Have you tagged a brand in an Instagram story or post and received a response from the brand? If you have, you probably can relate to how cool it was to interact with one of your favorite brands online. Attracting and retaining a loyal audience should be a priority in any social media strategy. Dedicating time to building your online community will create a network of users who are ambassadors for your brand. In order to establish and nurture that relationship, you have to generate a sense of community. 71% of consumers who have had a good social media service experience with a brand are likely to recommend it to others. Customer service doesn’t just take place over the phone or in a store anymore, it’s also necessary on social media.
Our partners invest a great deal of time and assets into giving us the tools to create engaging social media content to be distributed across their social platforms. From breaking down their Top 9 to perfectly styling each photo, we take so much pride in producing a visually appealing social strategy to capture the attention of our partner’s target audience.
A challenge that we have run into, however, is that a business owner will invest in their social media strategy, but not match that investment for their website, which is where the real magic happens ($$). It’s so important to reinforce your social media channels with a user-friendly, well-designed website that is consistent with the branding throughout your social channels. If your social media strategy goal is to drive followers to your website, then it’s only logical that you’ll want to lead them to a pot of web design gold that will continue to captivate them.
A beautiful website does not need to be complicated. There are four main areas that you’ll want to focus on when designing the perfect web experience: visual hierarchy, typography, branding/colors, and of course, user experience (also known as UX).
Visual hierarchy is what signals your website visitors where their eyes should travel across the screen. As the scan the page their attention will naturally gravitate to specific points on the page depending on how your website is composed. Patterns, font size, colors, and layouts all play a role in the visual hierarchy of a page, but the main takeaway is to make sure that you’re considering how each element on the page interacts with the big picture.
Typography selection is another key player in web design. Most professionals have certain fonts that make them cringe because they are commonly used on poorly designed websites (looking at you Comic Sans). Selecting typography is an important decision in how you portray your message and brand personality. The goal is to choose a font that is easy to read, but also unique enough to evoke the overall feeling that your website is trying to achieve.
The branding and color scheme of your website should flow smoothly from your social media channel. When you begin the branding process for your business, the color scheme and voice is something that you will want to define in the early stages of development in order to make sure you are being consistent throughout all your marketing materials. Your website is the perfect platform to really dive into branding and set the stage for who you are as a business. Be consistent with colors, logos and messaging.
Above all, it’s important to make sure that your website is easy to use. If you’ve ever visited a poorly designed website, you definitely know how frustrating it can be when you can’t find what you’re looking for. Every step of your website design should have the user’s ease of experience in mind. Some excellent examples of successful UX design include RX Bar, Starbucks, and SPANX.
If you think of your social media platforms as the storefront windows designed to draw your customers into your store, then your website is the equivalent of the experience they have once they walk through the door. You want to make sure it’s consistent, visually appealing, and easy to navigate. For more information on website design, you can consult with professionals at companies such as Nicely Built or Sideways8.
Story By: Sophie Duncan
Most people acknowledge that social media is becoming a large part of our culture, impacting people and brands around the world on a daily basis. There are even thousands of people that have made a career out of social media as paid influencers, advertisers, social media managers and so on.
With that being said, it doesn't come as much of a surprise to hear that since August, there are now over 3 billion people logging into at least one social media platform a day.
So, what does this mean for your brand? Well, if you have an active presence on social media, this should come as good news! Your social media efforts have not been a waste. However, if you have neglected to create or upkeep a social media page for your brand, you are missing out on thousands of potential consumers. If you find yourself in the latter of these, check out our blog post on getting started on social, or give us a call!