The Marketing Value Of Social Media
One of the big mistakes that newbie website owners make is thinking that all traffic is created equal. For them, the source doesn’t really matter as long as they get the hits. What they don’t know is that every source has a different value. What is the marketing value of social media?
What Is Social Media?
Seems like a dumb question to ask, but it’s necessary if you are going to understand the marketing value of social media.
Essentially, social media is a virtual platform where friends, family, and even strangers come together to share whatever they find interesting. This can range from a news article to the breakfast they eat in the morning, which means it’s not a very “targeted” platform.
Half of the people you’ll be marketing to won’t really be interested, while the other half might only be curious. Basically, you are throwing something against the wall and hope it sticks.
Unless you are paying for specific and targeted ads via the platform itself, marketing on social media is somewhat of a gamble. Something might go viral, or it can sink away into the ocean of other posts.
What Does This Say About The Marketing Value?
The best way to measure the value is to compare it to organic traffic, which is a source that involves higher rankings. With organic traffic, people are actively searching for whatever it is you are offering, translating into higher conversion rates.
Of course, getting a lot of traffic from social media can help to boost your search engine rankings, but it can also have a negative impact. For example, every website has a bounce rate. The bounce rate speaks directly to how much time a user spends on your site. If the visit is short, the bounce rate is high. If the visit is long, the bounce rate is low.
The thing about using social media traffic is that it can heavily influence your bounce rate, which is not something search engines find attractive at all. In fact, you want to increase user engagement as much as possible if you want to rank higher.
The Bottom Line
Social media traffic is great for boosting popularity and getting noticed. But if you are looking for traffic with a higher chance of converting, you should focus more on organic traffic and higher rankings.