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How to Build a Website for Beginners Part 4 – Marketing

blog, social media, marketing, website, building

In this series, I’ve covered the initial terms of website builders, the features every website needs, and the overall design of a website. Obviously, there were some gaps in the information since it’s hard to cover everything in just four posts. This is why I spoke a lot about doing research on your own when you’re building your website. But there’s one more category to go over: Marketing.

Marketing allows you to make sure your website is seen by others, whether they’re customers, readers, or followers. Even the perfect website isn’t much without visitors.  Social media is the best way to market a new website, so that’s what I’ll be focusing on. Some other methods exist, but most of them use social media in some manner. Since it’s different depending on whether you’re creating a personal/individual website or a company website, I’ll be splitting this up into those two sections, though there is some overlap between the two.

Marketing Company Websites on Social Media

For marketing company websites, you need to focus on where your audience is and what they’re expecting. The first thing you can do is include your website URL in your social media profiles, especially LinkedIn. If you haven’t yet, you need to create social media profiles to reach your online customers. LinkedIn is one of the most popular social media platforms for businesses. Creating a LinkedIn, a Facebook page, and a Twitter can greatly increase customer interaction on top of putting a place to market your products, services, and website. These are the main social media platforms, where are large chunk of people are. YouTube is another important main platform, but it’s best to use if you know for sure you’ll be making company videos. You can share the videos you make on the platform to Facebook or Twitter to increase your company’s reach online as well.

If you run a fashion, travel, or crafting company, Pinterest is an excellent platform to post products, blog posts, and photos from your site. Pinterest caters to a specific group of women who enjoy or want to learn about cooking, sewing, crafts, and makeup. Users also pin clothing items and accessories that they want or pictures from places they want to visit. Instagram is another good platform to use if you’re in any of these businesses as well. You can link your website in both social media platforms and post/pin pictures from your site.

Tumblr is an option if you can angle your content for a younger audience. Tumblr is a micro-blogging site where many folks from age 13 to late 20s and older post about what they enjoy and respond to posts by others. Denny’s is one of the few companies to efficiently use the platform. You can share posts and photos from your website and link to it on your profile as well. If you have a younger staff member familiar with tumblr, it’s worth trying to start a tumblr blog. Just know it’s not for everyone.

Marketing Personal/Individual Websites on Social Media

For personal websites, especially blogs, marketing on social media is a little easier. Obviously using a Twitter and Facebook help the most, considering the large number of people on those sites. Once again, if you focus a lot on images, food, fashion, DIY projects, or travel, Pinterest and Instagram are two excellent platforms for sharing your website content. Tumblr also works a lot better for bloggers and individual websites than business, so getting a tumblr can help market your website. If you’re into vlogging, YouTube is another good platform to try. Sharing videos from YouTube to your other social media can boost your online presence as well.

Another thing to do with social media is find groups and communities to connect with other bloggers or individuals in your industry. This can help you gain followers and credibility as an individual online. Many groups exist on Facebook for this exact purpose, and following those people on other social media like Twitter and Instagram can help you build connections in your industry.

Social Media Tips for Both Website Types

No matter what type of website you’ve created, you need to remember to share/pin/post product images, blog posts, photos, and other text from your website. Posts linking back to your website will help get your website name out there on top of your content. Plus, it’s an added bit of free advertising when others share your content as well.

Another tip is, after setting up your social media, to get the business versions. I did this with my Twitter and Pinterest, and it’s been very insightful to what performs well on my profiles. I’m looking into changing my Instagram into a business account as well, and Facebook pages are made for business interactions and data. Facebook pages can be used by either companies or individuals looking to promote themselves without cutting into their personal profile. That way it doesn’t look preachy to post a bunch blog posts, especially if you don’t use your personal profile often.

Conclusion

And thus ends the last part of me “How to Build a Website for Beginners” blog series. I know I haven’t been very specific in most of what I’ve written, but that’s because there’s far too much information to include in just four posts, even ten posts. This is why I constantly stressed doing outside research on the type of website you’re building. Look up websites within your industry of choice. What are they doing with their website design? How are they marketing their page? Is there something they’ve done successfully that you can try?

In the end, there are many subjective or complicated answers to these and other questions. While I can’t definitely answer them for you, I can at least try to point you in the right direction. And that’s what the purpose of this series is. To point you, the website owner, to where you need to look next. Wherever that next step is, I wish you luck. And remember to keep trying no matter the struggle. Thank you, readers. Until next time!

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Twitter and Its Hidden Marketing Power

Social media is the backbone of digital marketing. It has become the most integral part of marketing companies, products, even people groups. With many different social media platforms to chose from, companies have a wide range of content they can produce to reach a wide range of people. Of these platforms however, there is none more brutal and more honest than Twitter.

Twitter is a micro-blogging platform that allows users to post 140 character tweets. The content is up to the user, as long as it’s under or exactly 140 characters. The restriction creates some very interesting results, forcing users to be quite witty with their words. Memes especially start on Twitter, with users photoshopping photos with funny text and posting them with a short, extra caption. With a wide variety of users, there’s many chances to meet new customers. At the same time, companies have to be careful of how they interact with Twitter users and how they handle press, especially after creating a Twitter account.

Twitter is easy to market on if you can be witty and smart about what to post. But it can also provide very humbling experiences. Twitter’s community is notorious for mocking and destroying companies who make bad PR and marketing moves, particularly on Twitter. Because the site focuses on in the moment news, and things become viral very quickly, a bad marketing decision can make the news fast. If your company makes a bad move, by either newsjacking inappropriately, making a bad joke, using a hashtag incorrectly on Twitter, Twitter can quickly use the opportunity to bash and make fun of your company.

While most companies try to avoid these circumstances because of the bad rep they get, these can also be good marketing experiences. Yes, your company will be portrayed negatively, but within this is a second chance. A chance to show that you can own up to the mistake and come back from it. If you look at most of the companies that have made gaffs on Twitter, they’re still alive and kicking.

Even if you make a mistake on Twitter, it doesn’t mean the end of your company on social media. Again, most companies who end up making small mistakes on Twitter continue to exist on the platform. Mistakes are only detrimental if you respond badly to being called out. There’s many ways to come away from a social media mess up and remain okay. Get back up, laugh with everyone, admit the mistake, apologize when necessary, or (if it’s small enough) ignore it and move on. If you’re worried about the mark on your reputation, think about it from the customer’s viewpoint. They see it as you messing up and losing their trust. Admitting there was a mistake lets the customer know you as a company want to improve. You can ignore the mistake if it’s small, though. If it’s extremely inappropriate, then it should be addressed and apologized for.

While there are many ways companies can make right what they’ve done wrong, there are many more ways companies can further mess it up. Namely, refusing to admit a mistake was made or making a similar mistake later on. These can really make a company look bad because it looks like they don’t care. The customers see a company that messed up and lost their trust. And then flat out said nothing was wrong and perhaps made the same mistake later on that year. This brings down reputation far more than admitting the mistake and learning from it.

In the end, you have to be careful of how you handle marketing gaffs on Twitter. Mistakes aren’t super common on Twitter, but they can still happen. When they do, you have to weigh out how you’ll react. Will you decide to admit the mistake and apologize or laugh it off with the others? Or will you refuse to admit the mistake and risk making it again? The choice can decide your company’s reputation on Twitter. Choose wisely.