in social referral traffic increasing by 38% and 48% respectively over the past year. (4)
Clearly, social media as a source of website traffic, is something that cannot be ignored. In fact, a recent article in Entrepreneur magazine stated that social media might actually overtake search engines as the biggest referrer of traffic to websites. With the vast potential of social media yet to unfold, it wouldn’t hurt to be prepared for the potential windfall that might ensue.
information on copy-writing uses 1024ws.net/benefits-of-blogging-for-seo