Social media's power in driving traffic to your website needs little explanation. With 1.86 billion monthly active users, Facebook stays strong as the biggest social network in the world. It has almost one billion (read that again…ONE BILLION) mobile users as well. If you are looking for targeted traffic to come to your website, marketing through Facebook is one of the most effective ways. In this article, learn the most effective ways to drive more traffic to your website from Facebook.
- Post Regular, Engaging Content
Like a successful blog, social media thrives on content. By being part of a social network such as Facebook, you are essentially speaking to a worldwide audience. To stay relevant, you need to provide content that is not only unique, but also captivating. Also, your updates should be regular. Publishers and bloggers who make updates only on occassion are often forgotten in the bustling social media scene. So be sure to post regular, engaging content to be sure you’re on the path to a positive Facebook reputation.
- Share Images Over Text
Posts with plain-text content and links seldom attract the attention of Facebook users. It's always better to share your content in the form of an image, a diagram, or an infographic that clearly captures your message. Image posts are more likely to be shared and liked by social network users than those without eye-catching images or even videos. Cleverly designed posts with images or videos also improve the chances of your content going viral*. Not sure what type of images to share? Consider taking your current content pieces and converting them into slides or bits of an infographic that can be shared without a lot of context and that will entice users to click through to your website to see the rest of the content.
*According to Urban Dictionary, something that “goes viral” is an image, video, or link that spreads rapidly through a population by being frequently shared with a number of individuals.
- Add Calls to Action (CTAs)
CTAs are often talked about when it comes to landing pages, but they have a place on social networks as well. With CTAs, you can easily engage and direct your audience to perform a task related to your website, product, or service, such as "Download the Program" or "Click to Learn More." Be sure to provide the link in the description so that a user can easily click to reach the intended landing page. (You do have a landing page, right? No? Learn about killer landing pages here.) If you’re doing a generic CTA like “Sign Up” or “Learn More,” Facebook pages allow you to add a call to action at the top of your page. Just click "About" and then the "Create Call to Action" button to enable this feature.
Enabling CTAs isn’t difficult to do. Just make sure that your landing or target page satisfies the promise you make through the CTA. For instance, if your CTA is "Register for a Free Trial," you should make sure that the landing or target page is a registration page and that it initiates a free trial as soon as the user registers.
- Optimize Your Facebook Page
Your Facebook page should be well optimized so that it clearly and accurately represents your brand or product. Add a well-crafted description of your brand, make sure the category is correct, put the physical address, and add accurate contact information. In addition, upload an accurate image of your business to your cover and page photo. Whether that’s a logo or an image of your building, be sure it showcases your brand. And don’t forgot to follow the sizing guidelines to ensure the images aren’t warped or cut off. Need help with your cover and page photos? Check out Hubspot’s 2017 Social Network Image & Video Size Guide.
To take things up a notch, consider using the cover photo as a “feature” section or a mini billboard. If you’re running a special on a product or service, or have a new one to offer, use this space to showcase it. It’s the first thing visitors will see, and it’s a great way to grab their attention and entice them to move down the page to view your other posts.
- Go Live
Facebook Live is a feature on Facebook that allows you to record videos in real time or live. This feature is especially great for interviews, team introductions, product launches, and anything you can think of that is of interest to your target market. Once you’ve created a live video, it can live on your page for others to view in the future. Facebook Live videos are a great way to entice and excite viewers to follow a call to action and drive them back to your site.
- Leverage Your Personal Account
In order to create a Facebook business page, you must first have a personal Facebook page for Facebook to provide the administrative interface. Because it’s connected to your personal page, be sure to keep it professional. If you also include information about your business page on your personal page, those who become friends with you will see your business page information and hopefully click on the link. If they are truly interested, they will follow some of your clear CTAs to your website.
Also, connect with as many people as possible through your personal page and share the content from your website and business page on your personal page. This ensures that your friends get to know about your page and increases the chance of them liking it (or even sharing it with their own friends).
- Promote Others
Shameless self-promotion generally doesn't pay off well when it comes to social media. A key rule of thumb in the online marketing world is the 5-3-2 rule. This means that for every two promotional posts you make about your product or service, make three non-promotional posts from your website and five useful posts from other websites (often referred to as curated content). This rule of thumb is powerful and can potentially provide you with more followers, visits, and conversions.
- Engage With Your Users and Followers
You need to make sure that as the administrator of your page, you can answer users' questions through comments or direct messages. As your posts start aggregating comments from followers, being an active member of your own page will let you engage with those comments and ultimately gather more friends and followers. In the end, more engaged followers on Facebook should create more promoters and higher traffic to your website. As an added bonus, use the comments and dialog you have with your users to create new content. If you know what they are looking for, you can give it to them!
- Host Contests
Contests tend to get people's attention very quickly and can be used in a variety of different ways. You can run contests not only from your Facebook pages, but also on your website to increase visits and the time users spend on your site. Whatever contest you choose, be sure it is relevant and interesting enough for people to click through and visit your site. So be creative, think out of the box a bit, and encourage your follwers to join in on the fun! This is another great way to come up with content ideas when your creative well runs dry.
Probably the most effective way to drive traffic back to your website using Facebook is through Facebook Ads. Facebook Ads is Facebook’s advertising platform that allows users to target other users through various targeting options, such as age, sex, geography, interests, etc.
Facebook's users are some of most active users on social media, which can be leveraged through the ads you create. Well-optimized, eye-catching, valuable ads on Facebook can greatly improve your traffic. If you thinking of using Facebook Ads as part of your overal social media strategy, consider outsourcing your content distribution to a third party. Services like Storylift’s content distribution platform can be your one-stop-shop for social media content distribution and can free up time for you to focus on other aspects of your business.
Leveraging these techniques can allow you to easily increase traffic to your website and help you stay ahead of your competition. Social media is bustling with a social network for every niche imaginable, and you can be part of every one of them. Just be sure to do your research before diving into all of them. Building buyer personas is a great way to learn about your target audience and find out what social networks they frequent most. With the insight you learn from building buyer personas, you can build out one killer social media strategy.