using social media to drive web traffic

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Using Social Media to Drive Web Traffic A presentation by AUGUST 16, 2014

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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 efforts

TRANSCRIPT

Page 1: Using Social Media to Drive Web Traffic

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!

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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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Pinterest

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PINTEREST

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?

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How Pinterest works

PINTEREST

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How Pinterest works

PINTEREST

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How Pinterest works

PINTEREST

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How Pinterest works

PINTEREST

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PINTEREST

•  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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PINTEREST

•  Followers •  Engagement

o  Repins o  Comments o  Likes

•  Reach / Impressions •  Website referrals •  Purchases / ROI

Key Metrics

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Pin products from your website

PINTEREST

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Pin blog articles

PINTEREST

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Include a created and curated content

PINTEREST

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See if someone has pinned something from your website already

PINTEREST

•  http://www.pinterest.com/source/YOURWEBSITE.com/

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Analyze your efforts

PINTEREST

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Facebook

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FACEBOOK

•  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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FACEBOOK

•  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

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Organic reach for brand pages is declining

FACEBOOK

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FACEBOOK

•  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

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Facebook ads

FACEBOOK

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Facebook ads

FACEBOOK

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Facebook ads

FACEBOOK

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Facebook ads

FACEBOOK

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Facebook ads

FACEBOOK

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Facebook ads

FACEBOOK

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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.

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Questions?