BRAND TIP

Ditch the social media buttons on your website

Wait. What?!! Isn’t marketing all about building your social media following these days?

Well yes it is. Kind of. If you can build a healthy social media following you’ll have much more luck directing people consistently to your website.

But this is where we need to get crystal clear on the purpose of your website.

For most of us, the purpose of our website should be to build the ‘know, like and trust’ factor. And the way to get them to do that is to have them spend some time on your site getting to know, like and trust you.

The very last thing you should do once you have a potential customer on your site is send them away.

Let alone to somewhere as full of distraction as Facebook and Twitter. Whatever they arrived on your site to find, will be forgotten the second they hit Facebook and see their first ‘kitten scared by a cucumber’ video!

You may as well just write up a list of your competitors websites and send them there directly. At least then you’d be providing your visitors with something useful.

So that might be a tad dramatic, the world may not fall apart if some of your website visitors stray over to social media rather than sticking around to view your blog or sign up to your list.

But let us think about the ideal situation…

1. A potential client sees your post or ad on social media.

2. They follow it to a useful and relevant piece of information on your site.

3. Buoyed by your content they take a look around your site a bit further.

4. Perhaps they are not quite ready to buy, but they like your jizzle, so they download your free e-book or sign up to your email list.

5. Because they are now on your email list you can now reach out to them whenever you want without being held to ransom by a social media platform that is constantly changing their rules or upping their prices – we’re talking about you Facebook!

6. And because you are a smart cookie, you reach out to them consistently with relevant and timely emails, that keep you front of mind and cements you as someone they know, like and trust.

7. Somewhere down the line that potential client, decides it’s time to get the help that only you can give them.

And that my friend is where you get to step in and do the stuff you are brilliant at.

So ditch those social media buttons baby!

And stop using your website to try and get social media likes or followers. Instead…

1. Use social media to get people to drive people to your website.

2. Use your website to get people signed up to your email list.

3. Use your email list to convert people into clients.

What do you think?

Have you had wild success with directing people to your social media accounts and think we are bonkers? Or could you do with perhaps trying this approach for a little while and seeing what happens?

Either way, we’d love to know what you think.

Cat Townsend

Cat Townsend

Brand Strategy & Design

With a background in branding and information design, Cat setup The FeelGoodAgency, to help passionate solopreneurs understand their brand and how to wield it effectively. Oh, and to make the world a better place. It always comes back to changing the world!

3 Comments

  1. Berleena

    Cat, thank you, I love this! Forgive me, but why do you still have your social media buttons centred and to the left?

    Reply
    • CatTownsend

      Ha ha!

      Yes… that does look rather contrary!

      I should probably clarify that I am referring to buttons that ‘link’ to your social media outposts… thereby taking visitors away from your site.

      Not ideal when you’ve worked hard to get them there in the first place!

      Social share buttons on the other hand don’t send people away from your site. Clicking on our social share buttons should simply open a popup which will allow the user to share the content from our page.

      However there is also a growing backlash against these buttons as well. Some reasons for this include:

      • that they slow down page times,
      • clutter up page layouts,
      • don’t add much real benefit to users, and
      • aren’t necessarily the primary action you are hoping people will take.

      For our part, we actually did consider removing the buttons, but a look at our analytics showed we were actually getting a relatively high proportion of engagement via the share buttons. So we have decided to monitor this engagement for a while before making a decision either way.

      So I guess the real takeaway for all of us, is to make sure we are making purposeful decisions rather than blindly following the crowd.

      Hope that is a helpful clarification!

      Reply
  2. Kyle

    Makes sense. It’s the equivalent of having someone over to your house and then asking them to check out the car they showed up in.

    Reply

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