They say that no man is an island, but did you know the same can—and should—be said about your digital marketing endeavors? Your online presence can often feel a bit disjointed, with a clean and professional image on your company website, a more casual view on your social media pages, and a high-dollar investment in your other content marketing efforts. If this is how you feel about your business’s digital presence, then you’re probably doing it wrong. The fact of the matter is that your online efforts should all be part of a copacetic image, supporting each other and pushing both prospective and loyal customers in the right direction to choose your business over a competitor’s.
Of course, this isn’t always easy to pull off. Often it takes the assistance of a specialist to really understand where this digital circle of life starts and ends. However, even a DIY digital marketer or small business owner working toward self-made online marketing success can follow a few simple guidelines to make sure that their digital presence is supporting itself properly.
- Drive visitors to your website, but never undermine your social media presence. Social Media Examiner reports that one of the best ways to achieve this is by making sure your site link is highly visible, but the content on your social media page is still engaging. Use teasers and share blog posts in order to push customers and visitors to your main company website, but put plenty of unique content on your social media pages as well. Facebook isn’t a mirror of your website, don’t treat it like one.
- Lead visitors from your website to your social media pages, but don’t send them offpage. This means having a social media feed in a sidebar, footer, or other area of your company website, preferably no more than one click from the front page. A Twitter feed looks great on the blog page—and the best Twitter widgets come with the ability for viewers to follow without leaving the site—while a Facebook feed works well in the “about” section or the homepage.
- Use complementary content in the form of graphics, blog articles and social media posts, but make sure the content is still unique. This is equally important between social media platforms as between these platforms and your company website. While it’s considered standard for many small businesses to use Twitter as a feed for Facebook posts, leading them from one platform to the other, this isn’t really recommended as the two have different optimal posting times and styles. You should always make a note on your social media pages when you post a new blog on your website, but make sure it’s done right: for Twitter, this means a short hook, a picture and a link. For Facebook, this means a leading question, teaser or excerpt from the blog post itself, along with a link. Make sure that all the graphics you use fit your company image, and that the tone and style used in your various posts across the Internet is more or less the same. You’re running one company, make sure it sounds like it.
Forbes agrees that social media absolutely must be integrated into every business marketing strategy, but it can’t be allowed to overshadow your company website; make sure that all your platforms are working together and you’ll be just fine.