Over the past decade, the way in which companies advertise has shifted dramatically due to the Internet. You have probably heard from your friendly Internet ‘Guru’ that driving online traffic can be achieved without the traditional word of mouth and print ads we are so accustomed to. As more businesses move to the online space, many people are uneducated on how to effectively drive potential customers to your virtual shop. Trying to crack the social media code can be confusing, unmotivating and feel like a waste of time. Fear no more! Below, we have compiled five effective ways you can get your social media channels to drive more visits.
Optimise Your Social Profiles
Whatever social media profiles you have, try and make sure you are taking full advantage of the features they offer. Facebook, Instagram, Twitter, Snapchat, Pinterest, Linkedin and Tiktok all allow you to add profile pictures and bios. Some even enable you to add banners, such as Facebook. If someone lands on your social media account, your boi and profile picture is likely to be one of the first things they see. What you offer in these areas is subjective. A profile picture could contain your logo, and your boi could contain a brief description of what your business is about. Having these areas filled out tells your audience that you are established, and can help ground a solid image.
Do your social media profiles offer your website link? They should. Whatever platform you are using, try and make sure that people can easily access your website. A good rule of thumb is having this in your bio. Not only will this give you and your profile legitimacy, but it will also direct your visitors to their next step to visit your website. By linking to your site from your social media channels, you are creating high-quality backlinks to your site – an important result of social profile optimisation.
Provide Value To Your Audience
When posting on your social media platforms, what are you aiming to do? What is the purpose of the post? These are questions you should consider carefully. Providing actual value to your audience is essential in building trust, solidifying your brand and most importantly giving people a reason to come back for more. If people see value in your posts, may it be for; entertainment, social engagement or information, people are likely to have a reason to explore more about your business. For example, if you sell hand-made candles, you could give people information on how to pick the ‘right smell’ by creating a video about how different smells provide various ambiences and promote specific emotions. This directly allows you to speak about your candles, offers useful information to candle lovers and adds credibility to your business. Since you are providing more than your typical ‘ad’, people are more likely to remember your brand and even check out your website. Connecting your product or service with something useful is considered gold in the social media space, as attention is everything.
Not Every Post Needs To Be An Ad
A typical day of social media scrolling consists of the occasional cat video and a boatload of ads. Many businesses make the mistake of posting too many ads in relation to other types of posts. Always trying to sell something is a turnoff. Adverts can stick out like a sore thumb and people want to feel connected with a brand that represents something which aligns with the viewer. Gary Vaynerchuk, an entrepreneur and a New York Times bestselling author, has a boxing analogy of ‘jabs’ and ‘right hooks’ and how he applies them in marketing terms. In a nutshell, a right hook’s content aims to sell and self-promote, whereas a jab’s content aims to engage and trigger an emotional response. Too may ‘right hooks’ can be detrimental to your audience by annoying them and can kill engagement potential. “There is no sale without the story; no knockout without the setup.” – from Gary Vaynerchuk’s book ‘Jab, Jab, Jab, Right Hook’. More meaningful content, less selling. When you do come to post an ad, your audience will probably take more notice, as you have built trust, potentially resulting in more website views.
Refer People To Your Website
When posting on social media, it is likely that you will get questions about your product or service. Try and refer people to your site with the answers. People engage in the comments area often and ask a range of questions. “Do you have this product?”, “Do you ship to the UK?”, “Is your business eco-friendly?”. Try to refer them to your specific website page that directly answers the question – they are likely to have a browse and perhaps even purchase something. It is a good idea to think about how you can use your website as a ‘hub’ which you can direct your audience to.
Engage With Your Audience
One of the most important aspects of social media is being social. Yes, it sounds obvious, however, many businesses do not create a ‘community’ feel to their social platforms. If someone asks a question, try to answer it. If someone makes a nice general comment about a post, product or service you are promoting, comment back. Engaging with your audience creates a community and social platform algorithms pick up on this too. The more you engage with users, the more likely the platform will put it in front of more people.
Social media platforms are great tools that can increase brand recognition, provide people value and ultimately drive website traffic. Social media is largely about human phycology, and being ‘social’ is a key element in being successful to drive traffic to your website.