The traffic driving value of social media

So many business owners today quickly discount social media as an ineffective medium to drive sales. They barely budge on the value of using social media to increase engagement or as a way to improve customer service, let along ring the register.

However, most business owners believe that there is value in driving traffic to their website. After all these years, many are convinced that a visitor, who frequents their site, is more likely a loyal fan of the brand or a very motivated buyer, and the chances to convert increase with each visit.

Using this mindset with social, and tracking the results, can prove just how valuable your social media network is to driving traffic to your site.

When you post a link on your Facebook page, and nobody ‘likes’ it did it have any value to your company? It is quite possible that although nobody liked the post, they actually simply clicked on the link because they were interested in learning more about it.

By adding a tracking tag to the link using a tool such as bit.ly you can instantly see just how often this occurs on each post. There have been times where I posted a new blog and have received hundreds of clicks on the link with barely a ‘like’ or new follow.  If I had not been tracking it, I may have been quickly discouraged and continued down the path of skepticism when it comes to the value of social media. The bottom line is that your Facebook Fans and Twitter followers freely chose to be a part of your network, and that is one of the most valuable commodities you have at your disposal.

This built-in focus group, may not reply the way that you want them to, by liking every post and sharing it on every network they are a part of, but they are looking for new information from you, and will engage if the message resonates with them.

It’s amazing how some things go viral, and completely change the landscape of that company’s business. There is no denying the power of a social media campaign that is embraced by the masses, and the impact it has on the recipient. Achieving that kind of success remains the result of creative posts, and consistently seeking the feedback of your network.

When you push messages that focus on you, you’re missing the target. Find out first what your audience is interested in and match your message to meet those needs. When you do that successfully, you will quickly see that your Facebook and Twitter account will become major traffic drivers to your site from your Google Analytics reports.