I recently helped a client launch their social media presence as part of their first consumer product launch. The goals were to introduce the company and product to the marketplace and drive traffic to their website. They had an existing website but no social media accounts.
The first step was to prepare for the social media campaign by beefing up the website with information that reinforced the company’s position as a subject matter expert. Related social media content was then created with links to the informational web page. Our intent was to build trust and create a rapport with viewers so the posts provided helpful information, they were not ads.
The diagram shows the impact made by the social media posts. The first spike in web traffic was the result of creating social media accounts. We shared the new pages/accounts with existing users which resulted in the initial web traffic. The remaining spikes coincided with the release of specific posts. We found each post had a shelf-life of about three days after which it’s impact on web traffic tailed off significantly.
If you’re looking to increase your website traffic and are not using social media, you should seriously consider it.
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