How to Integrate Social Media Into Your Website and What Benefits It Brings to Your Business?
Published on August 6, 2021
Before even reaching out to customer support, the vast majority of current customers check the business's social media or web pages. That's why companies invest sufficient resources to have a good presence in both of those online areas.
Now imagine if the company's website and social media pages work in tight cooperation: the website encourages sharing on social media, and social media directs users to the company's website.
That's what social media integration is. It helps create a smoother customer experience and supports the traffic increase for your different communication channels. The rest of the article will give you deeper insight into social media integration strategies and the benefits you can extract from them.
Rule: All roads lead to the website.
Though website social media integration generally means encouraging the traffic exchange between the website and social media, its final goal is to collect as many users as possible on your website.
Let's bring an example from real life.
You might shop in a big mall, where there are different stores, or you might go to a branded shop of your favorite company located in a separate area.
In the first case, each store of the mall has less chances to make you purchase something because there are too many competitors located in the same area. Therefore your options for comparing the products of different brands increase. In other words, each store in a shopping mall should invest sufficient resources to attract the visitor's attention because of high competition.
On the contrary, your interaction with competitor brands significantly decreases if you go to a separate store of your favorite brand. Chances are high you will buy everything you need from there because it's convenient and you have no alternative choice to compare with.
The same works with social media and websites.
Your company social media pages are your rented space in the area, where your customers have instant access to numerous other brands in your niche. Within a minute, they can exit your social media page and search hundreds of your competitors. This puts conversions and customer loyalty at significant risk.
However, when you manage to bring them to your website, you fully control the content they see. There is no space for competitor's advertising pop-ups, and the users are less likely to be distracted from your offered products or services. If you also manage to tie your website visitors to your company, such as offering them subscriptions, membership, and other options, your chances to turn them into loyal customers significantly increase.
So, from this point of the article, you should understand website social media integration as the strategy which helps bring traffic to your website from your social media platforms.
How to integrate social media into the website?
Make social media widgets appear at the right time, at the right place.
You see social media icons on different websites located in different places. Most probably, some of them grasp your attention and encourage you to take some action. Others leave you indifferent or even distract your user experience.
That's because social media widgets are a call to action, and they should appear to website visitors when users have enough justification for taking action.
Therefore, it's a great idea to put social media icons in one of the following places.
Footer of the website.Before reaching here, users have time and opportunity to interact with your content, and therefore will have an idea whether they want to share it on social media.
Thank you page. If the users reach here, they have purchased, subscribed, or completed some other action that connected them to your company. This might be a good motivation for them to connect to you in other channels as well.
Product pages.Scrolling through the list of interesting products and sending them to friends for advice is something that the majority of the users do. Make the sharing easier for them by putting the widgets there.
Do not put the widgets in the upper or highly visible parts of the website. Make sure website visitors have enough time to explore your website and extract some value from it before asking them to share or follow you on social media.
Do not link social media pages that are not responsive or updated for a long time. If the user clicks on the social media icon that takes to the outdated social media page, you will spoil his impression of your website and brand.
Do not show the number of shares unless they are impressive. If you have a Facebook widget at the bottom of your website, which shows 0 or 1 or 2 shares, this would hardly motivate anyone to be the next to share. It's better to hide those statistics.
Allow your users to take action with their social media accounts
A critical moment to create a hassle-free experience for your customers is allowing them to sign in to your website with their social media accounts. To make this possible, incorporate social media login to your website, allowing them to sign and perform actions under their social media account names.
Further, if the registered visitors rate your products, services, or blog, the reviews will appear under real usernames. This, in turn, will increase the trust of new visitors, as social proof keeps effectively working so far.
The hidden benefit from the incorporated logins is that you can access your user's social behavior and extract insights to better analyze your customer base. The combined website and social media analytics will provide your company with more profound levels of information on how your marketing strategies are working.
Make social media content accessible from the website
People are addicted to social media content, not the platform itself. Therefore, if you bring that content to your website, you will provide your users with additional motivation to stay on your website.
You can use social media feed aggregators to automatically display your social media pages' content on your website. The content will be automatically updated on your website once you update it on social media.
Also, you can bring the user-generated content of your customers, which will serve as an additional engagement element for staying longer at the website. For example, you can create a branded hashtag feed, where the social media content of your customers will be displayed. When your customers post something on social media using your branded hashtag, their publications automatically appear on the feed.
Do not limit your imagination with the above strategies
The above options for social media integration are the ones that are widely used by companies worldwide and proved to have effective results. However, especially in the era of rapid technological developments, your business thinking might lead you to new ways of linking your social media accounts to your website. Therefore, take the above steps as a base, but do not limit your ideas within them.
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