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Making the Most of Facebook’s Referral Traffic

Making the Most of Facebook’s Referral Traffic

Shareaholic recently shared data (specific to their clients) revealing Facebook as the biggest driver of social referrals to brand websites.

Screen Shot 2014-07-24 at 4.19.57 PMYear-over-year, Facebook’s role in overall traffic that sites received from direct traffic, social referrals, organic search, and paid search has skyrocketed, even as organic reach has decreased.

Screen Shot 2014-07-25 at 10.28.58 AMFacebook is adding a lot of value for marketers focused on site traffic. How can you optimize your Facebook presence to take advantage of their capacity for driving traffic to your site? How can you capitalize on the traffic Facebook is already driving?

Focus on relevant, rich content

To get folks to click through to your site, your content needs to provide the same level of value and/or excitement as a post from a user’s friends and family. If users aren’t as interested in your content as they are in their friends’ content, they’ll scroll right past your organic content or ads with nary a second thought.

Ron Schott, the Director of Client Services here at Simply Measured, loves to remind our marketing team that “knowing what type of content resonates with our audience will go a long way in the Facebook ad world.”

And how do you know how to replicate the feeling that makes folks click through for more? You look at your user data and identify the behavioral patterns you find there. For instance, you might figure out who your top posters and commenters are.

Screen Shot 2014-07-25 at 12.54.09 PMFrom here, you can dig deeper into researching these people to see what their networks and interests look like, and what their friends are posting. Build your seriously clickable content from there.

Photos forever

Screen Shot 2014-07-25 at 1.49.54 PMBoth newsfeed ads and organic posts get a lot more action when they include photos. People love smart, eye-catching visuals. Do some testing on different types of video and photo content over a monthlong period and see what works best for your brand.

Be clear

If your goal is to get more people to click-through from your Facebook content to your site, or even a specific landing page on your site, always keep that goal in mind in your creative processes and in whatever you choose to present.

Screen Shot 2014-07-25 at 1.40.05 PMDon’t try to do too many things, and don’t try to have too many goals. Pick one specific goal and a well-researched theme that aligns with it. Doing so will give you clear conclusions about the success or failure of a campaign at its end, allowing for similar or better choices in the future.

Facebook’s made themselves the go-to social network for social referrals…

…so what are you doing about it? Let me know in the comments below!

To discover more advanced types of Facebook measurement, download our Complete Guide to Analytics on Facebook for free by clicking the button below.

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Lucy Hitz

I’m the Head of Marketing Communications here at Simply Measured, where I'm responsible for our content program, social media marketing, PR, and comarketing ventures. I love yoga, The X-Files, peaty scotch, hiking, and poetry. If I were a social media channel, I’d want to be Instagram, but I think I’m Twitter.

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