Social Media 101: Website basics for the New Year

Because all of your social media activity starts – and ends – with your website, that’s the place we’ll start in Part II of our Social Media 101 series. Your website is the foundation of your social media program.

Assuming that you have a website (and, if you don’t you need to get one, fast!) there are several questions you should ask yourself right now:

  1. What is your website’s primary function? Some websites – ecommerce sites – are set up to make sales through automation. Others exist to offer more information and drive sales via phone, email or walk-ins to the brick and mortar site. In order to measure how effectively your website is performing, you need to establish goals to measure against. For example, perhaps you want your ecommerce site to generate 10 sales per week. Or, your informational site to attract five phone calls or email inquiries per week or maybe to have 20 coupons downloaded. The numbers are up to you, but you need to set those goals.
  2. How is your website performing? Now that you’ve set some measurable goals, how is your website standing up against them? If you’re not making enough ecommerce sales, is it your product or is it your marketing? If the phone isn’t ringing, is it what you’ve got to sell or the way you’re selling it? On an ecommerce site, you might change up your product mix – or even your pricing – and see if the outcome changes. Otherwise, it’s time to make sure it’s not your site.
  3. Is your site user friendly? According to Dana Meek, a website designer with Wizbee.com business Mighty Creative, to design a user-friendly site, you need to think like your target customer. “Think about what they want to find most as well as what you want them to find. Figure that into your navigation bar so they see it right away.” One way to see what customers want most is to use analytics. If you manage your own site, you should be able to see what pages received the most views. If your site is managed elsewhere, ask your Webmaster for a monthly report or, sign up for free Google Analytics and you can get your own site reports. Dina Meek, a social media consultant with Mighty Creative says “ watch your reports for a few months to determine trends. Then, make any necessary changes to your navigation to capitalize on those trends and improve your overall results.”
  4. Is your website visible? Search engines are always evolving and it’s important to keep up with what they look for in order to connect potential customers to your website. Some of the ways to make your site more visible to search engines include the use of keywords, title tags and links. If you manage your own website, you can handle these upgrades on your own; otherwise, you should schedule a meeting with your Webmaster to be sure that the keywords and tags that you used to build or last update your site are still relevant. In our next Social Media 101 article, we’ll talk about Search Engine Optimization, so stay tuned!
Advertisements

Tags: ,

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s


%d bloggers like this: