Before we dig in, let’s set the stage.
- Nine in ten American adults use the internet.
- Sixty-nine percent of American adults use social media in some form.
- Seventy-four percent of consumers use social media when making a purchase decision.
What other platforms have that high of adoption?
One of the most common things we see our clients struggle with is unifying their marketing channels. There may be a lot of great marketing efforts occurring, but they’re operating independently of one another.
Helen Keller said, “Alone we can do so little, together we can do so much." The same is true of your marketing channels, most importantly, the heavy hitters — your website and social media.
The first thing to do when embarking on the journey of integrating your website and social media channels is to ask yourself two things:
- What are my goals for this effort?
- Are my social media pages and website current and engaging?
The first will help ground your decisions, because, as you will see, there are a plethora of ways to go about integrating social media and your website.
If you answered, “No,” to the second question STOP. Get your platforms in shape before you funnel more traffic in either direction.
When you’re ready, here are four ways to integrate your website and social media pages.
1. Be Visible
Low hanging fruit — put hyperlinked icons of the social media pages you utilize on your website! You usually see icons in either the header or the footer, with the latter being the current best practice (72% of websites have the icons in the footer). Don’t forget to open in a new tab to keep users on your site.
Make the icons low key and on brand. You’ll often see icons dialed back or in outline fashion, rather than the icons’ true brand colors. You want the icons to add value to your brand, not distract.
Last, but not least, make sure the icons you use are the current style. Nothing says, “I’m hip with the latest social thing-y,” more than the wrong logo. Old versus new Instagram logo.
2. Be Shareable
In order to build brand advocates — people that are singing your praises for FREE — make it as easy as possible to promote you and your products. According to BrightEdge Technologies, websites that have sharing buttons generate up to seven times more mentions.
The key to sharing buttons is to make sure you put the buttons on pages with options that make sense. For example, you wouldn’t include a LinkedIn share option on a women’s dress page, even if your company was on LinkedIn.
White House Black Market utilizes share buttons on product pages.
Make sure to optimize your share buttons. By “optimize,” you should make sure that the share is pulling a good description and photo, as well as including a shortened URL and your handle. Hint: having great metadata is the best way to accomplish this.
West Des Moines' share buttons are not optimized, whereas Univision's are optimized
3. Be Convenient
Avoid password fatigue. Don’t make your users have to think twice about logging in to your site to make a purchase or engage with your content through comments.
PBS social login capability.
Buzzfeed Facebook integration on article comments.
4. Be Smart
Think smarter not harder. There are plenty of tools (even FREE) that can auto post to social media when you add a blog entry to your website.
The best advice I ever received in regards to communications is recycle, recycle, recycle. Have great content on your social media pages? Use it on your website! Have great user-submitted reviews? Use it on your website! Have customer content? (Seeing a trend?) … Use it on your website!
Here are a few ideas: Beardbrand Instagram feed homepage integration.
Golden Globes feed compilation.
Nike user-submitted Instagram product photos.
National Aquarium embedded customer reviews and user-content.
That's a lot of info!
If your social media channels or website need an update, or if you would like help doing the heavy lifting of implementing any of these ideas, give us a shout!