Is your small business successful? How do you know?
Experts in web design claim that small business' websites are not using the Internet succesfully, and as a result, many are close to closing. Hanan Lifshitz, the CEO of Palore writes on Search Engine Land: “Do Small Businesses Need a Website?”
According to his post, “probably yes.” However, he lists the case study of one New York cardiologist who is in Google's Top 7 WITHOUT a website. She claims her listings on social media sites and Yelp allowed her to increase her search ranking. The issue is that Hanan's post seems to say that Web Sites Are Dying, and this type of message is becoming more and more popular. This is simply not a fact.
Social media continues to gain popularity, causing more people to insist that using this new marketing tactic, you don't need small business websites. Why have a website at all? David Port wrote a similar article in March for Entrepreneur.com, claiming that social media boards are creating relationships that cannot exist through websites.
Let's say you use social media sites to attract people to your company. If you don't have a website, what are they supposed to do next? Read on for a list of 11 things your website can do that social media cannot
Sure, you create a Facebook page. You can use Twitter to build relationships with potential customers. You can even use LinkedIn to build a reputation for expertise. That's fine, as long as the sites exist, but what happens if they suddenly change direction or close down? Facebook can decide to eliminate the ability to create a custom tab. What if the terms of service change so you can't market your organization effectively? Your company needs a site that you own, because if the social media sites collapse, all the time you've spent on those campaigns has been wasted.
Email is one of the most power potential marketing tools for small business websites. With a potential for twice the conversion rates for RSS feeds of the most popular blogs, email is cost effective and allows you to contact your customers one-on-one. People won't give you their address on social networking sites, but your website allows you to offer them newsletters, coupons, discounts, exclusive offers, and more to increase their incentives to share contact information. This is a proven method of contracting and marketing with your potential customers, and it works. You need a site that the user will trust to build an effective email list. Keep it carefully organized, and it can be a strong sales tool.
MySpace and Facebook are a good way to spread news about your band, but where are people going to go when they want to buy tickets to your shows, purchase your album and merchandise, or find out the real story before VH1 produces a “documentary” on your life? Don't send visitors to a third party site; your own website will allow you to give them more information and turn them from visitors into customers. Claim your ground!
Links are crucial for brand visibility, which means you need them! Give your supporters a site to link to for the benefit of both. Some people don't like to link to a Twitter or Facebook page because they don't feel it looks “official.” Provide a real website and let people know that THIS is where people should look for information on you. Let them find the real you.
5. Set your record straight
Do you have something to say? Write it out on your website. Small business websites don't usually need a firm to keep their reputations clean online, but you may still want a place to give your side of a story. A blog or press section on your site will give your message to your audience. Fitting your piece of mind into a 140 character blurb isn't easy, so get on your soapbox when you need to. Just don't overdo it!
Use social media to create the relationships, but use your website to keep them. Satellite communities such as social media sites give you a place to augment your web site. Find your customers and blog subscribers so you get contacts for your email newsletters and to sell your products and services. Social media is now the best way to get leads for your website. If you don't have a place for your Twitter followers to go to see your product first hand, you're wasting your time.
You'll be able to specifically address your customers through your website. This sales tool allows you to give feedback, provide information, answer questions, and generally stand out from your competitors. Your Facebook may allow you to add a few tabs, but your website is created around your customers to your specifications. Add the content and resources you find most useful. Your site, your rules!
You'll be selling through your website, not social media sites.
Use your knowledge to build your reputation. If the people in your social networking sites see you as an authority, they'll begin to count on your words. This is how you can really benefit from these sites: use them to heighten your professional reputation. When your site is the Must Read place for your subject, they'll flock to your website's community and siphon over into your website.
Social media is a great way to get attention, but it doesn't really allow you to show the big picture. People want to know who you are, how long you've been in business, your specializations, etc. Small business websites offer this information, and this is where they'll go when they want crucial information. I can tweet you if I have a customer service issue, but your site is what attracts. Make me want to do business with you!
The analytics used for social media continue to improve, with options to track funnels and conversions. Tracking the conversions on your own site are a lot easier to read and analyze, however. Facebook and Twitter give you some tracking options, but your own website will give superior information about people who visit.
Yes, you can gain site visibility by building your Google Place Page, being sure your listings are successful, and partaking in social media sites. Just don't rely on these sites alone. You'll create a genuine web presence with a site that allows you to speak to your audience, control your keywords, and to leverage your social media relationships. Without small business websites, companies are giving the flash with none of the content.
Joomla! makes it easy to launch a Web site of any kind. Whether you want a brochure site or you are building a large online community, Joomla! allows you to deploy a new site in minutes and add extra functionality as you need it. The hundreds of available Extensions will help to expand your site and allow you to deliver new services that extend your reach into the Internet.