Here is how to Increase Web Traffic through Social Media
Worried that your organization’s website isn’t getting enough traffic? The answer may lie in social media platforms.
According to a report released in the 1st quarter of 2016 by analytics firm Parse.ly, social media – Facebook, Twitter, Pinterest, LinkedIn, Reddit, StumbleUpon – drove more traffic to news sites (46%) than search engines (40%).
An earlier report from content marketing hubShareaholic showed that the top 8 social networks (Facebook, Pinterest, Twitter, StumbleUpon, Reddit, Google+, LinkedIn and YouTube) drove 31.24% of the overall traffic to sites for the 4th quarter of 2014, up from 22.71% for the same period in the previous year.
Facebook is the dominant source of social media traffic.
According to Parse.ly, for the 1st quarter of 2016, the lion’s share of the traffic to news sites from social media came from Facebook (41.4%) and bulk of the traffic from search engines came from Google (39.5%).
According to Shareaholic, for the 4th quarter of 2014, one-fourth or 24.63% of the social referrals to sites around the web came from Facebook. Shareaholic, which tracked Facebook’s traffic referrals from 2011 to 2014, noticed a 277.26% increase, from only 6.53% in 2011. Behind Facebook, Pinterest came in as the 2nd top social media referral site (5.06%), followed by Twitter (0.82), StumbleUpon (0.50%), Reddit (0.15%), Google+ (0.04%), LinkedIn (0.03%) and YouTube (0.01%).
Unlike Parse.ly which focused on news websites traffic, Shareaholic sourced its data from diverse sites, including food, sports, parenting, tech, design, marketing, fashion and beauty, religion and general news.
According to nonprofit medical practice and medical research group Mayo Clinic, its top social media referral site to mayoclinic.org in the first quarter of 2017 was Facebook which accounted for 78% of the traffic from social media, followed by Twitter (7%) and StumbleUpon (6%). Mayo Clinic added that in the 1st quarter of 2017, Facebook was also its dominant social media referrer for appointment requests.
Penetration Rate of Social Media, Facebook in Canada
According to statistics portal Statista, as of January 2017, nearly 37% of the world’s population had an account on at least one of the social networks. In North America, approximately 66% has at least one social media account. In Canada, over 20 million people are expected to have a social media account by 2018, Statista projected.
According to Statista, global internet users spend an average of 118 minutes each day surfing social networks, while Canadians spend 107 minutes each day accessing social media from any device.
As with the rest of the world, tech giant Facebook is the most popular in Canada in terms of penetration, with three quarters of Canadians having an active account on this platform. Facebook is also the most visited social network via mobile, Pinterest taking the 2nd spot and Twitter taking the 3rd spot.
User base of Twitter in Canada is projected by Statista to grow from over 3.3 million in 2012 to 7.6 million users in 2020. The professional platform LinkedIn has the highest penetration rate, according to Statista, among residents in Alberta and British Columbia.
Given that Facebook has 1.32 billion daily active users on average and 2.01 billion monthly active users as of June 30, 2017, and given Facebook’s value as the dominant source of social media traffic, here are some strategies that you can use to drive Facebook traffic to your organization’s website:
1. Take Advantage of Facebook Links
In the About page, photo and video descriptions, comments (where relevant), make sure to include links back to your organization’s website.
It’s essential to include links back to your organization’s website in all social media pages of your organization, including Facebook, as social media sites are favored and have high ranking in search engines, including Google. If your organization hasn’t done much to the website, for instance, failing to regularly update the site via blog posts, and your organization has other social media pages, when people search your organization via search engines, links to these social pages show up higher than your website.
2. Provide Brief Quote or Excerpt from Blog Post
When posting links to blog posts, provide a brief quote or excerpt to give the readers a heads up what to expect when clicking on the link. Pick a portion of the blog post that best describes the topic. Use this as a way to entice the reader to click on the link to the blog post.
3. Post Frequently
According to Facebook, based on an experiment that it conducted with 29 media partners, increasing post volume by an average of 45% over a week resulted in a 76% increase in outbound clicks, 47% increase in fans and 10% increase in likes per post.
4. Upload Videos with a Call-to-Action
According to Facebook, more than 4 billion video views happen on Facebook each day. Post videos on your organization’s Facebook page. Be sure to add a call to action to your video to drive viewers to your organization’s website.
5. Use Facebook Ads
It’s a good practice to supplement your Facebook strategies with Facebook ads. Over the past few years, there has been a drop in “organic” or non-paid Facebook post reach. Your organization has no control on who views your Facebook posts. More often, this social media platform gives priority to posts that organizations paid for to be promoted. As it’s becoming increasingly hard for non-paid posts to get the needed exposure, the better option is to make use of the Facebook ads.
The focus must be driving traffic from social media platforms, not to social media platforms like Facebook. Remember that the role of your organization’s social media pages is only to supplement your organization’s site. This site is your very own – your organization has complete control over it. Your organization’s social media pages, on the hand, are only “rented”. Driving traffic to your organization’s site, not to social media pages ensures that if one of these social media platforms were to change its business model today or close its business, your organization still has a venue to engage with your audience.
When you need help generating more targeted web traffic, connect with us and we will be more than happy to help.
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