Website and social media, marketing allies?
An inconsistent product is not saved by the most spectacular site nor by five networks with zero content.
Here we leave you some keys to clear up doubts when it comes to taking on communication strategies for your business. Today, a website and a social network are unavoidable things to consider in a vision of the future; we cannot fail to notice that we are in a technological world that, day after day, finds new ways of interacting, but…
Should every business have a website?
Whatever is being sold it is always advisable to have a website. It is very useful, above all to scale sales and give much more support to the business when it comes to capturing potential clients.
Now then, one might ask: is a website really indispensable? The truth is that good products sell fantastically without needing a website (the greengrocer on my corner does not even have Instagram and is doing great). Still, it is to be expected that inconsistent products will not be saved by even the most spectacular site.
The thing is we must always bear in mind that every business is different and that not all of them need to devote the same amount of time or money to their website (and of course!, not everyone has the same resources to do it). For example, a clothing e-commerce for the millennial generation is not the same as a brick factory, with a B2B model, that only takes orders by the ton. Strictly speaking, the million-dollar question does not lie in whether or not to have a website, but in how big and complex we should make it for our business.
What is truly interesting is that today there are multiple options for these developments. For example, with Google Sites we can create a super basic and free website in just two hours; on Shopify we can buy a template and have a spectacular online store in a single day, or we can pay specialized developers to make something disruptive and cutting-edge that will be built over a different timeframe.
Ultimately, before spending time and money creating something we think may be innovative, we must generate excellent performance with our business over several weeks; if everything goes as we hope and holds up over time, we can move on to that other stage that will boost our growth: investing in the creation of a website, and not just any one, but the best one. That is why it is essential to talk to the experts in the field first.
But the matter does not end here. It is also necessary to talk about social media and its bearing on all this. It is not simply a complement to a possible website; many times it works as a booster of our business. Let us look at this.
How many and which social networks should you open for your business?
When we face the task of creating our account for social media, most of us come up against the big question of how to get past the obstacles to build a solid community.
Let us go step by step. The first thing we must know is that there is no compulsory social network. It is true, Facebook, Instagram or TikTok can be considered non-negotiable because they have hundreds of millions of users, but really the only thing that should matter to us is whether the network we are going to use will let us connect with current clients and discover potential clients, wherever they may be.
For example, if 90% of our potential clients spend most of their time on Instagram then we will have to concentrate our efforts there (whether we like it or not) and avoid wasting time trying to make TikToks just because it is fashionable. Even if we are talking about a network used by only 10 thousand people but that performs better for us than any other, we must consider it compulsory, that is where we will have to be no matter what! (regardless of what we heard in a video or what a neighbor recommended).
But we also come up against some obstacles. Not only is there great general confusion about which social networks should be the right ones for particular businesses, but also, pushed by indecision, we often end up opening accounts on every network we can think of, instead of starting with just one, running it well and strategically, and then moving little by little to the others.
In short, we must build one consistent social network, grow with it, build a community and, once we have that (as long as our resources allow it), we must explore a second network and so on. We must not make the mistake of inhabiting 5 networks at the same time, but with 0 content, or worse still, with filler or poor quality content.
Fine, we can have thousands of followers, but if nobody buys our product, social media will be of no use to us. Which is why we must never forget the main objective: achieving the best client-brand interaction on the social network that suits us.
In the ideal diagnosis, having a successful product and a good website, a good social media strategy could shoot our sales up to unimaginable proportions… but everything in its own time. We must not forget that marketing is also an art, and that strategic thinking is what defines it.
Have you already talked with us about it?
