using social media to drive web traffic
DESCRIPTION
Driving website traffic is an important part of the online marketing process, whether your website is for eCommerce or is simply informational. Social media can be a great traffic generation tool when it's used in conjunction with an overall marketing strategy. In this session, we’ll cover: - The importance of having a game plan for your social media efforts - How to reach qualified customers online - How to measure the success of your effortsTRANSCRIPT
Using Social Media to Drive Web Traffic
A presentation by
AUGUST 16, 2014
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Objectives
• Create and maintain awareness for PowerBucks among best prospects within targeted geographic regions.
• Drive traffic to MegaJackpots website and Facebook page to seek out more PowerBucks information.
• Drive trial to PowerBucks games at operator properties within the targeted geographic regions.
• Encourage prospects to become MegaJackpots Facebook fans so we can continue to market PowerBucks to them in a cost effective manner.
• Support sales efforts of PowerBucks games to operators within the targeted geographic regions by showing visible and effective support for the product.
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OUR CLIENTS
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ABOUT ME
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ABOUT ME
• Named one of Social Media Examiners Facebook Marketing Success Stories in 2011
• Featured in Social Media
Marketing for Dummies, 2nd Ed.
I know what I’m talking about – promise!
Social Media Delivers a Return… …Just Not Always
Immediately
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SOCIAL MEDIA
• 9% of people have made a purchase by clicking on an ad they saw on social media
• 11% have purchased a product they saw advertised on
social media without actually using the social media link
Social media delivers a return – just not always immediately
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SOCIAL MEDIA
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Gender • Women are 4 times more likely than men to use Pinterest
(33% vs. 8%)
Age • 18-29-year-olds (27%) • 30-49-year-olds (24%) Location • Suburban residents are more likely than urban
respondents to use Pinterest (23% vs. 19%)
Who uses Pinterest?
How Pinterest works
How Pinterest works
How Pinterest works
How Pinterest works
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• Increase brand awareness and engagement • Educate customers about products and services • Extend the reach of brand messages • Drive website traffic
Objectives
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• Followers • Engagement
o Repins o Comments o Likes
• Reach / Impressions • Website referrals • Purchases / ROI
Key Metrics
Pin products from your website
Pin blog articles
Include a created and curated content
See if someone has pinned something from your website already
• http://www.pinterest.com/source/YOURWEBSITE.com/
Analyze your efforts
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• Increase brand awareness and engagement • Educate customers about products and services • Inform customers of events / sales • Extend the reach of brand messages • Enhance or improve customer service • Drive website traffic
Objectives
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• Page Likes • Reach/Impressions • Engagement levels
o Posts: People Engaged / People Reached o Overall Weekly Engagement: People “Talking About
This” / Page Likes • Website referrals • Purchases / ROI
Key Metrics
Organic reach for brand pages is declining
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• Direct people to your Facebook URL • Share is the new Like • Make content both engaging AND informative • Create Facebook‐exclusive offers • Pay to sponsor content
Get your Facebook content seen
Facebook ads
Facebook ads
Facebook ads
Facebook ads
Facebook ads
Facebook ads
Other Best Practices
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SOCIAL MEDIA
Include a URL to your website in your social media bios
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SOCIAL MEDIA
Add social sharing buttons to your website
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SOCIAL MEDIA
Work with influencers
• Ask influencers to share your web links • Interview an influencer for web content • Have an influencer guest blog or post • Help an influencer write content about your brand • Share products with influencers for feedback and web
content
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SOCIAL MEDIA
Track links by using Google’s URL Builder
https://support.google.com/analytics/answer/1033867?hl=en&ref_topic=1032998
Step 1: Create the link
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SOCIAL MEDIA
Track links by using Google’s URL Builder
https://support.google.com/analytics/answer/1033867?hl=en&ref_topic=1032998
Website URL: Where the link should go when clicked
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SOCIAL MEDIA
Track links by using Google’s URL Builder
https://support.google.com/analytics/answer/1033867?hl=en&ref_topic=1032998
Campaign Source: Where the link will be shared (Facebook, Pinterest, Email, etc.)
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SOCIAL MEDIA
Track links by using Google’s URL Builder
https://support.google.com/analytics/answer/1033867?hl=en&ref_topic=1032998
Campaign Medium: How you will share the link (Post, Ad, Pin, etc.)
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SOCIAL MEDIA
Track links by using Google’s URL Builder
https://support.google.com/analytics/answer/1033867?hl=en&ref_topic=1032998
Campaign Name: What you are taking about (tack, grooming, apparel, sale, etc.)
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SOCIAL MEDIA
Track links by using Google’s URL Builder
https://support.google.com/analytics/answer/1033867?hl=en&ref_topic=1032998
Step 2: Share the link
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SOCIAL MEDIA
Track links by using Google’s URL Builder
https://support.google.com/analytics/answer/1033867?hl=en&ref_topic=1032998
Tip: When sharing on Facebook, you can delete the link from the post copy and the preview will remain.
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SOCIAL MEDIA
Track links by using Google’s URL Builder
https://support.google.com/analytics/answer/1033867?hl=en&ref_topic=1032998
Step 3: Track the link in Google Analytics
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SOCIAL MEDIA
Track links by using Google’s URL Builder
https://support.google.com/analytics/answer/1033867?hl=en&ref_topic=1032998
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SOCIAL MEDIA
Track links by using Google’s URL Builder
https://support.google.com/analytics/answer/1033867?hl=en&ref_topic=1032998
Step 3: Track the link
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SOCIAL MEDIA
Track links by using Google’s URL Builder
https://support.google.com/analytics/answer/1033867?hl=en&ref_topic=1032998
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SOCIAL MEDIA
Use social media in conjunction with other efforts • Email
o Still one of the top traffic drivers!
• Blogging o Brands that create around 15 blog posts per month
receive an average of 1,200 new leads per month
• SEO
• Direct Mail • Etc.
Questions?