Professional Services Marketing Blog

The Role of Social Media in a Lead Generating Website

By Sean McVey

 

Valuable content written? Check. 

Content optimized for search engines? Check.

Now it’s time to sit back and let the traffic roll in. Right? No!  Just because you have a worthy site doesn’t mean people are going to find it right away.  It’s your job to proactively connect your site to the rest of the world. 

Your website right now lives on a quiet country road.  You are in the middle of nowhere and besides your own employees, nobody knows your site exists.  Living in the country is great if you’re looking for peace and quiet, but that’s not what you want.  You are looking to turn that country road into a super highway with constant traffic.  It’s time to open your website up to the rest of the world. 

Using Social Media to Bring Your Website to Life

Social sites such as LinkedIn, Twitter, Facebook, YouTube, and Pinterest have one important thing you don’t: people.  Lots and lots of people.  By finding ways to connect with niches on these sites, your firm can tap into new visibility.  Each of these channels is another opportunity to cross link your website and generate new visitors. 

Which social networks are right for your firm depends on where your audience is hanging out online.  If you’re in professional services, there is a high probability that your target clients have a presence on LinkedIn.  But Twitter, Facebook, and other highly trafficked sites can lead to new eyeballs as well.  There are also niche social sites such as GovLoop in the Government space or Houzz in the home construction space.  Find out where your prospects are communicating online and connect that network to your website. 

When building out your lead generating website, here are three methods for incorporating social media elements into your design:

1. Social Media Icons – Having social media icons at the header and/or footer of your web pages allows visitors to connect with your social profiles whenever they want.  Link these icons to your company social media pages. Often visitors will click through the icons, connect with you on the social sites, and then receive your updates moving forward.
 

 

2. Social Sharing Buttons – On blog posts include buttons that allow readers to easily share your content in social networks.  This will increase the chances of a visitor alerting his or her network of a valuable piece and introduce your content to new viewers.  Typically these buttons include counters that allow readers to know how many shares a content piece has received.

  

 

3. Social Calls to Action – Instead of just icons, take it a step further and entice people to join your networks.  Give them a reason to click through and connect.  Here are a few examples:

  • Like Us on Facebook for exclusive content
  • Follow Us on Twitter for our tip of the day
  • Join our special group on LinkedIn!

 

 

Once these social networks have been integrated into your lead generating website, visitors will be able to connect with you via a number of different channels. But for social media to truly benefit your firm and drive significant new web traffic, you must go out and engage on these networks. 

On a regular basis, interact in the appropriate niche groups within each network, share your expertise, and develop connections.  Just like a real networking event, the point isn’t only to promote your company.  It is to create relationships, add value using your knowledge, and when appropriate link back to blog posts and other relevant content.  As you do this, your once quiet website will begin to feel alive and noticed. 

For more tips on incorporating social media into your lead generating website, check out our Lead Generating Website Guide.


Leave a comment

May 15 2013