With all the attention (and hang wringing) around social media, it’s far too easy to forget about the workhorse (and ideally, crown jewel) of your marketing plan: your website.
Social media is sexy…and fleeting
Everybody’s (still) talking about social media, at least to me:
- “I need to get my head around social media.”
- “I have a Facebook page, but I’m not doing anything with it.”
- “How often do I really have to post to make it worthwhile?”
That last bullet tells the whole story. Faced with increasing demands on their limited resources, many entrepreneurs are trying to hash out a rough calculus of social media:
“What’s the minimum amount of work I can do and still get a return on my investment?”
That’s like asking:
“What’s the minimum engagement I need to have with my children to prevent them from becoming serial killers?”
One of the reasons social media is so darn hard is that time marches on. Your little tweet is ancient history – within minutes.
Marketing is about consistency. Always has been, always will be. Sometimes you can cheat consistency with enough money. Not so with social media.
You’re either there or you aren’t.
Your virtual home
All of this makes improving your website a much more attractive use of your time and marketing dollar. Your website allows you to:
- Address multiple audiences
- Present your entire message coherently
- Observe and influence the order in which your message is consumed
That last bit we do with a little thing I like to call “science.”
Weirdly, so many people have a set it and forget it attitude with regard to their websites.
I don’t get it. There’s SO much opportunity for continual improvement of your home on the interwebs. Which, increasingly, is the only home that matters.
But wait…there’s more!
Using your website, you can also:
- Measure the effectiveness of your other marketing campaigns (TV, radio, direct mail, email marketing – you name it!)
- Conduct market research through surveying and A/B testing
- Use your analytics to uncover what’s resonating with your target market
- Discover how people search for companies like yours, which can inform other spends
I love social media.
I’m plugged in. I dig it. And maybe that’s the point. If you don’t love it, then get smart. Spend your time and money on improving your website: a marketing channel that has lasting value and provides ongoing intelligence to your organization.