| Which Comes First: The Website or Social Media? |
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The chicken and egg argument is closely related to an online marketing problem that eventually arises in most businesses, where should I focus my attention and development dollars on first: my website or social media? Most small businesses already have a website and profiles on most of the top social media sites. The answer depends on a few variables. Focus on your goals of converting clients always presents the answer. Here are a few questions to ask yourself if you’re unsure. How Well Is My Site Converting? An effective website needs multiple conversion goals and points of conversion. Coming to the site at all is an obvious goal. Staying more than 5 seconds is the next. Watching a video and going to a certain page could be important. Everyone should be capturing opt-ins, requests for more information and appointments. Actual sales are the final goal for most if you have those functionalities on your site. Having a good measurement of these conversions using Google Analytics or some other software is important for everyone to check regularly. Are You Converting on Any Social Sites? Are you getting any conversions from your regular social sites updates? Tracking for each site can be challenging, but there are ways. There are many free tools that help with tracking. I like Twitalyzer for Twitter for its excellent statistics that actually matter. Other sites may require using Google Analytics to see a report on referring sites. Of course, that requires a link to something interesting on your website. Prepare For Landing: Social media prospects are like airplanes. They need someplace to land or they will just fly around to another airport. Your contacts want to find good information on topics that interest them. If you’re producing good status updates without having somewhere for them to land, you’re probably missing out on conversion opportunities. Getting your visitors checking out more of your site comes from their interest in you. Expecting them to come to your site and buy something right away is foolish. They might need more chances or different content to interest them. Prepare your site for visitors first. Think through all the conversion goals you have and create ways to move them towards it. Then, create content and status updates that get prospects back to your site. The sales conversion work needs to happen on your site, not in your social media updates.
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The chicken and egg argument is closely related to an online marketing problem that eventually arises in most businesses, where should I focus my attention and development dollars on first: my website or social media? Most small businesses already have a website and profiles on most of the top social media sites. The answer depends on a few variables. Stay Connected!
