SOCIAL CONTENT

Creating Traffic to Your Website

Creating social content is a highly effective way to drive traffic to your business’s website

In order to engage your audience, it’s essential to take a strategically focused yet pragmatically tactical approach with your social content creation, which is based on bringing in prospects at every stage of the funnel.

Social Media

Search

Advertising

In the first stage, your company’s focus should be on developing content that readers will proactively share through social platforms such as Facebook, Twitter, and LinkedIn.

Content that is likely to be shared is compelling and high-value, but not heavily specialized; examples include educational blog posts, industry leader Q&As, videos, and infographics.

Stage 1- Content Creation

Social Media is the first impression, the “electronic handshake”.

Here is where you want them to get used to seeing you once in a while, pique their curiosity a bit.

Stage 1- It is “Hello” Content

For the audiences that have opted-in for your content on Social Media (they ‘Liked’ your page or joined your group on LinkedIn) – you need to develop stronger content for them.

Focus on problem-solving content pieces for mid-funnel audiences.

Stage 2 – From ‘Like’ to Website

It’s important to capture information from the most qualified leads by creating “gated” offers, which focus on issues that are relevant to your target prospects, and require users to register before downloading or reading the content.

Develop tactical content focused on providing solutions to specific problems, such as white papers, webinars, and eBooks.

Stage 2 – From ‘Like’ to Website

These types of content will help your prospects familiarize themselves with the overall landscape of the business problem that your product or company addresses. This mid-funnel stage is focused on evaluating the benefits of your solution.

Stage 2 – From ‘Like’ to Website

At this stage, in order to get the case studies – they have to SIGN UP for it!

Newsletters,

evaluation guides, ROI calculators, eBooks, Podcasts and video demonstrations that executive decision-makers can use to realize the benefits of your solution.

Stage 3 - Engagement & Consideration: Think Mail Inbox

The first email should be a welcome AND a bonus they didn’t expect, a reward. Your reward?

You are now 80% on your way to the sale!

Bingo!

Stage 4 – Action = SALE!!

Use social content campaigns to retarget the top and mid-funnel prospects that haven’t yet converted.

Few who click on your “Hello” social content will go through the entire funnel the first time around. However you can draw them back by retargeting them.

Retarget social content with lower-funnel content offers to prospects who’ve previously clicked on your social links to ungated content This will re-engage them in your marketing funnel.

In this phase, you can guide these prospects towards gated content, which will then allow you to capture their contact details, learn more about them, and nurture them directly through email and phone contact.

Stage 5 – It’s Not Over Yet!

Example: FACEBOOK Only about 1% of fans ever return to your actual Facebook

page after they’ve liked it.

The majority of people spend most of their Facebook time in their newsfeed, which are the posts they see on their homepage.

No one sees every post from every friend or page they’ve liked.

Facebook tries to show each person the things they’d be most interested in based on past posts they’ve clicked on, commented on, liked and shared. Then Facebook tries to show more of the same.

Contagious Content In 2013, Facebook

wrote: Images in promoted posts cannot contain more than 20% text.

New Dawn Media knows visual promoted posts on Facebook do particularly well. To ramp up the numbers of likes on a post, NDM typically mixes a funny visual image, often in the form of a meme, and ties it to a strong business message.

Stage 6 – Measure & Adjust In order to improve

your content marketing and retargeting approach, develop a set of metrics to measure, such as clicks and shares of social content. Once you know which content generated leads, you can adjust your editorial calendar accordingly.

What & Why They Share on Facebook 1. GIVE: Offers, discounts, deals or

contests that everyone can benefit from, not just one sub-group of your friends

2. ADVISE: Tips, especially about problems that everyone encounters; for example, how to get a job or how to beat the flu

3. WARN: Warnings about dangers that could affect anyone

4. AMUSE: Funny pictures and quotes, as long as they’re not offensive to any group- sometimes the humor isn’t quite as strong or edgy- it has to appeal to a general audience

What & Why They Share on Facebook 5. INSPIRE: Inspirational

quotes

6. AMAZE: Amazing pictures or facts

7. UNITE: A post that acts as a flag to carry and a way to brag to others about your membership in a group.