Don't seek shortcuts. As the quirkiest bunch of content writers in Delhi, we're explaining why you shouldn't over rely on social media to impel website traffic for your business.

Although social media may be a temporary solution to impel website traffic to your business, we think it is a restricted perspective — a Band-Aid. By relying too deeply on social media to send your promotional messages out there, your company might stumble upon these challenges:

Social Media Can Generate Low-Quality Traffic

Social media platforms can be brilliant sources to generate web traffic for your website. But additional page views on your website do not essentially mean added conversions.

We have seen several businesses that use social media just to share click-bait posts in an effort to boost their connection and online traffic. Those who are doing it are deliberately overlooking user intent.

It all comes down to user intent. When anyone happens to stumble upon your content on a social media platform, there’s little to recommend that they truly wanted to view your content. Equally, when a user searches a phrase in a search engine and decides to view your content, example, “content writing in India”, this is an important sign that the user’s requirements align with your website’s content and will most probably seek your services if all else goes well.

In other words, when you are truly focused on organic content, you’re effectively competing with a few content pieces. But on a social media platform, you’re contending against thousands of potential content writers in Noida and pieces of content in the constantly-expanding news feed.

Social Media is Entertainment

You know it and we know it. People use social media because they want to be amused. They want to connect with friends and family. They’re not on these social media platforms to be schooled, and they’re absolutely not there to be advertised to.

Your business content on social media, unless really entertaining and useful, is just similar to the advertisements on TV or on the radio channels. People just tune out.

Social Media Isn't a Posting Platform

Businesses are vigorously testing with social media as a channel for posting their content — not for marketing their content. Why?

Simply put, their (content management system) CMS tools are too unwieldy and crushing. It is very hard to include a blog post and have it showcase appropriately on the website. Posting your content on social media is faster and easier but marketing your content is incredibly difficult.

Obviously, social media has its limitations when used as a posting platform:

• You’re driving traffic afar from your website, which must be your base. Good things such as brand awareness, consumer connectivity can happen only when users visit your website.
• On social media, you have some command over the user experience. But on your website, you have unlimited command over the user experience.
• Some platforms allow users to post content of every quality level. You’re still contending among a lot of clatter.
• Social media platforms come and go (think Orkut). Your website will always be here.

Social Media has Extremely Short Shelf Life

Website content drives social media more than anything else because of shelf life. The relevancy of your content on social media can be 24 hrs or less, whereas the relevancy on your website can be 24X7 for several years. On social media, the visibility of your content is based on user’s category as a “fan” or "follower”, whereas on your website, it is based on user intent. 

The Big Question: How Content and Social Media Can Assist Each Other?

Social media has a perfect place in content marketing - we think it’s important to market the organic content you have developed and posted on your website. We only worry digital marketers not to be excessively dependent on social media to drive traffic.

Remember, content marketing is a long-standing strategy — a slow fire. There is no shortcut. Keep posting useful, results-focused content, and the target audience you’re actually seeking will unsurprisingly find you.