Why you need social media web traffic if you want to create a reliable web traffic stream
I’ll try to keep this short, but it is necessary to talk about this.
Social media is not the only way to gain web traffic. The most popular other ways are search engine optimization (SEO) and advertising. And depending on what you are doing, these are valid ways and can be used.
Let’s start with SEO. SEO is still mainly based on link building. When you are starting out, and you are building traffic to sites with little competition, this is still a good way of getting initial traffic. When you are in a more competitive space, or trying to scale the traffic up, it already starts to get difficult. And you will be tempted to do the following things:
- Create loads of links to your site (not caring where they come from) or even pay an SEO company to do this for you.
- Spam your site with loads of content, to make more content available for the search engines to see.
And once you go this route, you are in danger. Google updates their algorithms regularly with drastic changes. Their next change might hit you hard, or it will be the one after that.
Social media marketing is different. If you invest the time and effort you need to create a social media presence; then you will have a web traffic source that is reliable and can even continue to grow over time.
A few words about advertising: When you are starting out, this is sometimes a good way to create initial traffic. It is also an excellent source for event or date based traffic generation (Are you marketing a conference? Go for it).
Advertising is also a good option when you have an offer that can make you more money per click than you have to pay for it. But the thing with free markets is: If you find that offer, others are going to find it as well, and the competition will rise. It will become harder.
But even if advertising turns out to be a good source and SEO works well for you right now, there is nothing wrong with getting additional targeted and well placed social traffic, is there?
The importance of content curation
There are examples of things turning viral, of a single Facebook post suddenly creating loads of revenues.
Let’s make something clear from the start: This is not what you are after. Enjoy it if it happens, but it has nothing to do with reliability. It cannot be fabricated. It cannot be planned. What we are after is creating reliable traffic sources.
So, let’s get to it. The first thing we are going to talk about is content. Because you are going to need a lot of it. Just like with SEO.
But unlike SEO, social media allows you to legitimately use existing content by other people to create your social media accounts – and they will ultimately become your traffic sources. This concept is called “Content Curation”.
Here is how you do it.
You start with research. You research all the blogs, influencers, famous social accounts, online magazines and what else you can find that is active online within your area of expertise or the niche you are creating influence in.
- Step 1: Research content sources (blogs, influencers, social accounts, online magazines, …)
In fact, you research the competition. But you will not treat them as competition. You will start treating them as friends, or if not that, then as colleagues.
You will read their stuff, and you will begin sharing what you think was good. In fact, you should allocate some time per day to reading and rating content and then, share it around.
- Step 2: Read content every day, rate it and share the good stuff on your social accounts.
Here is what this does for you. First: Your social media accounts are going to share a lot of content that is interesting to your target audience. At this point, it does not matter that you are sharing little content that creates traffic for you.
What you are trying to do right now is not going straight for the traffic. You are growing some influence first.
If you have your own content already, you should, of course, share that as well.
While reading all these articles and consuming all this content, you will also start learning. You will learn to produce better content yourself – and you will acquire better knowledge about your niche. All of this will allow you to become a better content producer in the long run.
Continue your own content creation. Become a better content creator. But also continue content curation – have a look at social media influencers. All of them curate content as well as share their own. They do not limit themselves to just content they created themselves.
Did you like this post?…Stay tuned! Next time we will talk about what most of influencers consider the backbone of any social media and personal branding strategy: the importance of Content.