Successful Internet Marketing Strategy Relies on a Strong Website

It’s undeniable that your internet marketing strategy must include social media for content sharing and widespread promotion. The exposure available from Facebook, Twitter, LinkedIn, Instagram and Google Plus has some businesses asking, do I still need a website?

Our answer…

Yes, you do… and here’s why:

1. Websites control your (brand) conversation

Your website is where you tell your story.

Social media is how you invite your clients to be part of the conversation.

The days of web design as mere electronic brochures are over.

You can make your website just as interesting as social media by including videos, photo galleries, case studies, testimonials and stories.

You can have a mix of serious and more fun pages so people see your brand and company culture expressed through your website alongside your breaking news, networks and buzz.

With social media you’re inviting stories, because this is where everyone has a voice and most want to use it.

Striking the right note with social media followers can be brand ‘gold’, but the risks of bad PR from viral commentary are well-documented. Your strategy for social media should aim for positive sharing and then quickly direct participants to your website.

2. Website contacts are yours to keep

Relying on social media for brand promotion means submitting to someone else’s regulations. Networks such as Facebook have rules that can prevent you from ever ‘owning’ your contacts, even those acquired by the hard sweat of a creative internet marketing strategy.

Remember, social media sites are powerful commercial entities, not benevolent agents for your brand. They’re free to change ground rules on privacy or anything else, without consultation. Other risks are that social media platforms can go out of fashion and they can be hacked. If this happens, the following you have built up can disappear.

For the best return on investment, direct any social media engagement back to your website and let your content and offers make the sales. Make it easy to subscribe to free updates and reward regulars’ loyalty with ongoing offers and relevant new information.

3. SEO doesn’t reach the social media audience

Social media attracts millions of users, but the most popular way people find serious information online is by search engine. Ethical SEO based on content marketing to boost your website’s ranking is entirely within your control and it has no match in social media, where attracting attention depends on standing out in a constantly changing environment.

People searching for information online expect websites to have rich detail. Designing for SEO means a search can as easily land a visitor on your ‘contact us’ page as a new or archived blog entry, your latest news release, a case study, or even an image or video.

All pages are opportunities for engagement with your brand, away from social media, where a ‘chat’ between friends about your product might soon be over at the casual mention of a rival’s offer or the appearance of a new distraction.

4. Social media distractions

When planning your internet marketing strategy, remember social media’s goals are the same as your own. Sites like Facebook, LinkedIn, Twitter and GooglePlus, for example, are also businesses and brands. They share your goal of engaging visitors and keeping them from leaving their sites.

Can you afford to spend a significant amount of your budget for your brand to appear on social media where millions of dollars are invested to keep your potential customers from clicking away? Where ads and updates on any number of random topics – perhaps even from your competitors – compete with your message?

The best use of social media for internet marketing is to engage users and quickly move them to your website.

Directing marketing budgets to SEO, fresh content and simple design will encourage a long stay and return visits, while capturing all searches for what your business offers.

5. Convert social media users to your brand with content

One of social media most valuable uses in internet marketing is to alert its users to updated website content. Most commonly, new blog entries, media releases, invitations, competitions or product launches are announced to social media followers. Keep your messages brief and intriguing and try to use newsjacking tactics where possible, to entice readers to your website.

For social media users, it’s crucial that your website content isn’t outdated. People want a reason to return there for news they can use. Regularly adding content, whether in words, pictures or videos, can keep your site just as interesting as social media.

Those jumping from a social media state of mind to your new content are likely to leave a comment or share content with their networks. When social media users bring their habit of online interaction to your brand, you have the opportunity to form or renew a valuable relationship.

Talk to us about developing a Strong website for your brand

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