Our research has shown that a lot of your returning visitors are going to potentially come from social media. By staying engaged on social media, you will get more returning visitors to your site. And to complete the cycle, more traffic to your website means more people talking about your products and/or services on social media. This is a great cycle to have going! If you are advertising on Facebook and most other social media platforms, they will let you upload your email list of existing customers. Once uploaded, you can place messages directly on those customers social media feeds. Here are a few specific types of posts that you should make to primarily target your returning visitors:
- Thank your existing customers a few times a year.
- Offer a loyalty program or discounts specifically for your existing customers.
- Mention any new products and/or services that your previous customers might be interested in.
- Offer seasonal specials as appropriate.
Finding new customers is usually more expensive than getting your current customers to make another purchase or re-engage with you. Social media is a great place to “re-find” your customers and keep reminding them of why you are great. Remember, if you don’t talk to them your competition is!
Steps to complete this task
Post using the 70/20/10 rule: 70% of your posts should be your unique content that adds value and builds brand recognition. This could include tips from your business, survey questions, recent events in your business or community, and photos or videos. 20% of your posts should be shared content. This can include sharing other people’s posts, articles, photos, or videos. Don’t forget to tag their business name when sharing. 10% of your posts should be self-promotion. Post coupons, discount codes, new product launches, business sales or events, and product highlights.
Post a variety photos. Post photos of your products, services, events, happy customers, and anything else going on in the business. Photos of people using products and services tend to get the most engagement. Most customers love being photographed and getting recognition. Be sure to tag them in a post. They’ll most likely like and share the post to their personal page. Post videos or stream Facebook Live when your followers are the most active on Facebook. Facebook has placed a larger emphasis on video content with the introduction of its Facebook Live live streaming feature, so it’s important to keep an eye on how your video content is performing versus other types in order to discover what your audience engages with the most. Tip: Use the same color theme on your website, photos, and social media profiles. This contributes to the consistency of your brand.
Advertise on Facebook. Scroll to the bottom of your Facebook business page and click “Create Ad”. You can then select your marketing objective, choose your audience, format, budget, and duration. You can advertise using a video, photo, carousel, canvas, or even a slideshow. Use whichever format will present your information in a way your audience will respond to. Facebook also offers Audience Insights. Monitor what works and what doesn’t using the “Insights” tab on the top of your Facebook business page. You can see the amount of engagement each of your posts receive. Experiment with content and track the results. All businesses are unique just like their followers. Use this information to post the content your followers gravitate toward the most which ultimately results in website traffic.
Post your website content AND link to it. Share your blog posts and recent content from your website, to your social media pages. Double check the health of the link and verify it links users to the correct page on your website. Make sure all your content matches your website and is consistent through each social media channel. Consistency is key to building your brand throughout the Internet.