We surveyed a few hundred small businesses on how effective their social media efforts are at driving traffic to their website. Hey, that’s the goal after all. While some said social media is not effective and some said it is very effective, the majority stated that it is somewhat effective.
Somewhat effective, eh, that’s not going to bring home the bacon. The truth is, in order to increase our traffic, increase our leads and ultimately increase our sales, we need our social media efforts working for us, not against.
In a world where social media is always changing, it can seem daunting to stay on top of it. However, the bottom line is simple. Social media is actually pretty simple when you break it down. Social Media Traffic = content + engagement. That’s it! So, the easiest way to increase traffic is to increase content on your site and increase the sharing of that content.
Here are 9 reasons you aren’t getting social media traffic
1. You don’t have a social presence or you went dark.
This, while a super common problem is also really easy to fix. There is nothing worse than someone going to find your business on social and finding nothing. Or even worse is when the links on your site don’t work. You click on the Facebook icon to be directed to the Facebook homepage. The first rule in getting social media traffic is making your social media profiles and channels active.
2. You aren’t spending time blogging and/or creating unique content ON your website.
Blogging and creating unique content is the best way to get people to your website. Every new piece of content you post to your site is a new door into your site. As you can only your home page, your solutions page, or your about us page so many times before it gets plain boring, your blog is frequently updated with new and interesting ideas, thoughts, sales, and promotions. Each new piece of content serves as a new piece of social media content for you and for OTHERS to share. Yes, people love to share and it is our job as business owners to give them something to spread. If you aren’t doing it, believe me, your competitor is.
3. You aren’t focusing on the right social networks.
Each social network is different with its own rules, regulations and most importantly, audience. Where your customers hang out, is the most important network for you. You wouldn’t put your billboard on a dusty road, would you? Then why would you put your content in a place where none of your customers would be?
4. You aren’t following a regular posting schedule.
You post once, then not again for months. This is not going to build your community, build your engagement or build your reach. You need to be consistent. Consistency pays off.
5. You aren’t repurposing or resharing your content.
Your content is an investment and with the right content you can repurpose it and reshare it multiple times. One piece can be shared over and over again, each time reaching new eyeballs and driving new visitors to your site. Don’t be afraid to use your content in new ways, with new headlines. It works.
6. Your content is off-topic or not resonating with your customers.
This is a simple fix. Put yourself into the mindset of your customer and talk to them. Once you hit the mark, you’ll be happy you did.
7. You spend all of your time sharing and not engaging.
There is a direct correlation between engagement and reach. The more engaging your content is, the more your customers and audience engage with it, the more traffic you will see. That’s because the more engagement a post gets, increases it’s score in the social algorithym. It gets shared to more people and moves up in the feed. This is what you want. Plus, when your social media posts gain traction, your readers and customers will see more of your future content.
8. You don’t have the right balance between curated and created content.
There is a fine line and it is a balance. You don’t want to sell, sell, sell, but at the same time you need to sell, sell, sell. Curated content is great and increasing engagement so that more of your future content is seen. Plus it allows you to build relationships with your audience.
9. You aren’t encouraging user generated content.
User generated content is a must. Not only does it add credibility to your brand and business, user-generated content gets more engagement and reach than business content. By encouraging user generated content and resharing it on your social pages you can build the relationships with your actual customers, build credibility with your prospect customers and increase reach. WIN!
Ready to get more social media traffic? Stop making these common mistakes and you will be well on your way.