Social Media is Not Enough

The Difference Between Using Social Media and a Website for Your Business Hub

Social media is dynamic, it changes all the time. This is what makes it a great marketing channel, but also one of the most volatile ones. A website is a “static” marketing channel, over which you have 90% control. You may not control the host, but – if your website was created correctly – you have the domain, the code and the content. As long as you continue paying your domain registrar and your hosting provider, your website will continue to exist. This is stability.
Websites haven’t changed “much” in the last decade. Yes, many business owners had to make a change to mobile responsiveness, but much like a brick and mortar business, websites need maintenance, upkeep and occasional upgrades. The basic structure of a website, as an information hub, hasn’t changed.

 

A Website Helps Your Business Get Found

In the 90’s, a Yellow Pages listing was an absolutely must-have for business owners. Google is new Yellow Pages. Unlike the static Yellow Pages, however, search engines are dynamic, they mold and adapt to trends. Because search engines are evolving with the internet, they will likely continue to be around for an extended period of time, in one form or another. Search engines are how most consumers conduct research online, before making a purchasing decision. A good business website provides the means to create relevant content which can be found by consumers looking for your product or service.

 

Social Media is Not Where Most Consumers Search for Products or Services

Most consumers don’t go to Facebook to look for your product or service. Consumers are on Facebook to be entertained, primarily, and in some cases to inquire about a product or service from their friends. In fact, most consumers are probably not researching products or services on any social media platforms.
Your catchy Facebook post isn’t showing up on search results pages. Guess what is? Any page on your website! At this point, many popular social networks are pay-to-play, meaning you have to spend ad dollars for consumers to see the content you’ve already spent resources to create. While  having a good social presence is imperative, to keep your brand top of mind, and to establish dialogue with consumers, social media is not a substitute for a good website.