At one point, Search Engines were always the primary traffic generators to any given website. These days, you can also take advantage of Social Media and bring in more traffic to your site than every search engine combined together; furthermore, social media even allows you to generate more targeted traffic than search engines by themselves do.

Obviously, Pinterest and Instagram are best for any visual product; LinkedIn for contacts related to business; and naturally it follows that YouTube and Twitch serve the same purpose for gamers.

Of course, you can’t simply create a social media account and expect it to make money for you right away! You need to take time and expend the correct effort to build this presence for your company.

As a London SEO company and Web Design company, we at Trent & Hanover are very aware of the huge importance of Social Media in the marketing strategy of any budding business; particularly one which is strongly based around its online presence. Here are some tips from us for increasing your social media conversion rates.

1. Ensure you create unique content for every platform

Remember that a single business commonly will have several different social media accounts. For this reason, you shouldn’t do anything along the lines of creating a single image and spreading it across multiple accounts. Because each social media platform has specific demographics, users will naturally expect unique content regardless of whether they know it’s from the same organisation; make sure your content is unique for each platform.

2. Do not just link drop

Certain advertisers work by adding a blog post and then posting the same link across multiple social media platforms. While this might be fine for a mere Facebook post or something, it won’t work for visual platforms: Snapchat, Pinterest or Instagram, for instance. What you instead need is images which link directly to your content.

Also take the time to research any trending topics in your industry, and then ensure that you not only share and retweet but also post links to other sites in relation to this. One of the biggest advantages to this is that it helps you to network with other professionals who could quite conceivably reciprocate to you.

After all, you want any users to feel your humanity behind every post; the last thing you want is to sound like a bot. Given how closely we work with all our clients at Trent & Hanover, we are especially aware of how important this is; it’s a huge part of what we do as a London SEO company and in relation to web design, so we’ll always emphasise it.

3. Make sure to use analytics to track traffic

Just how do you know when your social media campaigns are successful?

You use analytics, which are embedded in your pages.

Unsurprisingly, Google Analytics is one of the most common of all reporting platforms; however, you can use any analytical software which tracks the behaviour of different users. The purpose is for the analytics application to monitor both social media and search engine traffic, then condense and segment each one into different reports so you can compare them to one another.

You also need to track your conversion rate; that way you’ll definitely know which campaigns are showcasing the most efficiency.

4. You must understand your target market

At one point, marketing was often a case of ‘targeting everyone’; these days, that no longer applies. If you take that approach your conversion rates are certain to suffer and your marketing budget can easily be completely wasted.

What, then, should you do?

Put simply, you need to understand whomever comprises your target market; then, create campaigns which cater to their personas. For example, if your products target a younger demographic then you’ll want to target ads which are based on teenagers and/or young adults.

Naturally, you can also target the parents of teenagers on the occasions when your product requires parental consent. A particular way in which marketers approach the teen market is to ensure the safety of the product in question and explain the benefits of it to parents; after all, sales can be improved if the parents are won over to the product.

5. Make sure you streamline your landing page for sales

What does a visitor do once they’ve clicked your link and read your material?

This is the moment when a ‘call to action’ is necessary. In short, you guide the user through the ‘sales funnel’ by offering info, showing them exactly what to do next, then ensure the checkout process is as simple as it possibly can be. After all, a poor checkout experience can either kill or weaken your conversion rates considerably.

Some marketers even go so far as to create a different landing page layout – and content – based on the referrer in question. Another advantage to this kind of marketing is that it allows you to customise the campaign further by targeting each demographic of social media separately.

6. Using Social Media for a Login System

You may have seen how website owners sometimes offer to allow users to log in using their social media accounts. This has the effect of streamlining the login process for any returning customers – which could quite conceivably come from your social media campaigns.

One advantage of having social media platforms like Twitter, Facebook or Google manage logins is that you’ll no longer need to concern yourself with security; furthermore, you can gain insights from various users’ demographics and interests.

It’s also very easy for users to log in and this removes the need to worry about handling hacked accounts or, for that matter, forgotten passwords. Instead, the social media administrators will handle all of these issues; and of course users tend to trust big organisations with their data a lot more than if you were to ask for login credentials.

7. Networking with other site owners through Social Media

Not only does sharing posts from other site owners attract customers from their social media accounts, it will naturally also attract attention from the site owners themselves. Because of all our work as a Web Design Company, we at Trent & Hanover are highly aware of this and its importance: successful web design and London based SEO comes partially from an awareness of the connections between so many different businesses and their websites.

And networking with other users of social media platforms is another key to successful online marketing campaigns.

Although you may have a blank slate or very little in the way of direction when you start your social media accounts, the first step is to find anyone who is in a similar market and read their posts carefully; then follow them, share their content, and they will naturally reciprocate.

This has the dual advantage of both increasing visibility for your site and helping to build your own core group of followers, plus your campaigns will improve the bigger your following becomes.

While you might be tempted to buy followers or bots to rank your social media accounts artificially, these are the kind of blackhat methods you want to steer clear of; don’t indulge in this. It will lead to the suspension of your account. You need to build your accounts naturally.


It can be extremely difficult to build a social media presence from the ground up; but, with the right time and effort put in, you can definitely achieve this. Don’t go down the road of cheating the system; instead, work hard, and within a few months’ time you’ll be able to drive traffic and build substantial revenue without needing to concern yourself with search engines.