Some marketers get so amped up about Facebook, Twitter, Pinterest, and other social media that they begin to neglect their websites. Yes, social media should be an integral part of your marketing and customer contact strategy, but your website is still likely to be the best online medium for promoting your brand.
In a recent study of 2,000 consumers, 90 percent said a company’s website – not a social network – "is the preferred place to research products and find information that leads to purchasing decisions."
Websites are important for other reasons: You have complete control over the messages communicated, you can be assured of direct analysis of response vs. analysis through a second party, and websites still carry weight in search engine rankings.
Don't neglect your website -- make it the central hub of all of your online activities:
- Link all social media posts to appropriate website pages.
- Maintain an active blog as part of your website.
- Prominently promote and link from your website to all the social media you use.
- Employ special landing pages on your website for social media campaigns so you can track response.
- Collect email addresses by offering something of value on your website.
For additional branding insights, including ways to make the best use of online media, check out the new online course by branding expert Barry Silverstein here: www.bigbrandstrategiesforsmallbrands.com