Okay … let’s be honest. You probably wouldn’t expect a web designer like me to say yes … and you’re right. The answer is a resounding NO! – social media cannot replace your website. However, they can (and should!) work hand in hand. Here’s what you need to know:
Social media and websites serve two difference functions. While social media is designed to attract new customers and leads, websites are designed to convert. Both are important and rely upon each other for optimal success.
The majority of businesses and organizations have a social media account. Most are on Facebook, some are on Instagram. Whether or not they’re active and have recent posts is another story. Having a presence on social media is important but it shouldn’t be your stand alone strategy to grow your business. Ideally, your social media should be one of the (many) tools used to hook an audience’s attention and draw them closer to your company’s brand and its offerings. [Source]
One reason is the limited reach. This may come as a surprise but you don’t have access to all your followers. Back in the “old days” of social media you could post something on Facebook and all of your followers would see it. That’s not the case anymore. For every 1000 followers you have on Instagram, only 100 will see your post. It’s even worse for Facebook where the reach is a mere 3-5%.
Another reason is the organization of social media posts. They’re scattered, they don’t build on each other, not everyone is going to see them and probably not in the right order. What social media posts do well is to generate interest in your business.
- It lets people know you exist.
- They can also drive people to your website where they can learn more and … ultimately convert & become a new customer.
A website serves as a home base. It’s an anchor. It’s where prospective customers & clients can not only learn more about who you are, what you do and what pain points you resolve for them … but it has a clear call-to-action or offer to convert them into a customer. “People expect businesses to have their own websites, just as they used to expect businesses to have a real physical business address.” [Source]
“Not having a business website raises questions in customers’ eyes.”thebalancesmb.com
Remember, social media and websites work together. Your posts will generate the interests and leads and a well done, professionally created website will help convert those leads into customers. In this case, yes – it takes two to tango.