Social Media

Social Media: Boosting Visibility and Increasing Website Traffic

We all know that nowadays, social media has emerged as one of the most powerful motivational tools. After all you only have to watch the news to understand how social media is changing everyday life for most people. But for small businesses is also a very important way to improve their online visibility and drive traffic to their websites.

Small companies, in particular, can benefit from harnessing the power of social media platforms like Facebook, Pinterest, Instagram, Medium or LinkedIn.

In this article, I’ll explain the reasons why social media sites have proven to be an effective means of creating visibility. And I’ll discuss the various strategies on how to use social media increase website traffic.

Enhancing Visibility through Social Media

Social media sites or platforms offer a range of features that can be used to significantly boost the visibility of a local business.

For Example:

  • Widespread User Base: As of January 2021, there were approximately 4.2 billion active social media users worldwide, accounting for more than 53% of the global population.
  • Targeted Advertising: Many social media sites provide highly advanced targeted advertising. By using “data mining” most social media companies are able to offer businesses a proven way to reach their desired audience. In fact, according to a survey by Sprout Social, 91% of social marketers reported improved ad targeting, resulting in increased visibility.

NOTE: Data mining is based on the social media company researching their users/subscribers’ demographics, geographical locations, personal and professional interests, plus their online behaviors.

  • Viral Potential: Emotionally engaging or entertaining content has the potential to go viral on social media, reaching a much wider audience and increasing a business’s exposure. According to a study by Pew Research Center, 72% of adults in the United States use at least one social media platform or site, making it an ideal environment for word-of-mouth marketing.

Increasing Website Traffic through Social Media

As well as creating visibility, social media can be used to drive traffic to a small business’s website. For example:

Social Media can Promote Content: By sharing high quality and informative content, a small business can point social media fans or followers to their website for further exploration.

According to marketing software giant, HubSpot, companies that blog (publish content) receive 97% more links to their website, indicating the potential for increased traffic through content promotion.

Social Media can Boost Sharing: When fans/followers find valuable content on a website, they often want to share it with their friends. Often they do this thru their social media accounts. This in turn generates organic traffic back the original website.

Research by Shareaholic revealed that social media drives 31.24% of overall website referral traffic, surpassing other channels such as search engines and direct referrals.

Social Media can Generate Traffic via Call-to-Actions (CTA): Social media posts can include CTAs that encourage fans or followers to visit a particular website, sign up for newsletters, make purchases, or take other desired actions like contacting the business.

By strategically placing CTA posts, a small business can effectively redirect people from social media towards their company websites.

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The evidence is clear, social media sites offer immense marketing potential for small business people to create visibility and increase their website traffic. But you have to remember that using social media for business is different than normal posting for fun or entertainment.

As a businessperson, social media success requires a very thoughtful and strategic approach.  Stay consistent, engage with your audience on business-related topics only (stay away from politics, religion and other controversial topics), and monitor your results to continually improve your efforts for maximum impact.

If you have any questions about how to use social media more profitably, just contact me here.

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