How to Use Social Media Channels to Drive More Traffic to Your Website

15.08.13 Educational

By Rob Pollard
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Social Media is a powerful way to promote your products and services, particularly if your business is an online retail business or a product or service that is widely used by multiple demographic groups. However, we consistently see business owners using these channels independently from their website which isn't a good online strategy. There are times when you may want to run an exclusive offer to your twitter followers in which you would only publish that specific offer to that audience, but most of the time you ultimately want to drive these people to your website where you can potentially up sell other products or services. So here's how to do this... Think about your Social Audience and treat them independently Blanketing all of your Social Media accounts with the same messages is not the way forward. Yes 'it gets the job done' and puts out some media but some of your Twitter followers may also 'like' your Facebook page to which your message becomes boring and looks lazy when seen twice or more. The key is to target each Social Media group with something that will make them want to read more. Unless it is a specific Twitter, Facebook, Linkedin or Pinterest offer use your website as the base of the promotion and the hub of activity. Use your marketing opportunities on your home page (such as your marketing banner) to feature the promotion with clear 'Call to Action' link such as 'Buy Today' (which would drive visitors to buy the product). Or create a Blog Post or Promotional Page featuring the promotion (Again with a clear 'Call to Action' so visitors know what you want them to do next). Once you have done this, be creative to convert followers of your Social Media accounts to visitors of your website:
  • Post enticing snippets of product images to Facebook and Twitter with a link to view the full image and promotion.
  • Give taster text such as 'Love Strawberries? How exciting is our new flavour?! - link to the product or promotional page.
  • Ask questions and use small games to get people involved (and to your website).
  • Think about who your audience is and be targeted with your messages. A teenager will not always respond to the same message as a middle aged individual. Same with different genders.
  • Always use great photography. Poor imagery will make you look amateur and no one will follow your link.
Facebook - www.facebook.com
Facebook gives you a great opportunity to combine images with text to deliver your marketing messages. You can even be a little more elaborate with your messages as there is a generous character allowance. Don't overdo it though. Keep it punchy and to the point. Twitter - www.twitter.com Twitter also presents the opportunity to post images and text but you are limited to 140 characters so you definitely have to keep your message short and sweet. This is where driving people back to your website for an elaborated marketing message works well. Pinterest  - www.pinterest.com Pinterest is a visual means of communication that builds Pin Boards of images that people can Repin and Follow. Pinterest is a huge growth area so if you are a visual service (such as design) or are promoting products you have to be on Pinterest. Remember to always write a description on each image that you pin with a link to your website as this will help your pins get found. Pin images related to your industry or topic from other Pinterest users Pin Boards. Tip Never use Social Media to directly sell. If you come across too pushy you will put people off. Use it to inform, showcase and offer incentives. Keep messages relaxed and think before you post.
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