Making them work as one.
WHAT EACH DOES
Social reaches people who were not looking Your website converts people who are
THE LOOP
Publish something useful on your site Post an extract socially, linking to it Visitors arrive, and some subscribe or enquire
LINKING PROPERLY
To the specific page, not the homepage.
A visitor who must search for what they saw usually does not.
THE PROFILE LINK
Keep it current. Change it when promoting something specific.
DRIVING TO EMAIL
Social followings are not yours. The platform controls reach and can change the rules.
An email list is yours. Use social to build it.
That is the most valuable thing social media does for most small businesses.
SOCIAL LINKS ON YOUR SITE
In the footer. Not prominently at the top, where they send visitors away before they act.
SHARING BUTTONS
Modest benefit, and they add weight and tracking. Consider whether you need them.
WHAT NOT TO DO
Embed a social feed on your homepage. It is slow, it collects visitor data, and it sends people away.
