Social media has significantly grown in popularity over the years. Not just that, but the number of social media users continues to increase even today. From a business point of view, social media is a rich gold mine filled with various opportunities.
That said, aside from being one of the best marketing channels today, social media is also a great source of organic traffic. Most of your target audience is most likely present on one or more social media networks.
However, if you want to leverage this untapped potential, you’ll have to make an effort to win over your social media audience and lead them towards your website. This is easier said than done, especially if the purpose of your website is to sell a particular product or a service, like the SaaS (Software as a Service) websites do.
In that case, you’ll have to reveal the value of your products to your audience and convince them to explore further. That is a unique challenge on its own.
With that in mind, here are a few tips for increasing SaaS website traffic through social media.
Identify your target audience
You probably already know who your target audience is. However, you have to identify them on social media, which is another matter entirely. That includes determining who they are, which social media networks they use, what type of content they consume, what interests them the most and so on.
Whether you target general consumers or companies depends on whether your SaaS product is designed for B2C or B2B purposes.
B2B SaaS solutions are much easier to handle as you’re only targeting companies that might find your product useful. But if your SaaS product is B2C oriented, you will face a bit more challenges along the way.
The main reason is that – in most cases – your target audience isn’t grouped in one place. They might be scattered all over, which makes identifying them more challenging. That’s why you have to do a lot of research before you plan your next move forward.
Create a killer website
Before you start driving traffic from social media your way, you should strongly consider creating an awesome website if you haven’t done so by now. The important thing about traffic is that traffic alone doesn’t mean much if your website visitors will bounce right off when they land on your pages.
Whether or not people will bounce depends on your website’s functionality, performance and design. These three factors combined make a killer website. If you’re not sure how to approach this, consider consulting one of the best website design companies in NYC that can help you create a truly awesome design for your SaaS website.
Website optimization and a great web hosting service should ensure that all the website visitors who come from social media will stay and explore your website further.
Aside from having a killer website, you should also prepare a killer landing page that will welcome all of your social media visitors the right way.
Establish a strong presence
Once you’ve identified your social media audience, it’s time to establish a strong presence on social media. This will serve the purpose of attracting your target audience members and encouraging them to come to you instead of the other way around.
When you create a strong following, it becomes easier to lead your audience members back to your website and generate more traffic along the way.
However, before you can do that, you’ll have to work on your presence. The first thing you should do is build a presence only on social media networks your target audience frequents.
Establishing a presence on every social media platform is not only unnecessary but also a monumental waste of both time and resources.
Once you’ve started to build your presence, it would be a good idea to reach out to your audience and start developing a meaningful relationship with them.
As mentioned before, you have to win them over first before you can lead them back to your website.
Create a brand
Brands on social media tend to attract a broader following, inspire engagement and encourage loyalty among their target audience. However, creating a brand is much more than having a logo and calling your business a brand.
If you decide to create a brand for your SaaS product, you’ll inevitably reap many benefits, including high traffic for your website but as long as you do the branding part the right way. The first thing you must do is to create a unique brand identity.
Among other things, a brand identity helps you communicate the value of your product to your customers, which will encourage them to opt for your product.
Suppose you don’t know how to create a brand identity. In that case, you can always enlist the aid of a company offering brand identity services so that you’ll get a guarantee that everything is done correctly.
Once you establish a powerful brand identity and present it to your social media audience, you’ll be able to create a community of loyal and engaged customers over time. Here are some of the aspects of a great brand identity.
- The company’s core values, brand promise and mission statement.
- Your brand’s visual identity.
- Brand personality.
- Unique selling proposition.
- The tone of voice.
Leverage social media advertisements
Many social media networks have built-in tools that will help you reach out to your audience seamlessly and effectively.
For example, Facebook Ads allows you to target a specific group of people with a specific demographic in mind. LinkedIn, for instance, has all sorts of tools to help you reach out to specific companies if your SaaS product is B2B oriented.
These tools can help you send the right messages to the right people at the right time and drive more traffic to your website. This is especially helpful during sales and promotions when you need to make the best of the limited-time offer.
You can create a sense of urgency in your advertisements to help encourage people to take the desired action.
Such tools vary in price. Some features are free while you must pay for others. Nevertheless, social media advertising can be a great investment when you want to boost traffic for your website. You will have to develop the right strategy to leverage the full potential of such tools.
Share your content
Nothing can spark interest and boost engagement more than content marketing.
Sharing content with your audience serves two purposes. The first purpose is promotional. You can promote your SaaS product and your website in your content seamlessly, as long as it’s not too invasive.
The second purpose is to build a more personal relationship with your audience. Through content, you can nurture your relations with your audience and eventually completely win them over.
However, the content you share with your audience on social media must be highly relevant, and it must be high-quality, to begin with. Anything less than that, and your audience will have a negative response.
Moreover, social media users expect original content, which isn’t easy to create, especially since every company on social media has abused content marketing to the point where almost nothing is original anymore.
Still, there’s a way you can overcome that challenge. The key is to restructure old content and give it a new format. Here are a few things you can do.
- Turn old webinars into podcasts.
- Transform articles, especially long ones, into informative videos.
- Enrich your blog posts with visual content, such as images and photos.
- Share educational infographics.
- Create entraining memes.
Once you build high enough engagement levels with your social media content, you can lead your audience back to your website, where they can find more content and additional information about your products and services.
Organize promotions, contests and giveaways
If you need to generate a lot of traffic from social media in a relatively short time period, promotions, contests and giveaways are your best way forward.
If there is something that social media users love, it’s various events that encourage engagement.
Promotions can be ideal when you have an established following, and you want to nudge them in the right direction.
Specialized discounted offers for your SaaS product can be the right incentive that will get your audience moving in the right direction.
Furthermore, giveaways are also powerful motivators, especially if freebies are included. That doesn’t mean you should give your product for free, but a free trial can do the trick quite nicely.
If you add a contest to the equation and announce that the top 10 or top 30 users will get a one-month free trial of your product, you can generate a lot of engagement on your social media pages and drive a lot of traffic back to your website.
Social media is a complex environment, and driving traffic from there can prove to be quite a challenge. However, with the right marketing campaign and a bit of both creativity and innovation, you can make social media work in your favor any time you wish.