April 6, 2021 Digital Marketing Trends

Social Media – Your Company’s Secret Weapon (Part 4: Driving Web Traffic)

By: Pat Kelly
In our Social Media – Your Company’s Secret Weapon blog series, we dive deep into the intricacies of social media. At first glance, social media seems relatively simple. However, it is much more complex than it appears. This series provides you with bite-sized, easy to digest content in separate blogs allowing you to focus on specific quick-win areas within the behemoth we call social media. We already touched upon Social Listening, Reputation Management, and Insights in previous installments. In blog #4, we will be touching on driving web traffic from your social media channels.
 
Driving Web Traffic – At the end of the day, conversions are the name of the game. As nice as comments, likes, and shares are on your posts for establishing social proof – they are the widest point of entry when it comes to the marketing funnel. One of the most important ways to take advantage of social media is by redirecting people back to your website and ultimately getting them to convert. There are a few simple ways to capitalize on web traffic from social media.
 
  1. Add your website to your bio section:
Sometimes when creating social media accounts, people get hyper-focused on blazing through the set up. It is easy to overlook adding information like your company’s address, phone number, or website URL. Be sure to check that you’ve got your website added to the bio section on all your social channels. It is often found a few clicks away in the settings of your page. Adding it provides a very easy way for your customers to get to your site. This is even more important for businesses that share names that are close to other businesses or have domain names that are difficult to remember.
 
  1. Link to targeted pages in appropriate posts:
When you make certain posts that can be linked back to your website, be sure to do so. For example, if your company is offering 25% off shoes this weekend – rather than just writing “Visit our website” in the copy, spend the extra minute to link to the filtered shoes page. You want to make it as easy as possible for your audience to get where they want to be. In addition, using this technique in combination with Google Analytics and UTM codes will truly provide you with valuable marketing information. Being able to track specific regions, devices, etc. that clicked on certain links will only give you more knowledge about your audience and allow you to cater more to them in the future based on their tendencies.
 
  1. Test paid social ads:
While this option will obviously cost money, it is worth exploring if you have some extra money in your company’s budget. Utilizing paid social ads allows you to reach a new audience that you get to choose the targeting for. When creating these ads, you’ll want to choose an option where the goal is to get link clicks or website visits. This will optimize your ad and show it to people in your target audience that are more likely to click on it based on their past behavior – ultimately giving you a better ROI. If you choose to explore paid ads, starting with a small test budget is always advisable so you can see if it is worth putting additional money towards it. You never want to start with a large amount of money for your page’s first paid ad in case paid ads end up not being a great supplemental option based on the type of business you run, your targeted audience, etc.

“The top 10% of websites for social referrals receive 23.3%+ traffic from Facebook to their website." –Littledata

Are you having trouble coming up with posts that can link back to your website? Are you experiencing difficulties with your social media channels in general? iMedia is here to help! Our expertise extends to social media and we would be happy to discuss a plan to help your pages succeed moving forward. Contact us today to learn more.
 
Share: