Targeted traffic is the currency of any successful business. Whether it’s foot traffic in your brick and mortar store or online traffic on your website or any other online property of yours, if you get more of it, your business will make more money!
That being said, not all traffic is created equal though.
Scenario 1: You could drive 5,000 visitors to your sales page and still don’t make a dime!
Scenario 2: On the other hand, you could drive 50 visitors to your sales page and convert half of them.
In the first scenario, let’s say that your blog post got picked by Digg or StumbleUpon.
They will flood your website with traffic, right?
However, if people hanging out on those social bookmarking platforms got to your piece of content because your headline was broadly interesting, then none of them will convert into a lead or paying customer.
I’ve published an article last week that surprisingly got stumbled 166 times which is a huge number considering my other posts.
All of those stumbles got me 125 visitors. Do you know what the average time spent for that traffic?
The bounce rate was also very high at 88%!
Corbett Barr from ThinkTraffic.net experienced similar results. He wrote a post that got picked by StumbleUpon and got 127,000 visitors as a result!
Sadly, the only thing those visitors are good for is exhausting your server. He only added 116 subscribers during the 2 weeks traffic spike from StumbleUpon which according to him wasn’t significantly more than his subscription rate on the previous month.
Although I’ve seen many cases like this one, this isn’t really a typical experiment. You could still get some targeted traffic from those social bookmarking services, but it all depends on many factors such as your industry for example.
In the second scenario, you could submit a guest post and get lots of the referral traffic to convert into leads.
That’s more than 31% conversion rate!
On another post he got 400 subscribers from 1308 visitors who came from his guest post.
Again, that’s more than 30% conversion rate!
Sure, he didn’t get a gazillion of visitors like Corbett Barr got from StumbleUpon, but the ones he got are super targeted and interested in what he’s offering.
This all goes down to the “Quantity” Vs “Quality” dilemma. Some would go for the vanity metrics so they can brag about it, but I would rather get 1 visitors who converts into a paying customer or clients rather than exhaust my web server and still get nothing out of it
Now that you know that it’s not about the quantity of traffic as much as it is about the quality, let’s go through the steps that will get you more quality traffic from social media!
1- Build The Right Following
Acquiring one follower a day who will click on your links and spread the word about your content/product/services is way better than getting 100 fans a day who won’t!
Many think that social media marketing is all about big numbers, and that might be true in some cases (if you’re Coca-Cola, have an unlimited budget and trying to reach almost everyone), but when it comes to your small to medium sized business, you should stop worrying about the volume of your following and start thinking more about the weight/impact each followers will have on your business!
The best way you could build the right following is by prequalifying your audience.
I’m not saying that you should make it hard for your prospects to subscribe to one of your online channels because that would be counter intuitive!
To give you an example, let’s say that you want to build your fanbase.
You setup a separate tab on your Facebook page and drive traffic there.
When people get to that tab, they’ll see that it’s a fan gate where they should click “Like” to download whatever free gift you have for them.
If you do a split test on 2 separate free gifts (let’s say ebooks). The first in entitled “How to get thousands of fans for free!”. The second is entitled “How to get 50 targeted fans a day spending less than $10 daily”.
I haven’t tested this example yet, but I would say that the first gift will probably get you more fans than the second one. However, the 2nd ebook will covert way better than the first one, and here why!
In the first example, you’re targeting people who want to get cheap/free fans (which is almost everyone!). Do you think that those who are looking for free fans will spend couple of hundreds of dollars to buy your product?
In the second example, you’re targeting people who are willing to spend money to grow their fanbase. This prequalification process will get you:
• Prospects who want to invest in their business.
• Prospects who know that acquiring fans cheaply isn’t going to make them a dime.
• Prospects who have the money to invest in your products and services.
The previous example was just a simple one. Once you know who is your target market and who exactly is your ideal customer, you’ll be able to come up with a prequalification process that you can use every time you want to create a new piece of content, a product, a free lead magnet…etc.
Note: in the previous example, I don’t mean that the fans you acquire are cheap. By cheap, I’m referring to the acquisition process that someone uses to acquire them. The less resources you’re going to spend acquiring those fans (time, effort and money), the less targeted they’ll be and the less money you’re going to make out of them!
I just wanted to clear that out
2- Build Strong Perceptions or Should I Say: RELATIONSHIPS!
If you disappoint me once, then shame on you. If you disappoint me twice, than shame on me!
That’s how dangerous disappointing your audience is.
Whenever you’re driving visitors to your website from social media, you should make sure that they won’t get disappointed.
Every piece of content or offering you link to should be perceived as high value to the people who will follow the link. Doing that will get you a consistent amount of traffic each time you link to something.
Not disappointing your audience will also help you build stronger relationships with them. When that happens, each time you promote something, they’ll be the first to recommend it to their friends, family or audiences through retweeting, sharing, blogging about it…etc.
3- Improve Your Headlines
Celebrity magazines are notorious for using headlines that you can’t help but click on them when you see them on social media!
I’m not saying that you should do what these magazines are doing, but I don’t want you to spend lots of time and effort to create a great piece of content for it to go unnoticed on social media.
Also, I’m not saying that you should use those weird general headlines to get lots of traffic, because that will contradict with the first 2 principals.
What I’m saying is that if you spend 3 hours crafting a great piece of content, then why on earth wouldn’t you spend an additional 15 minutes to create a curiosity invoking headline?
This is a win-win situation because you get to enjoy high conversion rates for your links and your audience will thank you because you provided them something of value.
For more information on how to write great headlines, check out this post!
4- Improve Your Calls to Action
Calls to action have been proved very effective since the beginning of digital marketing!
You can’t just make an announcement and leave whether people check that announcement or not to chance.
Here is a case study from VisualWebsiteOptimizer.com so you’ll have an idea of how powerful calls to action are:
Case1: No call to action
Case 2: With a call to action: 62% increase in conversions
The golden rule for any successful call to action is to avoid using generic terms such as signup, read more and download. These generic terms are ignored by most people today. To make your calls to action convert better, make sure they:
• Speak the main benefit of your offer that your prospects are looking for
Calls to action like: “save 15% now” OR “get you free 30 minute strategy session now” will convert better since they speak the main benefit for your offer.
• Invoke curiosity
An example of that could be: “click here to discover how I got 2,086 email subscribers in one day!”
• Convey a sense of urgency + simplicity
CTAs like: “free instant access” OR “get you free book now” tend to convert better because nobody wants to wait (I sure don’t). If you clearly state that they’ll be getting free access now, then more people will join.
That being said, these were my 4 steps to getting more traffic from social media. If you have other effective tips, please don’t hesitate to share them with us!
Image Credit: epSos.de