I’m sure that most small businesses care only about one thing when using social media platforms. This one thing that we can’t get enough of no matter how hard we try is definitely “Traffic”!
There are actually many reasons to using social media (brand awareness, customer service, engaging customers…etc), but for small businesses it’s been always about bringing targeted traffic to their main hubs (websites/blogs) which they can convert.
The first goal that most of my clients seek to achieve from social media is to drive targeted traffic as search engine marketing is becoming more complex for them to manipulate, especially with the successive updates Google is making to their algorithm.
To help you identify what is it that you’re doing wrong; here are 5 reasons why you’re not getting any traffic from your social media marketing:
1- You don’t have enough following
There are few clients that I work with who have started literally from scratch. I set up their social profiles and began managing them with zero fans/followers. The weird thing is that some of these clients don’t actually know much about social media marketing and they only want instant results.
I get some of them telling me that they need lots of traffic from their Facebook pages that I just created from them, and that’s why I insist on educating the client, especially if they are outside the online marketing world.
Obviously, if you don’t have enough following, you’ll not see any traffic back to your website. While social media marketing isn’t actually a numbers game (although in many times it will be), you need to have a small targeted following first before you can see traffic.
I once heard (or at least I think I did) Mari Smith say that the magic number is probably 1000 fans/followers before you can see some engagement and probably traffic to your website. With all the updates social platforms are marking to stay relevant, especially the Facebook Edgerank, your posts could be missed by the vast majority of your followers, especially if they have liked too many pages.
According to a post published on AllFacebook, the average posts you make on Facebook are seen by less than 10% of your fans.
So let’s say that you have 100 fans who like your page (assuming they are all real!). If you know what’s the best time to post, then you might get a little more than 10% of your fans seeing your update. This means that only 10 or so of your fans will see your post.
Let’s also assume that you’re a good copywriter who can get 40% click through rate, then only 4 people will click your link and visit your page. So from the 100 fans you have, only 3 or 4 of them will visit your website. A little bit disappointing, but we have to live with it.
Note: these are just estimates, so it could be more or less in your particular situation.
So what you need to be focusing on first is building your audience, because as soon as you have a fair one, you’ll automatically begin to see the conversion you want from your updates.
2- You’ve disappointed them
This is actually one of the most important factors when it comes to social media marketing. Most people miss the fact that they need to be constantly engaging their followers and fans if they want consistent traffic from the social platforms they are using.
Social platforms are getting smarter these days with all the data they receive and compile from their users. If you post once in 2 weeks, then the size of your following want really matter because Facebook Edgerank will probably sink your results.
Also, if you post misleading or low quality content, then your followers won’t be clicking your links, and Facebook will have to sink your results as well. For now, this only applies to Facebook, but in the future, no one really knows what will other platforms do to increase their users relevancy.
The key here is to not disappoint your followers. If you have something very interesting to say, then say it. Otherwise, it’s advisable that you keep it to yourself until you find something that you know it will benefit your following.
3- You don’t play mind games
I don’t mean here that you should be tricking your followers to click on you link to find out that you’ve wasted 1 or 2 minutes of their valuable time.
What I really meant here is to make your headlines interesting enough (but not misleading) so they will follow your link and go to your website.
Having some copywriting skills is mandatory if you want to see real conversions out of every status update/tweet you put there. The only thing you need to keep in mind is to never give false expectation so your followers won’t get upset. Instead, try to be creative and craft high quality headlines that promise and deliver!
4- You’re using the wrong material
Each social platform has its own audience type. If you look at Facebook, nobody will actually want to click to check the detailed formula behind the algorithm that Facebook calls “EdgeRank”. The reason for this is that people are on Facebook to interact (and rest) and not to bother their minds with complex concepts. On Twitter instead, you can post those updates and expect good results from them. On LinkedIn, this type of updates can skyrocket your business as people in these platforms are there to do business (not to stalk their previous exes!).
The best content that should go on Facebook is probably the humorous (but professional) type of posts. Photos and videos are proven to be the most shared content on Facebook. On Twitter, you might want to write twisted tweets that are not seen by Twitter users every day. On Pinterest, you might want to post interesting visual content that most appeals to women (as 80% of this platform’s users are women).
5- You don’t track
One of the most powerful skills that every one of us should acquire is definitely “Tracking”.
Most people struggle to get social media traffic because they don’t know what brings traffic in the first place. You can know that in 2 ways:
• Look at your competition and see what posts are doing great for them and try to replicate it.
• Tracking your previous posts and see which ones have performed the best.
The first one is great, but it’s not always accurate unless you have exactly the same audience and what I call the “Social Status”. I don’t mean by social status how much money you got, but how your followers look at you (the picture they have formed for you). I might post the same content that another competitor is posting and not get the same results for one reason. Their posts are associated with their name and picture, and people many of the times click them because of that!
The second one is the best because you get what people like about what YOU are doing. It gives you a sort of an edge because of the uniqueness you’re bringing to your audience.
So tell me, what do you think is the missing piece that prevents you from getting social media traffic according to the ones I listed above?
If you find this post to be helpful, don’t hesitate to share it! Good luck