Have you been managing your social media profiles and your website as though they’re two completely separate entities, with no interaction? Do your profiles and your site look so different, they may as well be for two different businesses? Then it’s time to rethink your approach.
Your social media profiles, across all different platforms, can influence how successful and effective your website is. By taking this in to account when you’re working on your social media, you may be able to generate more leads and save time on your marketing overall.
Search engine optimisation
Search engine optimisation (SEO) is the practice of making tweaks to your website (and things connected to your website) to help make sure it’s seen favourably by Google. Looking good to Google means being displayed high up in the list of results when people search for your services in your area.
First, social media is a way of building links to your website. For example, if someone shares a blog article you post on Facebook, they create a new link back to your site. Links are one of the ways Google assesses your site’s credibility; the more people link to your site, the more likely it is that your site is useful, original, and well written.
Second, some research suggests that while social metrics are not the most important SEO factor, they’re still within the top 10 most influential factors. According to a global survey, search marketers ranked ‘page level social metrics’ – quality and quantity of tweeted links, etc. – at 3.98 out of 10. To put that in perspective, page content (including keyword usage) was ranked at 7.87[i].
Lead generation and conversion
The simple theory here is that, if your social media profile is compelling and concise about what you do, it can serve as an effective way to capture and funnel possible leads through to your site. Basically, if someone is clear on what you do – and interested enough to click through – they’ll be less confused and more ready to take action when they arrive on your page.
It’s all about making a clear path from your social media profile through to your website. Depending on which social media platforms you’re using, there are a few different ways you can do this. For example, on Facebook, you can add a call to action button going to a particular part of your website[ii].
Adding your location on Facebook, choosing your business category, filling in your About section and pinning a basic info post to the top of your page are all ways you can help people pre-qualify themselves as leads before they head through to your site.
Next time you work on your social media profile, just remember: you’re making a difference to your website as well.
For more on how to make sure your social media marketing is working, head back through our archives to ‘Should I be using social media marketing?’. If you’re yet to connect your accounts in Advant Plus, here’s how to link your social media. For any other queries, email us or drop us a line on our Facebook page.