When you decide to launch a social media presence for your business, preparation is always key. It is important to clearly establish which channels you plan to use, what you hope to achieve, your tone, and even some social media guidelines that you would like to follow.
There is, however, one crucial area where many businesses can quite easily do themselves a disservice: the way that they promote their social media channels on their website.
We all know that ideally, a company website should provide clear and concise information on what the business does, how it does it and how potential customers can get in touch. What many businesses often underestimate though, is the ability of their social media channels to extend their digital reach, and in turn just how prominent the promotion of their social media accounts should be on their website.
Coleman Greig suggests that if your company has made the effort to connect with customers through social media, it would be a wasted opportunity to not be loud and proud about it, with clearly visible icons connecting to your channels strategically placed throughout your website. This will ideally mean including your social media icons in your website header, or at the top of a page, on every page!
Keeping the location consistent will mean that if someone is unsure, or simply hesitant to click through, you’ll have given them every opportunity to check out your social media accounts quickly and easily.
Include a call to action on your contact page which actively invites people to connect with you.
Often, when I can’t find the icons elsewhere on a website, I’ll turn to the contact page. For many users accessing your website from search engines, the contact page may be the only page that they look at, so it is important to make it count.
Everyone is short on time nowadays, so it is crucial that your company doesn’t make it more difficult than it needs to be for someone wanting to engage with your brand. We suggest that this includes not putting your icons in your website’s footer, or similarly at the bottom of a page, as very few people using your website will take the time to scroll down to find the details.
In summary: Facebook, Facebook, Facebook, Facebook, Facebook, Twitter, Twitter, Twitter, Twitter, Twitter, Instagram, Instagram, Instagram, Instagram, Instagram
Do:
- Put your social media channels on your website (you’d be surprised how many businesses don’t!);
- Location! Location! Location! Incorporating your icons into the website header is best, but if you can’t – feature them at the top of every page;
- Link your icons directly to your channels; and
- Include a specific call to action on your contact page directing visitors to connect with you on social media.
Don’t
- Assume that people will take the time to search for your channels on social media. Make it as easy as possible for potential clients to connect with you by having all of the relevant information in one location. This is especially handy for businesses already selling products and services through their website;
- Bury your social media icons in the footer or the bottom of pages; or
- Only feature icons on one page of your website, as there is a high chance that it will be missed by most of your website’s visitors.
Social media is a fantastic tool for raising brand awareness and customer loyalty, so we suggest that your company looks to maximise the tools at your disposal (i.e. your website) to make sure that you’re getting the most out of your online presence.
If you have any questions relating to any of our suggestions, or for more information on social media strategy, please don’t hesitate to get in contact with:
