How To Fix Low Social Media Traffic & Engagement? [Guide] | B2B SMM
As already explained in my previous article on why the social media traffic & engagement are very low for your business websites & channels, here is a simple guide on how you can fix the low social media traffic & engagement.
Though this simple guide is written based on B2B social media marketing, you can apply the same for B2C marketing too. All you need to do is analyze the problems and follow the necessary steps to improve traffic & engagement. So, without any further delay, let’s get started with the guide on fixing the low traffic & engagement issue.
Fixing the low social media traffic:
If you have already read my previous article, you might know the first main reason for the low traffic, and it is due to a vague content plan.
Let’s take an example of a B2B marketing site where you’ll find a broad range of content like case studies, whitepapers, service pages, articles, blog posts, and so on. You might have spent a significant time sharing the service pages & case studies to generate leads, but all your effort goes in vain because your pages have no engaging audience which reflects low traffic for the business website. So, how to fix the content issue?
A Unique Content Division Plan:
Before you even think of making a content calendar, the first thing you’ve to do is create a content division plan. It is very different from a content calendar as the former is meant for choosing what kind of content has to be shared while the latter is a collection of posts that are ready to be scheduled.
So, just like as said in the above example, all you need to do is sit down to make a unique content division plan.
The first thing you have to do is go through all the categories and pick up the primary among them. Let’s say the client you’re handling is an IT company and has the following services — Software Development, Mobile App Development, Software Testing, Software Maintenance, IT Consulting, etc. You need to decide what services/ categories you’ll be planning to write posts every week.
TO MAKE IT SIMPLE, LET ME GIVE THE DATA IN A TABULAR FORM –
Like the adjacent table, you need to form a week-wise category/ service promotion table so it will be easy for you to pick up the service and promote it through social media channels. This will also help you analyze the audience and find which service they are most interested in. Later you can run ads to increase the reach or spend some more time investigating to make the other services engaging!
Now that you know the week-wise categories promotion, let’s find out how to make the social media posts interesting. Firstly, you can’t just write all promotional posts and expect traffic.
“No one’s interested in clicking the service page link unless he/ she wants the service.
Also, the audience you have for the channels is important. If your target audience is the USA and other North American countries, but you have very few audiences from those countries, then this strategy may not work for you.
Anyhow, let’s see what kind of content you can write from different services-
In simple, it’s all about the category you choose for that particular day so you can make a quality post on it. As B2B social media marketing is more effective on weekdays, your plan should be based on working days. For example, on Monday, your post can talk about how your company/ business works. So, you can pick a post about a case study to define how your firm finished the client’s task or a whitepaper to give an in-depth view of how your company works. Usually, Mondays are typically busy days so posting general & interesting things can attract visitors.
Likewise, you can continue to form a small table that gives the right view of which type of post you need to write. Let me share the table which I’ve been following for the company I’m working on. [making it generic]
Table — 2:
So, week — 1: Pick up the services from Table 1 and write posts based on Table 2. Likewise using both the tables, make a unique content calendar for a month and make it ready to be scheduled.
Fixing Low Social Media Engagement:
The above two tables will help you fix the low social media traffic to the business website, but it may not increase engagement. As already explained in the previous article, sharing promotional/ self-content may not attract visitors to engage with social media posts. So, to make the interaction, you need to post third-party updates too.
“ Not every time, your business blog can talk about ongoing acquisitions, industry updates, marketing tips, etc. But, this is where the users are more interested in!
To make them focus on your social media posts, start posting interesting, relevant third-party updates.
To make it simple, I have made yet another table, and you can follow if you’re just getting started with this -
Table — 3:
Most of the users are interested in the topics specified in the above table, so to get started, start writing based on Table 3, and after analyzing the users’ interaction, you can change accordingly.
Well, this is how you can fix low social media traffic & engagement if you are handling a B2B client, and these are just general ways to increase the traffic & engagement, but there are several other important things you need to make like social media timing sheet, a complete social media strategy, etc.
Note: This article was first published on my blog dated January 25, 2017, and republished here.
