Social or Web sites?
The growth of social networks
In recent years we have seen an exponential growth in the importance of social media: the support of fast and easy-to-use apps has allowed anyone to activate their own online presence without the technical complications required by traditional alternatives such as Web sites and blogs.
The increased visibility of these communication channels has also led many companies, especially smaller ones, to base their online presence exclusively on them, attracted by the absence of costs and the immediacy of activation.
Undoubtedly nowadays having a social profile is almost mandatory for every business, as a network like Facebook, linkedin, Instagram etc allow not only to make your business immediately accessible to a large following of people, but also and above all to maintain an active relationship with your clients.
On the other hand, a website enjoys specific features that are difficult to replicate with other communication channels which, expertly exploited with a careful communication strategy marketing, can bring important advantages to your business. Let's see them in detail.
Corporate asset
A shape Facebook, YouTube or similar is controlled by the owner of the network, who can decide independently to remove the profile or modify the rules of his own social network according to potentially negative directions for whoever manages the profile, and who has perhaps invested heavily in it with his own time and money.
Conversely, a website is in all respects part of the corporate assets of those who own it, who can freely decide how to exploit it or even, if deemed appropriate, how much and whether to sell it to third parties. In this sense, every investment in your website is a long-term investment in your business.
Specialization
A social profile offers advanced but standardized features, while a website is created to fit the needs of the company that commissions it like a glove: in a well-made site, every contact form, image, configurator or slider is designed to guide the user according to the strategy developed by its owner.
A configurator in a ecommerce, for example, it can be much more than a tool available to the navigator to be able to quickly search for the products he is interested in: if correctly thought out, it can be a very precious resource, guiding the customer's choice towards the most strategically important purchases for the company .
Branding Identity
Few entrepreneurs would host their business in a dusty cellar with peeling walls, even if it was functionally sufficient to host business activities: a building is not only used to contain people and objects, but inspires first impressions to clients, suppliers and employees who visit it as well as people who pass by.
Likewise, a well-built website is not a mere container of data collected, but it conveys the branding identity of its owner and strengthens its brand. In an increasingly globalized world, where competition is often global and tight, this allows you to differentiate your business offer and access more interesting market segments.
Analysis of their own clients
Through free products offered by google it is possible to carry out a detailed study of the behavior of visitors to our website and therefore optimize your communication and sales strategies, such as:
- which pages are read the most? Which pages instead are immediately skipped to the bottom?
- The costossimi videos that you have created are really viewed by yours clients? Does watching one of these videos actually increase the next purchase frequency? How much?
- How do users behave when viewing your product? In which part of the page do they dwell more?
Conclusions
To conclude, a successful commercial strategy cannot be based solely on a communication channel (social media and website that is), but must be able to integrate all the company's communication channels and integrate them to strengthen each other.
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