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Many organizations have all kinds of social media links on their WordPress website. But is this wise? When you use social media the wrong way, they can backfire on you. In this article, we’ll explain what you can do as an organization to prevent this from happening. And we’ll talk about a social medium that is often forgotten.
Invite in or send away?
Imagine you’ve just finished a new blog post and you share it on your Facebook page. An interested follower clicks on the link and visits your WordPress website. While he’s reading your article, he sees the sidebar with Facebook and Twitter feed. He stops reading and starts scrolling through your Twitter feed. He clicks on one of the conversations and goes to the Twitter website.
What is happening here? You first successfully get the attention of a visitor on Facebook, but as soon as he arrives on your WordPress website, you make it really easy for him to leave again. That sucks!
Social media on your website
We see many organizations embed all kinds of social media feeds on their website. For example, you’ll see their most recent messages from Facebook, Twitter, LinkedIn, etc. in the sidebar next to an article. Embedding a feed like that is so simple, that you almost forget to ask yourself why you would do this. Very often, such a feed does not serve your goals.
I often hear people say they place these feeds to keep their website ‘alive’, or because they want to show their organization is an interactive and modern one. But these arguments don’t fit in a solid online marketing plan. You’re treating your visitors like ping-pong balls: on social media you invite them to visit your website, but once they’re there, you put your social media back on display.
Don’t make it too difficult for your visitors; limit their choices. Ask yourself where does most of the conversion of online activities take place for your organization. Are most of the sales and quotation requests processed on your website or on your social media channels?
Your online activities are like a funnel: by being visible on various platforms, you attract as many people as possible to one place. Often this place is your website, but in some cases, this can be a social medium (a vlogger’s purpose is to “funnel” as many followers as possible to his YouTube channel).
Say your marketing funnel points to your website. Does this mean you should not integrate any social media on your website? Maybe, but then you might be taking it a bit too far. Because even if the conversion for your website might not be happening on social media, they may still serve another purpose: engagement.
Engagement: a long-term relationship through social media
Even if the conversion for your organization does not take place on social media, they can still be functional to build a “soft relationship” with your visitors. Because every visitor is unique; one takes immediate action on your WordPress website, another may want to get to know you better first. Social media are perfect for this.
Again, a well thought-out online strategy is very important; because you need to focus your social media on a specific target group: potential clients that want to get to know you better. This means you have to think about the image you want for your organization on social media; are you an informal bunch, or a serious group of professionals?
These choices determine the type of content you put on social media; do you build confidence by showing you’re having a good time or by sharing professional knowledge? To answer this question, you can ask some of your new clients what made them decide to become your customer. You can let these decisions determine your content on social media.
When you’ve decided on a strategy, then you can go back to thinking about the role of social media on your website. A role which is now well-defined: For example, you now only bring social media to the attention of your visitors to give them an alternative, next to the direct action to make a purchase. Or you use social media mostly to ask (and answer) direct questions. Whatever the purpose, with a clear definition you’ll know how and where to use social media on your website. For example, a social media follow button with caption, or rather a prominent place on the contact page.
Which social media and which target group?
Every social medium has a different user group. And these groups change continuously. We see Facebook being used mostly by adult consumers, Instagram and Snapchat are more popular with teenagers, and Twitter is averagely used more by men than by women.
Plus, there is a clear difference between business and personal use. Few users have a Facebook account for their business. On the other hand, there aren’t many people on LinkedIn who show pictures of their afternoon walk.
The difference in age, fields of interest and motivation of users are important for the way you use social media. When you have a business service, think about the usefulness of approaching your customers through social media. A manufacturer of packaging material would not use a marketing campaign on Instagram.
Don’t forget this one
The landscape of social media is changing continuously. Every time, different social media are popular. That’s why you’d almost forget this one social medium that has been incredibly effective when it comes to building engagement: e-mail.
The great power of e-mail is in this small detail: messages on social media pass by very fast; if you’re not on Facebook even for a day, you miss a great number of messages. Messages that you don’t just get back on your timeline. An e-mail, however, only disappears after you’ve read it (or marked it as read). So, e-mail has a much more pressing character than messages on social media.
Because e-mail is more pressing, it demands caution; for a good reason, many e-mails end up in the trash or spam folder without being read. By law you are required to get someone’s permission before sending them a newsletter. And if you have this permission, consider carefully the e-mail’s title, length, content, the time you send it and the frequency with which you send e-mails.