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                                                                                                                                                By Cathy Smith

Digital marketing has come a long way over the years. Not so long ago, digital marketing did not even exist however these days it is crucial. This has been highlighted particularly in recent months as the situation around COVID-19 developed around the world.

For many businesses, their digital platform is what kept them operating. Bricks and mortar businesses had to turn to an online platform to sell products, with many setting up online shops for the first time. With face to face meetings no longer possible, the internet provided the crucial way of continuing to connect and build relationships with customers.


Why You Should Not Rely on Social Media Alone

While social media is a fantastic tool and should be part of your business marketing, it should not be your only marketing tool.

Social media is great for brand awareness, to talk to your audience and drive traffic. However, social media networks have rules and ever-changing algorithms which can affect what you can post and whether your audience will see your content at all. For this reason, it’s important to have somewhere to drive traffic to that is searchable and evergreen, not just a social media round about.

The Importance of Having a Website

I am often asked “Do I really need a website?” The answer is Yes!

A website gives your brand a central home. I often say “If you were renting a house, you wouldn’t build a patio, swimming pool or outdoor kitchen on the property you don’t own.”

Many businesses build their entire shop front, marketing and sales system on a social media platform which is rented ground that we have little control over.

A website allows your business to meet customer expectations by portraying that you (and your business) are the real deal.

A website adds value, provides information and resources, giving customers access to everything they need to know about your business. Think of social media as the bridge between you and your customers, and your website as your home.

Your website allows you to continue conversations that were started on one of your social media platforms. Your website allows your customers and potential customers to be able to find all the information they need on your business together in one place.

Your website can be your unpaid salesperson, a place where you can qualify your customers, educate them and inform them so that they can begin the journey to work with your business. It can also be a place that potential customers can learn that you may not be the right fit then choose not to continue and save you both time and money.

When it comes to essentials for your business website, being easy to navigate is crucial.

Clear navigation to content rich pages is the key to google listing your website. There are 5.6 billion searches on Google every day and 200 million active websites.

Wouldn’t you like to have a bigger piece of that pie?

The easier it is for customers to find the information they are looking for, the longer they will stay browsing and reading the information your website provides.

Pay close attention to grouping similar content together, ensure each page addresses one main topic with links to areas that are similar.

Building The Right Website For Your Business

It is essential your website reflects the look and feel of your businesses current branding. While drag and drop website builders may look good, they don’t always allow for custom branding of your business.

Social media isn’t enough to have a sustainable business that will continue to build and grow year on year.

Having social media as part of your marketing plan, not your only marketing plan will allow you to weather the ever-changing social media platform storms. Having a well-designed, a well maintained and up to date website with solid search foundation will allow old and new customers to find you and do business with you.

See our latest edition of The Buzz Magazine for more articles and insights.

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