Use Social Media on Your Website to Engage Customers - dummies

Use Social Media on Your Website to Engage Customers

By Marsha Collier

Once you have a business website, you can integrate various social media components into your site to keep your customers engaged. Business follows a path: Find the customer, engage them, sell products, and keep the relationship going. Even service businesses have the opportunity to sell products that complement their profession these days. Bricks-and-mortar and online sellers also need to follow the attraction/engagement cycle.

Your job is to get the customer to your website. Why should people visit your website? How do they get there? The simple answer is that people performed a search in Google and your name came up, right? But how do you get listed on the first page of Google search results? Content.

Today’s customers want to be educated consumers. The sites they visit more than once are those with good content that teaches them about services or products they are interested in buying. No one knows your business better than you, right? So here’s your chance to shine.

Your content can come in many forms. Blogs take ongoing effort on your part. Other content can consist of posting pictures and videos and sharing articles from other sites (with permission).

See how you might apply these suggestions to your own website:

  • Glossary of terms: Does your industry have its own lingo? Let your visitor in on the secrets by publishing a glossary, like this glossary of watch and fine jewelry terms from Beckertime (see figure).


  • Product care information: Does your product require certain care? Is certain ongoing maintenance needed? If you’re in a service industry, there may be recommendations for upkeep. These topics are perfect to write about.

  • Apps: Does a smartphone app compliment your business? If not, you might find someone who can put one together for you. You might make an informational app, game, or mini-version of a white paper you’ve produced.

  • *Podcasts: You might think that there isn’t much to talk about in your industry, but you’d be surprised. You can host question-and-answer podcasts or just talk about a subject; on your website, include a link code for visitors to click and listen.

    Several sites offer podcast services. Spreaker offers a basic service for free. They host your podcast content on their site and provide a simple widget you can use to make the podcasts available on your website as well.

  • Videos: Products often need demonstration. A video that provides technical support for your products or services can be valuable as well. Most companies host their videos on YouTube and embed or link to the videos from their own sites. For example, Dish Network hosts their how-to and product announcement videos on YouTube.

    United Linens (a family-owned linen service in Bartlesville, Oklahoma) produced a series of videos that show viewers how to create the fancy napkin folds you see at grand events (see figure). These videos have become popular and have built their brand through online buzz.


  • News feeds: Install a news feed with industry news on your site. A news feed will automatically populate with stories that match your selected topic. Generally, your web host provider will have a tool to enable this feature.

  • Business history: People who want to buy your product might also be interested in information about how your industry started (or how your business came about).