Social and organic traffic is any business's most important type of traffic. It is not the number of views or likes but the sharing of your content.
Social media helps build relationships with your audience, while organic search sends people to your website. The two are often used interchangeably, but they're not the same.
The problem is that social and organic traffic algorithms often change, which means more work to get the desired results. Many businesses turn to paid advertising to get more leads without having to spend as much time on social media itself.
Here's a look at how you can use each kind of traffic to get more leads:
Social Media and the Traffic Dive
Social media is a great way to build relationships with your readers and customers.
Social traffic makes it easier to engage with users personally and provides them with content that will help them solve their problems or improve their lives. Social networks also allow you to reach a highly engaged audience in your niche or industry.
So, you're more likely to get leads from this type of traffic than from regular search engines.
Social media accounts are the best way to get more followers and likes. But it takes work to get followers on social media because many competitors are available. Yet, using some tools, it can become less tiring. Some of them are free, and some charge money for their services.
To grow your business with social traffic, you should use these tools wisely and get more followers.
You can see the followers of your page on many social media platforms like Facebook, Instagram, and more. The more followers you have, the more you can increase your business and get more customers or clients through these channels.
Organic Search and the Traffic Dive
According to data from Hubspot and Brightedge, organic search traffic is the best way to drive website traffic. It yields more results than paid ads and email marketing.
Backlinko and Wordstream data show organic search results in a 27.6 percent clickthrough rate. The paid search yields a clickthrough rate of 3.17 per cent.
Also, according to Lumar and Econsultancy research, 90 percent of marketing experts think organic search results in more revenue. These data show that organic search results aren't going away anytime soon.
However, they may become less prominent as Google continues its shift from paid advertising to digital advertising campaigns based on customer experience metrics rather than ad impressions per click (CPC).
This shift is because organic search results are now essential to Google's business model. Organic search ads account for more than half of Google's revenue and almost all of its profit margin.
Besides, they drive user engagement by providing links to content, which can lead to higher ad clickthrough rates compared to other types of display ads.
The Two Factors That Drive the Shift
The rise of mobile has changed how people use their devices and the types of content they are willing to consume.
The increasing importance of social media signals and brand health as it relates to purchasing intent. These shifts can create an opportunity for marketers who can develop a strategy that leverages both social and organic traffic.
But while organic search still makes up the bulk of Google's advertising business, likely, it won't always be this dominant.
For one thing, Google is already making changes to its organic search results — including giving more prominence to local results — to improve user experience and reduce click fraud (when people click on a link without visiting that website.)
And there are also signs that Google will eventually move away from strictly relying on paid ads for driving traffic overall.
Social media engagement has become more essential for brands and advertisers than social media followership.
The average American adult has 3.2 friends, according to Nielsen.
Yet, what has become diabolical is that social and organic traffic search results have become less of a priority for marketers.
According to a study by research firm Merkle, 43 per cent of U.S.-based marketers are looking for something other than organic traffic. In contrast, another 11 per cent only look for it as an add-on to other paid channels like Google AdWords or Facebook Ads.
The Importance of Driving More Engagement on Social Media
Social media usage increased significantly after the COVID-19 outbreak. DataReportal 2020 research looked at shifts in social media activities during the start of the COVID-19 lockdown. Notable is the enormous rise in online and digital activity.
Businesses should pay attention to this reality, and many are currently reevaluating their plans for boosting engagement on social media and other channels of communication for their businesses.
According to 2021 data from Statista, more than 4.26 billion people have social media accounts. The number will reach roughly 6 billion by 2027.
Digital marketers must be on the lookout for the next big thing due to how the world is evolving technologically, regular feature updates, and shifting market trends.
User engagement and growth will benefit TikTok due to the Facebook scandal of 2022. In addition to the continuous increase of TikTok users and the estimated growth of more than 800 million in 2023, users are beginning to use the app for more reasons.
Many people have used TikTok throughout the pandemic, but not simply for amusement. As a result, TikTok has transformed from a platform for entertainment to a repository.
Why Social and Organic Traffic Ought to Be a Key Component of Your Marketing Plan in 2023
Increased Social Trust
The Edelman social media research found that 39 per cent of buyers only trust businesses that engage with them via social media channels. This means that active use of social and organic traffic is a surefire to success and brand promotion.
Expansion of Brand Reach and Awareness
Social networking is one of the best mediums businesses can use to promote their content.
Social media posts are fantastic ways to boost engagement with current clients.
Leads Generation and Increased Sales
People use social media to search for the things they wish to purchase.
Fifty-four per cent of people use social media channels to search for information about buying products.
In addition, 67 percent of internet buyers have purchased a product upon seeing its social media advertisement. Social media will inevitably be a very effective mechanism for customer acquisition and sales.
Enhanced Customer Support
According to Getambasador, 71 percent of individuals who received good support from a brand will potentially recommend the brand to their relatives and friends. In addition, 63 per cent of customers anticipate that businesses will provide support through their social media accounts.
Organic Social Media Strategy: What’s Needed More for 2023
Determine the Social Media Channels to Use Most Frequently
Examine the user demographics of each social media network and compare them to those of your target audience. Take TikTok, Facebook, and Instagram, as examples.
For instance, are you looking to broaden your reach among Americans between 20 to 35 years old?
Pew Research Center statistics show that 71 percent of respondents between the ages of 18 and 29 use Instagram, 65 percent use Snapchat, and 48 per cent use TikTok.
Ensure That Customers Can Easily Locate You on Social Media
Cross-connect your social media pages and platforms. One more thing you need to do is to link to your social media profiles from your website. Your site users will be able to view and engage with your organic postings on social media in this manner.
Use a Content Calendar and Schedule Your Organic Social Media Updates Each Month
The content calendar is an easy-to-use but crucial tool for any organic social media campaign. Planning your organic social media content a month in advance is fantastic. A content calendar provides a snapshot of your monthly social and organic traffic generation plan and assists you in developing a consistent strategy while identifying content shortfalls.
Join Social Networks and Forums Related to Your Brand
There are groups, which are online communities focused on interests or niches, on social networking sites like Facebook and LinkedIn. Users can post, inquire, and respond to other people's posts.
You may get a good feel for your target population by joining groups. Utilize it as a means of social monitoring. Is your target audience mentioning your brand or that of your rivals? What are their discussions and pain points? What answers are they looking for from these organizations?
Analyze and Keep Track of the Monthly Performance
Your social and organic traffic strategy's monthly performance analysis can help determine which themes are most popular with your audience. Also, you learn about issues, problems, and opinions customers have of your brand.
You may use this data to design your upcoming organic social media content calendar and learn about your target audience.
