Do you have to decide between focusing on social media or a website? Both are necessary and maybe you can’t start with both, so let’s break it down so you can decide where to focus your efforts. In short, if you have a budget of $0s start posting on social media - it’s free and powerful. If you want to do it right and see those bucks come in, the priority, even on a small budget, is getting a website up and running because it’s crucial for your business's success. To help you understand how to drive your business to success, let's see the perks and cons of each and learn how to create an effective marketing funnel.
Social media platforms like Facebook and Instagram enable you to place your marketing right where your audience is hanging out, along with the millions of others who can reach your content, too.
- Free Marketing Where Your Clients Live: Put your name in front of your clients for free. Social media keeps your name front and center for your clients. All you have to do is post.
- Get more views: It’s easy to get thousands of views on simple posts, giving you a much more powerful reach with ease.
- Convenient Communication: Social media enables easy interaction with your audience, addressing their questions, concerns, and feedback. Social media's convenient and accessible nature encourages people who prefer less formal communication methods to engage with their audience effectively.
- Community Building: Social media can foster a sense of community around your brand, attracting loyal followers who engage with your content and share it with their networks.
- Targeted Advertising: Social media platforms provide sophisticated targeting algorithms, allowing you to reach specific demographics, interests, and behaviors that you may not organically find.
- Overall - A great place to interact with your customer base: Social media's vast user base, algorithmic targeting, and content virality enable businesses, individuals, and organizations to connect with a larger audience beyond their immediate geographic location or social circle, leading to increased exposure, brand awareness, and potential opportunities.
- Convert your customer: A website is where you can effectively convert a potential customer. Whether your conversion is making a sale, booking a call, or scheduling a service, your website lets you create the flow and conversion system you need to convert your customers.
- Make it feel like your space: You are not stuck with any platform's setup. You have complete control over the content and design, ensuring a consistent brand experience. You can tailor the messaging, visuals, and overall layout to align perfectly with your brand identity and resonate with your target audience.
- Freedom from Algorithmic Fluctuations: Your website is your domain, literally. No one can block your site because they don’t like your content or because someone paid more for ads.
- Exclusive Customer Base: When your customer is on your site, no one is wooing them away. They are not being fed anything besides what you want them to consume.
- Additional Functionality: Websites can incorporate various functionalities, such as live chat, interactive and informative elements, and data collection.
- Get to know your audience with Analytics: On your website, you can track usage and combine it with A/B testing to see what works and works better. You can monitor visitor behavior, understand user preferences, and identify areas for improvement. This data-driven approach enables you to optimize your marketing strategies for maximum results.
- Cost-effective Enduring Presence and Lead Generation: A website remains accessible to visitors even after you stop promoting it. Your website is a digital asset, continuously generating leads and sales even when you're not actively promoting it. While developing and maintaining a website may require an initial investment, it can be a cost-effective marketing solution in the long run. Unlike social media advertising campaigns, which require ongoing spending to maintain visibility, your website generates returns over time and is a permanent asset for your business.
- Enhanced Brand Credibility and Authority: A well-established website with rich content, testimonials, and case studies can significantly boost your brand's credibility and authority in the eyes of potential customers. A professional website conveys a sense of legitimacy and trustworthiness.
- Integration with Other Marketing Channels: Your website is the central hub for integrating various marketing channels, such as social media, email marketing, and content marketing. You can seamlessly direct traffic from social media to your website, capture email leads, and incorporate blog posts and other content within your website's structure.
- Scalability to Support Growth: As your business grows and your needs evolve, your website can easily be expanded to accommodate these changes. You can add new pages, features, and functionalities without the limitations or restrictions imposed by social media platforms.
As the list goes on and on, it is clear that a website is more than just a place to engage your customers. It is a place where you conduct business. It all boils down to how you're running your business. What is your model to ensure that you have continuing sales? Many companies stick to the marketing funnel roadmap to guarantee steady sales growth. What is the marketing funnel?
The Role of a Marketing Funnel
A marketing funnel is your roadmap for your user journey from potential customers to loyal patrons. It is where you plan to nurture your leads from awareness to action. Within this funnel, websites and social media play distinct yet complementary roles, working harmoniously to achieve your marketing goals.
Every business, regardless of size or industry, should embrace the power of a marketing funnel. It provides a structured approach to marketing, ensuring that every interaction with potential customers is purposeful and effective. While each funnel is different for every company, a typical funnel is the basis for most businesses, each making unique tweaks and additions. The funnel core consists of three stages:
Image by Freepik
- Awareness: The top of the funnel focuses on capturing attention and introducing the brand to potential customers. Social media plays a crucial role in this stage, leveraging its vast reach to generate interest and drive traffic to the next step in the funnel. Engaging content, targeted ads, and influencer partnerships can increase brand visibility.
- Consideration: As potential customers move down the funnel, they evaluate their options and consider the brand's offerings. The website takes center stage at this stage, providing detailed product information, testimonials, and case studies to establish credibility and showcase the brand's value proposition. Engaging landing pages, clear calls-to-action, and informative blog posts can nurture leads and encourage further engagement.
- Conversion: The bottom of the funnel is where leads convert into paying customers. Social media can help by retargeting interested individuals, offering exclusive promotions, and fostering a sense of community. The website, however, is the primary point of conversion, providing a secure and user-friendly platform for customers to make purchases or sign up for services.
As you can see, integrating social media and your website into a seamless marketing funnel creates a powerful conversion-building machine. To properly achieve results, you must combine both tools to get maximal results. However, only you properly understand your needs to know what to prioritize and when and how much to invest in each platform.
Need help deciding how to structure yourself with your current situation? Schedule a free consultation and let our team help you determine the best course of action.