Together, social media channels and your website should work seamlessly to promote your online brand. However, if you’re like most businesses, you’re probably missing out on potential interactions, impressions and ultimately sales. In this article, I’ll dive into a quick how-to guide to ensure your business website and social media platforms are working together to maximize your online exposure. I’ve included examples from small- to medium-sized businesses that specialize in a whole host of fields to illustrate that you don’t have to be one of the big players to take advantage of these simple tips.
1. Include Visible Social Media Buttons
This seems like a no-brainer, but double-check. Best practices suggest that social media buttons be displayed on the top, bottom or along the side of your home page. Links or buttons that remain in your navigation as the user moves from page to page are optimal. To ensure that users don’t exit your web page altogether, you may want to create the buttons or links so that they open your social media pages in new windows. Also, do not feel obligated to link out to all social media channels you’ve created or dabbled in. If you’re fonder of Twitter and have completely abandoned your Facebook page, there’s no reason to link to any outlet that is not being actively managed. In fact, linking out to inactive channels can ultimately cause more harm than good.
2. Integrate Social Where it Makes Sense
If you use social media to keep your customers or clients apprised of your recent happenings and are actively managing your outlets on a daily or bi-weekly basis, it might be wise to showcase your Twitter feed or Facebook posts directly on your website. Linking out or displaying inactive social media channels will only cripple your online efforts. If you choose to go this route, it is important that you maintain your presence.
3. Include Up-to-Date Buttons
Social media changes fast—dare we say in real time? So if you added your buttons a year ago, they are probably palling around with the dinosaurs. Facebook fans morphed into Likes, group pages died, +1 is spanking new and LinkedIn improved significantly. Do research to find the most current social media terminology so you don’t get caught mumbling about “The Facebook” and “The Twitter.” In order to maintain credibility within this ever-changing realm, it is important to stay with the times. However, staying up to date with your terminology does not mean that you need to jump on every platform that springs up. It is important to be tactful with your social media choices and do your research before blindly forging into unknown territory.
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