Social media is one of the most powerful marketing tools in our modern toolbox. Readers traditionally turned to search engines to find what they were looking for but have gradually transitioned to the growing network of social outreach.
While you might already have an established website for your business and are now trying to build a social media following, could doing things backward actually increase your chances of success? Possibly, just be sure to protect your business’ reputation when working with social media because just as social media can build up your business, it can bring it down too if you’re not careful.
What if you first built a small social following for your business and then constructed your website around consumer output? In this socially-dominated world, it’s certainly worth a shot.
Use Social Listening as a Marketing Tool
Social listening is a method of gathering consumer information based on online conversations, such as Facebook threads or Instagram hashtags. Doing market research based on your specific product or commodity is essential to building your brand. Presenting your business attractively on a social media page often draws more interest than the most creatively designed website. Why? Because more people find resources through Facebook, Twitter, and other social media platforms then simple web searches.
Let Your Followers Dictate Your Content
Social listening can help you identify a target audience and generate ideas for relevant content, which can then translate into valuable website material. Tracking keywords and phrases related to your business can you help you modify the meta descriptions of your web pages and attain optimum keywords for search engine ranking.
Paying attention to what is happening on social media is critical. Observe and track how people are responding to your posts or products, take notes of their suggestions, and give them what they want. Think of social media as free advertising material: instead of marketing blindly, you already have a basic knowledge of what people are looking for and can build your website around this. A few tips:
- Create blog posts based on consumer interests
- Optimize your landing page to reflect social engagement
- Integrate a platform on your website in order to interact with readers just like you would on social media
Use Social Trends to Build Your Website
If you own a car repair company and there is a trending thread on your social media page discussing head gasket issues with Subaru, you might want to consider writing a blog post on the topic in order to satisfy the interests of your readers. This would both suit their needs and drive more traffic to your website based on simple social media research.
You can expand beyond simply what is happening on your social media pages — in the beginning, your following might be minimal.
Things to consider (using the automotive industry example):
- Look at topics that are trending in the automotive industry
- What kind of car problems are people talking about?
- Can you reach a wider audience by incorporating these topics on your webpage?
Not only can trending social threads dictate your website content, but they can also be implemented into the framework of the webpage itself. Integrate a catchy hashtag into your brand or create a social media-based domain name. This is where you can really get creative.
Allow for Interactive Networking on Your Site
The number one draw of social media? The ability for people to have a conversation with each other based on similar interests. The question and response feedback loop is a simple yet critical tool too often overlooked in marketing. What if you could take the keys to social media and utilize them on your website? This would work to both draw more eyes to your site and engage your readers at the same time.
Develop a platform on which visitors to your website can interact with each other, one that extends beyond the comment box below blog posts. Most importantly, encourage consumer feedback on your site so that you can improve and enhance your business and their experience. There are many webpage platforms that can provide you with the tools to develop these kinds of interfaces.
Creating Blog Content to Meet Followers’ Needs
Developing blog content based on social interests is an easy and effective way to grow your readership and engage your audience. Using trending topics on social media is a great place to start because the social sphere is always growing and providing fresh content, but there are steps you can take beyond that. Here are some examples:
- Post a question on social media in order to evaluate interest levels based on responses
- Research what is working on comparable sites and use them for reference
- Market what is trending and avoid outdated material
Remember, this model extends beyond blog content and can be applied to landing pages as well. Don’t underestimate the power of social media research — it can truly help you build your website from the ground up and save you both physical woes and wallet woes.