1. Create the best content for your audience
This all starts with creating content that helps people; and it would be better still if the content excites and thrills. When you publish a great piece of content, it helps get people’s attention. And more importantly, it gets shared across multiple platforms and that’s good for business because it spreads your message and gets people to know your brand and what it represents. So make sure your website has all the right tools to make this work.
Optimize it properly with widgets and any button that you find useful. Facebook and Twitter buttons are a must for any business but if your business focuses more on visuals, then add in a Pin It button to the images. When you publish new content, start by going through all your profiles and share the new post with your audience so you can get that first wave of traffic.
2. Optimize the content
It’s important to remember that only a fraction of your entire audience will actually see the content, and only a fraction of those people will share the content. This fraction is significantly low on Facebook and Twitter so you may need to work on the content in order to make sure each post gets as many views and shares as possible. That way half your audience won’t just be a statistic.
Consider the time you post the content, what day you’re posting, and the format in which the post goes out. When posting on Twitter, use big images and remember to post your link regularly. Include an image with your post on Facebook and structure the content in a way that tells a story, as opposed to random thoughts or rants.
3. Use the analytics tool
Google offers you an effective analytics tool under the “Acquisition” section on Google Analytics that can be used to get a clear picture of your social engagement. You should be making decisions based on actual data; so whenever you post new content, consider how the last post faired and see how you can make more of an impact. Twitter and Facebook offer analytics tool as well.
All this information will help make your strategy better for your business.
4. Share website links while posting content
At this stage, your priority should be to boost engagement and build your profile. Talk directly to your customers and answer any questions they may have regarding products or services, so that over time they get to know you and build a relationship with you. Find a balance between sending links and sending content. You don’t want your posts to be riddled with links- especially if you’re operating outside of Twitter.
There should be a line between sharing content and pushing links. Obviously you don’t want your audience to think of your posts as spam, because once that happens it won’t be easy to change that perception no matter how good your content happens to be.
5. Make sure your website is included in all social networks
It should be one of your first moves so make sure when creating a new social program for your business, include the website URL in all social platforms. Have it visible on Google+, LinkedIn, Instagram, Twitter, etc. There should be a website URL somewhere on your company page so don’t forget to do that.
6. Start blogging
Small businesses find it challenging to drive content to their social media pages when they can’t produce enough new content. The easiest solution here is to stay active on your blog. This is a way to maintain a dynamic site and ensure that there’s always something to talk about on social media. If you find it difficult to come up with regular written content, use videos instead. If you have a video on YouTube that you can use to increase awareness, embed it to your blog. Do the same with Slideshare, Storify and infographics. If the posts on your social media platforms can point to other useful content on your website, there are higher chances visitors will click through and become new customers.
You might know this but your Facebook and Twitter pages could actually show up before your small business’s website in a Google search. Make use of the About Us section to direct social media traffic to your website so that you don’t miss out on potential traffic.
It’s true that prospects will seek out your social media pages before they check into your website. They do this mainly to get a feel of your taste and culture before they decide to spend money on your brand; so ensure you maintain consistency across all the channels.
8. Google author rank
Google appreciates quality content. When you link up with the content on your Google+, it tells Google that the blog was written by a real person who understands the subject, and the users get the message as well. In order to build trust in your niche, you will have to establish yourself as an authority on a specific subject.
9. Review searches
You will have multiple websites doing this professionally but it doesn’t stop you from creating a section for reviews on your social media accounts. The goal is to have more people end up on your own pages when they search for reviews on your small business. That way you can then work on getting them to your website, where you’ve set up tools to ensure visitors want to hang around, and possibly buy your product or service.
Because of the nature of social media and its personalized features, your ability to reach your audience from their distinct location means a lot for your small business and the message you’re trying to market. For this reason, make sure to include geo-graphic location when creating your accounts. It could just land you a few people strictly based on location.
As you can see, there are many ways to get your audience working for you and to boost traffic so get to work and don’t take any opportunity for granted. Just a reminder, remember to:
- Blog daily
- Be consistent with your audience
- Optimize posts to increase “stickiness”
- Be patient