There’s a saying we have in the social media marketing world called field of dreaming it.
For example, you’re field of dreaming it if you build a Facebook page and expect it to get noticed just because it’s there.
This is otherwise known as the “if you build it they will come” mentality.
With so many Facebook (and other social media) pages fighting for our attention you have to drive traffic to yours any way you can.
You can’t rely on the idea that people love your business so much they’ll go out of their way to find it on social media.
You have to let people know it exists, and you have to repeat the message over and over again until it sticks.
wants needs more follows, likes and plus-one’s on social media. Driving more traffic to your pages is the most effective way to achieve that.
Recently I shared some strategies for using social media to drive traffic to your website.
Now I’m going to bring it full circle by sharing some strategies for driving traffic to your social media pages.
It’s time to stop field of dreaming it and start growing the audience your business deserves!
Why Your Social Media Pages Need More Traffic
More traffic to your social media pages is beneficial to your business in a variety of ways. Such as…
MORE TRAFFIC MEANS MORE SOCIAL PROOF:
More traffic usually means more likes, follows, plus-one’s and so on. This all helps generate social proof. Social proof tells others that your business is as great as you say it is because you have other people backing you up.
Think about how you feel visiting a Facebook business page with few likes and few people talking about it, versus a competitor’s page with thousands of likes and hundreds talking about it. Obviously the competitor’s page seems more appealing.
The social proof makes you look like the leaders in your industry even before people know anything about your products and services. The social proof will almost always get a potential customer to pay closer attention to you.
MORE SOCIAL MEDIA TRAFFIC MEANS MORE WEBSITE TRAFFIC:
Social media shouldn’t be your business’s home on the web. It should just be a means to market yourself, interact with customers and drive traffic to your website.
Your website is where business gets done. After reading your bio and checking out your most recent posts or tweets, the next thing most people do is look for a link to your website.
The more traffic you can bring to your social media pages the more your website traffic will increase as a result.
A BIGGER AUDIENCE MEANS MORE POTENTIAL CUSTOMERS:
The greater the audience you have, and regularly engage with, on social media the more people you have to potentially convert into customers.
Selling to people shouldn’t be your primary focus on social media, but engaging with a large audience day in and day out means more people will think of you next time they need something you offer.
People don’t usually go on social media to look for something to buy. But you know where they do go for that? Search engines.
Having a strong social media presence means that your business’s pages will rank high in search engines when people are looking for something you sell.
So while you shouldn’t be using social media to hard sell to customers, you can still be found by people who are looking for you when they are ready to buy.
How To Drive More Traffic To Your Social Media Pages
Now that you know how your business can benefit from more traffic to your social media pages, let’s talk about what you can do to get that traffic.
The most important thing you can be doing to build traffic to your social media pages is to engage with your audience on a regular basis.
Engaging regularly on Facebook is proven to increase the reach of your posts, which extends beyond people who already like your page. This means that the more frequently you post engaging content the more frequently you will show up in the news feeds of people who don’t already like your page, which increases the possibility of them checking out your page.
Engaging regularly on Twitter is proven to help build a targeted following. Through people searching on Twitter for what you’re talking about and people retweeting your awesome content you’ll drive new users over to your page.
The same principles hold true for Google Plus, Pinterest, LinkedIn or whatever social media page you want to drive traffic to. The more active you are on these networks the more likely people will be to view your page and recommend it to others.
DRIVE WEBSITE VISITORS TO YOUR SOCIAL MEDIA PAGES
After engaging with your audience regularly, the next most fundamental thing that you should be doing is including links to all of your social media pages on your website.
But don’t just stop at including links, have several calls to action for people to connect with you.
At the end of your blog posts invite people to connect with you on social media. On your contact page invite people to contact you on social media.
Try to include social media icons somewhere on your website that is constantly visible. Such as in the header, footer or sidebar.
Ideally anyone visiting your website should be able to find you on social media without looking too hard.
INCLUDE SOCIAL MEDIA LINKS IN YOUR E-MAIL SIGNATURE
Being in business you most likely send a lot of e-mail throughout the day. Every one of those e-mails should be inviting people to connect with you on social media.
Underneath your name and title in your e-mail signature include links to any social media accounts you use regularly.
Another suggestion here is to use text links rather than image links, because a lot of people have their e-mail set to not display images by default.
INCLUDE SOCIAL MEDIA LINKS IN YOUR OFFLINE MARKETING MATERIAL
Don’t just stop at targeting people online and driving them to your social media pages, target people offline as well.
Depending on what kind of business you’re in this could include anything from in-store signage, brochures, pamphlets, direct mail materials, packaging, menus, trade show banners and so on.
Anywhere you might have your company logo and contact information, make sure to also include the links to your social media pages.
This absolutely means business cards as well! If social media is a serious extension of your business, not just something you use once in a while, then it deserves a home on your business cards next to all of your primary contact information.
PARTNER UP WITH OTHER BUSINESSES IN YOUR AREA
If there’s one thing we know about social media it’s that there’s strength in numbers. Don’t go at it alone if you don’t have to.
Find other small businesses in your area who are using social media and be friendly with them (as long as they aren’t your competitors). See if you can help each other out once in a while by recommending each others’ pages and sharing each others’ posts.
My local area has a strong community of downtown small business owners. They all have each others’ backs on social media, which is something I absolutely love to see.
They recommend each other, share each others’ updates, comment on each others’ posts and so on. This strategy is working very well for them.
If a customer sees a business they know and trust vouching for another business there’s instant credibility, it has the same effect as word of mouth.
Wrapping It Up
Driving traffic to your social media pages is important for enhancing social proof, increasing website traffic and giving you a large audience to potentially convert into customers.
More traffic can be best achieved through simply engaging with your audience regularly. Having social links highly visible on your website, e-mail signature and offline marketing material is also important. Another tactic to consider is teaming up with other businesses and driving traffic to each others’ pages.
Do you have any experience with any of these tactics? Do you have any other tips to add for driving traffic to social media pages? I’d love to hear your thoughts in the comments section!