There are over 2 billion social media user accounts on the different social media platforms, which is about 29% of the 7.21 billion people on earth. This equals to about 66.7% of all internet users. This presents a powerful opportunity for publishers to tap into this audience to draw traffic to their websites. Magazines and newspapers, which were quick to capitalize on this opportunity have witnessed double digit growth in referral traffic to their websites. In fact 80% of BuzzFeed traffic is driven by social media.
Here are some tips to help you drive referral traffic from social media to your website:
Focus on time zones: Schedule the same social media posts for different time zones so that you can target your audience when they are likely to be most active on your different social media platforms. Schedule your post for Europe, Australia etc the same number of times as you would the posts for your US audience. This is a good tactic to grow your international following.
Focus on specific sections of your article: You need to post the same content multiple times on social media channels to get the attention of your audience, who are often drowning in a flood of content highlight different sections of your article in each of your posts. Keep this aspect in mind while structuring your post. In order to avoid being spammy, you can ask questions for instance by linking to relevant sections of your article. You can use Buffer to schedule your posts on the different channels as per your preferred timings and frequencies. In terms of volume, you should share the same article on Twitter more than you would on say Facebook.
Make it easy to share: Optimize the images and text of your blog for easy sharing on social media. This way you can leverage the traffic landing on your website to amplify your reach on social media. Add social sharing icons to the images and infographics in your article so that a reader can effortlessly push it to his or her social media channels. Given the fact that people consume majority of the content on mobile devices, it goes without saying that your blog should be responsive in design so that it fits different screen sizes perfectly. You can also add tweetable quotes within your blog posts and these include statistics, questions, quotes etc that your audience can tweet easily with just a click. You can use HYPERLINK “https://clicktotweet.com/” https://clicktotweet.com/ to create a link for the tweetable content. CoSchedule’s click to tweet plugin can also be used for this purpose.
Be proactive: You can identify keywords that are important to your niche and track mentions on social media channels. If you for instance have a blog post that provides a solution to a specific user’s problem, they you need to proactively reach out and share it with them. This will help to drive traffic to your website from social media.
Run Ads – If you have around $20 to spare, you can run a Facebook or Twitter AD targeted towards your niche, demographics etc. If you for instance launch a tweet engagement campaign, you pay for tweet engagements and will also get traffic to your website in the process. The advantage of using paid media to drive traffic is that the visitor may also spend time looking at other articles and may even be generous to give you his or her email address as well.
Target social messenger apps – Social messenger apps such as Facebook Messenger, WeChat and WhatsApp are among the rising social media genres. In order to make it easy to share content on these platforms, make sure to add a chat app share button. According to Digiday, Buzzfeed and USA Today started using WhatsApp in mid- 2014 as a means for users to share content. WhatsApp has quickly become an essential tool for referral traffic; it currently represents 18 percent of traffic to Football This Week’s (FTW) website and 10 percent of Buzzfeed’s total sharing traffic.
Serve the information needs of millennials – According to Global Social Media Trends 2015 by European Publishers Council millennials, ages 17 to 31, are the most prolific users of social media. The No. 1 reason more than half of them access the Internet is to stay connected to friends. In addition to maintaining social connections, fewer than half also want to use the Internet for education, to research how to do things, to research for work, to research and find products to buy, to stay on top of news and events, to network for work, and for entertainment purposes, according to GWI.