A website is your opportunity to be found by people who are searching for the products and services you sell. It must be responsive so that it can be easily navigated and read on all devices and it must contain information that is relevant to what the user is looking for in order to gain any traction.
The key thing to remember is that people only visit websites when they are looking for something in particular. They don’t randomly browse websites for something to do.
This means for your website to work for you must employ a strategy that identifies:
Don’t waste time, money and effort adding content to your website that people may not be looking for. You could be penalised by search engines if your content is deemed irrelevant.
Facebook and other social media platforms have a different purpose. They enable you to converse with customers and prospects, share content, build trust and ultimately reach more people.
Unlike websites, people do not want to be “sold to” or talked at on social media. They expect a conversation and content that contributes to their lives, and trust referrals and what others say about your business.
People using social media are not actively looking for your products and services which gives you a unique advantage over other forms of marketing because a person's natural barriers that safeguard them from sales are not in play. Through building trust, adding value, and educating through conversation, social media users will naturally brag about you and want what you offer.
Facebook and social media is all about the audience. Your business is only important to them when it shares content that entertains, adds value, or is relevant to their interests.
An effective social media strategy identifies:
If your sole objective is to sell using Facebook don’t try to do it for free using your business page. Your followers will disconnect and you will become frustrated and disillusioned. If you’re goal is to sell on Facebook or any other social media platform make the investment in targeted advertising. This expands your reach beyond those that already know about you and ensures that your followers feel valued for more than the money the spend which is essential for them to share how amazing you are to their networks.
Hopefully, this article has given you a clearer picture about the how, the why and the what when it comes to having a different strategy for your website and social media. If you need any assistance please reach out to the author Shannon Daniels at Emanation. www.emanation.com.au
About the author
Shannon Daniels is a digital marketing strategist at Emanation. He has started, built and sold several businesses over 20 years and is passionate about connecting business owners with solutions that work for them. You can learn more about Shannon at www.emanation.com.au/shannon-daniels