My Business Is Active On Social Media. Do We Still Need To Invest In A Website?
Developing a digital communication strategy is a very hot topic for marketers these days, and it comes as no surprise that many discussions about the topic end with more questions than answers. After all, social media is still in its “testing/experimentation” phase – although from what we are seeing the results are quickly establishing it as a mode of communication that is here to stay.
There are a few things you need to know about social media:
- It’s a conversation – social media is meant to virtually connect people who enjoy talking to each other about interests, likes, family, work, etc. If you try to abuse it by posting/blogging/tweeting information that is irrelevant, pitchy, self-centered or boring, you will quickly notice followers dropping off. That’s what makes social media challenging for businesses – b-to-c businesses are finding it easier than b-to-b businesses – but both types can find success with the right strategy.
- It’s short and sweet – Nearly all popular social media sites try to keep updates and announcements to a minimal number of characters. Twitter only allows you to tweet 140 characters at a time and Facebook status updates limit users to about 420 characters. The reason for this is that these platforms are meant to be rapid, highly responsive means of communicating with large groups of like-minded individuals or friends. The point is that most social media sites are not the place for long-winded dissertations. If you’d like to post long opinions, you may want to consider a blog instead.
- It’s great for starting conversations but not necessarily finishing them – This is important to your overall strategy and is where your website comes into play. Social media is a great way to gather followers and get them interested with your witty, provocative or engaging broadcasts, however, when they are successfully interested they will be left wanting more. Provide links in your broadcasts (usually using tiny URLs) that drive interested users to longer content or more information on your website. And if your website allows them to interact or respond back to you via online form, email or even back through social media sites, you have completed the communication loop and likely escalated the sales cycle.
So, should you still invest in, and continue to update, your website? Absolutely!
A successful digital communications strategy is developed when an organization understands the importance of their website and how social media and other marketing methods should work in tandem, not separately or exclusively.
Your website is your brand, the face of your company and many times the first impression you give a potential customer. Your website allows you a venue to differentiate your business and establish your organization as a credible resource. Your website allows you to have a branded platform to share a mission statement, work portfolio, culture, contact information and detailed information about your products or services.
We like to think of our website as our home base. It contains everything a potential user would need to know about our business. We use other methods including search marketing, social media, advertising, etc. to generate interest and awareness and to drive traffic to our website. In turn, we also use our website to drive “conversations” back through social media sites because some of the images we post on Flickr or questions we post on Facebook would not be appropriate for our branded, corporate website. It’s a push-pull strategy.
One final recommendation – measure something more meaningful than numbers of followers or friends. The social media craze of the past few years has allowed thousands of online communities to gain many members in a relatively short period of time based, for some, on novelty, bait and switch tactics, overpromising, etc. Not all, of course, but some. It’s much more important to engage and convert followers who truly are interested in your business or what you have to say versus having thousands of followers who likely are not interested at all. And always remember it’s best to not keep all your eggs in one basket. Although it’s inexpensive and tempting, try not to direct all your marketing efforts towards social outlets to get the best gains.
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Tags: Amoskeag Business Incubator, Ask the Expert, digital communications, jeff mcpherson, social media, The Union Leader, website
