Social Media Marketing For Dummies, 2nd Edition

Moving Toward the SIMM-Focused Website

Today’s consumers are not as easily impressed as they once were. They want more than a campaign; they want a committed and longer-term relationship with your company to which they give their time and money. And given that you spend so much money in advertising to your customers, it only makes sense to generate more than an impression or a single sale from your campaign. Yes, consumers will always want those short-term deals and the back-to-school offers, but they do want more.

When consumers click banner links today, they expect to be taken to a website that tells them everything about your product or brand that they’re interested in. They want to be able to view your offer and make a purchase, but also navigate the rest of your website. These consumers want to be able to view what else you have for sale, learn more about your company, and share that information with their friends. Having a disjointed microsite experience separate from the corporate website makes it more difficult for them to accomplish their goals.

Today’s consumers visiting your website don’t want to just depend on your brand or company to tell them what to buy and whether the offer you’re pushing at them is special. They want to draw that conclusion themselves with the assistance of their social influencers. So as you think about social media marketing on your website, first and foremost, consider moving away from designing and building microsites to support online advertising ...