It should not be called “social media” anymore because the business trend has shifted to using platforms like Facebook to reach out to new markets and develop brands! No more is social media the go-to sites for fun, socialization, and casual networking. It has become this huge marketing giant that all businesses must use to stay relevant.

The name of the game is traffic. How does one get more people to a Facebook page using personal networks? You have two main choices: organic traffic or paid traffic.

What is Organic Traffic?

Organic traffic is the number of unique people you are able to reach without paying for distribution. Organic reach is considered the better kind of traffic because it brings in traffic who have a higher potential to be a customer or subscriber. In addition, it offers the following:

  • Low budget
  • Long term sustained traffic
  • Friendlier because it is unsolicited and social

What is Paid Traffic?

Paid traffic uses ads to draw in visitors to your social media page. For example, to attract more people to visit your Facebook page, you post ads in search engines, on Facebook and on other social channels. Paid traffic can bring in the users but only if your ads are well thought-out and click-worthy. In addition, paid traffic offers the following benefits:

  • Helps strengthen brand awareness
  • Instant traffic (but only for the time that your ad is visible)
  • Lets you target specific audiences

More importantly, with Facebook, recent revelations show that its algorithm tends to reduce organic content in favor of paid content so if you want to generate more traffic immediately, it would appear that paid catchy ads are the direction to take. On the other hand, once you have managed to generate traffic, your strategy should be to shift equally to a well-strategized organic traffic campaign to keep the interest level high and continuous through fresh and interesting posts.

Why Traffic is Vital: Organic Reach

Whether you want to be the next Lance Stewart, a 20-year old Facebook star with 8.8 million Likes, Eh Bee who has 10 million Facebook followers, or be the next Coca Cola with over 104 million followers – you need to grow your traffic.

When you post to your Facebook page, it has an average 2% organic reach but potentially a 10.7% total reach. What does this mean and how does this affect your Facebook performance?

Organic reach reflects the number of people who see your Facebook posts in their newsfeed without paying for exposure. Paid reach is the number of people who see your posts because of your ads. Total reach is the sum of both organic and paid reach. From the figures above, you can see that the average organic reach is a fraction of the total reach which implies that it pays to advertise. Through paid traffic you are able to reach beyond your network based on browsing preferences. This means random persons looking at clothing shops on Facebook will get to see your clothing!!!

However, if you fail to keep your Facebook page alive with fresh posts, chances are you will lose your traffic to another page that is more appealing.  In a nutshell, the Facebook bots scan Facebook pages to find out what ads to show to users – and the detail is amazing because the ad can be as specific to products, special deals and discounts for your city or town!

With this kind of marketing option available, you must see your Facebook page as a brand – your brand. And this means allowing others to peek into your world and want to be a part of that world by using more paid ads than organic posts.

Man writing in a notepadEvery business owner has over a thousand details to work on and not a day passes without something important on the calendar – especially if the business has an online presence. Sometimes, it’s not a question of cost when choosing between paid and organic traffic because if it were, hands down, organic traffic would win over spending on Google Ads because it’s free! Unfortunately, life for a business owner is never that simple.

Last July Google introduced an update to its text ad format and it was geared mainly towards mobile use. It expanded the paid ad space by 50% with the suggestion that this change would improve clickthrough rate (CTR) by as much as 92% vis-à-vis lower costs.

Results show that while costs did decrease the CTR was, at best, mixed. It did not help everyone. For instance, Guitar Center reported a CTR increase of 100% while make-up giant, L’Oreal revealed their CTR increased by 92%. These were two of the lucky ones and it’s probably due to the fact that they were part of the beta test group.

Does this mean you should focus on organic traffic instead? Not at all.

The advantage of paid Google ads is its immediacy. If you want to send out your message quickly and reach as many people as possible, the most effective way is through Google Ads. Your ads will show up on searches, meaning you don’t have to wait and work for higher rankings. And Google ads can cost as little as one cent depending on the real estate and terms.

However, just like in traditional media, once you stop the ads, you lose contact with your traffic and market. It’s gone unless you have a back-up plan.

What about organic content?

Google still puts a lot of weight on organic content. Their mission is to provide the most relevant information and make the search fruitful. While you don’t have to pay Google to be on their search results, you can boost your chances by spending on select optimized keywords. It’s a more difficult choice because some keywords have been taken by the multinationals and big brands.

The downside to this choice is the uncertainty in results. You can enjoy immediate results or you may have to wait ages for the keywords to convert. For this reason, SEO companies are available to bring home the bacon, so to speak, provided they have the experience and track record to convert within six months or earlier. The other advantage of using an SEO expert is the opportunity to build your presence online, increase traffic, improve lead generation, and advance your ranking on Google. This is something that is more permanent than Google Ads – even if you decide to stop the SEO service.

PPC writing in notebookDid you know that recent research reveals that the advertising money consumed in 9 of every 20 keywords is wasted? This is according to an audit by AdWord which translated means almost 50% of your advertising or PPC budget could be going down the drain and you will have a very difficult time getting higher traffic to your landing pages.

For those who are new to PPC, this means Pay-Per-Click or the money you send to get people to click on your ads. It’s another alternative to organic marketing and can be easier because you’re essentially buying traffic by putting your ads on high profile websites like Google or Amazon.

Why PPC for Landing Pages?

Paid traffic from PPC campaigns is just as valuable as any other. In addition, it takes less effort in the sense that you don’t run the site where your ads comes out. You just pay for clicks on your ads. Many folks believe that subtle ads from organic traffic is better because it is less “in-your-face” kind of advertising. Yet over 87% of Internet users are using the Internet to find something other than information on products or services. In addition, almost 50% of users don’t know the difference between paid and organic searches. To tap into your market though, you need to run great PPC ads to be able to generate the kind of results you are now dreaming of.

First, make sure the ad will direct the visitor to a landing page that is optimized and well-planned. First impressions DO count and you can consider your PPC ad as part of the first impression you make.

Second, PPC results have a higher chance of converting to a sale. They clicked on your ad because they are either intrigued or in search of a product or service. Many PPC ads lead visitors to a Home Page instead of a landing page – and this is a fatal error because it delays the process and could cause the visitor to become disinterested and unwilling to browse through your entire site.

Finally, your PPC headline should follow the same theme as your landing page. This is known as message matching. The reason you need to do this is because it reassures the visitor that they are in the right place. In addition, you want to make things as easy as possible for the visitor to get the information quickly, when interest is at its peak.

E-mail Marketing signEmail marketing to get more traffic to your landing pages is still effective. According to Campaign Monitor when done right, email marketing can bring $38 for every advertising dollar you spend and an ROI of 3800%!

If you compare email marketing to social media, hands down email marketing will win! In the first place, social media marketing is so competitive and kinda messy. You get better control using email marketing and a quick direct line to your market.

Here are 4 tips on how to turn your email marketing efforts into a successful campaign that will draw in higher traffic and potentially better sales!

Tip #1 Do consider email marketing automation but be very discerning with your choice of automation tool.

Email marketing automation works and can even get you results such as 150% higher click rate and 451% increase in qualified leads. These kinds of tools are used by more than 40% of top companies across the globe – with tremendous results. Just look at what email marketing automation can do for you:

  • Improve customer retention
  • Assist with your social media marketing efforts
  • Boost traffic to landing pages
  • Increase revenues

Tip #2 Segment your products and messages with email marketing. Most companies have more than one message or product to relay to their market. With emails, you can focus on specific items, highlight their advantages, and target the right kind of leads. With analytics, you will be in an excellent position to know what kind of email to send to your network which means your analytics, automation, and emails should all be coordinated.

Tip #3 Subscribers come and go. Don’t dismay and know how to use it to your advantage. When a person subscribes, it shows interest in what you have to show and say. When a person unsubscribes, it only means this person has figured out that he or she does not need the information or product you are marketing. Great! This allows you to hone in and fine-tune your target market, assess your marketing and emails, and improve on your campaigns.

Tip #4 Long subject lines are okay and even better in some instances. The traditional train of thought is “short is better” based on memory retention and available space. However, research from Return Path shows that while the average subject line length is 41 to 50 characters, the subject lines that are personalized with 61 to 70 characters garnered the highest read rate!

Take these tips and work them into your email marketing campaign for higher traffic to your landing pages.