Social media outlets like Facebook, Instagram, and Twitter that enjoy billions of monthly active users provide untold opportunities to not only reach a vast audience of potential consumers, but also target very specific demographics with advertising to try to gain followers and encourage patronage. Of course, the main reason many businesses utilize social media is to drive traffic to their websites, where they can provide additional information and make sales.
The question, then, is how best to promote your website via your social media accounts. For starters, you’ll want to be selective about the platforms you choose to focus on – you don’t want to spread yourself too thin with a dozen platforms that really won’t pay off when you could create a strong presence on two or three. You also need to take the time to understand how each platform is unique and how you can use it to your best advantage. Here are just a few tips for using social media to promote your website.
It’s important to post at regular and frequent intervals. There’s so much content pushed through social media that you really need to be present as much as possible if you want to get noticed, engage with followers, and increase opportunities for views, shares, conversions, and so on.
That said, you may find that you gain more traction by posting at specific times – the times when the largest portion of your audience or your target demographic is likely to engage with social media. This may vary by platform and demographic, which is why you’ll want to utilize tools like Facebook Insights that help you create windows of opportunity. There will probably be some trial and error involved, but data about user activities can help you to make educated guesses.
Focus on Titles
You can’t really post the bulk of your content on social media, which is designed for brevity, so it’s really important to create attention-grabbing titles that entice followers to click through to your website to read more. How can you get the formula right every time?
The best way is to create multiple titles for the same content, or at least to create concise and compelling titles specifically to tease your content on social media. Posting the same content under multiple titles can serve as a form of A/B testing to see which teases get the best response.
Post and Re-Post
In addition to posting content under different titles, it’s a good idea to promote the same content multiple times for optimal coverage. If you post only once or twice, the bulk of your followers might miss your postings. When you post multiple times with different titles and images, you not only have the opportunity to test which teases work best, but to engage with more of your audience.
Above all else, you need to understand that the internet is a visual medium, and adding attractive images that tell a relevant and compelling story can only help to grab attention, increase engagement, and drive traffic to your website.