The document outlines strategies for driving traffic to a business website through effective social content creation. It emphasizes a strategic approach tailored to different stages of the marketing funnel, focusing on engaging content for top, mid, and lower-funnel audiences. Additionally, it highlights the importance of retargeting potential customers who have interacted with content but have not yet converted.

1. Creating Traffic to Your Website

2. Creating social content is a highly effective way
to drive traffic to your business‟s website
In order to engage your audience, it‟s essential to take a strategically focused yet
pragmatically tactical approach with your social content creation, which is based on
bringing in prospects at every stage of the funnel.
Social Media
Search
Advertising

3. In the first stage, your
company‟s focus should be
on developing content that
readers will proactively
share through social
platforms such as
Facebook, Twitter, and
LinkedIn.
Content that is likely to be
shared is compelling and
high-value, but not heavily
specialized; examples
include educational blog
posts, industry leader
Q&As, videos, and
infographics.

4. Social Media is the first impression,
the “electronic handshake”.
Here is where you want them to get
used to seeing you once in a while,
pique their curiosity a bit.

5. For the audiences that
have opted-in for your
content on Social Media
(they „Liked‟ your page
or joined your group on
LinkedIn) – you need to
develop stronger content
for them.
Focus on problem-
solving content pieces
for mid-funnel
audiences.

6. It‟s important to capture information from the most qualified
leads by creating “gated” offers, which focus on issues that are
relevant to your target prospects, and require users to register
before downloading or reading the content.
Develop tactical content focused on providing solutions to
specific problems, such as white papers, webinars, and eBooks.

7. These types of content will help your prospects familiarize
themselveswith the overall landscape of the business problem
that your productor company addresses. This mid-funnel
stage is focused on evaluatingthe benefits of your solution.

8. At this stage, in
order to get the
case studies – they
have to SIGN UP for
it!
Newsletters,
evaluation guides,
ROI calculators,
eBooks, Podcasts
and video
demonstrations that
executive decision-
makers can use to
realize the benefits
of your solution.
The first email should be a welcome AND a bonus
they didn‟t expect, a reward.
Your reward?
You are now 80% on your way to the sale!

9. Bingo!

10. Use social content campaigns to retarget the
topand mid-funnel prospects that haven‟t yet
converted.
Few who click on your “Hello” social content
will go through the entire funnel the first time
around.However you can draw them back by
retargeting them.
Retarget social content with lower-funnel
content offers to prospects who‟ve previously
clicked on your social links to ungated content
This will re-engage them in your marketing
funnel.
In this phase, you can guide these prospects
towards gated content, which will then allow
you to capture their contact details, learn
more about them, and nurture them directly
through email and phone contact.

11.  Only about 1% of fans ever return to your actual
Facebookpage after they‟ve liked it.
 The majority of people spend most of their
Facebooktime in their newsfeed, which are the posts
they see on their homepage.
 No one sees every post from every friend orpage
they‟ve liked.
 Facebooktries to show each person the things they‟d
be most interested in based on past posts they‟ve
clicked on, commented on, liked and shared. Then
Facebook tries to show more of the same.

12. In 2013, Facebook
wrote: Images in
promoted posts
cannot contain
more than 20% text.
New Dawn Media
knows visual
promotedposts on
Facebook do
particularly well. To
ramp up the
numbers of likes on
a post, NDM
typically mixes a
funny visual image,
oftenin the form of
a meme, and ties it
to a strong business
message.

13. In order to
improve your
content marketing
and retargeting
approach, develop
a set of metrics to
measure, such as
clicks and shares
of social content.
Once you know
which content
generated leads,
you can adjust
your editorial
calendar
accordingly.

14.  1. GIVE: Offers, discounts, deals or
contests that everyone can benefit from,
not just one sub-group of your friends
 2. ADVISE: Tips, especially about
problems that everyone encounters; for
example, how to get a job or how to
beat the flu
 3. WARN: Warnings about dangers that
could affect anyone
 4. AMUSE: Funny pictures and quotes,
as long as they‟re not offensive to any
group- sometimes the humor isn‟t quite
as strong or edgy- it has to appeal to a
general audience

15.  5. INSPIRE: Inspirational quotes
 6. AMAZE: Amazing pictures or
facts
 7. UNITE: A post that acts as a
flag to carry and a way to brag
to others about your
membership in a group.