Driving traffic to your website through social media

When used as part of the content marketing process, social media can help to drive more traffic to your chambers’ website. Once content has been published on your website, it is ready to be distributed across all of your social channels which will encourage click-throughs back to your website.

A large portion of the users clicking from social media through to your website will be using mobile devices which means that a well structured, mobile responsive website is essential for allowing your audience to easily digest the content and complete an action.

In order for the social posts to have the best chance of engaging with your audience, you should consider a few things:

Including visuals in your social posts is a proven way of achieving higher levels of engagement and significantly increased click-through rates. For example, it may be possible to include a barristers profile image in a social post if the content is related to an individual. Social posts which contain good quality imagery will evoke higher levels of interest as they will stand out in your audience’s news feeds.

It is also recommended to steer clear of stock imagery. While good quality images will increase levels of engagement, poor quality or cliched images will have the reverse effect by cheapening the look of your content.

As well as having visually interesting social posts, it is essential that the content on the website itself can easily be shared. Embedding social sharing tools on all article based pages will ensure that anyone reading the content can share it across their own personal social profiles, meaning that the content can be quickly distributed to a wider audience.

Creating a schedule using tools such as Buffer and Hootsuite will allow the process of publicising pre-written content across your social channels to be automated.

Automatically publishing content to a set schedule will mean that you don’t have to be on social media 24/7. After publishing content on your chambers’ website, you can load up lots of tweets ready to be posted out at certain times. As well as promoting articles, this process can also work well for content such as events by automatically posting content at set times. For example, scheduling posts promoting an event to be published through your social channels a month before the event, then two weeks before of the event, then a week before, then three days before, then 24 hours before.

Using this method can help chambers promote relevant content on a regular basis without needing to dedicate a huge amount of time to generating new content on a daily basis. Scheduling can also be used to repost news through social channels (for example, re-tweeting an article a week after it has been originally posted) which helps maximise the reach of each piece of content.

Ensure that you are providing value for your audience.

The content you provide needs to offer your audience good value which will encourage people to click on links through to your website. It can be tempting to share similar text in each social post, but as that can seem repetitive to your audience it is better to create new, engaging copy in each post.

With a simple strategy in place, social media can become a really effective platform for driving traffic to your chambers’ website. Its role within content marketing will help to promote cases, news and events, making it a great tool for engaging with different audiences and directing targeted traffic back to your website.

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