The Social Observer

The Social Media Marketing Blog by SNHU Students

Small Business Tips to drive traffic from social media to your website

Let your small business social media account speak to your website

You are a small business and have lost your way in the evolution from brick and mortar to a virtual marketing world. Not to worry, if your goal is to drive traffic from your social media account to your website and are hearing crickets here are a few ways to get your social media accounts to help drive traffic. Before you start posting up a storm and tell your audience to go to your website be sure to do one thing first. What am I talking about? That would be to know your target audience and to track all of your efforts with goals with tools like Google Analytics to track all of your hard work.It is a way to see what posts had a click through to the website and what action was taken once they arrived. It is also a great way to know what content connects well to your target audience. Now let’s get to a few tools that can be used to get your target audience from your social media pages to your website.

Create shareable content

When creating sharable content there are a few things to keep in mind. The first is to know who you are talking to. Remember that target audience you have? This is the time to start talking to them. If you are using photos or videos, they should be original and have a bit of personality to them. They should trigger an emotion with your viewer to have that initial contact to draw them in. The message should speak to them. Another way to create content that is original is to make content that is shareable. It can be anything from a quote, or a message that gets your audience emotionally involved.


photo by Sabrina Kay

You have successfully posted your content on your social media account, but you can’t just let it sit there. Every time you post you have created an opportunity to hold a virtual conversation with your audience. If you are a coffee shop say you just shared your latest post about asking your audience if they know where your get your coffee beans from. You wouldn’t want to abandon that post, you would want to respond to your audience if they are responding to the post. This is an example of asking question or even creating a poll that gets the audience involved. By speaking to your target audience and engaging with them in a conversation helps get them listening and interacting.

Call to actions

photo by Sabrina Kay

You are moving right along. You know your audience, you have created content that is creative and out of the box, you are engaging with your audience in your post. So now it is time to get them taking action towards your website. Getting outside the box with this one in a few ways. The first is by getting your audience to be rewarded by taking an action. Say you have have just added a new item to your coffee shop menu for online ordering. Adding a photo with a call to action is one way to get the audience clicking away. You can tell them the link is in the bio to start ordering the new menu item. This is a great way to have your audience know what you sell, and tell them how to buy it. It is a much more engaging way than posting a boring photo that has more of a sales pitch, and not giving your audience any steps to take.

Social media influencers

small business, TIK TOK , pandemic, advertisement
Tik Tok Video advertisement

Partnering with influencers on social media can help generate new traffic to your company. Having a social media influencer that lines up to your company values and mission can help create an organic conversation that in turn into a future customer. Think of this social media influencers as using word of mouth in the virtual way. These influencers are seen as trustworthy and authentic. Using micro influencers specifically can help boost actions taken by the viewers. Around two-thirds of micro influencer audiences make a purchase when they post. This is a large opportunity for small businesses want to expand who knows about their business. It can give their business that added boost by using an influencer to create that chain from content to website click to sale.

Time for you to take action

You have now added a few tools to your small business strategy of driving your audience from your social media accounts to your website. So now it is time to act on these tools and track your progress along the way with your Google Analytics. As you see success with posts don’t be afraid to reuse your content across your various social media channels and continue to find opportunities to talk to your audience. Let your audience know who you are and remind them how to find you using your new tools.

Now its your turn. How are you driving traffic to your website? Be sure to leave a comment below.

Category: Social Media Marketing 201