Why social media isn’t a replacement for your SMB website
By Suhaib Zaheer, Senior Vice President & General Manager, Cloudways
The advent of the internet has completely transformed consumer shopping behavior, ushering in a new era of convenience. As a result, small and medium-sized businesses (SMBs) are redefining their approach to customer engagement, turning to innovative digital marketing strategies in their quest to captivate and retain loyal customers.
In 2021, over 4.26 billion people were using social media worldwide, a figure that is predicted to surge to nearly six billion by the year 2027. Given the continued growth of social media, it’s understandable why some businesses see it as an easily accessible and budget-friendly alternative to conventional websites.
As of 2022, more than a quarter (27%) of small businesses operated without a website. While having a social media presence is key for SMBs, it’s crucial for them to acknowledge the potential long-term missed opportunities associated with relying solely on social media.
In this article, we delve into the reasons why social media can’t serve as a substitute for your SMB website.
Personalized user experience
A website offers a multitude of advantages over social media, with one prominent benefit being the ability to deliver a highly personalized user experience. Unlike social media platforms, websites provide complete flexibility for businesses to tailor the user journey. From the layout and design to the content and functionality, websites can be customized to align with the preferences of the target audience. This includes incorporating features like personalized recommendations, product suggestions, and custom user interfaces that enhance user engagement and satisfaction. On the other hand, social media platforms impose strict formatting and design requirements that limit customization options, restricting businesses from creating truly unique experiences.
And of course, you can always direct people to your website from your social media channels. It is not a case of it being one or the other!
Websites also excel at delivering targeted content based on user behavior, preferences, and history. This level of personalization can also be achieved through marketing campaigns, which serve as a cost-effective means to connect with potential customers and direct them to a website. By understanding visitor traffic, businesses can regularly send newsletters and promotional materials to subscribers, encouraging repeat business.
Additionally, websites offer the opportunity to retain loyal customers by providing exclusive access to special features, products, or services. Personalized discounts, loyalty programs, and membership-based content are just a few examples of how businesses can cultivate customer loyalty through their websites.
This level of personalization isn’t attainable on social media platforms, where content is typically presented to all users in a standardized way. During periods of heightened financial awareness, the ability to offer tailored and targeted recommendations becomes essential, as it fosters loyalty and promotes customer retention.
Control over content
Businesses face significant limitations in terms of content control when using social media platforms, as their posts are susceptible to platform policy modifications, and algorithmic shifts. In contrast, a website grants businesses authority over their content, empowering them to showcase their products, services, and brand in a way that’s aligned with their preferences.
Moreover, social media profiles and the content shared on them don’t belong to businesses themselves. In comparison, a website is owned and operated by the business, offering a higher degree of autonomy against fluctuations in platform policies. This means that businesses can ensure that their content remains available to their customers regardless of changes in platform policies.
Tailored communication
A website provides an additional advantage by facilitating the establishment of highly personalised and direct communication channels with customers. By incorporating features such as contact forms, chatbots, and comprehensive FAQs, businesses can offer prompt and tailored responses to customer inquiries, ultimately cultivating heightened levels of customer satisfaction.
Social media platforms offer businesses limited flexibility in their communication methods with customers. While customers can reach out through comments and direct messages, these channels often become inundated with noise and spam, hindering businesses’ ability to promptly address customer inquiries.
While social media plays a valuable role in bolstering an SMB’s online presence, it can’t serve as a viable substitute for a website when it comes to crucial aspects such as customization, content control, ownership, and autonomy. It’s imperative for SMBs to prioritize investing in a website as a vital component of their digital marketing strategy, with the aim of elevating their business’s profitability. Despite the potential costs associated with websites, the long-term advantages and rewards significantly surpass the upfront investment for SMBs, making it an important decision for SMBs seeking to thrive in the digital landscape.
Uma Rajagopal has been managing the posting of content for multiple platforms since 2021, including Global Banking & Finance Review, Asset Digest, Biz Dispatch, Blockchain Tribune, Business Express, Brands Journal, Companies Digest, Economy Standard, Entrepreneur Tribune, Finance Digest, Fintech Herald, Global Islamic Finance Magazine, International Releases, Online World News, Luxury Adviser, Palmbay Herald, Startup Observer, Technology Dispatch, Trading Herald, and Wealth Tribune. Her role ensures that content is published accurately and efficiently across these diverse publications.