Why Your Social Media Does Not Replace Your Business’s Website
Let us start by saying that we love social media.
Social media has revolutionized how businesses can market to their customers. Over the last decade, it has become the center of most people's digital lives for networking and entertainment purposes. It allows businesses to connect with their audience and interact on a deeper level than ever before. After all, it's a direct line of communication to the very people your business is trying to reach! With the help of Facebook, Instagram, Twitter, and more, your brand's visibility and engagement can reach new heights than ever before.
With so many benefits, it's easy to think that social media is a one and done source for all your business marketing needs. Wrong! Although social media is a powerhouse tool in itself, this doesn’t mean it can replace a website. That’s like comparing apples to oranges. One is not better than the other. They’re both fruit but taste completely different, go in different recipes and have different nutritional contents. The same goes for social media and a website.
A website gives social media a foundation to build on. When a person clicks from your social media to your website, they have the opportunity to take action. You have the chance to collect valuable conversions from them and entice them further with more information on your business. Email subscription sign up, product purchases, appointment scheduling. Think of your social media as the attention grabber and your website as the closer.
Here are our top 8 reasons why your social media
should not be a substitute for your business's website
1. A Home on the Internet
Your website is like your home on the internet. The entirety of your online marketing travels back to its home-your website. Your website is the designated area where your digital marketing efforts will drive prospects to give them more information on your business. If your business doesn’t have a place to call home on the internet, your marketing has nowhere to send people.
For businesses small and large, trust is key. Having your own website instantly boosts your business’s credibility. There's nothing more disappointing than searching for a business only to find their only source of information is a Facebook page. It feels like a dead-end! After all, would you trust a business you couldn't find on Google?
A credible business must go through the steps of purchasing a domain name and adding relevant content pertaining to your business. On the other hand, it’s easy to make a social media account, real or fake. Having a legitimate URL linked to your social profiles gives customers an opportunity to gain more information to trust you. The internet has turned today's consumers into investigators. 81 % of people research online before making a big purchase. Don't let people feel dead-ended when they search for your business's name.
3. A Chance to Rank
Social media profiles don't rank nearly as well as websites do on search engines. Chances are if you Google something, every organic result on the first result page is a website! The right keywords, links, and descriptions on a website give your business the SEO it needs. Since social media is all about sharing, providing links to your website on social media gives your followers somewhere to go with all of your information and makes it shareable. In return, the links to your social profiles boost your website’s search engine rankings. Your website and social media will complement each other as a team to draw in visitors and converting them into engaged customers.
It's not uncommon for people to sell their business. With this being said, did you know that having a website makes your business more valuable? They're an asset to your business! A brand with assets is exactly what a business making an acquisition is looking for. An established website with traffic, a blog, leads, email subscribers, and inbound links add value to your business.
5. In-Depth Analytics
This point is not a break-up letter to social media analytics. They’re still great but a website's analytics expands on so much more. With tools like Google Analytics, you're able to track which pages visitors go to, how long they stay there and create target marketing based on their behaviors. These valuable insights will help you grow your business through strategic marketing. Our internal analytics across MC Creatives Group’s clients have shown social media ads directed at the client’s website perform much better and have a higher lead quality than leads that convert directly on social media platforms.
6. The Ultimate Control
Let's face it, social media is limited. You are essentially using someone else's platform to run your business. You're a prisoner to their rules and platform limitations. For example, Facebook has rules on what you can market in their ads and regulations on their contests. With your own website, you can break free from these restrictions to engage users in more unique ways.
Despite it being the 21st century, not everyone has a social media profile. However, websites are universal, giving a larger audience an opportunity to connect with your business through search engines. Your business will never miss out on leads again with a site.
8. Tell Your Story
What has made social media so successful is its instantaneousness. Gratification is moments away at your fingertips. It’s the perfect platform to publish quick tidbits of information. But what if you want to expand on your brand's story? This is where your website comes in handy. It enables you to tell your brand’s story in greater detail in a crowded marketplace. You’ll be able to provide in-depth information on what your business is, your pricing options, who your incredible team is, testimonials, and why your business is the superior choice.
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