It’s getting to the point where almost every wrapped vehicle I see includes either social media icons or some other call to action like “Find Us on Facebook!” As if I needed any more temptation to use my phone when driving.
Most companies KNOW they need to have social media profiles at this point, but that’s where the certainty stops and the questions begin. “How many times should I be posting on social media?” “What should my social media budget be?” “Which social media sites offer the best ROI?”
One of our specialties here at Blue Corona is small business website design and development. When it comes to small business websites, most companies want to know “should I link to my social media sites from my website?” The answer is “yes” or “no” depending on several key factors. Let’s explore.
You Shouldn’t Link to Your Social Media Profiles from Your Website if…
…you haven’t actually developed and executed a strategy for each and every social media site you’re linking to.
I can’t tell you how many times I’ve been on a company’s websites and clicked their social media buttons, only to be met with something like this:
More and more consumers look at social media sites as an extension of your customer service team—vetting your company based on what they see or what they don’t see. If you’ve managed to get a qualified prospect to your website, you absolutely DON’T want to lead them offsite with prominent links to social media sites if you:
Never took the time to fill out the profiles
Don’t update the profiles at least monthly
Have negative reviews on your profiles
Don’t respond to customer posts/feedback in a timely manner
You Should Link to Your Social Media Profiles from Your Website if…
…your profiles look like this:
The profile is filled out with detailed information about the company and has a decent-sized following. You can tell the page has been updated recently and high resolution photos are used throughout. It’s also got a call-to-action button at the top.
Let’s move on to another good example:
I would be proud to link to this Facebook page. They’ve got a lot of great reviews, they post often and post thoughtfully (and aren’t constantly trying to sell you when they post), and they even offer a “Deal of the Month” to their Facebook fans.
Where to Link to Your Social Media Profiles on Your Site
This is where most people link to their social media sites:
In the top right hand corner right by their phone number. I think this is a mistake. Here’s why:
Your website should operate like a virtual sales rep—converting your site’s visitors into leads and sales for your company. If you’re paying to send people to this virtual sales rep, the last thing you want to do is immediately send them somewhere less optimized for conversions, like your social media profiles.
Sure they’ll look at your Facebook for a second, but then they’ll see they have a notification from one of their friends and it’s down the social media rabbit hole after that (I logged onto Facebook last night and ended up—somehow—on a video of someone removing the longest ingrown hair in the world. The video had 7 million views and each person’s comment mirrored my exact thoughts—“How in the actual f*ck did I get here?”)
So yeah. I wouldn’t give your social media icons prime real estate on your website. Down in the footer is a better place, or even on your contact form’s “Thank You” page. That way, you won’t risk losing a lead (if they’re on your “Thank You” page they’ve already given you their information) by sending them away from a place optimized for conversions to a place optimized for distractions.
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About The Author: Lexie serves as Blue Corona's Content Marketing Manager. She's also the author of our soon-to-be famous, and someday to be written white paper, "Horse Hat SEO: Giddy-Up Your Google Rankings."
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