How to match your social media posts to your website content?
Keeping social visitors engaged on your website can be a little bit harder than other types of visitors because they are essentially just taking a pause from social media to check out your post and read some new content or look at whatever product or service you are offering. As such it is critical that every post and social media ad you do takes the visitor to a page that carries on the topic of your post and does it in a very engaging way. Also, remember that you are essentially borrowing these visitors from a social media platform – in most cases they didn’t come looking for your business or service. If you want to keep them around longer than one page view you need to really offer them some enticing next steps so they’ll continue to explore your website. Make it very easy to click to the next article or product and especially focus on smart phones because that is how most of them are viewing your website.
If you really want to master social media make sure you use it regularly. Take a look at your competitor’s posts and other industry posts. See how they look on a smart phone, see what gets shared the most, and see how they get you to click on the next article or view related products once you are on their website. The more time you spend on social media looking at your industry the better. We see a lot of business owners that only use social media occasionally, although this is better than nothing but we highly recommend you jump in on a daily basis. Take screenshots of ads that you think would appeal to your users and of industry posts that have a lot of likes and shares. Click on industry related posts and see what they are doing right and wrong. If you are enticed and engaged emulate what they are doing, if you are bored after a few seconds, add it to your list of things not to do. Very quickly you will start to get a sense of what works and what doesn’t.
Steps to complete this task
If your website performs perfectly on a smart phone but your social bounce rate is still high it is time to check on a few more things that might be causing visitors to quickly leave.
Make sure your posts and advertisements always link to relevant content. Nothing will cause a visitor to leave quicker than clicking on a social media post from you that is about one thing and ending up on a page that doesn’t have to do with the post. We usually see this when businesses post about a specific industry topic then link to their homepage. Always make sure you continue the conversation!
Make sure the page you are sending social visitors to has a strong next-step. It doesn’t matter whether you suggest they look at other related articles or products, or ask them to fill out a lead form, just make you give them a clear path forward. If someone gets to the end of an article and there is nothing else for them to do they will almost be forced to exit.
If you redesign your site, make sure that your URLs stay the same. If you decide to change them, use a 301 redirect so that visitors from social media find the right page. Make sure to check the health of the links throughout your site, articles, and social media posts often.
Audit your posts on social media to make sure that none of them go to a 404 page. The Error 404 “Page not found” is the error page displayed whenever someone asks for a page that’s simply not available on your site. The reason for this is that there may be a link on your site that was wrong or the page might have been recently removed from the site. If your site uses a 404, make sure it is customized so that visitors can find other content on your site.
Use a shortened URL for posts to social media – make sure that the shortened URL goes to the right page.
- Make your website mobile-friendly to social users.
- Match social media posts to your content.
- Add social media functionality to your website.
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