I am Natchi Lazarus. Today, I want to talk to you about knowing the source of your quality audience traffic. We all try to run social media channels, you as a non-profit or ministry, are trying to have social media channels help you accomplish a goal. Right?
Track quality traffic with measurement tools and systems
In Chapter 11 of my book, The Connected Church, I talk about how to track everything. And one of the things you need to really track is the source of your traffic, the source of your audience. Where are they coming from? Because once you start getting quality traffic from one place, quality audience coming through a particular channel, then it’s important for you as a ministry to pivot, and plan, and promote that particular channel, or a particular group of channels.
For example, let’s say you’re getting the most number of quality traffic, quality people, quality followers from, let’s say, Twitter and YouTube, and maybe not from Instagram. Then you don’t have to look at Instagram. Just an example. Maybe some of you are getting quality traffic from Instagram, but you get what I’m saying. So look at which channel is giving you that quality traffic. Not just quantity traffic, but quality traffic. And for that, you need to have your measurement systems in place. Once you understand that, then you can do 3 things.
Action Step #1 – Pivot
You can pivot, which means you can decide to turn your ship to the left or the right towards that channel, and make sure that all your content is as per the channel requirement, all your optimization is as per the channel requirement, everything that the channel needs you can give. So you can pivot, you can make a leadership decision to pivot towards those top channels that are bringing you that traffic.
Action Step #2 – Promote
The second thing you can do is you can promote the content on those channels. Because once you figure out that that (channel) is what is working, then why would you do anything else? Because you want to focus all your resources, your money and people, and team, and effort, and everything towards something that works. So that’s what you will do. You will promote it. Not just organically, but also maybe with paid ads and so on. You will promote it. So you will pivot, you will promote.
Action Step #3 – Plan
And finally you will plan for the future. Because when you create content, if for example, Twitter is the one that’s working very well, what do you need to do is you need to create short form content with 280 characters and you need to have more content per week than you would have on other channels. So you need to completely plan to change your strategy. That can happen only when you understand that that is the channel that is bringing you your quality audience. Whether it is Facebook or Instagram or YouTube, whatever channel is working for you, you need to understand that particular source that is bringing you that quality traffic so that you can do these three things – pivot, promote and plan. That’s the thought I wanted to share with you.
I will see you next week with another thought. Until then, if you have any questions or comments, do DM me and share on the comments section wherever you’re watching this. I’ll see you next week. God bless you. Stay connected, stay blessed and stay safe. Bye.