I’m working with a client on optimizing social media for their website. When I first started working with them, I noticed that they had many inbound links from various social media sites, but no links going from their web-site back to those social media sites. When I pointed this out, they asked: “Shouldn’t we be focused on bringing people to our site and not away from our site?” I answered “Yes, but don’t you also want to keep those people engaged?”
Why two-way connections are important
(thanks, @problogger)
Potential customers find out about your organization in many ways. From a search on Google, a review in Yelp, or a Retweeted link. They also have different ways of buying. And while a few first-time visitors might have an immediate need for your offering, most of these folks won’t buy anything on their first visit. But are they gone forever? No.
If they are interested, they’ll want to stay connected. And they’ll want that connection on their terms, not yours.
Constructing an outbound road
- Get a Facebook Page and put a fanbox on your site.
- If you’re on Twitter, put a follow me button on your site.
- While we’re at it, get a blog – it’ll have an RSS feed folks can grab.
- If you’re a museum, have an outbound link to your Flickr gallery.
- If Plurk is your home, put a link on your site.
- Make sure these connection points show up on every appropriate page on your site – not just the home page.
- Put social media links in your email newsletters.
Again, it’s all about giving customers, donors and prospects multiple ways of opting in to you and what you offer.
I know I missed something. What two-way roads have you built?
