KEO Marketing

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Best practices in social media integration

Online marketing involves social media in nearly every case. It is an acknowledged truth that a strong social media presence can boost any campaign and fortify a brand's image. Integrating a company website with social networks can help marketers add valuable information to their leads lists and buyer personas. Here are some actionable insights for every marketing strategy:

Why integrate?
Any marketing strategy that integrates social media with other company online presences must be able to effectively cross-promote. Most business websites have links to social media and ample opportunities to like or share content. The same should be true of business social media – that is, it should be full of chances for a user to access relevant pages on a company website.

According to Search Engine Watch, "the connection between social media and earned assets impacts search the most." Website activity that is connected to social media – such as reviews, shares and likes – directly influences the quality of a website as search engine algorithms determine it. Search engine optimization is a vital part of all online marketing efforts, and an integrated social presence can help with SEO efforts.

Social is also an ideal way to build positive sentiment with brand customers and fans. Marketers should always take advantage of opportunities to engage with their target demographics, and social media makes this easier than it has ever been before. Providing a top-notch user experience requires a social media presence.

Consider social sign-in
Social sign-in allows users to log into a website with an existing social profile. This makes sign-ins as convenient as clicking a button for website visitors, and can provide marketers with useful information about users. While it is most common on entertainment and gaming sites, social sign-in can be used in any industry.

According to eMarketer, research by Janrain shows a slight majority of users would prefer to sign into outside websites with a social network other than Facebook. As the goal of the social sign-in is to create a seamless user experience, convenience is key. Marketers should consider allowing several different social platforms, from Google​ Plus to Twitter, instead of only Facebook.

With these tips, marketers can ensure their social media integration efforts hit the mark and provide a pleasant user experience for all their prospective leads.

Sheila Kloefkorn

With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.