Setting Up Conversions Tracking
Before you start diving into traffic generation techniques, you will want to make sure you are set up to track your social media conversions. Here are three ways to do it.
If you use Google Analytics for your website analytics, this is as simple as setting up Google Analytics goals. The easiest goal type to set up is the destination goal. Essentially, you tell Google Analytics that whenever someone lands on a specific page of your website, they have completed a goal. This could be an order confirmation page, a thank you for subscribing to our mailing list page, or a thank you for submitting a quote request page.
You can also set up goals based on events such as clicks or downloads, the amount of time that a user spends on your website or the number of pages the user visits on your website, but these are not going to conclusively tell you when a goal that helps your business has been achieved.
Once you have set up your goals, you will be able to look under Acquisitions in your website’s Google Analytics profile to see which traffic sources are driving the most conversions. You will also be able to drill down to specific social media networks to see if Facebook traffic converts better than Twitter traffic.
Another way to track social media conversions is by setting up Facebook conversion tracking. This will allow you to set up Facebook Ads with the goal of conversions. To set up Facebook conversion tracking, you will need to go to your Facebook Ads Manager and click on Conversion Tracking.
To track specific conversions, such as an order confirmation, mailing list opt-in, or lead form submission, you will click on the Create Conversion Pixel. Once you define the type of conversion you want to track, you will be given specific code to place on the page of your website that confirms a visitor has made a conversion – again, this would be an order confirmation page, a thank you for subscribing to our mailing list page, or a thank you for submitting a quote request page.
If you plan on using Twitter Advertising, then you may want to set up conversion tracking on Twitter. To do this, you will go to your Twitter Ads Manager and click on the Conversion Tracking link in the menu. Similarly to Facebook conversion tracking, you will simply tell Twitter what type of conversion you want to track, and you will receive specific code to place on the page of your website that confirms a visitor has made a conversion.
Driving Traffic from Social Media
Once you have set up conversion tracking using Google Analytics and (optionally) Facebook and/or Twitter conversion tracking, then your next goal is to drive traffic to your website from social media. Specifically, you will want to drive the traffic that is most likely to convert.
There are several ways to getting traffic from social media. Here are the top ones you should start utilising today.
• Social Profile Links – Find and utilize the different areas of your social profiles and pages that allow you to place links back to your website. These include the website link and bio on your Twitter profile, the short description and website link on your Facebook page, the introduction and links on your Google+ page, the about information on your YouTube channel, and so forth.
• Status Updates – Unless you are a major brand like Macy’s, your customers probably aren’t going to be interested in following you on social media if all you share is sales pages and ads. Aim to share content on your social profiles and pages from your own blog – content that is geared to attract your target customer and drive them towards making a purchase or becoming a lead.
• Targeted Social Media Advertising – Like it or not, paying for ads on social networks like Facebook, Twitter, and LinkedIn is the best way to get traffic that is likely to convert from social media to your website. To get the most ROI from social media advertising, target your ads as narrowly as possible. If you know your ideal customer is a male CEO in his 30’s who watches Mad Men, then target that customer with your ads. You may have a small audience size for your ad, but that audience will have a higher chance of converting.
Measuring Your Results
As you try new strategies with social media, constantly measure your results. Look at the analytics and conversion tracking that you have set up to see which strategies and social networks actually drive the most targeted traffic and converting website visitors to your website. Then continue to adjust your plan accordingly by investing more dollars into one advertising budget and less in another, or more time into one social profile’s activity and less in another.