Social media can be an amazing tool for businesses to build brand awareness as well as promote events. In order to successfully attract potential customers, it is important to engage with your audience using social media and lead them to your website for more information.
By having content that links back to your website, you are providing valuable information to your followers and increasing website traffic and conversions (filling out a form, purchasing items from a store, requesting a refill, etc.) The links don’t have to be to your home page. If you have content on your website that relates to the topic of the post, it’s beneficial to send followers directly to that page.
These steps will help you utilize social media to the fullest and grow your brand online:
- Be helpful to your followers – show them that you are indeed a “problem solver”. If you are constantly promoting your business and not providing any additional value, people are not going to engage with your posts and it’s likely they won’t take the time to visit your website. You can showcase your specific services and the value you offer to your customers – just don’t overdo it or people may become annoyed or uninterested.
- Publish MORE content! Ideally, you should be posting something daily. If this is not possible, at least shoot to post once a week. Original content is a plus, and if you do share something from someone else, it’s a good idea to add your own caption to accompany it.
- Always put yourself in the shoes of your customer – is this something that a patient would find interesting? Would you click the link to your website? If the answer to this is “no”, you need to figure out what would interest your readers.
- Give your followers/visitors a way to get back to where they started. If they click your link from Facebook to your website, make sure there are clearly visible links back to your social media. It’s a good idea to try to keep engagement up and not direct them to other sites. The goal is to have followers engage with your website, not send them elsewhere.
- Utilize graphics and videos to grab more attention. Posts that are strictly text and links do not receive as many clicks or as much engagement as posts with graphics.
- Once you have engaged your followers, it’s a good idea to see how many people are being directed to your website from various social media channels. Google Analytics is a great, free tool to track website visitors. Google Analytics can give you a breakdown of where your visitors are coming from and other useful metrics such as how long they stay on the page, if they fill out any forms, and if they are a unique visitor.
If you are working with a company that posts to your social media pages, are they linking back to your site or are they taking visitors elsewhere? Is the content of the posts related to your business? Are they trying to inform and engage your audience about your business or are they just posting “click bait”? Your posts should provide a good platform to engage with your followers or link directly to your website. If your posts are taking your followers to a “publishing site” to get more information, you are only helping that company, not yours. Use a company that has developed a social media posting program with your best interests in mind.