The interest in generating social media referral traffic is high. Each month, the phrase “SEO is dead” is searched about 210 times, providing evidence that a smattering of marketing professionals aren’t entirely sold on the benefits of using search engine optimization to increase website traffic.
SEO Isn’t Dead
But they would be mistaken in following that line of thinking because SEO isn’t dead, or even dying. Recently, it’s become an artistic practice that calls for the perfect mix of advertising and marketing strategies all working together.
The best marketing professionals will tell you they use a combination of search, social, influencer and content strategy to generate leads and website visitors.
RELATED POST: Social Media & SEO: An Interview With Alan K’necht
Don’t Take SEO For Granted
People conduct over 3.5 billion Google searches per day, so we should never take SEO for granted. Several years ago, being first place in a Google search meant you’d receive 50% of all clicks.
Zero Limit reported the first five organic results on a Google search page now account for 67% of clicks, and results 6-10 account for less than 4%. You can make an incredible impact on web traffic by rising to the top of website rankings.
Whilst you can’t and shouldn’t cheat the SEO system, you can put some strategies to the test to see an influx of website visitors.
Generating Social Media Referral Traffic
Think of creating a strategy for accruing website traffic like creating a mix tape—your focus, time and energy should be spent on only the best (and highest yielding) techniques.
It isn’t only about bringing a high number of people to your site. You’re looking for the people who might eventually purchase your product or service. We’ve worked with many big name brands, from Qdoba to Fiji Water, to level up their integrated marketing campaigns.
Here are 6 easy-to-implement ways to increase social media referral traffic to your website.
1. Garner the clout of influencers
For each dollar marketing professionals spend on influencer marketing, they produce $6.50 in revenue.
There are an abundance of experts in your industry whose large social followings completely trust their suggestions and expertise. You’re directly reaching the perfect audience when influencers share your company’s story.
Consider using influencers to tell engaging stories and link to a deal on your website. It’s a tiny expense that can yield the incredible results of reaching their large network.
2. Be resourceful with your content strategy
We are past the days where everything is valuable for a brand in terms of content. Evolved marketing professionals will tell you that the depth and delivery of content matters.
It’s easy to spot the gaps when applying content intelligence to understand how your content is spreading awareness, building engagement and generating conversions.
Run an experiment for the next 90 days by posting content on your blog and other channels. Examine the metrics to discover patterns as to what content drives the most traffic to your site.
As Brandon Anderson, founder of Ceralytics puts it, “Content intelligence provides the data-driven foundation for content strategies. It takes you from guessing what content will work to knowing what content will work.”
3. Experiment with several offers
When something is only available for a short time period or exclusive, it appears to be more attractive to customers.
You can typically see positive results and metrics within a few days of running a special “offer.” These short term offers are a great experiment for driving web traffic.
While offers will vary across industries, the general rule of thumb is that all offers should have a deadline, and you should be sure new customers taking advantage of a short-term offer get the best initial impression of your product or service.
Play with various offer types to decide what duration and messaging might be best at encouraging website clicks and registrations.
4. Develop video content
YouTube has the best conversion rate of any social channel. Though the upfront cost of creating a video can be exorbitant, it’s usually worth the time and effort.
The average YouTube video holds 37% of viewers’ attention to the last second, according to Hubspot.
Aside from YouTube, all other big name social channels are putting substantial importance on video content – it’s captivating, it’s winning and it produces results for companies that incorporate it correctly.
For Facebook, video is achieving powerful results for brands interested in profitable and practical ways for developing engagement.
5. Start with social media marketing
Before moving to paid options, consider using social media marketing as a completely free option for a fast experiment. But don’t just start posting content without formulating a strategy first.
Begin by watching your social media mentions to find discussions happening across your industry, and reply with insightful, informative comments and links.
Twitter is usually the choice channel for quick conversations.
Although organic reach has diminished significantly, this is a good place to start as you’ll have a benchmark before you start paying for awareness and engagement.
6. Dive into the “paid” social world
Paid advertising, especially if you’ve never explored that as a marketing avenue, is usually a reliable tactic. But push past Google AdWords that you’ve always done into the paid social ad domain.
Facebook and Instagram are potent when it comes to producing web traffic, with LinkedIn coming in a close third.
If you want to explore paid ads short term, it’s more practical to start with one social network and see what kind of immediate results you get.
RELATED POST: 4 Risk Factors Affecting Your Social Media Ad Website Conversions
Test, Test & Test Some More
A mixture of “tests” might be what you need to gain the website traffic required to create your brand. The majority of seasoned marketers will rightly insist upon the significance of experimenting and the willingness to try new things.
Just because a certain strategy created results one month, doesn’t mean it will work as well the following month.
Success isn’t about finding one method and sticking with it– it’s about being spirited enough to test out a winning blend– and never being too timid to change your techniques.
Do you need help generating social media referral traffic to your brand’s website? Firebelly is here for you. Call us at 317-557-4460, email us at firstname.lastname@example.org or fill out our contact form.
Note: A version of this story was originally published on Ad Age.
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