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6 Reasons Why Social Media Matters for Your Website

In our highly-competitive and widely-connected global economy, it can seem difficult to engage with your audience. Given the many marketing channels available for you to pursue, determining the best course of action can feel overwhelming.

Fortunately, the Return On Investment (ROI) for social media is both strong and measurable. Social media marketing, when well-executed, helps you speak to audiences in locations and segments that would otherwise be out of reach.

In this article, we’ll dive into six reasons why social media matters for your website, and share tips for improving your strategy on platforms such as Facebook, Twitter, and Instagram. Let’s get to it!

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1. Build Brand Awareness Across Multiple Social Media Platforms

Brand awareness is simply how familiar people are with your brand, as well as with your products and/or services. It’s a step beyond brand recognition, as it measures the extent to which the public can recall specific information and impressions of your company.

Twitter is especially helpful on this front. Many brands have become well-known through their personas on this platform. Consider Wendy’s, for example.

Beat the competition with a well-executed social media marketing strategy that drives more traffic to your website while improving your overall brand image.

This brand is known on social media for its witty tweets and sarcastic responses.

Increasing your brand awareness is the key to gaining leads and retaining current customers. If your products or services are the first that come to people’s minds when they need something you can provide, they’re more likely to choose you over your competitors.

While Twitter provides ample opportunities for you to refine your brand identity and build awareness, posting across multiple networks is ideal. This will help you reach various demographics and expand your audience more quickly.  

2. Communicate Authority Directly to Your Target Audience

Since consumers have access to so much information via the internet, becoming an authority in your industry is crucial for driving conversions. Shoppers want to feel confident that they’re purchasing quality products. Proving that you know what you’re talking about is one way to reassure them that your brand provides the most bang for their buck.

The best route for accomplishing this will depend somewhat on your target audience. For example, LinkedIn commands a certain amount of authority by default, as it’s a network for professionals to connect with one another.

Publishing articles on LinkedIn is a prime opportunity for your brand to demonstrate extensive knowledge of subjects relevant to your industry.

A LinkedIn article.

However, this is only helpful if your target audience tends to be highly active on LinkedIn. Another option is to share articles related to your brand or industry on Facebook. It’s still the most popular social media site and is better suited to posting long-form content than Twitter or Instagram.

A post about women in tech shared on the DreamHost Facebook page.

With that being said, don’t rule out those other platforms as potential sites for establishing your authority too. Highly-visual networks like Instagram and Pinterest are great channels for sharing infographics.

An infographic about walnuts shared by EatSmarter on Instagram.

Especially if you cater to a younger audience, infographics are a smart way to communicate key information quickly and effectively. While long-form articles have their merits, there’s something to be said for capturing your followers’ attention and showcasing your expertise without requiring them to do a lot of reading.

If you’re not sure how to get started with this strategy, Canva is an excellent resource for creating infographics. It offers free templates you can use to craft quality visual content and even provides proper dimensions based on your target social media platform.

3. Demonstrate Authenticity With Thoughtful Storytelling Techniques

As we briefly touched on when we discussed brand awareness, emotions are an important part of successful marketing. Consumers feel strongly about authenticity and transparency, and earning their trust is essential.

With so many companies now selling personal customer data and engaging in other questionable practices, shoppers are finding it harder to trust companies. Showing that your brand is reliable and upholds customers’ values can go a long way towards improving your conversion rate.

One example of this is the trend of food, cosmetics, and cleaning companies attempting to be more transparent regarding their products’ ingredients.

An Instagram post from Lush promoting vegan soap.

Reassuring customers they aren’t consuming preservatives or other harsh chemicals is critical, especially when shoppers have easy access to information on how these ingredients might affect their health.

Another popular technique for demonstrating brand authenticity is through the use of storytelling. Narratives can communicate complex concepts more effectively than most other methods, and also provide a chance for you to highlight real people who are involved in your brand.

Sharing videos on platforms such as Facebook is a prime opportunity for creating narratives. The Dodo, an animal welfare brand, specializes in this strategy.

A video about a police dog on The Dodo’s Facebook page.

Of course, video-sharing platforms such as YouTube are also helpful for this technique. You might consider creating content about how your brand was founded, or focus on real users and how your products or services have benefited them.

4. Encourage Direct Engagement on Interactive Channels

Engagement – which can be loosely defined as any direct interaction between consumers and your brand – can help boost your business’ success in a wide variety of ways. It increases brand awareness, solidifies customer loyalty, and can even improve your overall visibility online.

Social media is an ideal venue for engagement. For starters, it provides a variety of ways for users to interact with your brand, including:

  • Following your accounts
  • Commenting on your posts
  • Re-posting your content
  • “Liking” or “reacting to” your content
  • Using branded hashtags

Several of these modes of engagement are highly interactive, too, giving you the opportunity to respond to users’ comments or posts and drive further brand exposure and awareness.

A Tweet from Oreo sharing a post from a customer.

Additionally, social media engagement is usually public and, therefore, can help your brand by providing word-of-mouth marketing. Users may incorporate branded hashtags or even post about products they love to promote your company of their own volition.

An Instagram post for an energy bar.

Responding to posts like these can instill more loyalty to your brand on the part of your supporters.

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5. Provide Support in Real-Time

Customer support is an integral part of helping your buyers have a positive experience with your products and/or services. What’s more, it is also essential for building brand loyalty. Prompt and thorough responses to customers’ problems or complaints demonstrate that you value their business, and encourages them to purchase from you again.

While there are many ways to provide customer support, social media is a simple way for people to get in touch with you fast. Some may find messaging or simply tagging your brand in a post more straightforward than navigating your knowledge base, chatting with a bot, or tracking down your contact information and waiting for a response.

In some ways, social media support is a chance to further improve your image. Publicly responding to customers can showcase your attentiveness and timely service (although it’s wise to take the conversation private after an initial response, to keep customer information safe).

A Starbucks Help Twitter thread.

Amazon is particularly well known for its Twitter support account. By dedicating an entire profile to helping customers, it’s able to deliver answers to users’ questions quickly. For instance, this particular response was given nine minutes after the customer’s initial tweet.

An Amazon Help Twitter thread.

Your brand may not be large enough to warrant a separate account for your support team. However, it’s wise to devise a system for tracking support messages and ensuring that someone responds to them in a timely manner. 

This may mean using a social media management platform such as Hootsuite or Buffer. Alternatively, implementing a social listening strategy can also be effective, and help you discover users who might otherwise fall through the cracks.

6. Grow Affordably by Leveraging Cost-Effective Strategies

Generally speaking, the more you put into promoting your website, the more likely it is that you’ll see your work pay off in the form of increased traffic and conversions. However, especially for new and small brands, it’s smart to find channels that can provide a significant payoff at minimal expense.

Social media is absolutely one of those channels. As we mentioned at the very beginning of the post, this channel has a high ROI. It’s free to join the most popular networks, so the only real investments are the time and effort required to manage your accounts and interact with users.

On top of that, as we’ve discussed throughout the previous sections, social media provides multiple opportunities for advancing your brand and increasing word-of-mouth marketing among your followers. More importantly, quality support and engagement can help you retain customers, which is more cost-effective than converting new ones.

Finally, there are plenty of free features and tools available to help you improve your social media strategy over time, including:

  • Facebook Insights and Instagram Insights. Built-in analytics for Facebook and Instagram, including follower demographics and information on the best times to post.
  • Twitter Analytics. Native behavior tracking that shows follower demographics and tweet activity reports.
  • Hootsuite. A social media management platform that offers free post scheduling, monitoring, and content curation for up to three accounts.
  • TweetDeck. An integrated Twitter account management dashboard – ideal for monitoring ongoing support conversations.

These tools can give you access to advanced functionality that will take your marketing strategy to the next level, at little to no extra cost.

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Social Media Optimization

No matter your personal feelings towards social media, if you have a website you’d like to draw attention to, networks such as Facebook, Twitter, and Instagram should be a part of your marketing plan. There are many significant goals that these platforms can help you achieve.

Let’s recap the six key ways social media can help improve your website:

  1. You can build brand awareness across multiple platforms.
  2. It enables you to communicate directly with your target audience.
  3. Social media provides an opportunity to demonstrate your authenticity through storytelling.
  4. You’ll be able to encourage direct engagement on interactive channels.
  5. You can use social media to provide real-time support to your customers.
  6. Cost-effective social media marketing can help you grow your brand affordably.

Remember, your social media marketing strategy can only succeed if you ultimately send followers to a professional, high-quality website. With our shared hosting plans for WordPress, you can rest assured that your online presence is in capable hands. Check them out today!

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