Social media marketing is not a replacement for an informative website. Many small businesses have concluded a strong social media presence will drive new customers and keep existing ones. But, without the anchor a proper website provides, many will find the return on their efforts disappointing.
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I love bar trivia. I’ve spent many nights at neighborhood watering holes with friends enjoying a local beer, eating unhealthily, and showing off my useless knowledge; and I’m not alone.
Trivia is a fantastic way for small canteens to draw crowds on slow nights. Recently, my girlfriend and I scanned social media for Tuesday Night Trivia options. We selected a venue and enjoyed drinks, dinner, and guessing the names of obscure Disney characters at the crowded bar. While we found several alternatives advertised, why had we chosen this spot?
They had a great website! The event details, menu, drink list, and other promotions complemented its social media strategy, thus receiving our business over its competitors.
Social media marketing is not a replacement for an informative website. Many small businesses have concluded a strong social media presence will drive new customers and keep existing ones. But, without the anchor a proper website provides, many will find the return on their efforts disappointing.
A sturdy foundation for your brand
As the home of your brand, your website controls the context in which your products or services are marketed, telling your story to your customers. Social media offers tools to make your marketing stand out, but posts and paid advertisements limit content and promotional conditions. Your website allows total control over your advertising using creative design elements, with no constraints on what you share with customers. Finally, as the cornerstone of your brand, your website should always be the ultimate destination for your customers.
24/7 contact
E-commerce functionality allows your website to conduct sales any time to customers anywhere or empowers visitors to make their own appointments through digital scheduling. An informative website is your best customer service representative, communicating vital information such as location, contact information, FAQs, menus, prices, or special events, while consuming minimal effort from your employees.
Credibility
If customers see your social media presence but are unable to find your website (or find a severely outdated one) they may consider your business to be unprofessional, amateur, or worse: a scam. In the age of disinformation and cyber warfare, consumers are weary of what they see on social media. Having a modern, well-designed website communicates a legitimate presence for your small business, even if you have no physical location.
The example above illustrates how a proper website complements social media strategy to drive customers to small businesses. While social media got my attention, the website completed the sale. The website communicated the vibe I could expect, creating a brand from my perspective as a customer, and I accessed this information without calling and pulling an employee away from a physical customer. Finally, the modern design and clear display of information gave me the sense this is a legitimate, safe business, offering a well-run event.
I hope this demonstrates there is not a binary choice between a good website and strong social media presence. Rather, the two should complement one another as paired tools in the entrepreneur’s toolbox.
