There about half a billion sites on the Web. Why should I come to yours ? More than ever, while usage of the Web is greater, it has become as well more concentrated: fewer sites concentrate a higher proportion of the traffic. Among them, top sites are of course social sites such as Facebook or Twitter (let’s put aside Google Search which is not necessarily a ‘Destination site’ but an entry door).
To differentiate, a Website today needs to offer much more than a simple static page with product pictures or services description. They need to be almost like a media, giving relevant, up to date information to the prospect: latest promotions, important news about the company, the industry, latest blog posts, relevant tweet from a customer, etc…
Indeed, as content marketing rises and brands are becoming media, Websites of tomorrow will evolve into different species, becoming the central hub of the brand. Yet, a key element of this presence today is social media.
Social media is a great place to:
- Share brand content and get vocal support from your fans, which is important to show to your prospect (e.g. ,Facebook posts that get likes/comments)
- Curate interesting content found on the Web (retweet interesting stuff, get a RSS feed)
- Generate then amplify word of mouth about the product, from product reviews to testimonials on Twitter.
But since your Website is the place where incoming prospects will come to have a look at you, you want them to offer interesting, engaging, and reassuring content. You then need to offer one more social activity widgets
If you do proper work on social media, this should be an easy piece.
