Social media has grown by leaps and bounds in the last decade with users having a large number of options to choose from. Social media represents a very attractive target audience for online businesses and as a result, most businesses have established very active presences.
While all the top-ranked businesses spend millions of dollars on social media, according to https://www.brandwatch.com, as much as 81% of all small and medium businesses use some kind of social media platform to engage their target audience, build brand awareness, and drive traffic to their websites for conversions.
However, with intense competition prevailing for the attention of potential customers, generating website traffic from social media remains perhaps the biggest challenge for online marketers. Some methods of website traffic generation that are not the most common yet are practical:
Use Videos to Cut Through the Clutter and Engage
It is an accepted fact that hardly anyone likes to read masses of text. Photos are a great way of engaging attention; however, it can be even better to create and post unique videos that users will simply love.
However, as interesting as videos are, you should never rely solely on them because you need to have a wide variety in your posts to retain user interest and engagement. According to a NewsWhip survey, photos attracted more likes, however, videos sparked off more comments on an average.
Feature User-Generated Content
The main advantage of social media is that brands can set up a two-way interaction with their followers instead of just having to rely on their websites, which at best acts like the mouthpiece of the business. You can make the process a step further by inviting users to post their own content on your account and then engage with them.
Typically, this can take place by inviting users to post pictures or videos of themselves along with your products using a custom hashtag to tie in all such posts together.
Not only do other users get to see for themselves how happy some users are with your product but also it makes the users who post such content delighted with the attention that the brand is giving them. User generated-content is extremely valuable because normally users take such posts to be more authentic than anything that the business itself posts.
Identify and Leverage the Power of Influencers
Growing the follower base of your social media accounts all by you just by posting interesting content can take quite a bit of time and effort. When you are rushed for time and need to boost the traffic from social media to your site really quickly, you should examine the possibility of using the power that influencers have over their followers for Instagram.
The first step, of course, is to identify the right influencers because unless the target audiences coincide, the investment will not pay off. The actual choice of the influencer will depend on how much you can afford to spend – some of the influencers with really large numbers of followers can charge thousands of dollars for every post they endorse.
Most businesses will find it more worthwhile to latch on to micro-influencers who have fewer followers but a better rate of engagement, not to speak of fees that are more affordable.
Use Hashtags Strategically and Intelligently
Since hashtags can be used to tie in multiple posts on a common theme and are commonly used by users to look for content on topics of their interest, it is your ability to identify and use hashtags that correctly represent your contents will play a very large part in deciding how many views your posts get.
Using the most popular hashtags is not necessarily a wise strategy as many other users are also using them so the best thing is to use hashtags that are not so common yet are ones that are logical when users make their queries to look for content.
The more specific your hashtags are, the better the quality of the target audience that will view your content and possibly visit your website. While social media like Instagram permit users to include as many as 30 hashtags in their posts, ideally, you should be able to find five to eight hashtags that are really relevant for users. Consider inserting the top hashtags in your Instagram bio as they are now clickable and help users to find the content of their choice.
Use Compelling CTAs
Unlike other forms of communication where advertising works really well, you should always remember not to make your social media posts too commercial, as users are likely to find them annoying and lead them to reject your posts.
However, users are notoriously lethargic and need to be prodded into taking action for visiting the website. This is the reason why you must include powerful Call-to-Action or CTA button both in your profile as well as in the posts from time to time, especially if you are conducting a marketing campaign.
Essentially, the purpose of the CTA is to resolve the confusion and eliminate the decision fatigue the user may be experiencing. The CTA acts to inform the prospective customers what they should do next and what they can expect at that stage.
A typical CTA could be to visit a certain website page or to subscribe to a newsletter.
The inclusion of a CTA with the content leaves absolutely no doubt, what the content’s intent is so that the user is not left to his own devices to click on something not knowing the outcome of his action out of apathy or confusion. While your content posted on social media builds a sense of excitement in the user, the CTA acts to translate the excitement into a constructive action, which is usually a step along the sales funnel.
Website traffic from social media is not something that will automatically happen for it to have a significant effect on the sales of your e-commerce venture.
You need to embark consciously on strategies that will draw the attention of users so that they feel compelled to interact with your content. Using videos, powerful CTAs, relevant hashtags, user-generated content, and influencer marketing are some tactics that you can use to boost the volume of the traffic to your website.