How we doubled the number of visitors to our websiteStaff writer ▼ |
Social networks are with no doubt a very powerful advertising channel and recent studies show they are more important than traditional advertising channels. And if we are talking about brand awareness, there's no more powerful tool in the world than the voice of your customers on the global network. Using the internet, a global network, you can spread your message to every corner of the world.
However, we must clarify the term "you can spread" because it's easy to read it as "you will spread". The internet is just a communication channel and the fact that you have a website or social network profile or an e-mail address doesn't mean that you will start to sell your products right away. There are many companies wondering "We have a profile, why people aren't coming?!" The answer is simple: you do have a global communication channel at your disposal but you don't know how to use it.
So, how we made it? The first step is to choose a social network that works for you. We do have accounts on several social networks, but after some studying we chose Twitter because it's the best for our intention to promote our website for top managers "Positions and Promotions". Histerius is a creative diversified company and we had to decide how to promote different activities such as business website, design studio and eBook conversion services. That's the lesson number one: build one channel for one activity and don't try to put everything and anything in a single account. For "Positions and Promotions" Twitter was the best choice.
Then we had to decide how to speak to our followers. It's similar to the real world: you are using one set of words when talking to your friends and another when talking to your boss. Since every social group has its habits and sub-language, it's of the utmost importance to use a proper tone. That's the lesson number two: you can communicate the same message in many different ways. "C'mon, check this article!" is just fine for a Facebook account but totally unacceptable for LinkedIn. That's not just the question of technological restraints, like 140 characters on Twitter, that's ability to adapt to different social groups out there. Try to follow, for example, poets and venture capitalists and you'll see the difference in the language.
Communicate. You should communicate. There's nothing worse than an account with thousands of your posts without a single answer to your followers, fans or clients. Social networks are - surprise! - social, and people have accounts because they like to communicate. They are not opening accounts to be spammed with ads for your products. Indeed, it feels very bad when you ask a company a question and never get an answer back. The logical step is to block that company, no matter how big it is, and turn to competition. If the company doesn't care for you, why would you care for it?
Content is the king. Yes, we know that you are sick of that sentence because you heard it thousands of times but it's true. Since the day we started with "Positions and Promotions" we never wrote for search engines, we wrote for our readers. We never counted the number of keywords in the article, never used black hat SEO, we were never thinking "How Google sees this?" And guess what? If you write your article well, then you have a right number of keywords in it, you have the right length, you are targeting just the right group of readers. We must admit that we have an advantage here that many other companies don't, we are professional writers, but you can hire a pro, can't you?
And for the end: don't trust a "social networking guru" who says "Leave it to me, I'll do it all." To make a good job on the social networks there must be a cooperation between the company and an outsourced expert. The company knows what information it wants to give and the expert knows how to do it. If, and only if, "what" and "how" are working together, you can expect a success. Indeed, no success will come overnight, but if we managed to double the number of visitors to our website using just one social network, you can made it too. ■