We were running a couple Google AdWords campaign, but getting no results!
People were coming to our page, but quickly bouncing and not buying.
I thought maybe we were attracting the wrong people or sending them to the wrong landing page. We experimented a few different variations and were able to get a fairly high CTR, yet still, no new sales from the increased traffic.
The session duration was low and the bounce rate was high. We decided to turn off ads altogether.
We took that time and energy and instead focused on creating great content that we could share on social media. Instead of two blog posts a month, we started writing 2-5 posts a week. We cleaned up our graphics to make them more consistent and cleaned up the blog format a bit.
Once we had a few blog posts, we loaded up a social media drip schedule.
It was simple. We were going to share each blog post to social media 3 times — the day we write it, a week later, then a month later.
Anytime we wrote a new blog post, we would just add it to this queue to be auto-published to all of our social media accounts.
We started noticing a difference really quickly. Not only did our Facebook followers increase, but our engagement started going up as well.
An increase in website traffic soon followed. And bear in mind, this isn’t our blog’s traffic (this site is hosted separately) — this is our actual site!
Bounce rate went down 57%!!! And Session duration almost tripled! Comparing to the previous period:
Not only did shifting our strategy to focus on social media and content increase our traffic from social sources, it consequently made our site rank better on Google increasing both our organic and direct sources as well.
While we still have room for improvement with our Social Traffic Score, we’re already making huge strides towards healthier web traffic.
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