A social media marketing strategy can only go so far if your website—where you send your social media traffic—isn’t prepped for sharing. Whip your site into shareable shape with these three ideas.
1. Make it easy for customers to pin.
If you add a “Pin It” button, will users pin? The answer is yes, especially for recipe, blog and product content. The proof is in a case study from Allrecipes.com. Three months after adding the button, people pinned more than 50,000 recipes from the website, resulting in 139 million Pinterest impressions.
Get started with instructions for adding the Pin It button code to your website.
Pro tip: Add the “Pin It” button, then use this trick to see what people are pinning. Into a web browser type http://www.pinterest.com/source/yoururlhere.com and replace “yoururlhere.com” with your domain name. The result is a list of users and the photos they have pinned from your website, allowing you to easily friend, comment and connect with your social media champions.
2. Prime customers to share on Facebook, not just like.
How beneficial is a Facebook “Like” button (as in, “like this piece of content,” not “like your Facebook Page”) for exposure to your website?
The short answer: It’s not. If you have a “Like” button on a blog post and someone clicks the button, the activity will appear at the very bottom of his Facebook profile in the “Recent Activity” section and perhaps in various places on his friends’ newsfeeds and tickers, per the Facebook algorithm.
In other words, having a Facebook “Like” button on your website’s content isn’t maximizing the shareability of the content. Instead, use the Facebook “Share” button. When clicked, a user will share your article to his newsfeed, and the post will appear at the top of the user’s newsfeed and be shown to friends per the algorithm.
Pro tip: See what happens when you paste your website URL, or any page of your website, into a Facebook status update. If the result isn’t a beautiful photo and description of your page, have your web designer/developer optimize the image and web copy to ensure your content is in prime sharing condition.
3. Go back to basics with your content.
The No. 1 thing influencing the shareability of your website’s content isn’t all the fancy social media icons and widgets. It’s the quality of your content. Write magnetizing headlines that beg someone to share. Follow it up with well-written, informative and interesting content with a healthy dose of imagery. Not sure what to write? Ask your customers what they want to know!
Pro tip: Keep your titles brief, catchy and informative and your images attention-grabbing. Revisit a previous Socially Conscious column about how to create beautiful social media-ready graphics for free.
Caren Baginski is a digital and social media strategist based in Denver, Colorado, and former social media and digital editor of newhope360.com. For more strategies to cultivate conscious consumers, including a free tip, visit gum.co/cultivate or contact Caren at carenbaginski.com.