Consider whether the share buttons for email and WhatsApp are prominent enough on your website. Many websites seem to prefer measurable channels like Facebook, LinkedIn and Twitter. They give these buttons a more prominent place below or next to their content. However, WhatsApp, Messenger or email have much more impact.
Make it easy for website visitors to be your ambassador instead of having to copy and paste the link into job function email database a message themselves. Make your ' Tell a friend ' more visible.
3. Provide the social buttons with UTM tags
Make sure that all social buttons have UTM tags , so that the result is visible in Google Analytics.
4. Use the dark social channels yourself
For those who don't do it yet: use the darksocial channels yourself to get in touch with your target group. There is nothing wrong with customer service via WhatsApp. And look at the success of other companies (such as KLM) via Facebook Messenger and private messages from Twitter. Not measurable via the website, but the result can be seen in the customer satisfaction surveys.
5. Measure the result after one month
A month after you started using more prominent buttons on your website content, measure whether these pages score better in your Dark Social Calculator. Look at which buttons worked well (via the UTM tags) and estimate the contribution that private traffic made to your campaign.
You can then assign a value to the conversion by thinking of it as an A/B test against the conversion of your normal direct traffic.
6. Fail until you succeed
Start again at step 1 and fail until you succeed . Do A/B tests along the way.