Running a successful business is difficult enough. The challenge only gets worse as the world becomes increasingly digital. Business owners must deal with countless dilemmas and risks as they make decisions for expansion, customer acquisition, retention, and more.
One important question that every entrepreneur faces at some point in their e-commerce journey is which areas they must prioritize their resources. Is a business website enough to get the word out? Perhaps a strong social media standing would generate a massive influx of leads.
To address such a conundrum, many check out what the statistics say. In other words, what are other brands within the same industry doing? As of 2022, at least 27% of small businesses did not have a fully functioning website. However, 86% were planning to develop one shortly.
In the same year, businesses spent a total of $65.31 billion on social media advertising. Many were counting on a solid online presence to drive growth. Between 2022 and 2023, some brands believed that they did not need a business website (owing to a good social standing). Others concentrated all their efforts on building a user-friendly website.
In both cases, the power of integration was missing. It’s been an age-old debate (business website vs. social media), and it’s time to end it for good. In this article, we will discuss why and how integrating a business website with social media maximizes chances of success.
Role of a Website in Business Success
Most businesses with an up-and-running website would consider it to be their go-to digital space. After all, it is much like the virtual version of a physical rented area to conduct formal business practices.
The website becomes the face of the brand, enabling netizens to find the company online. Using a website, the business can strategize Search Engine Optimization (SEO) for traffic and growth. Did you know that nearly 68% of all online experiences start with a search engine? Also, it is the organic search that drives higher traffic (not organic social).
Moreover, clearly outlined landing pages across the business website make it easy to promote services. The business can convey short-term crucial information for website visitors to pick up on – a free demo, offers and discounts, or a free PDF download.
Thirdly, the business website is an imperative part of the sales funnel. It allows the brand to capture visitor email IDs in exchange for free resources. Also, users efficiently travel from the awareness to the interest stage (top to the middle of the funnel).
Finally, it is the website that brings together all crucial company data in a single place and establishes brand credibility. It conveys the non-verbal message that the brand takes care of its image, is transparent and professional, and stands as a thought leader in the industry.
What’s more, is that developing a website is no longer a heavy task. According to Hocoos AI, the process is simple, fast, and smart. AI website builders are available to create a user-friendly website within seconds.
The best part is that website creation is just the beginning. For instance – the Hocoos website builder offers tools to generate a brand logo, incorporate captivating images, and develop content that improves SEO ranking. With that being said, a business website has become an indispensable part of any brand’s identity in modern day and age.
Importance of a Solid Social Media Presence
Now, just like the business website helps provide value for the company, a strong social media presence gets the word about that value. In other words, a brand can connect with its potential customers through various social profiles.
According to a 2024 study, an average internet user spends at least two-and-a-half hours each day across different social media platforms. When this information is used strategically, companies stand a better chance of being seen by the right audience.
Some ways to get seen by the relevant crowd include sharing inspirational content, responding to comments and queries, and giving shoutouts to loyal followers. As a website gives a recognizable face to the brand, its social media profiles help present that face to a willing audience.
With the help of hashtags and shares, the company stands a good chance of connecting with new audiences. The more a brand engages with its leads, the more it will be seen by others.
Why Integrating the Two is the Recipe for Growth
Based on what we’ve discussed above, a great business website will attract the right audience and let them know the important things about your brand. However, that is where it all will stop. Even with a virtual assistant or chatbot, you will not be able to interact consistently with your potential customers.
It is social media that allows you to keep your audience engaged in the long run. This happens when you post engaging content (videos, gifs, quotes, resources, etc.). You can also conduct a fun quiz, survey, or giveaway to incentivize your followers.
This means no one platform in isolation can help you reach your maximum business potential. Given the cut-throat competition in both B2B and B2C industries, it is indispensable to integrate a business website with social media.
That way, your website will drive traffic through organic search, and social handles will engage with visitors. This will help build trust and loyalty over time.
Finally, let’s close by talking about a few crucial integration strategies that you can implement. Firstly, start by bringing your social media presence over to the website. You can do this by adding relevant calls to action or social media links on different landing pages. This tactic can be implemented across the home page, blog posts, and the ‘Contact Us’ page.
Then, use native embedding features (wherever possible) to display feeds with social media integrations. As a thought leader company, you must have a ‘link in bio’ on the website. Keep things clear and simple – use your website to sell and the social media page to engage. Create campaign landing pages on the website followed by their promotion across social handles.
You must leverage the power of long-form content here. Once these are up on the website, repurpose them into snippets for social media. So you see, maximizing online presence is all about integrating a website and social media strategically.