Social media traffic is a hot topic, at the time writing, for online businesses. What social media provides is masses of information in various formats. Naturally, therefore, if you want to spread your information around these are perfect sites to do it on.
But what’s the strategy?
If you just put your contents anywhere and hope the best or create a few pieces and think it’ll get you traffic in the mass, you’ll likely be disappointed. Of course, having extremely original content, stuff nobody else has, would get you more attention. But you’d still have to engage with content creation in a wider and deeper sense. In any case, few people have that sort of information as such – they usually have to re-conceptualize it to make it new content and ideas.
You want traffic to be targeted traffic. That is, these are the prospects who are looking for the information you’re providing free and offering in your products.
So, start with your prospects: who are they and what do they want and need in your niche? Finding that out first means then creating the content they’re looking for. In addition, you put the content where your potential customers spend their time on the web and where they’re searching for answers to help them.
Having done that, how then do you use social media to attract traffic to where you want them to go?
This traffic will come from two basic places
There are social sites where you simply update people who are following you, such as Twitter.
There are others where you provide the content they’re searching for. The updating sites can be used to just let people know that you’ve uploaded more content, give a link, and send them to new content. It need not be all new content, however, but older valuable content which you want to bring to their notice as part of a campaign on a particular topic, maybe leading to a sales page.
The other social sites are such as free blogs like Blogger, and sites for video, text, audio, slides, and images. Use a variety of sites using different formats. See which works best for your niche and prospects. Interlink these sites in terms of the same or similar topics in your niche.
You might have a whole bunch of example content involving videos, audio and text, all about the same topic. Once you’ve shown your credibility about the topic by moving prospects from one site to another, you send them to a sales page for a related product or to a squeeze page to join your list.
Content to attract more of this traffic
Draw up a strategy map. Have you seen those maps to do with linking sites for backlinks? But I’m not suggesting you use social sites for backlinks – or, only to some extent once you have good traffic.
Having found out where your prospects go, you focus on those sites. For example, you might send an email with a link to related content in a video of yours on YouTube, and that video has a link to a PDF giving more detail on a document site, and that PDF has a link to an MP3 download, which, at the end, gives details of one of your related products and where to get it. It’s obvious there are many ways you can link them and where you could want them to end up as traffic: your main site, a secondary site, a free blog, a sales page, a squeeze page.
Draw your map for a specific campaign, focusing on the main place you want them to end up. 3 or 4 links are probably enough before people will not follow through. Also, the end point need not always be a sales or squeeze page but could be for a free gift such as a PDF, mp3, a video not on a site, or a course.
You have to create this content yourself if you’re not outsourcing. Create a piece of main content every day. For instance, an article on your main website. Take that same article and create a slide show to upload to a slide site. Make the slide show into a video and upload that. Record an mp3 of the slide show. Create a mind map of the article’s key ideas. And so on. You’re only limited by your creativity. You’re creating a new product each time, and you can slightly change the contents for each one.
Why bother trying to get social traffic?
First, you have found that these sites are where your prospects are looking for answers. Second, such is your content that you’re generating credibility in their minds. Third, the more contents of yours they see, the greater the trust in you. Four, you’re helping them already with the free content. Five, people are various in ways they learn and understand information, such as loving or not liking videos to do that. Six, you get more traffic to your main site. Finally, you’re mapping does lead them at some points to a squeeze or sales page to get sign ups or sales.
Social traffic, then, is not one type of traffic but has a variety of intentions and purposes.