Websites - Dead or alive?
In this new age where social media seems to run the world, are websites still relevant?
The short answer is, “Of course!”
These days, some people mistakenly think they can effectively market and grow their business solely through social media. While social media is invaluable for building awareness of your company, products, or services, it's just one component of a comprehensive marketing strategy.
While social media IS important, it lacks the same degree of control and customization available with a dedicated website. And, have you ever seen social media abruptly go offline? We have, too!
So how exactly is social media different?
Limited Control: Social media platforms control the user experience, algorithms, and policies. Changes in algorithms or policies can significantly impact your visibility and reach on social media. Additionally, social media platforms can suspend or deactivate your account at any time, without warning, potentially disrupting your business operations.
Lack of Ownership: You do not own your social media profiles or the content you post on these platforms. Social media platforms have the right to remove or modify your content, and they can even delete your account if they deem it necessary. This lack of ownership means you have less control over your online presence and brand image.
Restricted Reach: While social media platforms have billions of users, your reach is limited to those who actively follow or engage with your content. Organic reach on social media has declined in recent years, making it challenging to reach new audiences without investing in paid advertising.
Advertising Regulations: If businesses engage in advertising on social media, they must comply with advertising regulations set forth by relevant authorities. This includes clearly labeling sponsored content, disclosing partnerships or endorsements, and adhering to specific advertising guidelines on each platform.
Brand Perception: Relying solely on social media may give the impression that your business is less credible or established compared to competitors with dedicated websites. Having a professional website reinforces your brand's legitimacy and provides a centralized hub for customers to learn more about your offerings.
Limited Data Control: While social media platforms provide analytics and insights, they may not offer the depth or granularity of data you need to make informed business decisions. By having your website, you have greater control over data collection, analytics, and customer insights.
Your website is essentially your home base where visitors go (perhaps from social media) to learn more about you and your business. If during their visit, they see what they like, they may decide to consume more of your content, subscribe to your email list, or download educational resources. It’s where your prospects can take a profitable action, and ultimately book time with you or purchase a product or service.
Control and Branding: Websites offer businesses complete control over their branding, design, and content. They can customize their website to reflect their unique identity and brand image. *Make sure you know and trust your developer if they are offering to host your site. Better yet, choose a developer that doesn’t make you surrender to their hosting of your site. We have seen this end up badly more than a dozen times.
Content Depth: Websites allow businesses to provide in-depth information about their products, services, and company background. They can create multiple pages with detailed content, FAQs, testimonials, and more.
SEO and Discoverability: Websites can be optimized for search engines (SEO), making it easier for potential customers to find them through organic search results. Businesses can target specific keywords and implement SEO best practices to improve their visibility online.
E-commerce Integration: Websites provide a platform for businesses to sell products or services directly to customers through e-commerce functionality. They can set up online stores, accept payments securely, and manage inventory efficiently.
Analytics and Tracking: Websites offer robust analytics tools that provide insights into visitor behavior, traffic sources, conversion rates, and more. Businesses can use this data to measure the effectiveness of their online marketing efforts and make informed decisions.
Long-term Asset: A website is a long-term asset for a business and can serve as a central hub for all online activities. Unlike social media platforms, which may change their algorithms or policies, businesses have full ownership and control over their websites.
Looking for more resources?
Websites and social media are valuable tools for businesses, and the most effective approach often involves a combination of both. Websites serve as a central hub for information and transactions, while social media complements this by expanding reach, fostering engagement, and building relationships with the audience.
So how can you effectively use both?
Integrate Social Media Links: Include social media icons and links to your social media profiles on your website. This makes it easy for visitors to connect with you on social media and encourages cross-platform engagement.
Share Website Content on Social Media: Regularly share content from your website on your social media channels. This can include blog posts, product updates, promotions, testimonials, and more. Use compelling visuals and engaging captions to attract attention and encourage clicks.
Drive Traffic to Your Website: Use social media to drive traffic to your website by sharing links to relevant pages, blog posts, or product/service offerings. You can also run social media ads targeting specific audience segments to promote your website content or offerings.
Engage with Your Audience: Actively engage with your audience on social media by responding to comments, messages, and mentions. Encourage conversations, ask questions, and solicit feedback to foster meaningful interactions and build relationships with your followers.
Track and Analyze Performance: Monitor the performance of both your website and social media efforts using analytics tools. Track metrics such as website traffic, social media engagement, conversion rates, and ROI to assess the effectiveness of your strategies and make data-driven optimizations.
Maintain Consistency and Brand Cohesion: Ensure consistency in branding, messaging, and visuals across your website and social media profiles. Maintain a cohesive brand identity to reinforce brand recognition and trust among your audience.
By effectively integrating both social media and a website into your business strategy, you can leverage the strengths of each platform to expand your reach, engage with your audience, and achieve your business objectives. Continuously monitor and adapt your approach based on insights and feedback to optimize your online presence and drive success for your business. Wanna find out how to get more momentum with your website? Book a Free 15-Minute Connect Up call and let’s put you on the path to success!
