Tweet

Integrating Social Media into Website Strategy - Part II

Guest post by: Faith Seekings

Article Overview: Should website strategy be driven by social media? In Integrating Social Media Part I, the answer was no. Read Part II to find out why the answer has changed.

Integrating Social Media into Website Strategy - Part II

In the article ‘Integrating Social Media Part I’, I addressed the question: should website strategy be driven by social media?

At that time I wrote, no, it should be considered as part of an overall marketing plan. However, if you’ve done your research and found that your target audience is huge into it, then yes, it should be one of the stronger factors in web strategy. With the Rapport Marketing Map, we talk about the journey people take moving from one marketing tool to the next (ie: when they look at your business card then go to your website, do they see the same colours and logo?) and how to keep them moving along that path, towards your pre-sale action step. If you think about going from, say Twitter to your website, there may be opportunities to make that transition more meaningful.

Going from your Twitter page to your website? What happens next?

For instance, if the first place someone finds you is LinkedIn, they read your profile, like your style and click-through to your website. What’s the experience like? What opportunities are there to create a continuation and encourage them to travel further through your marketing map? Some people create special landing or squeeze pages, depending on where they come from that tie the two together. I saw one that said ‘welcome fellow Tweeters… here’s how I want to use Twitter… etc.’ One Twitter user sends a very friendly ‘thanks for the follow message’ to new followers that invites them to take a fun, interesting, no strings attached quiz, getting people to her website.

How your target audience uses social media may change the approach to content writing for your website, or the bells and whistles you add. People who are big into it appreciate brevity, a more casual and human approach to writing and expect lots of interaction, like blogs and polls, etc.

Remember, your website’s main function will always be a place prospects come to learn more about your company and it’s services, so I wouldn’t rush to turn it into it’s own social media platform. A common style I’ve seen is sites that look like the home page of LinkedIn or Facebook. Though fun that they let people post things on their home page (like a notice board), it was major overload and it took me way too long to find out what they did and who their customers were. Visitors should always be able to find out basic information about you there, which makes the site good for visitors who don’t use social media or didn’t find you that way.

Related Articles
  Integrating Social Media into Website Strategy - Part I
  How Social is Your Email?
  “Should I or shouldn’t I”
  Are you paying people to update their Facebook profile?
  Free Internet Marketing Strategies That Work!- FAST CASH MAGNETS
  Social Media Strategy
  10 Steps to a Sustainable Social Media Strategy
  Resourcing B2B social media
  How To Use Social Media In Your Internet Marketing Plan
  Social Media Strategy and your business website!
  Social Media Strategy
  Strategies For Utilizing Social Media Outlets
  ••••••>Take Advantage of Twitter and other Social Media Options for SEO
  Top Five SEO Manchester Strategies 2012
  Can social media replace PPC?
  Google Gadgets & OpenSocial: A Social Media Marketing Toolset
  Legal Marketing: Social Media and Law Firms
  Social media : why should my business use this resource?
  Should Social Media Replace Cold-Calling?
  Social Media Marketing: A Necessity or a Necessary Evil?

Article Tags: b2b marekting strategy, branding, full service marketing, social media, website strategy



Related Forum Posts
Re: Kevin needs "social glue" ideas - Hi, I like the idea of "10 items that could act as "social glue" because I am an internet marketer. But I agree with the rest that the 10 recent post is nice. Maybe we should open up a new section in the forums on Social Media...or Social Media Marketing. I will tell you that the world is about 1 1/2 behind when it comes to understanding social media. Building a section now will put EvanCarmichael.com is a great position a year down the road when people realize Social Media can produce more traffic than SEO. Jeff
How to do SMO on Stumbleupon to increase traffic to Website? - How to do Social Media Marketing on Stumbleupon to increase traffic to Website? I am Stumbleupon member from the last month. I want to promote my website through Stumbleupon. Is there anyone who gives me step by step guidance to do SMO on Stumbleupon?
Re: Kevin needs "social glue" ideas - [quote="WebBizIdeas.com":gvtxsu7g]Hi, I like the idea of "10 items that could act as "social glue" because I am an internet marketer. But I agree with the rest that the 10 recent post is nice. Maybe we should open up a new section in the forums on Social Media...or Social Media Marketing. I will tell you that the world is about 1 1/2 behind when it comes to understanding social media. Building a section now will put EvanCarmichael.com is a great position a year down the road when people realize Social Media can produce more traffic than SEO. Jeff[/quote:gvtxsu7g] Hi Jeff, Thanks for the suggestion. Why don't you start a new post (with a poll) to see if there's enough interest in your idea for a social media section?
Re: UPDATES: New Campaign! New Layout! New Ideas! - GT - thanks for the FYI - I'm not sure if we'll put a link back. Something to consider though! Trent - the new category is "Social Network and Media" which was put in to compliment the Online Businesses category that currently exists. Overall the new categories are: - Looking For, Networking and Events - Review My... - Social Network and Media - Brags and Rants These came as a result of Ringo doing research on other forums and thinking about what could be improved on ours to give a better experience for everyone. I hope you enjoy them! David, I'm looking forward to reading your Brag / Rant!
Re: Marketing 2.0 - What Are Your Thoughts - Hi Shri, Thanks for posting this. I also read it and I believe Social Media is here to stay, until the next best thing comes up. Social media proved to be useful for me many times and I think everyone should use it for their business.


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.

Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!

Name:
Email:

Popular Articles

Ready for a Fresh Image?

Emotional Intelligence in Business

Unharnessing Creativity in Business

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.