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Founder, Print Buyers International (PBI)

Margie's Buyer Insights

By Margie Dana

About Margie

Long regarded as a print buyer expert and trade writer, Margie Dana launched her new business in 2013 as a marketing communications strategist with a specialty in printing and print buying. Now she’s on a mission to help clients build customer communities through carefully crafted content.

You may know Margie as the producer of the annual Print & Media Conference. Although she’s exited the event production business, she’s still publishing her Print Tips newsletter. She looks forward to helping companies create and style all of their content so their potential customers sit up and take notice. For details and to sign up for her Print Tips and new marketing blog, visit www.margiedana.com or e-mail Margie at margie@margiedana.com.
 

Are Your Website and Your Social Media Efforts in Sync?

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Question: When it comes to a strong online marketing presence, what’s worse: a Website that has no social media activity or a Website with social media activity—but the two don’t seem even remotely related?

Answer: It’s the latter.

I’d rather see a printer’s site that’s well built, professional and has engaging, inspiring content—but no obvious social media component. If your company’s not yet involved in tweeting or posting to a corporate Facebook page, OK, I’ll give you the benefit of the doubt and believe that it’s in the works.

But when I follow a printer on Twitter or Facebook, and then click through to his or her company URL, I fully expect to see a site that resembles the Twitter and Facebook page in the look and feel. I also expect to find the SM sharing buttons in an easy-to-spot location on the home page (and every page).

Imagine my surprise when a printer’s Twitter and Facebook buttons are nowhere to be found on his or her site. What gives? Why would you have Twitter and Facebook accounts and NOT post these links on your own site?

Presumably, you’re active in social media to build your community, engage with customers, and impress prospects, who might turn into customers one day.

These two online “efforts” (site and social media presence) MUST be connected to one another. Your social media activity should be interesting and original enough to make your followers want to click through to your URL and learn about what you do.

What if your social media activity is more interesting than what they find when they land on your site? Uh oh. This sort of disconnect really disturbs me. It makes me think there are two different teams at work, and they don’t speak the same language or talk to one another. Ever.

Your social media activity should support your Website (and therefore your company). If you’re a commercial printer, your Website should be the “mother lode” of information about your company. Your social media activity should amplify this information and lead people to visit your site, where they can learn more.

Your Website and your social media presence should be in sync. The latter is an extension of the former. They need to represent you equally. This means in style and in substance. 

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