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Social Media Strategy

Why your website is the most important part of your social media strategy

I see it almost every day. I’m scrolling through my newsfeed and I come across a post that catches my eye. I may like it, save it, share it with a friend, or… I may visit their website to learn more. Makes sense, right? But, once I get to their website I’m thoroughly disappointed. Either their website is not mobile friendly, their navigation is horrible, or I don’t actually learn anything about them and the brand! Another issue I see is a disconnect in a brands approach between social media and their website. It could be a decent enough website, but their strategies don’t align! I see it almost every day, and I’m tired of it, so, today we’re going to explain why your website is the most important part of your social media strategy.

Rarely, if ever, can you sell your product on social media, but do you know what you can do with social media? Drive customers to your website. This is where your products live, right? Your about us, your landing pages, your email list sign ups, your shopping carts, literally everything about your brand is or should be on your website.

If your website is mobile friendly, has a good user experience and has engaging landing pages with call to action buttons for next steps, your social media manager will love you, I will love you. With some simple tracking code and smart targeting, we can make your social media pages and website your most valuable employee. With clean pages on your website we can target abandonment rate, we can target the top 5% of your web users, we can even target people who haven’t visited your site in the last six months. Do you understand how powerful that is? With a killer website we have the ability to know who your top web users are, we have the ability to send ads and promos to people who made it as far as your checkout, but didn’t pull the trigger, and we can reengage web visitors who haven’t been back to your site. We can drive people to sign up for your email list, and then send ads to up sell them on products and services. It is imperative to have a functioning and intuitive website if you are going to implement any sort of meaningful social media strategy.

With a highly trackable and clickable website we have the ability to further optimize each campaign, each piece of content and each ad. We can measure and track the actual ROI from social media and allocate our resources to our most effective channels. We can now segment social media audiences based off of interactions with your website and send highly targeted ads, to the people who have indicated they want more from us. With a fully functional website, these social media strategies are not only a possibility, they’re a necessity.

 

Beau Baumbach is our Marketing and Social Media Specialist for TIV Branding
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TIV Branding is a boutique branding firm in Sonoma County, California. We specialize in building brands by using traditional, social and digital channels in unison. If you would like to discuss a project or find out more about how we do what we do, please email us at info@TIVbranding.com.