Websites vs social media

Suhaib Zaheer at Cloudways explains why social platforms should never be a substitute for your website

The internet has revolutionised consumer shopping habits, ushering in an era of unparalleled convenience. Consequently, many small and medium-sized businesses (SMBs) are reshaping their customer engagement tactics, embracing cutting-edge digital marketing strategies to captivate and cultivate a devoted customer base.

In 2023, there will be an estimated 4.89 billion social media users worldwide, at a rate that is increasing by 3% tear-on-year, according to recent research. With the ongoing expansion of social media, it’s understandable that SMBs perceive it as a budget-friendly alternative to traditional websites.

However, if something is free then it means you are the product, rather than the owner. While establishing a social media presence is essential for SMBs looking to engage with audiences, it needs to be done in tandem with building a robust owned website, to maintain full brand control.

Ultimate control over content 

A website offers a multitude of advantages over social media, with one prominent benefit being control over content. When using social media platforms, businesses are severely constrained in their ability to control their content. This is because their posts are subject to limited design and navigation options, algorithmic changes affecting discoverability and changes to platform policies or features that can be used.

A website, on the other hand, gives companies control over their content, enabling them to present their goods, services, and brand in a way that suits their audience preferences. They can also add in the functionality that could lead to conversions e.g. a Book Now button. 

Additionally, it’s essential to remember that SMBs do not own social media profiles or the content that is shared on them. It takes hard work, but it’s possible to build a strong brand presence on a social site. However, if that site gets sold, goes bust or even gets banned by the government, then that whole audience is at risk of being lost. 

A website, in contrast, is owned and managed by the business and offers a greater level of independence from changes in platform policies and availability. This means that businesses can guarantee the accessibility of their content to customers.

Providing a unique user experience

Websites offer businesses unparalleled flexibility to customise the user journey, unlike social media platforms. From design and layout to content and functionality, websites can be tailored to match the preferences of the target audience. This includes incorporating personalised recommendations, product suggestions, and customised user interfaces that enhance user engagement and satisfaction.

In contrast, social media platforms impose rigid formatting and design requirements, limiting customisation options and preventing businesses from creating unique experiences.

Moreover, it’s important to note that having a website doesn’t mean disregarding social media channels. Both can work together in harmony, with social helping to increase awareness of an owned site.

Businesses should always direct people to their website from their social media channels, so consumers can research, buy, contact or book from the organisation directly.

Owned websites excel at delivering targeted content based on user behaviour, preferences, and history. Marketing campaigns can further personalise the experience, providing a cost-effective means to connect with potential customers and guide them to the website. By understanding visitor traffic, businesses can regularly send newsletters and promotional materials to subscribers, encouraging repeat business.

They also offer the opportunity to retain loyal customers by providing exclusive access to special features, products, or services. Personalised discounts, loyalty programs, and membership-based content can be used to cultivate customer loyalty through their websites.

During times of increased financial awareness, providing tailored and targeted recommendations becomes crucial as it fosters loyalty and encourages customer retention.

Social media platforms can’t generally achieve this level of personalisation since they typically present content in a standardised manner to all users, or use algorithms that aren’t transparent to businesses using the platform.

Personalised communication 

A website offers an added advantage by enabling the establishment of highly personalised and direct communication channels with customers.

By incorporating features like contact forms, chatbots, and comprehensive FAQs, businesses can provide prompt and tailored responses to customer enquiries, ultimately fostering elevated levels of customer satisfaction.

In contrast, social media platforms restrict businesses’ flexibility in communication methods with customers. Although customers can reach out through comments and direct messages, these channels often become overwhelmed with noise and spam, impeding businesses’ ability to promptly address customer queries.

While social media plays a valuable role in enhancing the online presence of SMBs, it cannot serve as a suitable replacement for a website when it comes to critical aspects such as customisation, content control, ownership, and autonomy.

SMBs looking to grow and future-proof their business should invest in a website as an essential component of their digital marketing strategy. The long-term benefits and rewards of establishing a strong website alongside a social media following make it a pivotal decision for those seeking to thrive. 

Suhaib Zaheer is Senior Vice President & General Manager at Cloudways

Main image courtesy of iStockPhoto.com