Social media has taken the world by storm. Usage has exploded in the last decade as more and more people adopt the different platforms available. In 2010 there were 970 million [https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/] people using social media worldwide. In 2018, that has risen to an estimated 2.62 billion.
Social media has had an undeniable impact on the way we consume digital content and engage with people and businesses alike – but that doesn’t mean you should ditch the traditional website in favour of it.
This is why you should not rely solely on social media for your marketing strategy.
Why Your Marketing Strategy Shouldn't Only Rely on Social Media
Websites are more credible
Consumers need to trust your brand in order for them to buy from you. If someone is searching for your business online and can only find a sparsely populated social media account, they might think you are no longer in business, or that you aren’t especially legitimate.
Websites also act as a one-stop-shop for essentials like customer testimonials, company information and opening hours – all of which further verifies your business and ensures accurate business information is available.
Analytics and data
By installing the Facebook pixel and Google Analytics on your website, you can gather information on who is visiting your website. You can then use that data to make your advertising more effective. By targeting the people that have an interest in your business, or have engaged with it already, you increase the chances of your campaign's success. Without your website, you would not be able to gather the same depth of data.
You do not own your social media platform
It might have your name on it, but it will never actually belong to you. Not having real ownership over your social media presence has the potential to be problematic. If you lose access to your account for any reason, you’ve lost access to your customers.
Your social media should really be for directing people to your website or signing up for your email database. By capturing their email information, or getting them to your website (both assets that you own) then you can use both as the main means of communicating with clients and prospects.
The algorithms change
Social media newsfeeds are busy places, and people only see the content that has been determined most appealing by the algorithms. It is hard to know what the algorithms are or how to work around them because they change so frequently.
You might think that you’ve come up with a great posting strategy that is getting you lots of attention and comments, but the next day it could all be different. Your website is more reliable because you chose exactly what people see on your home page or your blog updates – and it will stay there until you decide otherwise.
The advertising is pricey
Because of these algorithms, it can be hard to get your business posts featured on newsfeeds unless you are prepared to pay for it. That means not only do you have to pay to advertise for potential clients, but you actually have to front up more money to actually reach your current connections.
The cost per ad is continuing to climb. Recent statistics report that the average ad cost has gone up by an average of 43% [https://www.marketingdive.com/news/facebook-ads-cost-43-more-in-q4-as-users-spent-less-time-on-site/516113/]. While number of impressions (the individual instances of Facebook showing your ad to your target audience) only went up by 4%.
Your strategy should involve different platforms
Your marketing strategy should never rely on just one thing. It is important to have a diverse range of ways to connect with consumers and get them engaged with your business. There are over 3 billion people online everyday and they aren’t all in the same place – some aren’t even using social media.
While social media is great for connection, it shouldn’t be your sole focus to drive your sales. It is a great tool to use in combination with your own website and email marketing strategy.
Is your website up to scratch?
Now that you know that your website is where the magic happens, it is time to check if it is up to scratch. So how is your website looking?
Your website is an online representation of your brand and needs to give the right impression to your clients and prospects. If your eCommerce site needs some work, then don’t hesitate to get in touch with us here at Creative Web Design. It is our job to make your business look good by giving you an attractive and effective website that converts!