Clients are starting to ask me about using social media as part of their pet internet marketing strategy, with questions such as:
- “What’s the best approach?”
- “How do we get followers and fans?”
- “Does it really work?”
Quite often, my answer is the same because in my view, social media is one of many powerful ways to drive traffic to a website. It can be an excellent tool (among many) to help more people find what you have to offer.
Is your website truly ready for all that social media traffic?
I often find that traffic isn’t necessarily an issue for my clients. It’s what happens when visitors arrive at the website.
If a website is confusing, difficult to use, not focused on the visitor’s needs, or not following good, solid sales copy conventions that turn lookers into buyers… pumping up the traffic volume won’t necessarily turn into more sales, email signups or subscribers.
First things first: do a reality check on your web content
As I’ve mentioned in most of my pet Web-SEO, the most effective web content… content that delights visitors and drives the responses you desire… is a clever blend of these primary elements (and these aren’t even my 5 C’s of Content That Works):
It’s clear: Visitors can tell right away what you do, what you offer, how you can help them and why they should buy from you.
It’s compelling: Visitors are attracted to your products and services, and stay on your site to get what they need.
It’s competitive: Visitors quickly understand that you’re the best option among many; the best choice for them.
It’s convenient: Visitors have no problem breezing through your website to find and purchase exactly what they need without a hitch.
It’s current: Visitors find relevant, helpful information that reflects their needs today.
If you’re not sure that your web content is up to snuff when it comes to these core aspects, you may want to invest in a strategic Site Audit to review your content, identify strengths and weaknesses, and pinpoint opportunities to improve its performance. (Let me know if you’re interested in a strategic Site Audit.) Or ask a few customers to review your site in one-on-one testing to see what they experience and where they stumble.
So my tip of the day is this: If your web content is in tip-top shape, social media is definitely worth looking into! (Just be sure your site is ready before you dive in and start driving more traffic to it.)
Until next time,
Here’s to a clear and prosperous site!