The Importance of Social Media Share Buttons – Even If You Don’t Do Social Media

Social Media IconsYou may have noticed the increasing use of Social Media share buttons on the top or sides (eyes right) of website pages and blogs. Sharing is a big deal in the Social Media world; so big, it is often called the currency of Social Media. You can use Social Media sharing to your advantage even if you “Don’t Do Social Media.”

If Social Media is not part of your marketing strategy, you may think share buttons can’t be on your website. Actually, social sharing buttons can help create a presence on social media platforms as well as providing other benefits for your brand. Remember, email was the original social media, so you should always include a share via email button. Here are four reasons why you should include social media share buttons on your website.

Improve Customer Experience

Part of having an effective website is providing a good experience for your visitors. This includes actions that you may not typically take part in, such as sharing content to social media. If your readers want to share your pages or blog posts, making it quick and easy for them to share on multiple platforms will increase the likelihood that they will do so. A share is tantamount to an endorsement, so make sure your content is worthy.

Increase Brand Exposure

When your website visitor shares your content with their social network, the likelihood that each of that visitor’s followers has visited your website before is very slim, so that content is getting introduced to an entirely new group of people. While not every one of those followers may be interested in the content that user shared, they may use this opportunity to explore your website and find something that appeals to them. That’s why adding share buttons to your website will typically result in new visitors to your website and, hopefully, new customer prospects for your business.

Improve Reach To Your Target Market

You’ve worked hard to get informative and interesting content on your website or blog for your visitors to explore, but that’s only half the battle. Getting this content in front of the right audience is an entirely different story. Utilizing your customers as a way to target and reach out to new prospective customers is a quick and cost effective way to do this. When customers stumble upon something interesting, but feel it is not relevant to share on their social network, they might send it directly to a family member, co-worker, or a few friends. Research shows that direct messaging is the only thing that people do online more than social networking, so providing sharing buttons creates a great opportunity to gain new customers.

Influence SEO Benefits

Search Engine Optimization (SEO) is one of the most crucial elements of your website when it comes to organic (not-paid) traffic. Adding share buttons to your page can increase organic traffic. Google determines search results listings by using many ranking signals, among them are the number of times that content is shared, tweeted, liked, or posted to social media. While Google has long admitted to correlation but not necessarily causation, there is anecdotal evidence that social shares are helpful.

Social Media Share Buttons are importantEven if you Don’t Do Social Media!

Personalized Business Marketing Toolkit from Google

The Google Small Thanks program was created to help you turn your customers into your greatest advocates. For a limited time only, Google is giving away printed personalized marketing kits that show off what customers are saying about your business.

The kits include: a custom poster featuring your favorite customer reviews, as well as stickers, a window decal, and a table tent that you can use to encourage your customers to support you with more reviews on Google. To take advantage of this opportunity, order your free kit today.

You will be able to print and share your favorite reviews as custom posters, personalized videos, social images, table tents and more.

To be eligible, Businesses must:

    • Have an active and verified Google My Business listing
    • Have mailable street address that’s listed in your Google My Business listing
    • Be one of the first 10,000 submissions for the giveaway
    • Not be an employee of any government or a wholly or partially government-controlled or state-owned entity
    • Be located in the United States
    • Be at least 18 years of age upon receipt of the promotional offer

Apply before the kits are gone!

First Impressions Matter! What Does Your Website Say About Your Business or Organization?

What kind of first impression does your website make for your business, community, or organization?

First Impressions Matter! Not many of us would argue that. Unfortunately, when it comes to websites, many business owners, as well as community and organization leaders, don’t often think about how they make their first impression. The reality is that the first impression formed by your prospective customer or visitor is not likely to be made when the visitor walks up to your front door. It most likely will be made online, and in rapidly increasing instances, it will be made on a mobile device.

    • Does your website look as professional as you believe your business or organizations is?
    • Does your website look professional on phones and tablets as well as a desktop computer?
    • Is it attractive enough to make the visitor spend some time on it?
    • Can your visitor quickly determine what you offer?
  • Can your visitor quickly find your contact information?
  • Does it convey enough to make prospects want to contact you, or order online?
  • Can they call you with the touch of a button on their mobile device?

People are busier than ever, and their time is precious. The reality is, if your website is more than three or four years old, it likely does not meet Google’s current mobile-friendly standards. If that is the case, you are not making a good first impression when prospects see your website on a mobile device.

First Impressions Matter!

How Do You Measure The Success of Your Website?

When talking with prospective clients, one of the questions we ask is how will you measure the success of your website? There is an old marketing adage, “If you are not measuring, you are not marketing.

One of the most effective ways of measuring the success of your website is by using website analytics. One of the questions we are frequently asked is “will I be able to tell how many ‘hits’ my website gets?” “Hits” have never been a good measurement. Each file (including individual images on the page and the page itself) sent to a website visitor’s browser from the web server is a “Hit.” Accordingly, each page viewed will generate anywhere from a few “hits” to dozens of “hits.” What most website owners are interested in is the number of “Page Views” and the number of visitors to their website. While these statistics are helpful, there is much more information available that will help website owners or managers measure the success of their website.

On every website we create, we install Google Analytics for our clients and provide them access to view their statistics. With over 100 standard reports along with countless custom reports that can be generated, Google Analytics provides more than ample data to help verify traffic in a multitude of perspectives.

Real-Time — six reports
Audience — thirty-one reports
Acquisition — five reports
AdWords (If a Google AdWords Campaign is linked to Google Analytics) — ten reports
Behavior — eighteen reports
Conversion — eighteen reports

What and how you measure depends on your purpose for having a website and what you are expecting to achieve. That said, there are some standard Google Analytics reports that are useful no matter what type of website you have. Those include the number of Users, number of Sessions, Pageviews, and Bounce Rate.

Here is an example of the Audience Overview report that contains the basic statistics related to the website’s audience. Becoming familiar with Sessions, Users, Pageviews, and Bounce Rate is helpful to anyone wanting to know what is happening on their website. You will see those metrics in many reports. Viewing those metrics from different perspectives can be very enlightening.

GA Audience Overview Report

Acquisition — Knowing how Visitors (Users) get to your website is important. That is especially true if you are paying for advertising.

In Google Analytics, under Acquisition > Overview > All Traffic > Channels, you will find the following Channel Groupings.
1. Organic Search
2. Direct
3. Paid Search
4. Referrals
5. Social

Listed for each of those types of acquisition, you will see all of the data for the audience Sessions, Users, Pageviews, Bounce Rate, and more. You will also be able to drill down in each of the acquisition types, to see more detailed statistics.

Behavior — You need to understand which pages Users visit, the number of Pageviews for a given page (and how many of the Pageviews were Unique), how long users stayed on the page, the Bounce Rate, and completion of Goals (if they have been created). The important reports in Behavior, are All Pages, Landing Pages, and of course, Goal Conversions.

Conversions — While the reports in this area are arguably some of the most important reports, they all require configuration, and most require editing the tracking code that goes on the pages. For that reason, we will not discuss them here. Of course, we at WebWise Design & Marketing are always happy to discuss how we can help you measure and increase your website traffic.

Now that you know you have all of this data available, how will you measure the success of your website?

Will it be a specific number of Users (visitors) per month, or number of Pageviews, or Pageviews per Session, Goals completed, contact forms completed (you will see the “thank you” page listed under “All Pages”), sales from products you offer online, or one of many more metrics?

Please remember, if you do not measure the results of your marketing, you are not actually marketing. You are simply spending money hoping for a return.

Do you measure the success of your website? If not, we will help.

Call Us Today!
1-800-281-9993 or 608-822-3750

It Is Not Enough To Know Who Your Audience Is

So, you truly believe you know who your website audience is. Hopefully, you don’t believe that is enough. You still have to make and maintain a favorable connection with your prospective and current customers.

How do you do that? The answer is by using the other 4 Ws as they relate to online marketing.

Five WsWhat — Refine what you want to say. Well-written, relevant, and grammatically correct copy is imperative. It doesn’t matter if it is a 1,200-word blog post, a 140-character Tweet, a product description, or a Google AdWords text ad with a 25-character headline and two 35-character description lines. Provide relevance and value.

When — The adage, “Timing is everything,” is true.  Know when to send your message to your audience.

  • Look at your website and or Facebook analytics to see when most of your visitors are online.
  • If you have a newsletter, check to see when your subscribers are opening your email.

Where — You said you know your audience. Go where they are. If the majority of your website visitors get there by searching Google, you may want to consider Google AdWords (the type of campaign may depend on the devices your visitors use). If your audience is on Facebook or Pinterest you should be too, and consider advertising there. The same is true of other Social Media. If they listen to the radio, a short commercial always closing with your URL can be effective. Similarly, classified and other newspaper ads can be effective as well. Remember your “Who” drives your “Where.”

Why — Are you trying to . . .

  • create brand awareness?
  • drive traffic to your website?
  • reduce inventory of a particular product?
  • announce a new product or service?
  • build your newsletter subscriber list?
  • thank a returning customer?

The reasons why you are trying to reach your audience affects what you say, when you say it and where it is told.

Applying the 5 Ws as they relate to your marketing plan (You do have a marketing plan, do you not?) will reward you for your time spent. After all, simply identifying your audience is not enough.