How your website and social media can work together

How your website and social media can work together

Zoe Brown

Zoe Brown
19th January 2017

It’s no secret that having an online presence – both a website and social media – is becoming a vital part of any business’s strategy. But once you’ve got your website and social media accounts set up, what next? How can they work together? All your marketing channels, online and offline, should be working together to build awareness, generate engagement, and drive purchases. Here are some easy ways that your website and social media can work together seamlessly.

Link Your Website and Social Media

To really utilise having an online presence you need to make sure website visitors can see your social media and vice-versa. You can increase traffic to your website through social media while growing customer loyalty and a wider reach by encouraging website visitors to join your social following. Include social media icons and links to your accounts on your website, a popular area being the footer (so they appear on each page). Also, include a link to your website on your social media bios and ‘about us’ sections. If you wanted to showcase your social media even more prominently you could consider embedding a Twitter/Facebook live feed to your website, although make sure you’re regularly updating content if you decide to go down this route so the feed is active.

When you publish content on your blog, include share icons at the bottom of posts so readers can instantly share content they enjoyed. Pin It/Save buttons also work similarly for Pinterest, and retailers who have e-commerce functionally on their websites commonly include this interactive button to allow consumers to instantly save product images and details onto their Pinterest boards.

Link to your social media profiles from your website (the footer’s a good place)
 Link to your website from your social media bios
Include social media share buttons to your blog

Share on Social to Get People to Your Website

Content marketing is key for both your website and social media – both are built around engaging your audience with great content. By pointing your social followers to your website, this relevant and interested audience can then browse your other blog posts and web pages, potentially converting to paying customers. By generating more traffic to your website through social media, you’re also improving the likelihood that your content will be shared elsewhere on the web, potentially meaning improved SEO (and meaning your website will rank more highly for relevant search terms).

Social media also provides a great opportunity to showcase the people behind your business and your story to appear more ‘human’ to consumers. Developing this human side to the business on social media builds an emotional connection which naturally leads to trust and loyalty. Social media opens up a world of engagement where you can react and respond to customer comments and questions quickly and encourage followers to visit your website for further information.

Regularly share content from your website on social media

Social Advertising

Advertising on social media channels is a good opportunity to reach potential customers who are not directly following you. You can utilise adverts to promote offers and products, educate people about your business and direct a targeted audience straight to your website or e-commerce platform. Most social media channels now allow you to segment your target audience for adverts using specific and detailed criteria, for example, Facebook offers a ‘look-a-like’ audience based on targeting people who are similar to your existing customer base. Facebook also offers carousel adverts, popular with retailers, where a timeline style advert can be used to showcase a product in different colours, demonstrate how to use a product or relay a business story with a clear and precise CTA (call to action) link to your website.

Set up advertising accounts on social media
Create a look-a-like audience on Facebook based on your existing audience

Using Combined Analytics

Using analytics and data from social media platforms (e.g. Facebook Insights) and from your website (e.g. Google Analytics) together can provide your business with valuable insights into campaign performance. You can understand the successes and areas for improvement from both your social media and website by monitoring:

• What social channels are driving more traffic to your website, can you look to advertise on these platforms or post more frequently?
• What content and posts are performing best across social media and your website (e.g. page impressions), can you produce more of these posts and optimise the content?
• Use your follower’s data to understand your target audience to create content for them and vice-versa; use your website visitor data to tailor your social media posts.
• Use analytics from social advertising to determine the popularity of products/web pages and promote these on your website. For example, if a particular colour of trainers received a high engagement and click-through rate on a Facebook carousel advert you could look to run a promotion for the trainers on your website homepage.

Set up Google Analytics
Brainstorm what information about your audience would be useful to your business