How to Convert Social Media Followers and Fans to Increase Website Traffic

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因此,您有成千上万的社交媒体迷和追随者。他们中的大多数人访问您的网站吗?如果答案是否定的,那么您并不孤单,这就是这些社交媒体网站喜欢的方式。

Let’s face it, the way social media sites make money is by keeping people on their platforms looking at ads and promotions. (Some believe social media is deliberately上瘾

But don’t worry, it’s not a lost cause. With the right strategy, you can successfully wean those social media followers over to your website, making your business more successful. Here’s how to achieve this.

发现有关社交媒体受众的真相

这是关于社交媒体粉丝和追随者的几件事:

首先,“社交媒体受众”一词具有误导性。这不是一个大团体。如果您使用不同的社交媒体平台,则有不同的社交媒体受众。这意味着您需要不同的内容才能吸引他们的注意力。

例如,Sprout Social的综述社交媒体人口统计shows that:

  • 大多数Facebook用户都是女性。Facebook用户涵盖所有年龄段,但用户通常比Instagram上的用户年龄要老
  • Instagram is widely used by people under 29, including 72% of those aged 13-17
  • LinkedIn是大学毕业生和B2B用户的流行网络

这只是一个快照,但它显示了不同社交网站之间的差异。

其次,许多社交媒体用户相对短暂的注意力跨度。在某种程度上,这是由屏幕上滚动的大量内容驱动的每一分钟。像网络受众一样,他们可能患有content shock, which makes it impossible to pay attention to everything.

If you want to get attention and win those all-important clicks back to your website, don’t take a cookie-cutter approach, dig into what works on each platform.

How to Figure Out Your Social Followers’ Interests

一个好的起点是检查数据。每个社交媒体网站都提供有关您的关注者的信息。有有关年龄,性别,收入,教育,利益等的人口统计信息。

For example, here’s a snapshot of what you might see on your Facebook ad dashboard:

Facebook社交媒体分析

There’s also important information about what people are clicking on and engaging with. In the example below, it’s clear which posts got most engagement from the audience.Facebook content analytics

If you know what’s attracted attention in the past, this is a good starting point for creating attention-grabbing content in the future.

建立转换为流量的社交媒体创意

您可以通过建立诱人来赋予自己优势本地广告在您的社交媒体渠道上。这将突出您最好的内容,并确保那些最感兴趣的人能看到它。

新闻报道导致流行主题

流行主题是一个很好的起点。我们已经使用了Taboola趋势工具来识别目前最多的嗡嗡声。正如屏幕截图所显示的那样,如果您有与有关苹果,iPhone或美国总统的新闻报道有关的内容,那么您几乎可以得到关注,尤其是因为三分之二的人现在通过社交媒体获取新闻。

图像中的面部尺寸或颜色?取决于利基市场

大多数社交媒体网站都是视觉上的,因此选择正确的图像对您的注意力产生了巨大的影响。例如,在业务利基市场中,使用较大的面部尺寸会导致更多点击。Taboola Trends - images

But, if you focus on tablets alone, the color of the image (rather than the size) is the most important factor. If your audience is mainly using tablets, then black and white images will get more attention than color ones.

Tabool image trends

位置与视频主题很重要

With video topics, it turns out that location is a big factor in what’s popular, and what’s not. Based on the trends, a UK audience isn’t that interested in videos featuring animals or illustrations.

Taboola video trends

相比之下,使用视频中的插图将美国市场的完成率提高了52%。

关注关键字趋势以吸引头条新闻

When you’re ready to write titles, check out the most engaging keywords. Since 80% of online attention goes to the headline, it’s worth spending time on this.

例如,如果您从事美容业务,请使用具有“激光”,“ make”,“日本”,“发型”或“年龄”字样的标题来增加观众的参与度。

Taboola keyword trends

该工具还列出了关键字可能存在的地方an engagement opportunity, as in the screenshot below.

taboola关键字机会

这是我们在美女利基市场中发现的关键字的一个实验。

We came up with two possible headlines:

  • Take 10 Years Off Your Age – New Japanese Laser Treatment
  • 7 Stunning Japanese Hairstyles for the Modern Age

Then we tested them with the Taboola titles tool, which measures likely click-through rate (CTR). The title about ‘stunning Japanese hairstyles’ vastly outperforms the title about ‘Japanese laser treatment.’ That’s probably because the laser title sounds a bit hyped, a no-no whenwriting engaging headlines

Taboola标题分析仪

我们通过使用一些机会关键字创建标题来继续实验:

  • 消除腹部脂肪 - 新的日本饮食

That title shot to the top, suggesting that an audience is more interested in diets than hairstyles.

Taboola title CTR prediction

As you’ve seen, using Taboola Trends can help you to craft social media posts that attract visitors to your website, but there are a few more things you can do to boost your social media content.

Other Ways to Make Your Social Media Content Convert

将您对受众的特定知识与有关在各种平台上有效的一般准则结合在一起。这项研究来自is a good guide to what users want from different platforms, and what that means in terms of content.

Post Evergreen Content

At the same time, useBuzzSumo, or a similar tool, to check out evergreen content trends. If a topic has been popular for a while, your take on it has a good chance of attracting an audience. This is a good complement to the current data in Taboola Trends.

得到个人

Apart from the trends, know that social media followers love a peek behind the curtain. Don’t be afraid to get personal, and share insider stories about your business or brand.

满足追随者的期望

One crucial factor of high converting social media content is delivering on your followers’ expectations. That’s why it’s best to avoid deceptive titles and to favor those that lead to a valuable piece of content. If you disappoint visitors once, you may never get another chance. In other words, deliver what you promise.

使用可见性黑客

Explore ways to make your content more visible. For regular social media posts, something as simple as adding the正确数量的主题标签makes a huge difference to how easy it is to find. You can also try影响者营销。A trusted recommendation goes a long way in gaining you visibility and website clicks.

要求追随者采取行动

最后,不要害怕要求点击。添加一个呼吁采取行动鼓励人们访问您的网站,并确保他们在这样做的时候为他们带来回报。

3启发性B2B社交媒体示例

寻找一些灵感?这是B2B社交媒体的一些有效示例。

GE

通用电气(GE)不仅出售家用电器;它也提供业务需求。它以多样化和有趣的社交媒体而闻名,对公司正在发生的事情进行内部观点,并要求人们参与。

在下面的示例中,GE Power的某人已经接管了GE的Twitter帐户,以显示涡轮机的工作原理。这并不是每个人的兴趣,而是有近50万关注者,GE做了正确的事情。

GE Twitter广告系列

加特纳

统计数据和研究可能很乏味,但是Gartner通过音频,视频和图像来实现这一点,获得了出色的参与度并将流量带回其网站。

加特纳Instagram campaign

Hubspot

Hubspot is a pioneer in inbound marketing (aka attracting people back to your site). So, it’s not a surprise that the company’s online presence practices what it preaches.

HubSpot获得了许多社交媒体资料和几个LinkedIn组。它使用这些来激发企业主,展示公司内部发生的事情,并建立品牌知名度和参与度。

Hubspot on LinkedIn

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