Social Media Campaigns Shouldn’t Replace Your Website!

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In the last few years, social media has rapidly emerged not only as a way for keeping up with friends and sharing news quickly, but also for reaching your consumer base with a targeted message. Developing a Facebook page, Twitter account and Instagram account for your business can often present numerous advantages. While the advantages associated with a social media campaign are numerous, social media should never replace having a strong website for your business. Social media can prove to be a powerful tool for building an online presence and even marketing, but it cannot replace the role of a website. Instead, social media should be used as part of a comprehensive inbound marketing strategy.

Among the most important advantages that a website holds over social media is credibility. Trust and credibility are vital for any business, even more so for small businesses. While it is easy to create social media accounts, such a low barrier of entry makes it easy for anyone to establish fraudulent business pages. A website provides an additional layer of credibility. Such additional depth simply cannot be matched by a mere Facebook page or other social media presence.

A website also acts as an asset in a way that a social media account simply cannot. If your business does not have a website with established traffic, a blog, inbound links, and leads, then your business will ultimately be less valuable. You also have far more control over a website than you do with a social media account. Maintaining a social media account is somewhat akin to renting. This means that your amount of control is typically significantly restricted. By comparison, with a website, you have complete control over your online marketing and are not bound by any restriction from a third-party.

Your website also gives you more control over the ability to sell products online as well as collect sales leads. Attempting to do so via a social media platform can prove to be not only challenging, but could require that you follow specific rules in doing so. Furthermore, you may be required to submit a portion of your sales to the relevant platform.

In many ways, your business website also acts as a central hub for all of your online marketing activities. Think of your overall strategy as spokes connecting to the center of that hub. As a hub, your website is the location where you drive leads and prospects for business transactions and information. Social media works wonderfully as a spoke, but it should never serve as the central hub of your marketing campaign.

While social media excels in many areas, one problem that social media channels have struggled to overcome is limited analytics and data. By contrast, with a host of website analytic tools available, you can gain keen insight into who is visiting your website so that you can improve your marketing and grow your business. Websites also provide a level of communication that social media simply cannot match. The primary issue with social media and communication is that your communication is limited to the relevant social media platform. With a website, you are free to collect information from visitors and then decide how you wish to communicate with those visitors, whether it is via phone, email or even social media.

Among the most common reasons that many people cite for not establishing a website is that they lack the experience and knowledge for doing so. The good news is that there are many excellent website building tools available today that can help you to build a customized, professional website even if you do not have any coding or design experience. One such tool is Weebly. With Weebly, you can take advantage of the opportunity to fully integrate your website with your social media channels. This ensures that you do not have to neglect your social efforts while maintaining a strong website presence and even making a more granular marketing effort.

When building a website, it is important to make certain that you take advantage of the opportunity to customize your website. Web.com is one of the best website building options available today in terms of customization tools. With Web.com, you can take complete control over the design and feel of your website, ensuring that you are not relegated to a cookie-cutter design.

Wix is another website building tool that gives you complete control over the ability to customize your website even if you do not have any coding experience. With hundreds of customizable templates available, the sky is the limit. Along with providing a mobile-optimized version of your website, Wix also gives you the opportunity to sell goods quickly and easily online.

Social media offers a wealth of benefits, but it should never replace a well-planned website.

Posted on Wednesday, November 5th, 2014