Updated: Aug 8
Businesses connect to their customers online. That is just a fact. Whether business owners like it or not, the main way that customers, or potential customers find what a business is about, who they are, what they do and how they do it is through research online.
So businesses must adapt. And most have.
But while your business may have a beautifully designed and functional website that perfectly showcases everything a customers may want to know about your business, if that website is not social media “friendly,” your efforts (or your web designer’s efforts) may not be as impactful as your hope.
Social Media is Popular
Businesses want to be able to reach their customers in a variety of ways - all driving them to their website. Social media is the perfect platform for customers to interact with a business. But just one social media channel is not enough. Businesses should be visible on all social media platforms.
According to a Pew Research Center survey from 2021, YouTube and Facebook are the dominant social media sites among adults with 81 percent of them regularly viewing YouTube and 69 percent on Facebook. In addition, “a majority of 18- to 29-year-olds say they use Instagram (71 percent) or Snapchat (65 percent), while roughly half say the same for TikTok.” This age range (18-29) coincidentally also happens to be the largest group on social media with 90 percent of people in the group on at least one social media site.
The next age range that utilizes social media the most frequently is 30 to 49-year-olds. Eighty-one percent of this group is active on at least one social media site, with the most popular being YouTube, followed by Facebook and Instagram.
Let Social Media Help Your Business
Making social media a part of your business’ marketing brand will only work to benefit your business in the long run. Social media allows your business to connect with more customers in multiple places.
However, social media content is not the same as website content. The information on your website is meant to be informative. Explaining who you are, and what you do. Social media content is not meant to have that same purpose. Posts on social media sites should be interactive. Ask questions of your customers - sometimes not even related to your business. These sites are meant to be fun - so make your content fun!
Engaging with your customers on social media will show them that you really do care about them as an individual and not just a consumer. Millennials - the largest group on social media - feels very strongly about brand loyalty with 50.5 percent having extreme loyalty to a business’ brand.
Social media sites can help spread brand awareness, so make sure your business’ brand is consistent across all social media platforms as well as your business’ website. The clearer and more direct your brand is on all online platforms, the clearer your message will be to your customers and the further your message will reach.
Use Website to Enhance Social Media
While it is important to have a strong social media presence - it is also important to include your social media presence on your website. This can be accomplished in several ways.
First and foremost, be sure to have icons for all your social media platforms on your website’s homepage. This will not only show your customers that you have a social media presence, but it will also give them a direct link to your social media pages.
If possible, have your web design complement your social media presence. Lots of text on a page may not be a good thing when it comes to building web pages. On average, viewers will only read about 20 percent of text on a webpage containing around 600 words. Breaking up text with images or videos (like one would find scrolling on a social media feed), can keep a customer engaged more and decrease bounce rates.
It is also beneficial to use some of the same images and graphics on both your businesses website and social media pages. Having a clear, consistent look will help customers remember who you are and what you do.
Use Social Media to Enhance Website
Use the traffic and engagement you have with your customers to enhance your businesses website. Social media platforms may be a higher traffic area for your business than your website, that volume can be used to your advantage on your website.
Take online reviews from your social media pages and put them on your website. Make content that is on both your businesses website and social media platforms shareable for customers. This a great way for more people to see what your business offers.
No matter where your customers find you - whether it is your businesses website or your social media page, it is important that the sites be compatible with the device they are viewing on. This is especially important for websites. All social media platforms are easily viewable on phones, tablets or computers. Make sure your website is as well.
Websites are usually created on laptop or desktop computers. But rarely are websites viewed on them. Your business’ website should load easily on any type of device and be easy to navigate as well. Clicking links to other pages, sites or jumping to your business’ social media page should be a smooth and easy transition for the customer. The more trouble they have, the more likely they are going to bounce off your website and decide not to visit again.