With the rise of social media marketing and the growing popularity of mobile applications, many businesses are considering pulling the plug on a traditional website. Think for a moment about the impact this could have on your entire marketing strategy. Though consumers may currently be distracted with Snapchat stories or Twitter rants, your website still holds a considerable amount of value.
Your Website, Your Way
Social platforms are offering businesses various new ways to connect with their desired audiences. Ad placement and analytics are ever improving for social and mobile platforms giving marketers a broader view of ROI. So what’s the drawback? The glaring advantage your website has over social media platforms is customization. While social media is the new normal and people have become accustomed to easily seeing recognized brands. Small to medium-sized business looking to grow can easily get lost in the uniform concept of most modern social media platforms.
A creative website, even a well-designed landing page, can give marketers the freedom to express a brand’s voice in a unique way. From layout to color scheme and imagery, your website has the space to be the creative canvas for your brand’s message. Consider giving your website a facelift. Focus on what your customers will find most intriguing and center your desktop and mobile website around that.
Hub it Out
Another major constraint of social media and mobile platforms is that they are not all fully integrated. Will they be? Who knows, but what we do know is that you can use your website to create a hub for your social engagement. All of your favorite social media accounts can support API integration giving you the ability to embed your social streams into your website. Giving your customers this interaction in one location can prove to beneficial over time, as the need for your customers to seek you out on different platforms would decrease and you can deliver a variety of content in one place.
Your Content Will Still Need a Home
No digital marketing strategy can survive without content and this content will need to live somewhere. Your company’s reputation on the web and ability to rank in search engines will undoubtedly rely on your content strategy. Be it blog copy, infographics, or interactive media, this content should be hosted on your website with easy to find links so that your content can be easily shared. These rankings and web statistics are not disappearing in the near future, so it will be important to keep a website to house the tools needed to succeed in these areas.
Look Past the Dot
With new domain extensions, businesses can get creative in how they name their websites. For instance pointandclick.photo can easily be identified as a budding photography business. No longer having to fight for or wait on .com or .net availability, businesses can take to the web quickly and creatively from inception. Godaddy.com currently boast that customers can choose from over 600 domain extensions. This kind of variety can allow you to be flexible on both sides of the “dot”.
So fret not, that website you’ve spent countless hours and dollars to create still holds it’s weight in marketing value. However, you may want to consider looking at how you optimize your website to meet your customers changing needs.
Image via Flickr by india7network