Socialmedia, website traffic and conversion rates

Many http://www.aliyun.com/zixun/aggregation/31782.html "> Brand enterprises are the first choice of social media as a tool for enterprise and user communication, users can participate through social media, enterprises can directly and users to engage in dialogue To obtain timely feedback from users.

E-commerce is still hot, the author has repeatedly received the advice of practitioners: social media to the power of the effective not? How do we get orders using social media? How to use micro-blog to promote? You can refer to the author's previous "How Dell obtains orders through Weibo."

Both branded companies and e-commerce companies have a reason for social media, which is influenced by similar stories: Dell receives millions of orders via Weibo, and Starbucks adds brand and customer stickiness through social media. On the other hand, many enterprises in the absence of professional staff, do not know how to carry out, not to mention the current social media ROI evaluation has not been recognized.

The author of the "Social Media marketing evaluation Red" article has a number of indicators, we can find the site's browsing volume, browsing the number of users is one of the basic indicators. So what is the relationship between social media and web traffic? How much traffic can social media marketing bring to the site? Does social media bring in a high quality user?

Social media can bring the following traffic to the site:

1. Natural flow: Because the website provides the content relevance, the directivity, social media to bring certain natural flow to the enterprise website. The notable phenomenon is that social media releases brand or E-commerce products that preempt the search engine rankings.

2. Website, brand Exposure: Although many forums and platforms prohibit the release of content to carry the site, but the enterprise can still be through a number of ways to obtain the exposure of the site, enterprise display. Allow potential users to receive the relevant information more than once, and in the future will raise their access to the corporate web site.

3. From social communities: enterprises can through a similar signature, community communication to attract a large number of traffic flow, can be said that these traffic is more effective than the traditional hard, directly for the site to bring High-value visitors. Companies can track visitors from the social media platform by loading certain monitoring codes, and ultimately compare the conversion rates of visitors from different platforms.

4. Delicious,im and other platforms; Delicious is the representative of social bookmarking, users will describe their favorite sites, and do some of the label to share, spread, and another point can not be neglected, such as the spread of the IM platform, Although the current for QQ and other IM instant Messaging code monitoring is still very difficult, but it can really bring us a real site click traffic.

The flow of social media can lead to higher conversion rates. We do enterprise network level of brand advertising, put hard wide, often appear in a situation is CPM price is very good, and involved in sales orders or effect evaluation indicators are poor. One of the most exaggerated cases is a brand of 200,000 of network hard advertising, but did not bring an order. Conversion rate is 0, the reason may involve: the media platform and product users are not associated with hard advertising design bad, e-commerce sales of products themselves, E-commerce payments, logistics and other aspects of the problem. The effect of the king today, the enterprise more value the cost of marketing to bring the conversion rate, commercial sales orders, membership recruitment and other indicators.

The quality of access traffic brought by social media is higher!

To the network hard advertising, through social media or social media marketing brought about by the flow of products is highly consistent with the emotional level of communication users. This will guarantee the ultimate conversion rate of these website traffic. We can see in a recent report abroad, why do you become a fan of the brand homepage, Facebook fanpage, happy Net, Renren's corporate home page. The reason for the number one is to get the company's timely discount message, The next step is: 2. Netizens are already the user of this brand, so they become their fans; 3. To support the brand to a friend or other person; 4. Just for the entertainment, play it; 5. Get new products or other information at the first time. It is not difficult to see the enterprise through the social media platform of efforts and operations, attracted by the quality of the site traffic is conceivable. The flow of social media is more accurate and directly leads to higher conversion rates. From the user's point of view through the social media platform, they go to click on the company's official website, product E-commerce platform is more accurate, rather than before the title party, or just to look at ads, and do not want to buy related products.

Primary cited that US Internet users are fans of the A brand on Facebook, 2010:

Conclusion: We can plan social media promotion activities, attract a large number of Web site traffic, direct direction of high value-added conversion rate. E-commerce site also needs to pay attention to social media and its marketing, the brand's official website may not be directly oriented to sales, but through social media to bring the user access, accurate access to the crowd is no more than search engine marketing, the internet hard advertising brings low commercial value.

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