Over the last three decades, one of the most monumental changes that the world of marketing has experienced is the rapid expansion of social media. Since the early 2000s, social media has blown up to a scale that very few thought was possible. Currently, billions of people around the globe actively use social media, making this one of the leading ways for marketing teams to get in contact with their audience.
According to recent reports, nearly 4.5 billion people across the globe use social media. With a high concentration of users on leading platforms like X (formerly known as Twitter), Facebook, TikTok, and Instagram, teams can use these platforms to drive traffic to their sites. Yet, most businesses already have this idea and are actively trying to capture new leads from social media.
To stand out from the crowd, we’ve assembled the leading strategies that businesses can use to drive traffic to their website by using social media marketing. We’ll cover the following strategies:
- Focus on Engagement
- Match Up Your Content
- Repurpose Content
- Connect Everything
Focus on Engagement
The best way of inspiring people to move from your social media pages to your actual home website is to engage with them. There are two different ways of engaging with your audience. The first is to post content for them to interact with. A continual stream of new and engaging content will spark the interest of your audience and get people to interact and follow you.
The second and more important method of building engagement is to directly interact with your audience. When someone leaves a comment, you should reply to that comment and let them know what you think. Always remember to be polite and write in the tone of voice that your marketing team has established for your brand.
As people notice that you’re an active brand, they’ll be more inclined to take that interaction one step further and click on your profile.
Match Up Your Content
This may seem obvious, but one common mistake that businesses make when trying to generate traffic through social media is not matching the content to the site. Every single social media platform thrives at something slightly different. For example, if you’re looking to post short-form video content, then TikTok is the place to do it. The same content would be very unlikely to do well on LinkedIn.
The people who click on your profile links to find out more about your company will have already been interested or impressed with the content you’ve posted on that social media page. In order to impress people, you’re going to have to provide the content they’re looking for. While not every platform only accepts one thing, here is a general rule of thumb for some leading platforms:
- TikTok: Stick to short video content
- Twitter: Post very short < 140-character tweets about your brand and current news
- Facebook: Post medium videos and product photos
- Instagram: Post short videos and images to capture the visual attention of your audience
- LinkedIn: Post short 100-200 word summaries, reports, and ideas that stray toward thought leadership
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Repurpose Content
Another phenomenal strategy that can help you increase website traffic is to be more active on all of your social media pages. Of course, the only problem with being more active is that it requires you to create and post more content. Instead of being overwhelmed at the thought of creating daily content for 5+ different sites, look toward content repurposing.
For example, let’s say you’ve written a blog for your website. Instead of creating a different version of this blog for all of your different sites, you can simply repurpose its content. You can take a powerful snippet and create it into a Tweet or LinkedIn post. Alternatively, you can take one of the graphics you use in the article and post it to Facebook and Instagram.
Where possible, repurposing your content will make it easier for your business to sustain the demand of regular posting to multiple platforms. If people see you are active and devoted, they’re more likely to engage with your business and head to your own site.
Connect Everything
One final tip that will help your business create a more natural flow of traffic across all of your social media accounts is to make sure that they are all connected. Some businesses like to think of each social media platform as a separate island. They have content for Pinterest, content for TikTok, and thought leadership for LinkedIn.
While a segmented approach does help in many areas of marketing, this isn’t one of them. On the contrary, where possible, you should endeavor to connect your social media accounts. That means you should include links to follow other platform accounts on each of your unique pages. Creating a web of accounts has the following benefits:
- Builds Reliability – If a customer sees you are active on several accounts and can follow leads between these accounts, they are more likely to see you as an authentic business
- Improves Search Visibility – Nearly 50% of all online consumers will check through a company’s social media accounts before buying a product. By connecting all your accounts for them, you facilitate them easily checking and validating your brand before buying
- Build a Following – If a customer enjoys your content on one platform, they’re likely going to be a fan on multiple sites. By providing direct links that someone can use to follow you on all of your platforms, you make it as easy as possible for them to do so. This strategy can help build your following on all your platforms over time
Don’t underestimate the importance of connection – social media thrives on a web of interconnected links.
Social media marketing is one of the most powerful tools that a business has at its disposal to drive traffic to its website. Instead of a solely paid form of traffic, social media presents a range of organic traffic methods that can significantly bolster the number of clicks a site gets. Especially for businesses that are still in the early growth stages, the potential virality of social media posts makes this a winning media channel.
By utilising the strategies that we’ve outlined on this list, your business will be able to supercharge your social media marketing efforts. Creating a powerful social media presence across several different streams will forge unique pathways that your business can use to increase traffic. Even just one click at a time, social media can become the most important channel in any company’s marketing quiver.