Traffic doesn’t just happen it takes a lot of focused activity and hard work to generate consistent high levels of traffic to your website or other social media platforms. However, the way to make this job both easier and more targeted is to take a step back and start from a more strategic place than the day-to-day numbers. By far the best way to think about your traffic is in terms of your overall vision for your organisation’s social media marketing. Your bigger vision is what holds everything you do in your company together. It is the cement between the various bricks that build your business. In order to get the greatest return on your traffic generating endeavours you need to have a specific vision for your social media marketing. This subdivision, which will by definition be connected to your overall company vision, will help you define specific sub level goals for your traffic generating activities that work towards your main company vision. Often businesses skip on the visioning because they feel that it is a glib, pie in the sky statement and won’t provide any tangible benefits to the business. However, when visions are put together correctly they can be the catalyst that shifts you from just another company in your niche to one of the thought changers or brand leaders in your industry.
“a computer on every desk in every home.” Microsoft’s initial vision statement which spearheaded the company to global success.
A clear social media marketing vision will help to create a mental picture of what you are trying to achieve so that your team will be focused and highly motivated, energised and inspired to achieve it. The social media marketing vision statement should:
- Be clear and easy to understand.
- State the standard of excellence you aim to achieve with your social media.
- Inspire commitment and enthusiasm to the principles of using social media in your organisation.
- Make clear the direction and purpose of your social media marketing.
- Force you to step outside your comfort zone to where the magic happens by being ambitious and thinking outside the box.
- Be generated in collaboration with your customers.
The common denominator for companies who are successful at using social media is the ability to deliver a superior experience – that is an experience that is so rewarding for the user that they are compelled by the desire to share it with others. This type of interactive communication is not born of product specification. It is the result of a company’s vision; something that is beyond simply the efficient working of the parts. Imagine for example that your vision for your social media is to provide honest, clear, two-way communication channels. The way you go about delivering this will be completely different to a company with no clear vision and a target to increase traffic by x% in the next 3 months. The first is a vision driven by the customer experience whilst the second is based on an outcome for the company.
So why is the former better for traffic? It is really very simple; social media is in essence the new, old town square. In bygone years, the town square was where people got to know the lowdown on the places to get the best provisions. It worked by peer recommendation not mass communicated advertising. The business that ended up with the most customers and hence the most profit, was the one providing the “best “goods because people shared their thoughts and opinions in the town square.
Fast forward to the 21st-century and enter the Internet and social media. Millions of people are participating in a virtual town square; making sure that they are talking about your goods and services is dependent on making sure their experience of them is in their view, worth shouting about (good things of course). Your company’s social media vision should be the codifying statement that regularly reminds you of this.