While social media has taken off over the past several years and the rise of the ‘influencer’ has emerged on different networks, many people were left believing that websites just don’t matter anymore. I’m here to tell you that websites play a more important role than ever. Your website should act as the hub for a lot of your content created. Your end goal with social media should most often be to drive people back to your website. With acquisitions and changing algorithms, you never want to be reliant on a social network – a platform you do not control – to house all your engagement and audience interactions.
- On your website, you remain in control of the viewer’s next move. On Facebook or YouTube, they can easily be distracted by the social networks dictating what they may like to watch next. On your website, you control the user experience, guiding them down the path you want them to take.
- A larger opportunity to build your email list. Your website should offer up different opt-ins of free valuable content a visitor can sign up for. This could be a one-time download or a daily newsletter such as mine.
- You can utilize Audience Creation tools with social media pixels. For example, add the Facebook pixel to your website which will allow you to create Lookalike audiences to target your content to people with similar behaviors as your website visitors. You can also utilize this to remarket back to them specific ads depending on the content they consumed to come back and take the next action. I.E. They abandoned checkout and you can retarget back to them ads reminding them to finish their transaction.
- You’re able to please a larger audience. Let’s say, on YouTube, you share a video. That content only serves those who like to consume videos. On your website, however, you can embed this video into a blog post which also contains, a written recap, a full transcript, audio streaming, and photos.
- Content has a long shelf-life and opportunities for search engine optimization. On most social networks such as Facebook, Instagram, or Twitter, content has a very short shelf-life. If someone does not see it shortly after it’s posted, there’s a good chance they will never see it. By having the content live on your blog, it’s given an evergreen home AND you can optimize it to increase your chances of being found in organic search.