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Billy Milligan Syndrome in SMM: How to Create a Post that Attracts Traffic

What if today you're James Bond, but tomorrow you're Sasha Grey, and the day after tomorrow, Ryan Gosling? This is the harsh working reality of an SMM specialist, when you have to fulfill many roles during the day. How can you take on different personalities and not go crazy?
billy milligan
Today, we will talk about how one small but very proud editor can increase traffic from social network posts without advertisers, website layout, moms, dads, or extra budgets. Oh yes, and we'll do it without vague, meaningless advice, such as "make the content more attractive to your audience" — Hello, Captain Obvious!

Ann, where's the traffic?

When I am asked: "Where is the traffic from the posts?", there are several possible answers:

● «Have you seen their website? To download the mobile version, you had to click on the link as soon as you were born — it's that slow»;

● «Have the posts been distributed? No? There's your answer»;

● «No one will buy [the name of the category of goods or services] through social networks. Who sold you this? I want to confront that liar and look 'em in the eye!»;

● «You insult me as an editor! I feel like I'm writing great posts to create traffic for a lame site!»;

As you can see, when it comes to website traffic from posts, an editor has lots of excuses — after all, we have no power over many factors! But is that really so? And what if we put aside the stereotypes and try on new roles? Billy Milligan's Multiple Personality Syndrome will help us with this!

Be a Santa Claus. Give presents to people
santa claus
The thing is that, if you say, "dude, follow the link because [the real reason for the dude]," then the person will follow it, and everything will be cool. The only more effective way would be to take his cat hostage (but we're talking about serious stuff here, okay?).

However, the problem is that for the vast majority of users, the "really important reason" is some sort of benefit they receive if they choose to buy: a discount, a promo code, a special offer, etc.

Life is cruel, and sometimes marketers use their creativity in vain. These days, if you do not offer a reduced price or a gift to the user, you won't be able to succeed.

Conclusion — if there is some profit/perceived benefit for a user, make use of it.

Be James Bond. Stalk your target audience
james bond
What if there are no low prices or benefits, the site is not attractive, and the client really wants lots of hits on his landing page?

Find out what's bothering your target audience, besides profit. Remember the scheme? "Dude, follow the link because [really important reason for a dude]."

When a group asks a question about a brand or a product, it provides not only a reason to answer a person on behalf of the brand, but also an opportunity to use the information in the posts to increase traffic. In addition to dealing with audience questions in the group, it is useful to explore the online "habitat" of your target audience: relevant forums or competitors' groups.

Be Sasha Grey. Stimulate
sasha grey
So we found that "really important reason for a dude" is the key to convincing people to go to the site. Since the days of Noah's Ark, everyone has been using triggers to enhance that effect and create excitement. When Noah said that "the number of seats onboard is limited," the first trigger was born.

The most common triggers are:

● Time limit ("Offer is valid until…»);

● Exclusivity ("Only for you and only now…»);

● Betting on greed ("Buy 3 for the price of 2").

But when writing a post requiring the editor to work with pre-set conditions, these three triggers, while effective, are sometimes overused, and other triggers should be considered.

What the editor can use:

● The effect of the crowd, or the 'Bandwagon' effect ("Our event has already registered 100 people, and you still have time…»);

● Reviews (For example, repost someone else's site or publication containing a review of your product, with a link in the header);

● Simplicity of action ("the easiest way to purchase a product is to order it on our website in 2 clicks").

Be Ryan Gosling. Spark desire in the first five seconds
ryan gosling
According to statistics, a person comes across about 3000 advertisements per day. It is physically impossible to pay attention to each. Hence, the truth known to almost everyone is that you only have a few seconds to make the consumer interested.

For an ordinary post, this means that you need a cool header and design — the first things that catch the eye. For a post that brings traffic to the site, it's a little more complicated- you need to keep the reader's attention until the benefit is formulated and a link is given. Here are four tips:

● Never ignore the need for a catchy title and a good design of the post;

● Placing a link at the end of a post can work if the post is short, and the reader doesn't need to expand the text to get to the link;

● If your post is of a medium length, do not end it with your link, but try to place it somewhere closer to the middle;

● If you work with long reads, you have the opportunity to use the favored technique of email newsletters, and insert a link into the body of the post more than once.

Be Mister Darcy. Stay loyal to your principles
The devil on the editor's shoulder sometimes whispers to him: "Write: 'Shock! McGregor cried! Find out why on our website!" or " You have no idea what will happen if you cook toilet paper in a galvanized bucket!". We've all seen these advertisements, also known as "click bait".

The temptation to mislead the reader and get tremendous but almost useless traffic is always there. Therefore, this content strategy is often considered only in the context of "hit and run".

If "loyalty" and "repeated purchases" are not empty words to you, do not fall into this trap! It will not work as a long-term strategy!

Bonus level. Seven tips for those who read till the end

  1. Do not repeat the same traffic-generating posts in the same community because over time, subscribers will stop noticing the link: the spam filter works in the reader's head.
  2. Do not direct traffic to dead-end landing pages — leave the person a chance to go somewhere else on the site.
  3. Pay attention to the link address: it often scares users. Some newbies are afraid of "this evil Internet", and when they see another "weird" link — it must be the FBI or a scammer.
  4. Announce sales and special offers in advance. "Heated" traffic is more readily converted.
  5. Arrange a contest in which the user will need to look at the site — for example, to find answers for a quiz.
  6. Use links to the site in the comments when replying to users, if it's logical and won't mess the communication up.
  7. Don't be lazy and do traffic analysis only within your community. It may become clear that everything I have just said will not work for the product you are promoting and your target audience, but something else will.
On this cool note, casting a shadow of doubt on the whole article, we end, with a Sayonara and good luck! :)
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