For the business that plays its cards right, social media marketing can be a gold mine. Whether you’re boosting your brand or driving traffic to your blog, the possibilities for lead generation and community building are endless.
The downside? Pushing your content to reach the right audiences can be brutal for companies on a tight (or even well-sized) marketing budget.
The most efficient businesses know how to generate social media traffic without ads. To help you kick your digital marketing into high gear, have a look at the following best practices.
1. Create Excellent Content
Source: Fitbit Facebook
This first piece of advice should be a no-brainer, but you’d be surprised how often marketing teams forget it: your content should be stellar. This applies to both your on-site blog posts and to social posts you design to convince people to explore more of your brand.
Quality content boosts your brand’s image in the eyes of your first-timers, your qualified leads, and your existing customer base. Generating social media traffic without ads can be as simple as running an exciting or informative channel on the platforms you’re running.
Whatever content you put up on your site or social platforms (e.g., informative articles, entertaining videos, or pure sales copy) should aim to be the best at accomplishing whatever it was designed to do.
Excellent content attracts visitors and motivates them to explore your site and proceed down your funnels. Push for better content, and watch as your bounce rate shrinks.
2. Use Headlines to Your Advantage
Skim reading is the new normal.
Whether this makes people lazier or just more efficient is a debate for another time, but the implication this poses for marketers is clear: brands now have a limited time to make an impression.
The right headline can stop your social media audience in their tracks and capture their interest. It’s much easier said and done, but when your goal is to draw in social traffic without having to spend on ads, choosing to put in the effort is a no-brainer.
So how do you write a headline that sells?
Know your audience.
Different headlines appeal to different people. Get to know your audience, and what makes each segment within your target market tick. The right word presented to the right people can make all the difference.
If you don’t have a clear idea of your market segments and their preferences, then do your best to create headlines that generate excitement or hint at valuable insights. Find the most valuable aspect or takeaway in the posts or articles you put up on your social feed, and promote them in your headlines.
3. Make Friends via Community Outreach
Source: Bored Panda
Brand awareness leads to higher traffic: the more familiar people become with your brand name, the more likely they are to click through to your site and lend to your conversion rate down the line.
The best way to keep a person engaged? Get friendly.
It’s one thing to treat your Facebook and Twitter audience as a market for sales, and another thing entirely to treat them like a community. Doing the latter can squeeze more value out of them as time goes by, for the simple reason that you encourage them to get invested in your brand and the content it produces.
If you’re after more social media traffic without having to shoulder the cost of ads, invest in a strategy that humanizes your brand and keeps your audience well-engaged. This means being more active in the comment sections of your posts, and rewarding your audience for taking the time to interact with your brand.
Odds are, you’re on the Big 3: Facebook, Instagram, and Twitter. With their massive user bases, it’s only natural that your brand would gravitate to where the people are --or at least, where you think the people are.
In truth, the social media marketing world is a much bigger place, and you’re likely missing out on customers by standing on the shoulders of giants. Not quite as high up, but still as significant, are platforms like Medium (where it’s common for bloggers to post a captivating slice of their content and link readers to the rest of it on their domain) and Quora (where users ask and answer questions --perfect for brands looking to build their credibility.
A diverse portfolio of social media holdings can be just as valuable as paying for ads on one or more of the Big 3. If you want more significant social media traffic without paying for ads, then it makes sense to promote in a broader set of free options.
We’ve pointed you in some strategic directions that can boost your social media traffic without the financial strain of ad spending, but take note: there’s no substitute for a substantial investment.
However, you go about chasing leads on social media, be prepared to invest, whether it’s by spending your hard-earned cash or by investing in time, strategy, and creativity.
In marketing, there are no easy options --only more rewarding outcomes.
Ready to generate traffic and sales without ads?