‘Build It and They Will Come’ has relevance in many applications, but social media isn’t necessarily one of them. With the thousands of individuals and brands alike that are engaging with multiple platforms, there isn’t a guarantee that people will happen to trip across your content. So how do you drive traffic to what you’ve built? By giving people a reason to visit.
Great Content
As with anything, users come to know who and what they can rely on. If you consistently produce compelling content that is backed by strong data, people will come back looking for more of your great work. The key is, driving people to the content. Whether it’s teasing them with snippets of the content or encouraging others in your community to share your information with their own audiences, it is important to actively drive traffic to your social media platforms.
Incentives
The words ‘win’ and ‘free’ are certainly among many people’s favorites. Offering free product samples through a brand’s Facebook page is a huge opportunity to engage new audiences, drive traffic to the brand’s online presence and, ultimately, convert prospects into loyal brand users. Think of unique ways to incentivize key audiences to engage in your online communities. Most importantly, remember that while standing out from the crowd is important, offering an incentive that is complementary to the brand is equally important.
Cross-promotion
Social Media Marketing is most effective when it is part of an integrated marketing strategy. Take advantage of opportunities to promote your social media presence on your website, in e-communications, and in offline marketing campaigns, as appropriate.
Added Value
Oftentimes, companies will implement an inbound marketing strategy where consumers can get some information by simply visiting a page and can then obtain additional information by downloading a free offer, such as a whitepaper or e-book. Providing audiences with this added value…and additional knowledge…is a great way to drive traffic to your website and social media platforms.
Link Love
Inbound links are a great way to boost traffic to your website and social media platforms alike. Seek out opportunities to guest post on industry blogs and submit contributed articles to online publications that reach your target audiences. These inbound links build not only credibility but traffic.
As you work to create your social media strategy, focus on not only building well-developed platforms, but identifying ways to drive not only a volume of people to your online presence but the right people to your online presence.
