In 2019, it’s beneficial for all businesses to be on social media, but converting those followers into website browsers, and eventually, customers… that’s a whole other ballgame.
There’s much to consider on how you can lead a follower (or, a donkey) to the website (think: water) and it all starts with valuable content. In this blog post, we walk you through 5 content and engagement tips for driving traffic to your website using Facebook and Instagram.
Social Media Marketing: Adapt for the Facebook or Instagram platforms
Each social platform is different in what they do and how content is shared. Between Facebook and Instagram, the way audiences consume content and how is varying.
For Facebook, links can be shared and interacted with on desktop or mobile directly from the feed. It’s an information-based service, whereas there is more visual storytelling on Instagram (hence why you can’t link to your website in the feed).
Facebook and Instagram both thrive on video marketing content, something that can be utilised differently on both platforms to convert viewers into website traffic.
When directing your audience to the link in your bio (Instagram), create a specific page that contains only the most important information and further links (events, booking info, opening hours), e.g. yourwebsite.com.au/instagram
Social Media Engagement: Actively engage with your community
Once you have shared content on your business’ social media channels, be active to respond to comments, answer direct messages, and thank your community for sharing links or posts on their accounts. According to Sprout Social (2016), 1 in 3 people go to competitors when ignored by businesses on social.
Engagement is a two-way conversation. Follow relevant hashtags for your business on Instagram (i.e. #sydneyrestaurants, #sydneylocal) and actively like, comment and interact with people in your target area. As for Facebook, it doesn’t take much to join in on discussions on event pages and join groups that target people in your specific geographic location.
Outside of creating and curating social media content, engagement can feel like another full-time job. Without a team member or marketing consultant managing your social media inbox AND engaging with your audience, your social media efforts could be entirely wasted.
Social Media Advertising: Promote your best content
By advertising your upcoming events or special offers through the Facebook Ads Manager, you have the ability to retarget people who are already part of your community and appeal to a broader net of potential customers based on their location, their interests and who they’re already connected to.
There are a range of options for setting up your own campaigns, but if your Facebook ads are underperforming, it may be time to carefully rethink your objectives or hire out an expert to help with website traffic and conversion.
Video Marketing: Turning video into website traffic
Video has dominated social media. According to a Facebook topdog, the platform is predicted to be entirely video in less than 5 years (via HubSpot). The time is now for businesses, especially venues, to showcase branded content, behind-the-scenes, influencer events, expert interviews, live videos, and more.
Use video storytelling as you would inbound marketing: starting with brand awareness. Each video you produce should be part of a larger story that directs viewers to your website via blog posts, competitions, event information, that leads to a sale or loyal customer.
Google Analytics: Analyse Social Media Traffic Data
By analysing where your website traffic is coming from, you can identify the social media platforms that are getting the most views and those that either a) need more attention, or b) can be dropped from your marketing strategy overall.
MonsterInsights provides a comprehensive view of how to create a customised report for your social media traffic data using Google Analytics. You can easily change the view of your report to see the percentages of each platform’s traffic to your website. Along with this, you can figure out the most engaged social media visitors (i.e. you may get more clicks from Facebook, but visitors from Instagram spend a whole lot more time on your website).
Building an audience that converts into social media traffic takes time. When it seems like everyone in your industry has it under control, it can be daunting trying to keep up. Let us help: learn more about all of our social media marketing services & get in touch for a free quote.