To many, it may seem obvious that marketing via web site and marketing via social media require different approaches. Yet, if we think about how we’ve generated content for web sites versus social media, we’re likely to find that our messages really haven’t always been that different. Why? When we sell something, we tend to stick to the general message of “buy this thing.” As a result, our web sites and social media tend to carry loose variations of that message.
A Marketing Case in Point
Recently, while going through some web analytics for an organization I work with, I discovered a perfect illustration of how the purposes of web site marketing and social media marketing differ.
Take a look at the two charts on this page. Both capture a segment of time around a public event for this organization. The event is is easy to spot by the peak on both graphs – one for new web site visits and one for total reach on Facebook.
But, look at how traffic ramps up to the event on the new visits traffic report, then drops off. On the Facebook total reach graph, look at how reach suddenly spikes but stays elevated and tapers off.
Why the Difference?
In the traditional marketing sense, one would think that all traffic would peak at the event, then drop off until the next marketing message blast goes out. But it doesn’t work that way anymore.
The reason is the way in which people use these two medium forms. Think about how you use a web site versus social media when you attend an event. Generally speaking, you’ll use the web site for things like address, directions, and tickets. In the days after, you’ll use social media to see pictures from the event, read your friends’ crazy accounts and share your own.
How You Can Use The Differences in These Marketing Vehicles to Your Advantage
Instead of gearing up for a major sales or marketing event then engaging in that collective sigh of relief once it’s behind you, think about how your marketing messages can differ before and after the event. Pre-event messaging has always been obvious. But, social media offers an opportunity to drive residual and lasting engagement.
In most cases, you can get more mileage than you initially think from that event or sales push. And often, you can find those different marketing messages by thinking about what you as a customer would be looking for from the medium.
Do you have an example of how this difference has been illustrated for you? I’d like to know about it. Please comment below or reach out on Twitter: @GamelanLLC.
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