As a business, you cannot ignore social media. In the UK alone, over 53 million people use social media. But with social media giants specifically designing their platforms to keep users on their site for as long as possible, how do you drive website traffic from social media?
There are four simple ways to improve your site’s traffic from social media:
- Optimize Your Links
- Improve your website
- Integrate your content
- Engage with your community
1.) Optimize Your Links
If your social media traffic is lower than the standard benchmarks, the first thing you’ll need to look at is the links themselves.
For one, don’t be tempted to use link shorteners. Although they might look aesthetically pleasing and make tracking easier for you, there are a lot of good reasons to avoid them. When you hide your web address your social media followers will have no idea where the link is taking them. This incites trust issues, reducing your traffic from social media.
You should also avoid link services that allow you to share multiple links at a given time, like Linktree. With services like Linktree, you’ll have less control over the style of the page which will affect your brand’s identity. On top of this, you’re only adding extra steps to your customer journey and this could further decrease your leads.
Using a natural, on-brand link that leads to a landing page is always best!
2.) Improve your website
When you are getting low website traffic from social media it’s easy to assume that there is something wrong with your social media presence, but that’s not always the case. Optimizsing your website will increase how many pages your followers view at a time, the number of social shares you get, and dramatically reduce your bounce rate.
When looking to optimise your website, the first step is to make sure that the design is professional, aesthetically pleasing, and intuitive for the end-user. 85% of consumers decide to go to a competitor because of a poor user experience!
Take some time to go through your customer journey, starting at the landing page, all the way to checkout. Ask yourself, what could be improved? Are there unnecessary steps? Is your brand’s identity clear? Is it mobile-friendly?
If you are inexperienced in the world of website design, you can book a free consultation with us to discuss your needs.
3.) Integrate Your Content
You want to give your social media followers a reason to go on to your website. That’s why a lot of stores offer discount codes to entice traffic. But although sale offers can be effective, it’s unlikely that an advert-style post is going to perform well on social media which will mean fewer impressions on your post and in turn less website traffic.
A great way to get more traffic from social media is by integrating your social media content with your website content. For example, if you have a ‘ten tip’ blog post on your website, convert it to a top-five carousel post for Instagram. Then in your final slide, you can have a call-to-action to visit your website for an extra five tips. This is a fantastic way to entice website traffic and at the same time encourage engagement on the social media platform itself because you are not trying to directly sell something.
4.) Engage with your Community
One of the most likely reasons that you are not getting traffic from social media is that your followers don’t trust you enough. This makes quite a lot of sense considering that most of your followers don’t know who you are.
The solution? Let them know you! Reach out to your audience with personalised messages or insightful comments on niche-relevant content. Community engagement is key to building brand trust on social media. 85% of marketers and community builders believe that it is crucial in creating a customer journey.
With trust comes website traffic!