The importance of social media marketing for web traffic


Did you know that 95% of all marketers say social media marketing has increased their business exposure? Or that 76% of marketers that spend at least 6 hours on social per week have seen more leads? No matter what you sell and who you sell it to, using social media as a marketing tool can help you grow your brand and pad your wallet.


1. Social media posts generate targeted traffic.

Whatever your industry, segment, and audience, a substantial portion of your prospects and clients are on social media. A recent study from the Pew Research Center found that 68% of American adults are Facebook users. Among 18-24 year olds, 80% use Instagram and 45% are on Twitter. Even among Americans 65 and older, 39% are social media users.

Having access to all of those customers helps you increase traffic, especially for new content on your site. When you post a new blog or update your home page, it can take a while to get traction with Google. That means that very few customers will know there is new content until the next time they search for your product or service.

Social media posts provide an opportunity for the public to find your new web content and click through to your site.

And because those posts will show up mostly in the feeds of followers and people interested in your product, that traffic is usually very targeted. Not only will you increase your traffic numbers, but you will attract the type of visitors you want to attract.

The traffic benefits of social media marketing can be dramatic.

We’ve seen a single link on Reddit attract more than 20,000 visitors in a weekend, and StumbleUpon (R.I.P.) links increase daily single-digit page views to hundreds. Who wouldn’t want to take advantage of that?

2. The use of social networks for businesses boosts the SEO of your site.

Search engine crawlers know which pages are consistently driving traffic, and which pages are just floating around, forgotten, and ignored. Although your content strategy is the most important factor in your search rankings, driving traffic to your optimized pages will make them rise much faster.

Many times this can be as simple as re-sharing timeless content (of course, in addition to sharing your new content when it goes live). We recommend that each post be re-shared once a month, a task that doesn’t have to be as time consuming as you might think. With the Facebook or Hootsuite (for Twitter) scheduling tool, you can set the entire month at once and voila.

3. Social media can increase your reach through cited experts.

This is one of our favorite benefits of social media marketing. Let’s say you used HARO to find relevant experts for your latest blog post. Perhaps you quoted someone with a spectacular presence on social media. Of course, you’ll email them a link to the post when it’s published and encourage them to share it, but leveraging your own social media channels will help you go the extra mile here.

4. Social media marketing helps you understand your audience.

Part of what makes social channels like Twitter and Instagram effective marketing tools is the interaction you have with your customer base. By reading your tweets and status updates, you will gain insight into your daily life and consumer behaviors, and answer questions such as:

• What products are they buying and why?

• What hobbies do they have?

• What kinds of posts do you love to share?

• What websites do they visit?

These insights have obvious marketing benefits. When you understand your customers, you can write better content and more engaging posts, leading to more traffic. But the benefits can sometimes go far beyond marketing, helping you identify customer pain points, improve sales conversions, and even refine your product strategy.

5. An active presence on social media builds relationships with your audience.

Consumers see Twitter, Facebook and Instagram as social networks, not as marketing machines.

That can be challenging when you first develop your social media marketing strategy. Many companies instinctively take a hard-sell approach, flooding their followers with discount offer codes, new product announcements, and customer reviews. Then when the account only generates modest traffic gains, they assume that social media is not a good fit for their brand.

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