Marketers everywhere seem borderline obsessed with social media right now. It has become one of the most talked about digital marketing channels in the last few years.
When used correctly, social media can help drive traffic, leads, and sales for your business but unfortunately, many marketers see social media as an isolated part of their digital strategy and not as an integrated part of the entire sales funnel. Focusing entirely on on-platform metrics such as impressions, likes or followers often quickly leads to a lack of measurable ROI and a decrease of marketing funds towards social media.
Just like other marketing channels, social media can contribute to the bottom line of a business by bringing in solid leads that end up as measurable sales conversions.
Thinking that doesn’t focus on adding ROI can quickly lead to ill-conceived strategies that don’t yield results. So, if you can’t seem to generate website traffic from your social channels, it could be for one of the following reasons.
You’re Not Sharing Any Links To Your Website
You might feel silly admitting this to yourself, but is it possible you haven’t been directing your followers to your website at all? Have you been posting text content, pictures, and videos but left out strong CTAs with links to specific landing pages? Did you forget to include a link to your website in the “about” section or profile?
One of the most obvious reasons you may not be getting any traffic from social media is because you haven’t given your followers a way to find your site.
Practically speaking, you should be creating and posting content on your blog, and then enticing your community to view it. As you answer their questions, share interesting facts, or make an irresistible offer on a regular basis, you’ll see more people coming to your website, and signing up for your newsletter. This is called a content marketing strategy – something you should develop if you want to succeed on social, as the two tend to go together.
You’re Not Reaching Anyone With Your Posts
Social media platforms continue to throttle reach and make it difficult for new businesses to reach people with their posts. If you just set up your social media accounts last week, there’s a good chance you don’t have much of a following yet. If you have resources, such as a large database of customers, you may be able to leverage that to bolster your following. Otherwise, you must start from scratch like anyone else.
It is possible to build your audience organically. You can post regularly, share your business accounts on your personal accounts, add social media buttons to your website, include URLs on your print collateral, and more.
But one of the most effective ways to gain fast traction is with paid advertising. You can attract a lot of qualified traffic while keeping your costs low, which makes it an attractive opportunity for businesses that don’t have an established online presence yet. If you have a budget to work with, consider putting together a paid media plan to attract relevant clicks to your website content or lead magnet.
You’re Not Posting Content Your Audience Cares About
If you’re not getting any traffic to your site, there could be a disconnect between what you’re sharing and what your audience is looking for online.
Keyword research can help turn up the types of search queries your audience is using. You can analyze your competition and look at the type of content they’re posting to increase engagement. You can also use a tool like BuzzSumo to find the most shared articles across different social networks. There are many ways to gather data about your audience’s interests, as well as the types of content that tend to play well on social media.
To drive traffic to your site, you need to start sharing content highly relevant to your audience. Find out what they’re looking for, create it, and guide them towards it
You’re Not Posting Often Enough Or At The Right Times
It seems many marketers are a little wary of posting more frequently, especially on channels like Twitter and Instagram. They’re worried their followers will un-follow and or block them. But unless you’re posting more than a dozen times per day, there’s a good chance your social followers aren’t seeing all your posts. You need to spread out your posts to reach more people.
Even some surface-level research will tell you there are optimal times to posting to certain social channels. Have a look at The Best Time to Post on Instagram, Facebook, Twitter, LinkedIn, Pinterest, and Google+ [Infographic] via HubSpot, for instance.
You can’t make too much of what the experts say in terms of times to post. You should experiment and determine what works best based on your resources and your audience.
The key point here is that posting frequency, as well as day and time of post, affect the reach of your content and the responses it will receive.
You’re Not Posting To The Right Channels
While a high percentage of all B2B social media leads come from LinkedIn it would be foolish to discount the importance of other high-volume channels such as Facebook and Instagram. A reported 74% of Facebook users are on the platform for professional use vs an only slightly higher percentage of 78% on Linkedin.
The point is that you must be posting to the right channels for your business and industry to get results from social media marketing efforts. For instance, funneling your resources towards Twitter when most of your audience lives on Pinterest would mostly be a waste of time, even if you do get a smaller number of worthwhile leads from that platform. Research is critical to your success.
If you’re wondering what your competitors are up to, try using a tool like SimilarWeb to determine where most of their social traffic is coming from. This can be a great starting point.
Building your social media following can take time, so don’t become frustrated with the process. If you research what your audience’s pain points are, keep creating high-quality content, are present on the right platforms, put advertising dollars behind your efforts and make sure to analyze the results to fine-tune your strategy, you will see measurable results from your efforts.