Having a well-functioning website that is easy to use as well as engaging social media accounts are vitally important for the health of a business, no matter what sector they operate in or where they are based.

However, it is not as simple as it seems, once you have established a website, a Facebook page, a Twitter account and other various forms of social media, this is where things get interesting and you can start to reap the benefits for your business, big or small.

It is vitally important to keep track of the performance and usage of your website, so that you can make better-informed decisions behind what type of content you are going to upload. By going through the statistics behind how many people are visiting the website, where they are going once on there, and when, you can tailor your approach.

This approach is also suited to monitoring your company’s Twitter page, or in fact any social media account. It is important to get to grips with the inner workings of your social media platforms and investigate and answer a series of questions:

• What type of posts are driving the most engagement?
• Are posts that go out in the morning/evening proving to get more traction?
• How are you doing in terms of followers, as opposed to in previous months and years?

A lot of people look at the creation of a beautiful website, or an informative, well-branded social media account as the end of a process, when in fact they are just the beginning. This is where you need to put together an on-going marketing plan to take advantage of the interest your websites and accounts have created.