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One of the top challenges that today’s B2B marketers undergo nowadays is leveraging social media traffic. Because you can consider social media as one of your first priorities for traffic, you have to invest the most of your time and efforts to get the most of it. You might provide some updates or come up with occasional tweets. But, that’s not going to be enough, especially when you want to move the dial of your call and convey your appeal to the intended audiences. So, here are the finest techniques you can adopt to excel in drawing and gathering social media traffic, quality of course.
It may seem obvious, but always include a link/CTA back to your website. It not only drives traffic but shows your reader what to do next. No matter how much someone likes your brand, if you don't ask them to visit your website, give them a compelling reason to, and make it easy, they are not likely to do it. So, always user social media as a teaser and include a website link for more information. Doing this may be difficult on platforms like Instagram and Vine, but you can always change and direct people to the link in your bio as companies like HubSpot do.
It is crucial to use images in your social media posts when sharing content, especially now that the majority of social media users are on mobile devices. Images are more eye-catching than text alone and they also take up more room in the timeline, helping you attract more attention. Also, the right image can help prospects visualize what the content is going to be about while also making a post more shareable.
It's great when you can drive a lot of social media traffic, but it's even better when other people do it for you. If your website doesn't already have social sharing buttons, you could be missing out on a lot of social media traffic that's generated from people already reading your blog! Social sharing buttons are those colorful buttons you see around the top or bottom of blog posts that allow you to share the page directly on the social media channel of your choice. They provide convenience to your buyer persona and act as a non-pushy tool that encourages social sharing.
You may call it the step of Sponsored Content. The quickest way to drive more traffic from social media is through paid promotion. When you're executing on a solid social media strategy, paid promotion or sponsored content adds fuel to the fire. You can experiment with different targeting options (including location, gender, industry and interests on most profiles) to help expose new people to your content and promote new social media traffic.
As the business models of social media platforms evolve, B2B marketers will likely have to pay to be seen. Facebook has been this way for a few years now and with the recent introduction of algorithmic timelines on Twitter and Instagram, this is likely a trend to continue.
Too many B2B brands are guilty of not updating their social media enough. The only way to keep your followers engaged is to post updates and interact with people on a regular basis. Otherwise, they are likely to forget about you. When we tell B2B marketers they aren't active enough on social media, their minds immediately picture a teenage girl glued to her phone as she posts non-stop selfies and updates on her every movement. We then assure them that being active doesn't require you to dedicate your life to social media.
If you study the B2B brands with the best marketing, you'll notice they are always consistent with their social media activity. Regularly posting high-quality, interesting content, and responding to comments keeps your page lively and engaging rather than a one-sided conversation. Honestly speaking, gathering social media traffic is a unified approach that stands on a set of tasks and a clear orientation. Once you can handle the above steps; you can certainly expect great outcomes.
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