Most people know that you need a web presence, but what does that really mean? Today, it can mean having a website. But it could also mean that you have a profile on Facebook, Instagram, or any number of social networks. With this in mind, exactly how important is a website for marketing?
The truth is that it is possible to have an online presence without a website. Furthermore, it’s true that there are some successful companies whose entire presence exists on social networks. However, a website is an extremely important tool for your company for many reasons.
You Have Access to More Data With a Website
The best companies make data-driven decisions. Although emotions play a critical role in marketing, numbers are the most objective measure of success. When it comes to analytics, you generally have access to more of this data than with any social media platform. Google Analytics is free, as is Google Search Console. Together, these tools can provide you with valuable insights into your website visitors. As you begin to develop an understanding of the drivers behind the keywords that users type into Google, you will be able to apply them to your content strategy and business decisions.
A Website is Owned Content
When was the last time you updated your business profile on MySpace? Depending on your age, you may not even know that this was a thing. MySpace was the most popular social media platform in the earlier part of this century. Then, it was sold, and people discovered that Facebook provided a better user experience. MySpace all but disappeared, and the business model was transformed into something vastly different than the social network it once was.
Most Websites Get Crawled by Google
Facebook and other social platforms have terms of service prevent Google from crawling too deeply. This means that much of the social web isn’t indexed on their search engine, and the only way that people can find your content online is by utilizing the search functionality built into Facebook and other platforms. Granted, many businesses with websites have also relied too heavily on Google for their customer acquisitions. So, promote your website on Google, and on social media platforms, and through more traditional mediums like newspaper ads and word of mouth.
Is Your Website Set Up for Marketing?
If you don’t have a website, then it’s time to set one up. You can get your domain name from Godaddy or any number of hosting providers. But, don’t set up your hosting account through your domain name registrar. Instead, research different website hosting companies. Be sure to read reviews, and then decide on one that suits your needs. Next, install a content management system like WordPress, or shopping cart software like Magento Community. Do this, and you’ll be well on your way to digital success.