Social media isn’t always easy to understand, especially when it comes to business.
What do you post? How often? What sort of content to people want to see? Are you driving traffic to your website with your content?
In truth, although these answers vary from industry to industry, the importance of social media in marketing is universal. In fact, one study indicated that 78% of salespeople using social media outsold their peers who didn’t.
With over 4 billion social media users in the world in 2021, businesses have never possessed such easy access to a huge audience. Even smaller businesses aiming to reach more localized areas benefit from these incredible platforms.
So, how can you use it to your advantage?
Driving Traffic to Your Website Starts with a Strategy
It sounds basic, but before you can direct website traffic via social media, your social media truly needs a strategy.
First, what message are you trying to send with your social media posts? As with all marketing, your social media marketing needs to build your business’s story.
Are you looking to promote a hip, sassy new attitude? Alternatively, would a more professional, mannerly tone of voice better suit your needs?
Depending on the business and target audience, neither is necessarily wrong. A hot new hair salon or skate shop uses a drastically different tone of voice than a financial service group or car dealer. The important part is knowing your target audience and adjusting accordingly.
Second, make sure to post with a purpose.
It can be tempting to distribute whatever comes to mind onto social media channels. After all, it’s available 24/7, and generally no further away than the pocket your phone is in.
However, posting without a purpose isn’t only a waste of time, it leads to a confused audience as well.
If, for example, you’re operating a hardware store, posting about your staff’s breakroom potluck lunch won’t further your brand – no matter how much fun everyone had.
Make sure that your posts are meaningful and purposeful. Put yourself in a potential customer’s point of view and ask yourself, “Would this help solve my problem?”
Unless the answer is a definite “Yes!”, then it’s probably best left out.
Direct the Traffic
Once you’ve established which platforms suit your needs and develop your posting strategy, it’s time to start driving traffic to your website. This is where views and posts start translating into leads and sales.
Although the content differs for every industry, one consistency remains: don’t give all of it away on social media channels.
Have a great story to tell? Provide a snippet on social media with some video, a graphic, or an excerpt from an article, then create the full content and put it on your website.
For example, if you want to start a blog or vlog, by all means go for it! But don’t put it all on social media.
Instead, provide a link to that content on social media. Even if you opt to spend a few dollars to boost it, that traffic goes back to your website. From there, you give customers a chance to become your leads.
Likes and comments are great, but they don’t mean much in the grand scheme of things if you’re not selling your product or service.
By driving traffic to your website, you’re enhancing your SEO as well.
Why? Because search engines start viewing your website as a reputable resource. What type of content should you create? Obviously, that depends on your business, but it should always align with the story you tell on your website and in all of your other marketing.
If you can’t tie it back to your company, what you believe in, and what helps your customers solve a problem, then it just doesn’t make sense.
Enticing viewers with small excerpts is a great way to get them to visit your site. Curiosity is one of the biggest motivating factors when scrolling through the internet.
When using social media marketing, you’re bound to get all sorts of responses, comments, and engagements.
Make sure that you actively engage by responding responsibly and appropriately. Active engagement is one of the best ways to build brand trust and loyalty.
Keep in mind that although obvious trolling is inevitable, it’s also best left ignored or deleted. There’s no reason to engage, no matter how witty of a comeback you have.
If you’re looking for help managing your social media and driving traffic to your website, Highlight Team Marketing can help. We’ve done it for countless businesses across several industries!
Feel like you’re too niche? Not for us! In fact, as a small business marketing company, that’s our sweet spot.
Complete the form below to get in touch now, or learn more here!