It is no secret that today there are niches that can only be marketed on social media. For example, it is very difficult to sell visual products such as jewelry, clothing, makeup, and beauty products using search engines and even advertising on the Google Display Network, since users want to see the product image and be impressed (and/or buy impulsively) to make a decision.
However, social networks also have various limitations in how we can display the products we offer, in our ability to convey more extensive information about the product and purchase terms, and more.
In other words, in many cases, our social activity relies on the website, and therefore we must adapt the website so that we have the ability to achieve optimal results. We would love to share with you several important tips that will make your website much more than just a website for social media activity.
Tips for leveraging the website for social networks:
When we identify with what is said above and want to sell a beautiful/impressive/creative product and market it via social networks, we need to prepare the ground so that traffic to and from the site is fast and smooth. Here are some tips to help you do that:
1. Use alternative values for the product image and title:
In almost every product we upload to our website, there is a certain value for Google (keywords) and a completely different value for social networks (a colorful, eye-catching name), and we need to prepare the products on the site so they look right on social media.
In a significant portion of social content management systems, there are tools that allow us to control how content appears on search engines and social networks; for example, in the WordPress content management system, you can install a plugin called Yoast which allows us to control its appearance.
Image for illustration:
This tool, like others, will allow us to look better every time we share the product and/or when others share the product on social networks as well as on WhatsApp.
2. Synchronize products on the site with social networks:
When you realize that the website is designed, among other things, to serve marketing on social media, it is worth making the necessary investment to expand the system with automatic synchronization capabilities of the products on the site with social networks. For example, you can display all (in-stock) products on the site on Facebook and Instagram by using a data feed connected to Facebook’s Catalog tool, which pulls the information about all products on the site and displays them on the social network for paid promotion and exceptionally high-quality results.
Following the previous tool we presented, you can install a plugin called Pixel Caffeine which expands the system and allows creating a dynamic data feed that can be connected to the Ads Manager and from there directly to a broad audience.
Image for illustration:
With this tool, you can take website sales to new levels and succeed in achieving exceptionally broad and accurate reach, and sales will not be long in coming.
3. Pull articles and updates from the website automatically
When you write an article on the site’s blog, it is very important that everyone gets exposed to it. Therefore, it is recommended to create an automated connection between the website and our business page on social networks. There are a variety of tools that perform completely automatic publishing of any new content uploaded to the site directly onto the business’s social pages, so that the content uploaded to the site gains powerful resonance very quickly. Thus, if we featured a clothing catalog for a new collection, the link will automatically be published on the business page and all of our followers get to see, fall in love, and ultimately buy the products we want to offer them.
Since there is a wide variety of plugins that enable automatic publishing and no single plugin is inherently better than another, you can search for the term “auto publish” in plugin directories to choose the plugin that best suits you.
In conclusion
Your website can serve you extraordinarily well if you maintain proper and effective management of its content and make use of various tools that leverage the web to your advantage. If you do not have the ability to manage the site independently or do not have the time to do so, you can contact a website management company and they will be happy to do it for you. But the goal is clear: turn the website into a powerful tool that will help you sell on social media, and sell a lot!
The article was written by Israel Buchwald, CEO of WEMANAGE Website Management which specializes in ongoing operational services for websites of organizations and companies.
