Recently, I had a client tell me they were "old school" and did not want to change in the way of how they did social media. That's fine if it weren't for the fact that they were trying to gain clients and only used two social platforms, both of which they posted maybe-and that's a big maybe!-twice a week. I understand that B2B and B2C can actually have different results, but you still need to understand your audience and provide well-written and informative, relevant content. However, there is more than just content to drive traffic and obtain leads.
THE CHANGING FACE OF SEO
While content is still "the King," there are other factors that can contribute to reaching your audience. Apart from content, SEO is another factor. However, while it wasn't too many years ago that keywords were what got you high rankings, there is not one keyword that can get you those rankings now. Most people ask detailed questions in search engines. For example, instead of searching for "hospitals in Greenwood," they will search for "hospitals in Greenwood that have the best rated cardiovascular surgeons." The more detail will help convert traffic at a higher rate.
In the long run, it could be better to collaborate with or hire an SEO company.
Another good way to drive traffic is paid ads. You may think that it defeats the purpose to "pay" when you can post on your site free, but paid ads can reach your target audience quicker for a small monetary amount. Find the platform that best feeds your audience and create your ads around them. TikTok may reach your teen audience better than Facebook ever could; whereas, Facebook will reach the middle-aged audience better than Snapchat could. I think you understand where I'm going with this.
Websites are also something that cannot be taken lightly. If you have a website that is hard to navigate and just looks downright sloppy, you can guarantee that clients will go somewhere else. You may not have thousands of dollars to spend but you can take the time to organize it and make it look professional. Always link your website to your social platforms. Clients and customers will want to view your services in full and read more about you. Reviews on your website also help so you may want to reach out to some of your better clients and ask them to share their testimonials.
Though this is not a comprehensive list of ways to increase traffic, I do deem them some of the most important. Work with key players on your team to build a strategy that works for your organization. Research what others are doing and what content they are posting. As always, you can reach out to a professional to help if you feel stuck. Start with these basics and I guarantee you will see an increase in traffic.