Digital marketing is somewhat of a domino effect. Multiple strategies build upon one another to lead to the eventual goal of driving leads to your business—leads that will hopefully turn into sales. Think of social media content as the first domino that can drive that end result. Specifically, using social media to generate leads to your website is an effective way to initiate that momentum.
Why social media?
When people are leisurely browsing the internet (and in this instance, social media specifically), they may not necessarily know they are looking to make a purchase. Social media is a space to capture the attention of those internet users—the ones who may not be actively searching for a product or service like yours, but who could benefit from it.
With targeted advertising options available on social media, you have a better chance of catching qualified leads rather than dead-end ones.
In addition to attracting new leads, social media is also a tool to present new offers and content to your existing customers and followers.
Using social media to generate leads to your website
Part of having a strong online presence involves having stable traffic in terms of your website visitors. However, most people aren’t just going to know to go to your website off the tops of their heads. That’s exactly why using social media to generate leads to your website is a good idea.
When your social media posts or ads include a link to your web address or specialized landing pages, then it puts those links in front of web users who may not have found you otherwise—and they’re conveniently just a click away.
What to do
Using social media to generate leads to your website involves a few key steps!
Step 1—Sharing social media content
The first step in the process is creating and sharing the content itself. Whether your content is a paid ad or a photo of what’s going on around the shop that day, content that strives to direct people to your website should always have one thing: a call to action. The number one rule? Include a link to your website! Clicks on these posts are trackable, so you can see what campaigns are effective vs. which ones are less successful.
Step 2—Curating your website
Think about where you want to send the people to see your social media content. Is it to your main website? A landing page showcasing a specific offer? Your contact form? Whatever you choose, make sure that page is up-to-date and well-maintained.
Step 3—Following up on leads
If you’re an ecommerce site, and someone follows your link from social media, then you’ve already driven them to the point of sale. Great work! At that point, it is up to them whether or not they make a purchase. Otherwise, you may have directed them to a contact form, or a landing page advertising your current in-store sales, for example. Considering a person reaches out to you for more information, it is then your job to follow up in hopes of capturing that lead. This is the point where your person casually browsing the internet turns into a qualified lead or sale.
Step 4—Staying consistent
Using social media to generate leads to your website is not a one and done type of thing. It’s something you should do on a consistent basis as part of your digital marketing efforts. Fresh content is always prioritized over stale content, both in the eyes of social media users and social media platforms alike.
Sometimes, your customers need a little help discovering your brand and the great things you have to offer, and social media is a great way to do just that. Promoting your website in the social media realm can help you capture leads that may not find you otherwise.
McNutt & Partners is a full-service advertising and digital marketing agency. Contact us today for your marketing needs! Call 334-521-1010, or visit our contact page.