What if your client falls into the category of people who find social media intrusive?
How will you tell them about your products and services except through a website?
Social Media Policies Are Always Changing
The creators of social media apps usually have certain value propositions in mind when creating these apps.
With time, they keep analyzing feedback and consumer behavior to know which policies to review.
This happens a lot and could affect your business in so many ways. If you are part of the 41% of businesses who rely on social media to generate revenue, then this might become a serious problem for you.
Take for instance, you sell jewelry and usually post videos of your satisfied clients wearing jewelry bought from you on your Instagram story to gain new leads.
Imagine that you have been doing it for close to a year and have been getting leads only for Instagram to take down the story feature and replace it with something else. You may lose a lot of clients due to this.
If you had a website on the other hand, you can effectively share videos of clients on it. And unlike Instagram story, which disappears after 24 hours, it will always be there until you decide to take it down.
Social Media On Its Own Cannot Build Consumer Trust
In every type of business, it is essential that you try to win the trust of your consumers.
According to a survey, one out of every three consumers admits to brand trust being one of the top three reasons why they shop with some retailers.
Branding your social media pages with your logo and sharing information about your brand can help you advertise your product. However, it will not help you gain the trust of consumers.
Social media pages are quite easy to hack due to the fact that your page is still within a domain and you do not have full control over it.
A report found that two out of every three adults have experienced hacking of one of their social media accounts. It appears to be quite easily done based on this information.
This shows that there are no copyright laws or restrictions in terms of using a name that is already in use.
It would result in a serious problem if one of your clients mistakenly interacted with one of these lookalike accounts only to find out that it is a fake.
Perhaps, they have already sent money to the account provided by the hacker and have fallen victim to their scheming.
They will find it hard to believe that you had nothing to do with it and this might lose some of the trust they have in you.
With a website and domain name, it is very easy for you to put out content that most describes what your business is all about.
A major limitation to using social media for business is that you have to adhere strictly to all their policies.
You might even be required to give them a percentage of the proceeds generated from sales leads they have generated for you.
Even when you need to run giveaways or online contests, it is a must for you to abide by their rules.
Another problem is how easy it is for social media authorities to lock a social media page if they believe that you are doing something wrong.
All of these situations are completely avoidable with a website. Your web host would never force you to abide by their rules.
You can carry out sales of products via your website, customers can track their orders via your website and you can also analyze trends in consumer behavior from your website.
This is not possible with social media. A website allows you to take full charge of your online marketing process.
Social Media Does Not Enable The Use Of Analytics Tools
Tools like Google Analytics allow you to know how your website is doing. It will show what leads were generated and their respective sources, the traffic on your website and the conversion rates of visitors, etc.
It also gives you insight into consumer behavior, the locations they search from, the keywords they use, the kinds of devices they use to conduct searches and what they do with the search results.
The essence of analytics tools is to know how your website is performing and also to find out what users do when they are on your website.
Though it is usually relatively cheap and can be custom-fitted to your budget, the bottom line is that you need to pay.
Websites, on the other hand, offer the opportunity of free advertising in the form of search engine optimization.
It is absolutely free and all you have to do for your webpage to rank among the search engine results is to create relevant content; content that matches the words searchers are looking for.
Search engines are really important in the growth of businesses. This survey shows that 93% of online experiences begin with a search engine. And 47% of people click on one of the first three listings.
Social Media VS Website: Conclusion
Finally, the more you try to compare social media vs website, the more you start to see that both have different functions and one cannot be replaced by the other.
However, you should consider linking your social media pages to your website to increase your web traffic.
And share engaging content on your social media pages after putting it on your website.
James Cummings is a leading digital marketing expert, brand analyst and business psychologist. He’s an experienced senior manager who has worked closely with global brands to deliver staffing solutions. He has interfaced at board level with FTSE 100 companies and successfully managed multiple web projects across different niches to their full cycle. Working with a team of top level digital media professionals from around the globe, James’ WordPress portfolio currently spans over 40 properties.