By Magnet Media
This week on the Magnet Minute, I explain why the most valuable piece of digital real estate in your social media repertoire is your own website.
Facebook has become a bit of hassle for brands lately, to the point that some are even shutting down their pages, deeming it unworthy of their time and energy. Organic reach is on the decline. Estimates show the percentage of followers who see a company’s organic, unpaid posts is in the single digits. The social network is prodding companies to buy paid ads instead, which some ad buyers claim doesn’t have a great return on investment.
The reality is that all social media sites — whether LinkedIn, Twitter, or Instagram — have to make money. Therefore, the paid model is likely here to stay, and will only become even more prevalent.
To get more bang for your buck, your social media efforts need to drive followers back to your own website.
Yes, cross-promoting your content on social media is critical, but the bottom line is that all of your content has to funnel back to your website. Your calls-to-action should always be driving traffic there.
Few will make a purchase decisions solely based on their interaction with you on Facebook, YouTube, and/or other social media sites, but the odds of a purchase decision improves once they get to your website, where you have full control and where users can learn more about your products and/or services. Plus, your website allows you to harvest analytics. The traffic, leads, and conversions you obtain through your website are far more valuable than Facebook fans, likes, or shares.
So, after watching this episode of the “Magnet Minute,” take some time to think about how you’re engaging followers on social networks, the purpose for each of the social networks you use, and how you use each to ultimately drive people to your website.
This post was originally published on the Magnet Media digital marketing blog. Any thoughts on the episode? Let us know in the comments and connect with Magnet on Twitter, Facebook, Google+, and LinkedIn.
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Amy Schmittauer is the founder & face of Savvy Sexy Social. She is a social media frenzy working as a freelance video blogger, writer, and social relations consultant. Connect with her on Twitter, Facebook, and Google +.