Your Website is Your Primary Marketing Tool
Last Updated on January 18th, 2020
In my experience, upwards of seven in ten people prioritise their social media platforms over their website. Why? Mainly because Facebook et al. are so engaging (read: addictive).
Don’t get me wrong, social media is a phenomenal resource, and it ought to be an essential part of your online marketing approach.
However, the business purpose behind social media is to connect with new prospects, engage with interested parties, convey pertinent business information and channel a growing audience back to your website. That last point is the big issue. Why?
Your Website is Your Online Property
In building an online presence on social media, you’re doing so on someone else’s online turf. Your Facebook page, with all the followers you have built, all the information you have gathered, and all the great content and links you have acquired … is NOT yours.
You are borrowing a little piece of Facebook’s cyberspace, rent-free remember, and you can be evicted at any time. Many a horror story is told of people losing their entire hard-earned mass of followers. Because of a policy change, an interface shift or a glitch. Just like that. No warning; no explanation. No apology. And of course, Facebook actively limits your business page’s reach. Why? To urge you into utilising their advertising services.
Not fair, you say? I disagree. Politely, of course. You and I pay nothing for the fantastic technology they provide, and they’re entitled to engineer their platform to derive what benefit they can from it. I know I would.
So, here’s an important tip for business longevity and success.
Work hard at funnelling all your social media traffic back to your website, onto your online turf … where you’re in charge and where you call the shots.