How to adapt the social media strategy to the limitations of outreach

Nowadays, social networks should not be the primary traffic channels for our websites. This is because many social networks already have algorithms that limit the reach of posts with external links to retain users on the platform. Instead of looking for traffic, we should focus our strategy on building credibility, authority, and branding. This shift in focus is necessary to adapt to these reach limitations imposed by social media.

Selectively choosing which platforms to use to publish content is critical. The selection should be aligned with our target audience and the type of interaction we are looking for on the platform. Posting on too many platforms at the outset without a solid strategy will dilute efforts and contradict the principle of segmentation in marketing.

There are specific situations where driving traffic to a website, via social media, can be an interesting option. In these cases, paid advertising is effective. For example, we can use it to familiarize a cold audience with our brand and then implement retargeting campaigns for users who have taken specific actions in the funnel.

We cannot ignore the quality of content. We should research and use popular terms, topics, and keywords in our niche, on and off the platform, to create original content, interact with content from relevant accounts that reaches our target audience, and raise awareness of our products and services, transforming their features into tangible benefits for the user.