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Finding the right mix between social media and business content for your pages sounds complicated, but the formula is actually simple.[/caption]
When you have a business web site and a social media presence to back it up—and we’re assuming you do—it can be difficult to know how best to use them effectively.
There are plenty of rules, or formulas, for the mixture of marketing messages to mix in with your content. You’ve probably heard about the 60/40 rule, or the 70/30 rule or even the 80/20 rule, where the first number refers to original, creative, non-business related content and the latter refers to strict marketing or advertising. The ratio seems to change—with fewer and fewer advertising posts suggested—as the market gets saturated with ads and people get tired of seeing them.
The mix can be a bit tricky to get right, so if you’re having difficulty, just think of it like business and pleasure. Your web site should be all business, while your social media sites should be more fun and informative. Put another way: it’s who you are compared to what you do. Your web site should tell people—new customers and loyal ones—what you do, while your social media channels, like Facebook, should show them who you are.
If you run an autoshop, for example, your business page should announce you as an auto shop. Your Facebook page should get people to think of you as “my auto shop.” It can present you as a person, not a service.
Here are a few distinctions:
- Your website should to explain all the services you offer, goods you may have for sale, or special discounts you have going. Your social media can talk about the project you’re working on that day, or a limited discount available only to subscribers.
- Your business website should be aimed at converting prospects or attracting new customers. They probably did a Google search for a reason, after all, and that reason wasn’t to join your Facebook page or email list. Your social media channels can focus on retaining or rewarding loyal customers.
- Your social media can, obviously, talk about the more social side of your business, like employee activities or staff members who have been recognized for good customer service, satisfied customer reviews or comments. If you run a family business, Facebook or another social media channel is a perfect way to highlight that. Your website should keep it all business. Keep it professional!
What other distinctions can you think of? Let us know in the comments!