Your site has two types of visitors: the organic and social visitors. Before deciding which type of visitors you want on your site, let us define both terms.
Organic visitors are the traffic that comes from FREE listings on directories or search engines. Still not getting it? Well, in simple terms, Google and other search engines send this traffic to your site. The search engines send visitors to your site simply because your content is appealing.
Social visitors come from the social networks with which you have linked your website. For instance, you many have campaigns running on Twitter, Facebook, or Instagram.
Over 31% of traffic to a site comes from the social media according to Shareaholic, a content marketing hub. Organic traffic has a high rate of conversion – 20 % in average.
According to MarketingSherpa, many businesses prefer organic visitors and SEO rather than social media traffic.
Forrester, a research firm shows that there are problems for those who prefer using social traffic. The company reports that half of the social media marketers do not evaluate the success of their campaigns. Again, half of the marketers revealed difficulties in measuring their return on investment. While the marketers struggle to get leads, the automation of social media marketing reduces the effectiveness of the campaign significantly.
Another study by Monetate calculated the Facebook pages conversion rate to be at 0.061% in average.
Why is there such a big difference between organic and social visitors?
The reason for such difference is simple. The organic traffic that comes to your blog or site originates from online users who are specifically searching for a given product or service. Such people are willing to buy. For instance, a person looking for “best deals on guns” is really looking to buy a gun in the near future.
Again, your follower on social media may not be interested in what your offer. They are not necessarily looking for guns in the future. The likelihood of you changing their buying behavior is next to impossible compared to those who are willing to buy your services and products. Facebook has been smart enough to figure out that you enjoy shooting koalas or whatever else you like shooting, but when browsing your friend’s wedding picture and honeymoon anecdotes, a wedding gown and that cottage in the wood is the last thing in your mind.
What do I mean?
Well, what I am saying is that CONTEXT IS VERY IMPORTANT to an effective marketing. This is why the recommendation and search engines (organic visitors) work well for your business. This is because the users who are directed to your site, because it has the information they are looking for, have some form of intent, and they are easy to convert to clients.
Therefore, if you are looking forward to boosting your conversion rate, I would advise you to target organic visitors through posting content that inform your audience and answer the questions they may have: solve their problems. This way, the search engines will fall in love with your site such that they cannot resist sending possible clients to your site.
However, do not give social visitors a cold shoulder. Use it as an additional card up your sleeves.