Once you have built your website, driving traffic to that website is paramount to the success of your business. We have discussed strategies so far that include SEO and various PPC and online advertising campaigns, but we cannot underscore the amazing power that social media harnesses when it comes to driving traffic to your website. Whenever you or someone else shares a link to your website using a social media account, it builds links for search engines to index, building up your website’s reputation and authority and boosting organic results.

The utilization of social media networks or channels to promote your website and content can greatly complement an Internet marketing plan and optimize website hits and visits, especially in business to business (B2B) sectors.

The leading social media networks for promotion of your website that lead to increased traffic and conversion are:

• Facebook
• Twitter
• LinkedIn
• Pinterest
• Instagram

Facebook remains the top social media network across the globe. With over one billion active users, this social media giant cannot be overlooked when it comes to driving traffic to your website. Creating a business page, inviting friends to follow and like the page and consistently updating the page with fresh content that links out to your website will drive traffic to your site and increase your rankings within search engines. Facebook also allows businesses to create targeted advertising campaigns that provide powerful results.

Twitter currently commands the ranking as the second most powerful social media network, especially with regard to microblogging and current events. Its functionality allows businesses to easily follow, promote and engage with each other using hashtags. Hashtags allow you to follow specific social media conversations, while Twitter lists boast your credibility within specific niches or industries. Viral content can drive astounding amounts of traffic to your website very quickly.

LinkedIn is the leading professional networking social media network and has more than 100 million users (who tend to be very active). LinkedIn can drive traffic to your site by allowing you to create a Company Page where you can share industry insights, connect and network with other professionals and share content. Your content may get re-shared or commented on by a segment that is mostly made up of professionals looking to gain business, connections and credibility within the professional world. Sharing posts that link to your website can increase high-producing traffic. LinkedIn has also recently announced new analytic insights that can assist with determining if your marketing efforts are reaching your desired audience.

Instagram is by far the leading social media network for photo sharing. While Instagram is a powerful engagement tool that can be used to inspire members of the social network, offering up a social media site that has more than 100 million accounts sharing nearly 40 million images on a daily basis, it is best used for customer interaction and brand building rather than driving traffic to your website.

The primary concern cited by advertising experts is that Instagram makes it difficult to actually drive traffic to your website. This is because Instagram does not allow traffic to be directed from a particular image to your website. The only live link that directs traffic to your website is the one that you use in your business profile bio. The use of hashtags and following of potential customers and interacting with them is the primary marketing benefit cited for this social media platform.