Has it ever happened to you that you have clicked a certain promotion or an ad on a social network, think Facebook or LinkedIn, only to be redirected to the company’s corporate website with nothing on it? Or a website with no mention of or relevance to the said social media campaign? Or worst of all, didn’t get re-directed to a website at all?
It is not so uncommon to come across social media campaigns having no link or relevance to a company’s corporate website. It is true that a promotional campaign is to increase Top of Mind Awareness but mere awareness will not do much for your brand or company if it starts and ends at the social network and does not lead the user anywhere. Think of a social networking site effort as a means to an end instead of an end itself. And the end should be quite obvious: Your Corporate Website.
If you do not integrate your social networking efforts with your corporate website, it will create the following situations for your business:
Increased Awareness – No Clue:
This will happen if your social networking efforts do not lead to any website at all. This either means that you do not have a business website OR you have not linked it with your social media promotion or other social networking efforts.
Increased Traffic – No Sales:
Suppose you do have a website AND you have linked it to your brilliant social networking effort but there is no visible relevance of your effort to your corporate website OR you have not integrated them properly and in a meaningful way to your website. This will result in temporarily heightened website traffic but the visitors will leave without doing what you would want them to do by redirecting them to your website.
Increased Hits – Lost Visitors:
Another situation is when you have provided a link or a URL with your amazing social networking effort, which doesn’t lead anywhere! Either it is a broken link OR there is some other problem with your website. This will translate into increased hits but disgruntles and lost visitors.
The Ideal Scenario.
An ideal situation is when you properly integrate your social networking efforts with your corporate website and your effort is not only relevant to your business but also translates into sales.
Increased Awareness à Increased Hits à Increased Website Visitors à Increased Sales
As Founder & President of Whiteboard Creations, Patrick is just as dedicated to writing articles about website design and internet marketing as he is managing the day to day operations for the business. Stay connected with Patrick on LinkedIn at www.linkedin.com/in/patrickmccoy.
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