The Common Actions Desired of Your Company Landing Page:
- Get a visitor to click (to go to another page, on your site or someone else’s.
- Get a visitor to buy.
- Get a visitor to give permission for you to follow up by email or phone.
- Get a visitor to register for a newsletter or updates.
- Get a visitor to tell a friend.
- Get a visitor to learn something, which could even include posting a comment or giving you some sort of feedback.
Ok, Now let’s take a look at your options to drive traffic to your website:
Which ones are best for your company?
Before you get overwhelmed let’s dig a bit into the Big names:
It started in 2004 and was originally limited to Harvard students. In 2006 anyone over the age of 13 could join. In 2007 Facebook created an area called Pages that enabled companies to create profiles for themselves. And in 2009 they introduced a LIKE button for users to click on and let people and companies know what they liked.
Top Insights from January 5th, 2009
A sidebar note worth thinking about:
The real interesting thing happening with FACEBOOK is the bleed of the Gen Z and Gen Y demographic. As the older folks have embraced FB the younger folks have begun moving to more specialized sites that meet there unique individual needs and interests. This is typically a footnote in most of the analysis.
“Facebook has just gotten too big & too commercial, I won’t “friend” a company and let them see all my info, but I’ll still Fan a page, You just gotta watch” I recently heard a 20-something say to me.
Remember when I said earlier that the whole concept of social media is evolving? It is.
Ok, so you’re probably wondering what the difference is between a PAGE, a Group, and a Community on FB. You may want to check out Marketing Your Business on Facebook: Group or Page?
We have elected NOT to use Facebook for industrial clients yet as the demographic we are targeting, At this time, industrial buyers are not using FB for research. That could change.
Twitter is a free social networking (micro-blogging) service that allows users to send and read messages known as “Tweets”
“Tweets” are text based posts of up to 140 characters displayed on the author’s profile page and delivered to the authors subscribers “Followers”
We are we using Twitter for industrial marketing.
Remember the search engine optimization stuff?
LinkedIn is fast becoming THE business tool of social networking. Rather than summarize why just click this link to find the 33 Ways to Use LinkedIn for Business
At a minimum create a company profile page for your company.
You can take a look at the company profile we created for Highlander Tool Company here. It’s pretty simple to create. One thing you will notice is that we have taken our brand message very seriously. The message we set up is to communicate what we do and who we are. …and we’ve used essentially the same message for every social media profile. (So once you create ONE you can cut and paste, albiet with some editing, for all of your Social Media sites.
Creating a YouTube channel was really driven out of necessity.
Below is an excerpt of an email I sent to everyone in our company when we launched our YouTube channel:
“I wanted to make you aware that this weekend I worked on finally getting a central place where you can show customer’s product videos from their computer while visiting their facility."
This presents some pretty big cross-selling opportunities!
Each one of the above social media website always you to let people who follow you about new products and to direct them back to the exact landing page you want.