Your business’s website is a powerful tool for getting found online. If you’ve structured your SEO strategy correctly, you stand to gain a ton of traffic just from customers’ search results.
But your website is only one part of the online marketing puzzle. If you want to keep those website visitors in your pipeline until they finally make a purchase, you need to somehow magically convert them into social media followers.
Here’s the thing about followers: They need to be led. If you don’t directly show them that you’re active on social media, they may never discover it on their own.
That’s a lot of missed opportunity for engagement, brand awareness, and ultimately, sales.
The best way to translate your website traffic into a growing social media audience is to integrate your social accounts with your website. And in this week’s blog, we’re showing you exactly how to do that.
1. Add social media sharing buttons to your site
The easiest and most popular way to achieve seamless web design and social media integration is to add social media sharing buttons to your site, especially on your blog.
These sharing buttons come in a wide range of styles, but consider choosing a button style that keeps a tally of how many times that page has been shared, as shown below:
Studies show that readers find blog posts much more credible once they’ve been shared to social media a few times, especially to Facebook, Twitter, and Linkedin. So including share counts is a great way to encourage even more visitors to join in and start promoting your content.
And share they will. About 94% of people have shared blog content at some point because they thought it might be useful to other people. And if content creation is a major part of your marketing strategy, you only stand to benefit from making it easy for your readers to share.
Most websites place their social media share buttons either at the top of the page or on a floating sidebar so that they’re easily accessible no matter how far down the reader scrolls. Some sites even have sharing buttons in both places. Don’t be afraid to run an A/B test to see which button location works best for your audience.
2. Add social media posts to your blog
If your company regularly blogs and maintains an active presence on social media, you probably know that creating quality content on a consistent basis takes a lot of time. But if you’re careful, some of that content can serve double duty.
Start by embedding Click to Tweet links in your blog posts. Click to Tweets embed as an appealing visual, which cuts down time spent creating graphics. And once published, both you and your readers can easily share your post with a marketing-team-approved message.
Your audience can share without needed to think of a caption to go with your blog post, and you’ll have one less tweet to write when scheduling your social media posts for the week.
You can also embed previously published posts from other platforms to extend their life and add value to your blog posts. This can also encourage readers to click over to your social networks and engage with your content there.
3. Allow social logins
If your website requires visitors to log in in order to access your content — like a freemium software or e-commerce business, for example — you should consider allowing them to log in using a social media profile instead of a username and password.
This is much easier for your customers, who are most likely already logged into at least one of their social profiles and who don’t want to have to remember yet another set of login credentials. In fact, 77% of users prefer social logins over passwords.
You can take the same approach with your blog and allow readers to comment with their Facebook profile. To do this, you’ll need to install and set up the Facebook Comments Plugin:
This tool helps cut down on the number of spam comments that other tools let through and encourages social sharing as your readers’ friends see what they’ve engaged with.
4. Use Messenger as your help chat
Social media has grown far past its original purpose of connecting friends to each other online. It’s become most users’ go-to for navigating any number of daily needs — whether that’s browsing a virtual rummage sale on Facebook Marketplace or catching up on the latest IGTV shows.
It’s also become consumers’ top choice for customer care. Gone are the days when a customer might pick up their phone and dial a number to speak to a support person. Now, they simply log onto Twitter or Facebook.
But while this shift has been happening for the past few years, most small and medium businesses have yet to catch up. The average user expects brands to reply to messages on social media within 4 hours … but the average brand takes about 10 hours to respond.
And even then, customers may not get a response, as 89% of social media messages to brands go ignored.
You can combat this disconnect within your own company by replacing your existing customer care chat feature with Facebook Messenger. It’s simple to embed on your site, and its interface is one your customers are already used to, and you get to capitalize on your customers’ preference for social logins (see above).
If you want to take it one step further, you can incorporate a Messenger bot to automate the beginning stages of your customer support interactions.
For example, you can program your bot to direct customers articles or blog posts relevant to the questions they ask, as HealthTap did below:
You could also program your Messenger bot to handle some of your orders, as Dominos Pizza did here:
Messenger bots can be a great way to provide customer support when your team isn’t available, like after hours or on weekends. But keep in mind that 43% of consumers say they would still rather deal with a human than a chatbot when it comes to service issues, so make sure that you still have someone on your team ready to help the majority of the time.
5. Add hashtags and handles to your design
Finally, if you really want to achieve the perfect balance of web design and social media, consider making your social handles and branded hashtags a focal point of your design.
This calls your viewers’ attention the fact that your company maintains an active social media presence, encouraging them to follow you there if they don’t already.
For example, online eyewear retailer Zenni Optical prominently displays their branded hashtag #justgotmyzennis on their site. They encourage customers to share photos of themselves in their new specs using both that hashtag and the hashtag of the style number they bought.
Zenni also features a social media feed on their website. At the bottom of each product page, they include a feed of posts tagged with that specific style number. This helps customers see what a particular frame will look like on a variety of face shapes, and it encourages them to keep up the social sharing so that they can be featured, too.
Looking for more ways to up your social media presence? Check out our previous blog post, “5 Ways to Use Social Media More Effectively in Your Small Business.”
Lead your visitors and they will follow
Want your website visitors to make the leap from casual browser to devoted fan? Then you need a website that shows them the amazing things they’re missing out on by not following you. If yours isn’t quite there yet, we can help. Give us a call and tell us about your website to get started.