Management InSites

Using Social Media to Drive Traffic to Your Website

Social media is a powerful and necessary tool that companies cannot ignore if they intend to grow sales and remain competitive in this day and age. Unfortunately, many professionals in charge of social media for their firm do not maximize the tool, and can potentially lose leads as a result. This often happens when the company is too small to have a marketing department, but they have a savvy employee who sees the value in social media. This post helps them get it right!

You Don’t Own Your Followers

Perhaps the most important lesson to learn here is that no one “owns” their followers. If you post an update about your company and it is liked, or even shared, by several people, that’s great! But that’s where your interaction with those people stops. Similarly, if you post a case study, blog, or article you have written directly to LinkedIn or Facebook, your audience has the opportunity to read it and then continue scrolling through their feed. But how can you know who read it? How can you determine if they were a potential customer? How can you follow up with them? You can’t.

While it is incredibly important to post to platforms like LinkedIn to establish yourself and your company as experts in your field, it must be done wisely. Any content that you produce must first “live” on your company’s website. Why? Because as we addressed above, we do not “own” our followers on social media and there is often limited information we can get about people who follow us on those channels. Ultimately, LinkedIn (Facebook, Twitter, Instagram, etc.) benefits from that data, not us. Not to mention, the most important bits of information about your company are found on your website, not your social media page. We want people to come to our websites to see everything we do, and ideally, capture information about them through gated content to add them to our sales funnels.

That means that when you write a valuable piece of information, you should post a quick excerpt from it on social media, and also provide a link to the piece. This requires your audience to go to your website to read it. You can take this a step further by adding a “gate” to the content, as mentioned above, which would require visitors to complete a simple form (i.e. Name, Company, Title, Email) to access the full content. Now you have vital information about those who are interacting with your content. You can add them to a list for future newsletters, and you can reach out to them directly, as they are warm sales leads. Be careful not to overuse this feature – you don’t want to inadvertently turn people away. Keep gated content limited to case studies or large pieces of content. Ultimately, the more eyes you have on content, the better for your brand recognition!

Don’t let your content live out a short life on social media. Make it work for you and drive visitors to your website. Only then can you reap the benefits of a social media marketing strategy.

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    When dealing with shipping internationally, especially from abroad to the U.S., setting the terms of the transaction from the moment the customer requests a quote is incredibly important. To avoid problems, unwanted costs, and even potential legal issues, there should be no room for confusion or ambiguity in the contract you set up with your customer.

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Using Social Media to Drive Traffic to Your Website

In our previous post on the topic, we covered some important things to remember when setting up your company in the U.S. market. Beyond operations, sales, and marketing, a manager would be remiss not to focus on how cultural differences might impact the success of a subsidiary.

The U.S. is not homogenous

Unlike several other countries, the U.S. is vast – and not just in its size. Americans tend to break up the country into its East and West coasts, and the Midwest. But there are even more segments, like the South, Pacific Northwest, the Northeast, Florida, and Texas – all of which differ greatly from each other. There are several big cities, countless medium-sized markets, and even more rural or suburban areas. Interacting with people living in big cities will differ greatly from interacting with people in smaller towns. While it would be unwise to generalize, it is best to understand the culture of the part of the U.S. in which you are doing business before having expectations.

Patience is not always a strength among Americans

When in negotiations or conducting business, Americans tend to want to just get the deal done. While many other cultures take their time, get to know everyone involved, and move along at a comfortable pace, those in the U.S. do not always see a need to drag things out. Get ready for what looks like impatience, when in reality it is just a desire to be efficient and effective.

Don’t plan on in-person meetings 

At least not all the time. The tendency for Europeans and Asians to conduct most business in person is not the same in the U.S. Phone calls, emails, and now even video conference calls are the norm. Businesspeople like to work efficiently, and don’t gather in person unless it is necessary. First meetings, larger negotiations, and important topics are generally discussed in-person. Otherwise, don’t be offended or surprised if many of your interactions are taking place remotely.

Open-minded over traditions

A positive aspect of Americans in general is their ability to have an open mind. Many other cultures rely heavily on traditions, and act in certain ways because history dictates that they should. That is not the case in the U.S. Americans tend to welcome new ideas and concepts perhaps more freely than their foreign counterparts.

That being said, Europeans tend to rely on strongly forged bonds in which trust is paramount. Loyalty is key. Americans tend to be looser and more pragmatic when it comes to doing business. They don’t necessarily need to have known someone for years to begin working with them. At the end of the day, it’s about getting the deal done.