3 Ways to Increase Social Media Marketing Traffic | Sambazah
So you’ve established a presence for your business using social media in Kenya,Tanzania or name it. You’ve got a few different platforms going, each being managed well. Folks love the way you interact with them and help with their questions.
But the love isn’t being felt on the home front. Your social media channels are buzzing, but none of the people visiting them are checking out your website.
When your business opened the social media door, you stepped into the space of other people. You interacted with them, on their terms, in an informal setting. Your goal is to take the strangers you speak to through this medium and bring them back to your website, aiming to convert them into leads and contacts. This requires effort on the part of the individual. It takes effort to follow the link; open the window. Miniscule, but still present.
Your goal is to offer an incentive – a reward – for checking out your site in closer detail. You have to convince the individual that the reward gained in visiting your site is worth following the link.
At this stage, it is worth assessing some basic questions.
Is your website mobile-friendly?
Mobile Internet has been tipped to overtake desktop Internet use this year. If your interactions with the public are through social media, there’s a high chance that they’re using a phone or tablet to talk to you. If your website can’t convert or be navigated on a mobile interface, there’s a lot of people you’re missing out on converting.
Are your social media posts linking back to your website?
Simple as it is, if the links you wish people to follow are broken or missing, they’re not going to follow them. You need to leave visible, easy-to-find links on a pinned or main post. Comments afterwards won’t need links unless you’re addressing a specific issue that could be better covered with a different section of your website. Broken links or inaccessible ones might not be visible at first when viewing the post as a moderator – sometimes it pays to check your links and visibility from the same angle as your audience.
Troubleshooting aside, how do we go about transferring the viewership from social media to website?
Encouraging the transfer
In many ways, the method required for moving your audience’s interest from the social media platform to your website is similar to the Inbound Marketing model – you want to offer something that the reader won’t want to pass on, something they’d be willing to exchange their contact details to acquire. These perks offered don’t have to be as exciting as the ones offered to subscribers, but you do want them to make visiting your website advantageous over contacting you through social media.
For example, your ‘visitor perks’ could include:
- More specialized answers or support through your website
- Staggering release dates for content so that those who visit your website know about your specials or deals earlier than those who only visit your social media feeds
- Bonus or supplementary content available on the website that isn’t present on your social media platform.
It is vital at this stage that your business is able to understand its audience – if you’re able to understand why the viewers are flocking to the social media feed, and what it is they need from your website, it’ll become easier to tailor your perks accordingly.
What you want to build is an ‘insider’s peek’ at the content you offer. We love being clued-up on the latest news; finding the Easter eggs; unwrapping the presents early. We love being given exclusive information. For example, if you stagger release dates of content between social media and website, and you inform your audience of this, the people who are genuinely interested are far more likely to transfer over to the website-based content. This method, as well as the use of ‘bonus material’, encourage individuals to stay up to date and involved with your business.
Social media has many strengths. Its visibility and ease-of-access are two of its greatest. Given that it can be seen by a lot of people at any given point in time, it’s excellent to use for announcements that require a high amount of visibility. So go for it – use your platforms for announcements and trailers and tasters. But that’s all you want to offer – a taste, a snippet of the whole. Offer enough to pique genuine interest, and a link to see more of the whole.