Page 324 - Social Media Marketing for Dummies

an ad, or a product). That’s the first step in linking campaigns with your website.
This may be obvious to you, but many companies don’t do this. Anthropologie
displays its products that are on sale from a link on their home page, as shown in
Figure 21-3.

FIGURE 21-3:
Products for sale
link on the
Anthropologie
website.

If you’re using featured zones on your home page to promote campaigns, be sure
to update them frequently with new promotions. No one likes to see the same
promotions again and again. It implies that the company is neglecting its website.

Encouraging deeper interaction
through your website

Consumers who respond to your campaign want to learn more about the products
or services you’re selling them, and you can do more than just provide them with
that information. Instead of just bringing them the information, you can connect
them with other prospective or current customers by pointing them to a discussion
area on your website (if you have one) or third-party review sites that discuss
your product. You can also introduce a live-chat feature, whereby they can talk to
you in real time.

308 PART 5 Old Marketing Is New Again with SMM