Social media, whether you love or loathe it, is an essential digital tool for your brand. Out of the 7.7 billion people on our planet, 3.96 billion (just over half of the world’s population) people use social media. That’s phenomenal!
So, while there’s a vast global audience that your brand could potentially reach if your social media strategy isn’t right and your social messages are tailored to your audience, you’ll struggle to direct traffic to your website. To turn social media visitors into website browsers, here are five tips to drive more traffic to your website from your social channels.
1. Optimise your bio
Social media bios are one of the most powerful but often overlooked areas of social channels. The bio section is your opportunity to make a great first impression, and importantly it’s your chance to persuade people to discover more about your brand.
Optimising your social bio involves creating impactful text that draws to your website. Each social media channel bio section is slightly different. Some give more characters than others, and some social channels allow links to be included in their bios. So, when optimising your social bio, whether it’s for LinkedIn or Instagram, tell people what you do, who you work with, the reason to use you and where you’re located.
Include keywords in your bio as social bios are searchable by search engine algorithms. For instance, if you clean carpets in Sheffield, you could say Carpet Cleaner, Sheffield.
2. Get others to show how great you are
The greatest advocate a brand has is its happy customers. If you continually provide a great service, offer quality products or innovative solutions to problems, your customers will be happy to leave you positive feedback.
As well as publishing customer reviews or testimonials on your website, also post them on your social channels. For example, you could create a ‘testimonial tuesday’ theme where you post a new testimonial on your Instagram feed each Tuesday. Or another idea could be publishing a video testimonial from a client – but be sure to choose someone who is comfortable in front of a lens.
3. Focus on the right social channels
Quantity over quality is the critical focus on social media. It may be logical to think that the more social channels you are on, the greater amount of traffic will be driven to your website. In reality, it frequently doesn’t work like this. The more social channels you use, the harder it is for the marketing team to come up with unique content, the longer it takes them to schedule posts and to respond to messages and comments.
So, instead of trying to be everywhere, be picky about which channels you use. Firstly, define your customer personas. Secondly, analyse the demographics of users associated with social channels. This will allow you to choose the platforms that match your target audience. For example, Instagram users are mainly female, aged between 25-34 years. Where the largest user group on Twitter is males aged 30 to 49 years.
4. Post helpful content
People are interested in content that benefits them i.e., it solves a problem, or it provides an answer to a question. Your blog is a great source for this type of content. Promoting your blog articles on social media is great for showing off your knowledge and expertise on a subject. If your articles are optimised for SEO, they’ll also help your site appear in search listings for their chosen keyword.
If you create evergreen content – content that remains relevant for a long time, consider using a social tool called Missinglettr. Missinglettr takes a blog article and creates 12 months of social posts that includes a call to action and hashtags. There’s a free version and paid version – of course, you get more functions with the paid version.
5. Be visible
People respond better to social posts that contain images or videos over posts that are text only. Why? Because the brain is better at deciphering an image than text. This is why we find it easier to remember an image than chunks of text.
Use a standalone image or video as a post, or combine it with a written message. Where possible, use authentic images that represent your brand instead of stock images. However, if you don’t have the budget to cover a photoshoot, you should be able to find quality stock images, many that are free to use, on sites like Unsplash, Pexels or Pixabay.
If you’re struggling for ideas, consider repurposing content. For example, you could turn a blog post into an infographic or a series of related social media posts into a presentation. Most social channels support live video, so with your smartphone you can do a quick live to camera social post.
If you’re looking to get strategic with your content marketing efforts, then you’ll find my free eBook ‘Content marketing for busy business owners’ interesting.
About me: I’m Emma a copywriter and content manager based in Harrow, London. I have a passion for writing and for creating amazing content for brands that have a strong sustainable, social and ethical mindset.