Probably THE most common question, need, and concern for anyone marketing on the internet is – “How do I get more visits to my website?” You need traffic to convert, to make sales, to get sign ups, and to see that all the money you’ve put into your site, advertising, and more is actually worth it. The Holy Grail answer isn’t black and white. Each site, industry, and audience is different and to improve website traffic, you need to know your own content and audience well. What works to send traffic to a web designer’s website won’t necessarily work for sending traffic to a car aficionado website or a jewelry maker’s website.
HOWEVER. There are some things you can do to try and boost your traffic, no matter who you are. One of the best tools for increasing website traffic, and therefore revenue, is Facebook. It’s the single most popular social media site available. If you’re not convinced that Facebook is where you should start, maybe you like hard data? According to Zephoria.com…
- Worldwide, there are over 1.79 billion monthly active Facebook users (Facebook MAUs) which is a 16 percent increase year over year.
- 1.18 billion people log onto Facebook daily active users (Facebook DAU) for September 2016, which represents a 17% increase year over year.
- There are 1.66 billion mobile active users (Mobile Facebook MAU) for September 2016.
- In Europe, over 307 million people are on Facebook.
- Five new profiles are created every second.
- Average time spent per Facebook visit is 20 minutes.
- One in five page views in the United States occurs on Facebook.
- 42% of marketers report that Facebook is critical or important to their business.
Now. That’s all well and good. But what does it mean for you?
It means that Facebook is where you should prioritize spending a lot of your marketing time, effort, and money. It means that Facebook is where your audience already IS, so it doesn’t make sense to ignore it. It means that if you want traffic, it will probably be easiest to get through Facebook.
I market my website mainly on Facebook and Instagram. I find Twitter is full of a lot of people who talk a big game and don’t act. Pinterest is a secondary avenue that is growing quickly, but I’ve found the easiest and fastest success on Facebook and Instagram. Right now, 66.7% of my website traffic comes from social media alone and 74% of THAT comes from Facebook. And I don’t even use paid advertising! Can you imagine how my traffic would skyrocket if I did?
Let’s get to the meat of the discussion, shall we? What are the BEST ways to improve your website traffic with Facebook? Like I said, results may differ depending on your business. (Which is why – sneak peek – I’m going to give you more than 3 ways. 😉 ) But let’s go over the ones I’ve found are the best at generating clicks.
I want to cry when I see amazing marketers posting on Facebook with a description, link, image … and the image isn’t clickable! I swear, it is one of my biggest pet peeves. We all love a big pretty image, but come on! If your goal is driving traffic, having a link in the text simply is not enough.
Many people won’t see it, for one. They’ll be looking at your big pretty image and may only skim your text. Plus if your text is long, your link may disappear behind a Read More tag and no one will EVER see it.
If you make your image clickable, you are automatically increasing the surface area that leads to your website. Sure, the un-linked image might be bigger, but it’s not clickable so who cares? Not to mention the fact that on mobile, those tiny links are SO hard to click on. But an image is nice and big, easy for your thumb to tap.
If that isn’t convincing enough, linked images give more metadata so you can minimize your description and add descriptive info directly underneath the picture!
Secret tip #1: These posts are what you want to post most regularly. I post on Facebook at least once a day and more than half of my posts are in this format. Feel free to sprinkle in plain image posts here and there, but if you’re driving to up your traffic, they need a clickable area.
Secret tip #2: Also make sure that your landing page is optimized for that post. If you’re talking about a particular product or service, don’t send people to your homepage! Send them to the page on your site that goes into more detail about that product or service. That’s how you avoid high bounce rates. (i.e. People going to your site and leaving right away.)
I’m not going to say you HAVE to spend money to have a successful social media campaign. But it’s kind of like going to Disney and not riding Splash Mountain. You’re missing the main attraction. Facebook ads are easy enough to understand and use if you take an afternoon and a tall cup of coffee, read some great articles on improving Facebook ads, and try it out.
I learned how to run Facebook ads when I worked for an agency. They were a cornerstone of every social media campaign we did and our results would have been laughable without them. We budgeted $500 per ad per month. Some ads did great, some didn’t. The most important thing is to go out there and try. See what works for you!
Secret tip #3: Instead of trying to target everyone, it’s better to target the people who already appreciate your message and who are more likely to click on your ads. Remember – never say “my target audience is everyone!” That’s my second biggest pet peeve.
You may be thinking… But Allie, it stands to reason that if someone sees a post more times, they are more likely to click on it, right? Not necessarily. And sometimes, not at all. If you show a post about tampons to a 50-year-old man a thousand times, there is pretty much zero chance he will buy tampons. But if you show them to a 24-year-old woman, the chances of conversion go right up! If you’re new to ads, this is a big lesson. If this is old news, it bears repeating!
Take a look at your Facebook Page Insights and make note of:
- Who is engaging most – men or women?
- What age group?
- What locations?
- What kinds of posts do they like best?
The people who actually visit your page are the ones who are most likely to convert. They are so interested in what you have to say, they’ve clicked on your name to learn more. As soon as they arrive, they should be met with something that will make them realize “Heck yeah, I want to work with/buy from these people!” This is where you want to put those posts
This is where you want to put those posts that give your visitor no chance but to click! On Facebook Pages, you can Pin a post to the top of the Page. It will be the first post a visitor sees.
You want to choose posts that give information about who you are, that answers a question someone might have, or that offers some real value. Posts that benefit people who already work with you may not be the best posts to Pin as new visitors won’t really see much value in them. On average, my pinned posts have 25% more engagement and reach than my regular ones.
Secret tip #4: Measure and optimize everything. If you notice your pinned post is performing pretty well, let it sit for a few weeks and add a new one. Do an A/B test and figure out which performed better. You can do this with your ads, too. One will always perform better than the other. You can use that data to say… “Men clicked on ad A more, and women mostly clicked on ad B. If I’m targeting women, I should probably do something like ad B again.”
There you have it! SEVEN whole tips about driving traffic to your website from Facebook!