Yash Chawlani is a Digital Marketing Strategist associated with UnboundB2B</a, who specializes in SEO, Social Media Optimization (SMO) and Content Marketing.
Social media marketing is an important way for all size businesses to reach prospects and customers. Marketing on social media can bring exceptional success to your business, driving quality leads and sales.
If you are a business looking to expand your brand visibility, you want to approach your target audience where they mostly hang out — social media!
With over 2.45 billion active users on Facebook and another 1 billion on Instagram, social media holds a tremendous traffic potential.
Yet, with no clickable links on Instagram captions and poor click-throughs on Facebook, getting a stream of prospective clients from social media is hard.
But it's not impossible.
In this article, we are about to reveal some of the greatest strategies you can use to amplify your website traffic from social media, boost your brand awareness, and, of course,drive conversions.
Let’s dive right in.
1. Host More Q&A Live Sessions
Q&A live sessions are an intrinsic part of the process of lead generation. According to GetVoIP, businesses can build strong liaisons with their prospective clients by addressing their inquiries and earning their trust to eventually convert them into loyal customers.
And the caption of your Q&A video is your first juicy place to drop your website link!
On Instagram, you can also use a “Response to Question” sticker to display your website link, right on a video overlay to catch more attention. And here is when the Instagram link hassle begins. This link is not clickable. So make your URL intuitive, easily-readable and appealing enough to drive your leads to pop it into the search manually.
Besides Q&A sessions, live videos serve as a unique lens to unveil the very different facets of your product. Incorporating live videos into your social media content plan will keep a steady stream of interest in your product, and hopefully, translate into some valuable website traffic.
2. Viral Social Content
Content is still king! And it doesn’t seem to be stepping down any time soon.
But one of the biggest mistakes many social media marketers make is oversaturating it with promo material.
While promo posts should be an integral pillar of your social media content (your goal is to sell, after all), your content should gravitate more towards valuable, educational posts. These can span verticals from eye-opening statistics and helpful advice to funny memes and other light-hearted media.
It’s known as the 80/20 rule — 80% value content interspersed with 20% promotional posts.
With your website link in the caption — stellar content, and value posts, in particular, are one of the best ways to achieve virality and drive a tide of leads to your site.
Sounds like an ideal scenario, doesn’t it?
Then you’ll be happy to know that virality isn’t just a serendipity game.
In fact, there are several strategies you can implement now to boost your chances of garnering tremendous views.
- Video content — in the world of diminishing attention span, videos are the best medium to convey information to your audience.
- Trending hashtags — Staying abreast of the latest news and incorporating trending hashtags is one of the drivers of viral publicity. The right hashtags, in general, are your fast-pass ticket to garner a wide post reach and build brand awareness. Tools like Hashtagify.me present you with a spectrum of useful metrics including hashtag popularity, its weekly and monthly trends, locations where they are searched most and some related hashtag suggestions to help you eliminate guesswork and make data-backed decisions.
- Popular keywords — The right keyword research is paramount to search optimisation of any kind and social media optimisation (SMO) is not an exception. To appear in more searches, make sure your profile description is well-optimised around your target keyword, clearly outlining the service scope of your business.
3. Invest More in Social Media Advertising
This is definitely your fast-pass ticket to appear in front of more eyes and drive a tide of traffic to your website. But while social media advertising may seem like a quick sequence of few steps to many, running a successful advertising campaign requires a sound grasp of its technicalities and robust analytical aptitude to look beyond what meets the eye.
You need to figure out the best-performing interests and combinations of ad copy and visuals that entice many of your impressions into clicking the link in your ad. To harness the best results, make sure to also add compelling call-to-action statements to peak your leads’ interest and prompt them in your direction.
4. Place Your Link in IGTV Video Descriptions
Unlike Instagram, IGTV allows you to add a clickable link to your video descriptions, a good feature to leverage and drive some traffic in your direction.
One challenge though — people rarely look at video descriptions.
A simple way to bump up your click throughs is to add a punchy call-to-action. Encourage your followers to check the description during the video with the promise of exclusive information or an attractive discount offer.
5. Collaborate with Brand Ambassadors to Promote Your Product
Influencer marketing is in full bloom. You’ve got macro influencers, micro influencers, nano influencers, regular users on their way to becoming influencers… it’s trending all over the place. You can leverage this network to cultivate a deep relationship with your audience and drive large volumes of leads to your website.
6. Optimise the Link in Your Bio
Unlike Facebook where you can include a link in the caption of every single one of your posts, Instagram is pretty restrictive when it comes to this, thinking you’ll be fine with just a single URL in your bio.
Fortunately, the times when you had to bear with this are long gone.
Now, there are a number of different tools and services on offer to help you beat this limitation. Tools like Linktree and Shorby allow you to create custom landing pages within a matter of minutes, with links to your messenger services, content blocks and social media pages.
Here is one on display!
7. Leverage the Various Features of Instagram Stories
Stories are one of the best ways to remind your audience about your product. And while links on Instagram stories are not clickable, you can still drive many viewers in your direction by encouraging them to “Click the link in bio” to get more info.
You may be posting multiple stories a day but not all of them will garner remarkable results.
Once you figure the best-performing stories, move them to your Stories Highlight to generate some more engagement and views from people who land on your Instagram page.
But there are some more and even greater features in its sleeve!
And here are just a few examples to up your stories game.
This new feature built into Instagram stories allows people to visit your website and shop an item without having to leave the app or jump through hoops.
Here is a taste of what it looks like on the page.
Driving traffic to a website is all you do this for. But is this your ultimate goal?
Whether it is a newsletter you want your followers to subscribe to or a privacy solution you want them to buy, what you're looking for is the number of conversions your followers do once they land on your webpage.
With Instagram’s built-in shopping features you can now move these features into a feed post or a story, so people can immediately perform the action you want and skip the unnecessary hassle in between.
8. Run More Contests/Giveaways
Organizing a contest or giveaway is not only a great way to spur interest among your follower base but also attract a new wave of leads. But its success will ultimately boil down to the participation guidelines you set.
Since you want to drive traffic to your website, your rules should obviously reflect your objective too.
As an example, you can ask your giveaway participants to visit your website, pick the feature of the product they love and comment it under your post. This way, you’ll also ensure that they have engaged with the product.
To help your giveaway post achieve some viral publicity with little or no ads spent at all, setting post sharing as one of the requirements to enter the giveaway is really a no-brainer. And it works well too!
So… the contest is over, the winner is chosen, the prize is given… that’s it?
Well, not quite yet.
You still have many people who have expressed keen interest in your product to drive though the rest of the funnels and close sales.
And to curb the traffic leaks along the way, make sure you provide special discounts or some other prizes. Because don’t forget they wanted your product for free.
Good luck…and never stop exploring!
While this resource will always come handy if you are falling short on creative juices, keep in mind that this isn't everything.
Both Facebook and Instagram are vibrant platforms introducing new updates and features all the time. So hone your eyes for something new every time you check your business page and chances are you may discover a new untapped feature to become your next traffic driver.
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