A lot of businesses are using social media as a way to reach their audience, build awareness, and generate more traffic to their websites. However, they may not be getting everything they would have hoped for with social media marketing.
With over 3.6 billion people using social networks every day, how come your social media traffic is so low?
Here are a few possible reasons and what you can do about them.
Organic Reach Is Declining
One of the reasons a lot of businesses are seeing a drop in their social media traffic has nothing to do with their strategies, but the algorithm updates most social networks underwent. In an effort to provide users with the best and most relevant content, social media platforms like Facebook have significantly reduced the reach of the content posted by brands. The average reach of an organic post on Facebook is 5.20%, meaning that only one in 19 followers actually gets to see your non-sponsored posts.
Pumping advertising dollars into each social network isn’t a solution for most businesses but neither is ignoring social media altogether. So, what can you do? We’ll talk about this below.
You Are Not Using the Right Channels for Your Audience.
According to one report from Search Engine Journal, the top social media platforms for driving traffic to your website are Facebook (62%,) Twitter (22%,) LinkedIn (10%,) and Pinterest (6%.)
Does this mean that these are the only social media platforms that you should be using?
Of course not! You should choose your social media channels based on your audience. If you are a fashion brand, for example, it would make more sense for you to use Instagram (although this channel is not even on the list mentioned above,) Pinterest, and Facebook rather than Twitter or LinkedIn.
You Don't Have a Content Strategy
Social media marketing doesn’t mean just posting daily content on a few platforms and calling it a day. You need to have a clear goal and a content strategy in mind if you want to achieve your objectives.
How Can You Increase Social Media Traffic?
If you look at these issues closely, you will notice that they all have a common denominator: your target audience.
You cannot generate more traffic to your website through social media if you don’t have a clear understanding of who your audience is, what channels they are using, the type of content they prefer, what their pain points and interests are, and so on.
Here are some tips.
After you’ve identified the social media channels your audience is the most active one, try to determine the type of content they like. Identify the thought leaders in your industry on each platform, analyze, and mimic their content.
Over To You
Social media marketing can take a lot of time and hard work until you design the right strategy for your business. But, once you do it, the effort is all worth it.