Here’s Why Instagram and Facebook Cannot Replace Your Custom Website
It’s the digital age, and with that comes an unsettling obsession with everything social media. The popular social platforms have greatly changed the way we communicate with companies.
Social media platforms like Facebook modernized it all, allowing us to check on our favorite companies, while Instagram has continued to make it easy for us to stay up to date on all the latest news, promotions, and other materials major companies put out.
But a dangerous myth has developed with these trends.
That myth that you can replace your company’s custom website with your social media accounts.
Look, I understand. As a business owner, you might not have the skills to build your own website, but you do have the skills to set up a social media profile. The major social networks are important marketing tools, but they should never replace a traditional website for your business.
Whether you agree with me or not, I’m going to spend the next few minutes explaining why.
You Don’t Have Control
It’s pretty addicting to see it all pay off after focusing all of your attention on your social media profiles, spending countless hours creating content and sharing it, and building your audiences.
I want you to take a step back first, though.
Ask yourself this question.
What would you do if your account was terminated, the rules changed, or something unfavorable happened?
There’s nothing you can do because you are bound by the rules of the social media network you are posting on. Your accounts can be terminated at will, for any reason.
And sadly, this happens all the time. Many high-profile Instagrammers have lost their accounts over minor infractions, non-rules, and other strange occurrences.
Overnight, you can lose something that you spent years building.
Guess what doesn’t have this problem?
A custom website. When you build and develop your website, you own all of the content on it, you can update it however you want, and you aren’t bound by arbitrary rules. So when Facebook suffers another major scandal, you can protect your business from the almost-guaranteed knee-jerk reaction policy updates that Facebook will impose on its users.
Don’t believe me, see the whole fake news push that devastated several smaller news agencies and publications during the 2016 election.
You don’t want an algorithm determining the fate of your business.
That level of lack of control is scary and can destroy perfectly healthy businesses that over-rely on Facebook and other platforms to compete.
You Want to Build Your Brand, Not Theirs
If you’re going to invest in your brand, you want that investment to pay off. So, why would you spend your hard-earned money to develop your brand in line with a major social media platform?
Here’s the deal.
You want to drive traffic to your website, because as we know, you get to control that traffic when it lands on your website. By guiding your traffic through your custom website, by nurturing them, you are more likely to convert them into customers.
The goal of any business is to build their brand. Would you rather your brand be known on your website, or on a social media platform?
The answer should be easy.
Social media networks exist to enhance and augment your brand, but they shouldn’t be the core principle that drives it. Build your brand on your terms through the use of a website and use your social media accounts to drive more traffic to your company’s custom website.
You Can Showcase the Content that Matters Most
Your website is a collection of everything someone needs to know about your business. It advertises your business as a whole, its services, its history, and any content that you feel your customers need to know.
Because you control the means of design, you can set your custom website up however you want. Whether you want to focus on the problems you are solving, a series of videos, or your latest blog post, you can easily do any of those things.
When you rely on a platform like Facebook or Instagram, your important content can get buried by the latest posts. A timeless piece of content that you spent a lot of money creating may never get seen.
Your website is the ultimate salesman for your business. Even when you sleep, it’s showcasing your content and making sure that your customers see what they need to see most.
Never underestimate how valuable it is to create valuable narratives and to guide your customers through the buyer’s journey.
You Can Customize Your Website
It’s no secret that you are fairly limited when it comes to making social media posts. Any content that you post has to follow the established format for that platform. On Facebook, this means your typical image with text, on Instagram it’s a picture with text and hashtags, and on Twitter, you are even governed by a character limit.
What if I told you…
That you’re bound to none of these rules on your website. You can do whatever you want, whenever you want. This allows you to A/B test promotions, create content around new ideas, and display it in any format you like.
While you can still A/B test on the major social media networks, you are once again bound by their formats.
The Gridience Promise: Your Custom Website, Your Way
I’m always excited to work with clients that are passionate about their business and who want to take it to the next level.
If you’re looking for a custom website, I want to hear from you. I help business owners build the websites they need to showcase their unique businesses and brands and I’m ready to help you create yours.
Sound good? All you have to do is send me a brief email talking about your project and I’ll get back to you right away.
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