In the midst of the social media marketing discourse, these are just a few of the reasons your website is the most valuable digital marketing asset you have.
Popular discourse about digital business presence often focuses on social media platforms, their algorithms, and requisite visual branding demands. Consequently, the value of a great content-rich website is overlooked.
While it is true that social media is a useful part of any digital media business strategy, it is in no way the most critical part. In many ways, social media platforms serve as a side dish to the meat of the matter. In digital marketing terms, social media platforms serve as highlight reels. Here’s why.
Social Media Marketing and the Digital Marketing Ecosystem
Websites, like social media platforms, are important to the digital marketing ecosystem. This whole is known as the digital marketing ecosystem. Websites (or even apps) are the nucleus of this system. This is due largely to content being at the heart of digital marketing and websites being retrofitted for content management.
Truth is, websites are great for housing large portions of dynamic content in one hub. This propensity to handle volume and diversity is the crux of the matter concerning the real value of websites as digital media assets. Learn more about the digital marketing ecosystem here.
5 Reasons Websites Are Your Most Valuable Digital Marketing Asset
01. You Own Your Website
It is natural to feel some level of ownership over the profiles (and the related content) we create across various social media platforms. Yet, the fact remains we do not own any of these platforms. Therefore, our content and likeness are made subject to the dictates of how the real platform owners.
During downtime and unexpected algorithm changes, your work was negatively impacted. This is bad for business. On the other hand, you control the algorithm and ‘down time’ for all intents and purposes regarding your website.
Additionally, your website’s content is used as desired and accessed in only ways you wish, because you truly own the platform and govern how it will operate to serve your needs.
02. Ownership Means Increased Flexibility
With your website comes ownership. With that ownership, you can design and publish your work as desired. The rules applied to social media platforms do not apply to your own website unless you say so. On your website, you largely determine what you can post, as well as how or when. In a word, you operate autonomously.
Admittedly, it is true that your website can be reported to your domain name. Subsequently, your domain hosting provider(s) can discontinue service. This, however, is far less common. It is also less likely than having content removed from social media platforms.
03. Increased Content Volume and Better Organisation
Much of the flexibility afforded by having your own website is due to available hosting space and bandwidth. Most hosting and domain name providers today offer ‘unlimited’ bandwidth and 99.9% uptime as part of even their most packages. As such, you can create content, products, and services that are as dynamic as you desire. This is quite unlike the average social media platform designed to produce content in bite-sized amounts. On these platforms, there are usually restrictions on the size and nature of the content you can upload.
04. Better Options for Monetising Traffic
Yes, you can enjoy the benefits of direct selling on social media. However, even the direct selling options you offer are not housed on your social media profiles. Instead, your clients are often redirected to a third-party option (like your eCommerce website).
Additionally, it is only through your own platform that you are able to:
- really delve into your analytics,
- grow your client list,
- tweak your digital media strategy,
and subsequently, monetise your work. You are also able to effectively leverage inbound marketing strategies.
Truth is, even having your own app will need the support of a well-designed website that has great SEO. This will help with monetising your app. Your website will generate traffic that will lead to app user conversions. There is simply no way around the value of a well-built website serving as a one-stop hub for all you offer your audience.
Your website should have all the important content relating to you, your likeness, and the work you do. On the other hand, an effective social media presence that points users to a poorly-done website will not convert them into customers. Your social media platforms should highlight the work on your website and help convert users to paying customers. The two could prove to be a fruitful partnership.
What say you? How valuable do you think a website is to what you are trying to achieve in the digital space?