Place links on social media channels that send fans back to your website – always! It may sound simple, yet so many artists and organizations don’t do it. I have seen social media content that is relevant to an artist’s brand or an organization’s mission, yet for some reason their social media content doesn’t link back to their website.

Driving web traffic is important for obvious reasons, but in case you are new to it, more traffic means greater exposure for your brand. One of the easiest foolproof ways to drive people to your website is through a blog built on your website, and placing direct links from the blog to social media platforms.

Here are three easy steps to drive more traffic to your website by using a blog.

1. Centralize Content

A blog is a great way to centralize content. There are many photos shared on Facebook or interesting articles tweeted, but they don’t always link back to your website. For example, place the same photos you upload to your Facebook fan page or links to articles you tweet directly on your blog and include a short description.

2. Post Links to Social Media

Post links generated from your website (blog or other section) directly to social media; this will increase traffic. The idea is to have all pieces of social media content existing somewhere on your website first, then place direct links on social platforms that lead users back to your website. This may seem unnecessary, but it really is a prime way to give others reason to visit your site. I often hear artists saying they updated their website, yet there are no links on social media that point fans back to the website. So, generate website links and post them to your social platforms!

[Side Note] I recommend using social platforms as a “teaser” for the “main content piece” existing on your website. You definitely want a lot of the same content to appear on both social media and website. Your website should have the “complete story”, whereas social media is only a sample.

3. Watch Website Traffic Increase

By following steps one and two above, you will most likely see an increase in website traffic.

Why is traffic so important? It means more people have greater exposure to who you are or whom you represent. It also provides a greater window of exposure to your brand. On social media there can be excellent brand collateral, but your website will still provide the full picture of personal or organizational branding and present the opportunity for others to quickly site-browse.

I have found this infographic helpful in articulating the model I propose. Your website should be the “mothership” with all other social, email, and press platforms directing people back to it.

Website as mothership infographic

About Jonathan Eifert

Jonathan Eifert represents arts organizations and classical musicians seeking to build their social equity through the fusion of traditional and new media. He specializes in concert promotion, social media management, organizational communications, press relations, and brand partnerships. Project highlights have included bolstering the social media platforms of star tenor Michael Fabiano through strategic content, generating key press placement for the Cleveland International Piano Competition, managing the Golandsky Institute's Summer Symposium at Princeton University, and rebranding the film series Living the Classical Life.

Jonathan previously worked at IMG Artists (London) and Astral (Philadelphia) before founding Jonathan Eifert Public Relations that serves clients throughout the U.S.

While living in London, Jonathan completed his Master of Arts degree in cultural policy and management (arts administration) from City, University of London—specializing in classical artists’ brands and their development. He holds his Bachelor of Music degree in piano from Cairn University and is an associate member of the Grammy Recording Academy.

For more info, visit jonathaneifert.com.

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