You can turn a lot more of your organic traffic into actual conversions by doing what I call “organic social media retargeting.”
The Most Common Buyer’s Journey in SEO
What we’re looking at here is the most common buyer journey when it comes to SEO:
A user starts with a Google search and lands on your website.
From there, they either leave or convert.
If you look at your Google Analytics, you’ll see that literally 98% or more of the visitors to your website don’t convert.
This lack of conversion may not be because you have a bad offering—it may simply be that they’re not ready yet or aren’t fully sold.
Establishing Trust Through Social Media
The truth is, there are few channels available today that help you establish trust better than social media.
With social media the engagement process looks a bit different:
- Users discover your account.
- They follow you.
- They view your content.
- Through this, you build trust with them.
- They may amplify your content by engaging with it or sharing it.
This can eventually lead them to convert, either through your DMs or by going back to your website to make a purchase.
Driving Your Organic Traffic to Your Socials Enables “Organic Social Media Retargeting”
What many of the most effective digital marketers have been doing over the last several years is combining these two processes:
In this model, customers find you through a Google search and land on your website.
Then, you retarget them through paid channels.
A small percentage may convert directly from this initial interaction.
The next step—only possible if you have a content strategy in place, like a blog—is to entice them to engage with similar types of content on your social media accounts.
For example, someone lands on your website and reads a blog.
Within that blog, there’s a CTA (call-to-action) that mentions a YouTube playlist or a related video they should check out.
This encourages them to visit your YouTube channel.
Alternatively, your blog might discuss a specific topic and link to a TikTok video on the same subject.
The goal is to pull them into your social media ecosystem.
You want them following you, subscribing, watching your content, and engaging with it.
This engagement amplifies your reach and helps you build trust over time.
Building Trust and Encouraging Conversion
Through consistent social media interaction, you share your expertise, entertain, and keep your audience engaged.
When they’re finally ready to make a purchase, they’re already familiar with your brand and more likely to go back to your website and convert.
The Cost of Ignoring Organic Social Media Retargeting
At the end of the day, this model is essential.
You don’t want to think about how many potential customers you’ve missed out on over the years.
These are people who came to your website, weren’t ready to buy, and left without you nurturing them through social media or another medium to stay in touch.
