Tag Archives: Marketing

Social Media Impact on Your Website: Part 1

Social Media Impact on Your Website:
Part 1: What role does a website play, today?
Author: Robert Kramberger

Prior to the onslaught of Social Media, websites were the primary, digital portal for a business to effectively promote its products or services. The key was to create content-rich sites that would provide a virtual headquarters for your company: a place to not only display items and disseminate information, but to also drive demand, generate leads, and secure sales. Then, along came all these new channels.

Initially, from a business perspective, Social Media was perceived to augment your web presence by using these new channels to expand your company’s presence in the digital realm. The concept seemed clear: drive more traffic to your website, and the site will do the rest. So, what happened?

Social Media, such as Facebook, Twitter and Instagram, have become more than just channels; they have essentially become entities unto their own, each with their own characteristics that may or may not attract users that could translate into clients/customers for your business. The challenge is to manage the visitors’ experience with your Social Media channels and direct traffic to your website; ‘Organic’ is a term often used.

What does your Google Analysis show? Do visitors still visit your site on a regular basis? And do they connect for anything other than ordering products and services, but only after already making a decision via Social Media? Or, perhaps, they just drop in to see the recent job postings (unless, of course, they have already reviewed them through LinkedIn).

It is vital that the visitors’ exposure through Social Media encourages them to complete the journey and visit your site regularly, otherwise your website risks becoming redundant, or even obsolete. Analytic tools can certainly help determine how your business is faring in effectively driving traffic, but it would be more fulfilling, to both you and your clients/customers, if they could communicate their experience directly with you. Let them share their “journey”, as they navigate from Social Media channels to your website, and back again.

Start by providing them with an opportunity to tell you how and why they were influenced to visit your site; this could be in the form of a simple question. The key is to engage them (converse), and not to simply analyze their behavior. If they ask questions, or make comments, respond accordingly.

Also, when establishing your digital, corporate presence, offer multiple channels to reach out and engage with a variety of visitors. Research shows that the actual value of visitors may vary, depending on the channel used but, generally speaking, visitors to websites that were influenced and directed through Social Media, tend to be better engaged, and therefore, more loyal and satisfied.

Just make sure that the invitation and incentive to visit your website is absolutely clear. Ask them what they think, and also provide visible links connecting all your Social Media channels, including tabs on your website, so that the experience for visitors is truly ‘Organic’.

Web site or website, is it all the same?
Well, I suggest ‘website’, and you may refrain,
But only if you want to relive the nineties, again.

– Robert Kramberger

Commas: mostly misunderstood, often misused.

Commas: mostly misunderstood, often misused.

I will not dwell too much on technical rules at this time (“Oxford comma”, anyone?), although knowing the basic rules will prove handy.

The comma’s function is more than simply separating words, phrases, and clauses in a sentence; it also plays a role as a breathing break, or pause, if you will.

When you read a line of text, it should sound exactly the way you would normally speak. Better yet, using commas should sound like music to your ears. As with song lyrics, the comma can create and control rhythm in your writing, thus making your sentences “sing” in the right tone.

Not sure about a particular sentence? Just sing it, or read it aloud. Does it have the right tempo and rhythm throughout? Is it pleasant to the ears?

Try singing (or reading out loud) this fairly well known song, without commas.

Help I need somebody
Help not just anybody
Help you know I need someone help

Help me if you can I’m feeling down
And I do appreciate you being ’round
Help me get my feet back on the ground
Won’t you please please help me

Not so toe tapping, is it? And now, with appropriate commas:

Help, I need somebody
Help, not just anybody
Help, you know I need someone, help

Help me if you can, I’m feeling down
And I do appreciate you being ’round
Help me get my feet back on the ground
Won’t you please, please help me

Commas can also amplify and stress a particular point that you may wish to convey. For example: “Know your clients, and they will know you.”

And just for classic fun, let’s not forget the clarity that a comma delivers:

Let’s eat Grandma.
Let’s eat, Grandma.

“I have spent most of the day putting in a comma and the rest of the day taking it out.”  — Oscar Wilde

 

On Optimizing your Website

Opinions are like websites; everyone seems to have one. And here is one of mine:

If you have recently Googled (a good exercise) your Company/Product name and were not pleased with your “ranking”, try boosting your site’s profile by regularly blogging on relevant and topical matters. You can set up a blog on your existing site, or link to a free blog service like WordPress. Use key words (tags) that specifically reflect your industry/service. As a  professional copywriter, I can help. Please contact me to discuss.