Here are five ways to set up your social media program for maximum results.
1. Create content worth driving traffic to
The first part of the equation is to have content on your website that is useful, entertaining or educational. This creates a reason for your audience to care and visit your page, maybe even sharing it if they find it worthwhile. Visual content tends to work well. Images are easily digested and understood and easy to share as well.
Contrast this to the sea of self-promotional messaging you often see on social media – over time, boredom sets in and people start to lose interest and the return on your efforts fall along with it.
2. Schedule your posts multiple times, for specific sites
Various studies show that your reach and clicks get maximized when you post the same article several times, sometimes even up to over the span of months. While it may sound counterintuitive, here are a few reasons why you might want to consider this.
- EdgeRank, the Facebook algorithm. Over the past couple of years, the sheer volume of posts from friends, family and brands mean that each post only gets seen by a small group of fans. Additional posts tend to be seen by different people, so it’s like getting extra mileage from your post at a very little effort required.
- Twitter works a bit differently from Facebook by just having the latest posts come up first – people only tend to go to twitter at specific times a day, and unless your post was made within the previous 60 minutes, they would probably not see it anyway. Posting the same article gives it another chance to be seen.
- But even repeating the message to the same audience may not be a bad thing. By customizing the accompanying post each time you share your article, you reframe the reason for a reader to visit your site.
3. Find the right content mix
Unless you’re a high volume news site, chances are you would benefit from social posts that lead to different high-quality sources, rather than just your own. While they do not directly drive traffic immediately, there are several trickle down advantages. Firstly, by building your authority as a trusted source, people are likelier to click through future posts from you. Next, by posting interesting articles and images, your brand still gets some airtime, keeping you top of mind. Thirdly, this helps with your Facebook EdgeRank score, giving your future posts a wider reach too.
4. Use social media as a conversation tool, not a broadcast one
The next thing to take into consideration that many ignore is to use social media as a platform to engage your readers in meaningful conversations. By crafting an authentic presence, it reassures readers that there is a real person behind the brand, posting and responding appropriately, and not an automated spam machine.
5. Use analytics to guide your amplification strategy
Social analytics has made leaps and bounds in the recent years, and this can be used to your advantage. If you have a media budget, you should consider driving some of your best performing posts. Twitter and Facebook work on an impression basis, meaning you pay for each thousand impressions. By using your best performing posts, you ensure that this drives maximum traffic to your site.
By using the five tips above, you will be well on your way to driving more traffic to your site. And the best part? It only snowballs from here.