Before we get start getting ideas for improving your social media presence, we must know that well thought out marketing is all about the ideas behind your product or service. These ideas need to be communicated on your website with a clear message and it must also be visually appealing, as well as through various channels. Social media is rapidly becoming a preferred channel for web users to communicate and share ideas, and should be a strong part of your web strategy. Here are some tips for improving your website’s presence as it relates to social media.
Content is Key
To establish a presence in Social media you must create content, and certain kinds of content at that will be of interest to your target market. Regardless of your industry, to create buzz you need to educate or entertain your target market. If you do this well people will want to share this and thus improve your general web presence.
Improving “Linkability” of your Content
Having “static” web pages, e.g. brochure-style pages, are definitely useful for product information. But to optimize a site for social media, we need to increase the frequency and linkability of the content. My favourite method is to add a personal blog that shows your personality and interests about a particular topic area. Other types of content, like white papers or aggregated selected links to related articles, are also quite useful for potential readers. Remember, the idea is to create something valuable beyond your core product offering to keep potential customers coming back.
Encourage Inbound Links
Inbound links from other blogs and websites are crucial to enhancing your search optimization and overall rankings. Listing trackbacks with each article or post will entice users to link to your site in the hopes that you will reciprocate a link. However, be aware of trackbacks from unrelated, spam filled blogs or sites that are merely republishing your content without permission. For these reasons, I like to approve trackbacks manually before allowing them to enter the comments.
Help Your Content Travel
Creating multiple channels of distribution for content can be a really effective way of gaining exposure and attracting links. Use Email newsletters, RSS subscribers, Facebook status updates, Twitter updates, video sync with YouTube, etc can all improve your social reach. With the number of possible channels on the web increasing, you need to make sure to stay current with popular services in the industry.
Make yourself be heard
Let’s say you have a decent social presence – your Facebook page has fans, your blog is receiving comments, people are contacting you through your site. Take the time to connect one-to-one with these active readers, they’re often your best customers! Show your true passion for the topic at hand. You just might be connecting with a champion of your service.
Know Your Audience
As long as you understand your subject matter and that community’s interests, you’ll be able to set yourself for successful social media connections. Don’t stray too far from your niche, leverage the latest tools and industry trends, and try to stay focused on content that will drive interest in your expertise.
