With rapid developments in the way people both perceive and use the internet over the last few years, debate has grown over the use of traditional websites and their place in what has arguably become the age of social media.
There is little doubt that having an online (web) presence is vital to the long-term survival of any business. Government statistics last year estimated that around 70% of all UK households have access to the internet. This means the internet represents a portal to a potential 40+ million customers in the UK alone (discounting businesses and users outside the home).
Is a Social Media Presence Enough?
Let’s take Facebook as an example. Latest figures reflect that there are some 400 million active Facebook users (according to Facebook’s own statistics) on the phenomenally popular social networking site. Of those 400 million approximately 50% are active on any given day, and more than 1.5 million of those users account for local businesses.
When you also consider that the average user has 130 friends networked on the site, the potential of social networking as a business platform soon becomes clear.
Which way to turn?
What would you prefer to see as a prospective client – a considered investment in an internet presence or a simple profile that makes little impact, or worse still, gives the wrong impression.
While social networking definitely has its place in a progressive online marketing strategy, there is no ownership, little or no brand imagery (for you) and few opportunities for further digital marketing such as search engine optimisation.
Best of Both Worlds
Conventional wisdom dictates that there is simply no substitute for a well thought-out web presence. In terms of image and brand, a website says more about you and your company than any number of social networking profiles.
The ever-shifting digital landscape requires diversification and given the clear benefits to be enjoyed through both mediums, the logical answer is to combine your efforts. Social media presents a fantastic opportunity to boost your stock and attract new business. It’s another way of getting your name out there and reaching new clients.
It’s all in the message
Ask enough experts and you will soon realise that there are a range of differing opinions on what constitutes a good approach to online marketing – too many in fact to go into here. Regardless of what form of marketing you are using, certain fundamentals remain true. Sending the right message to push the right buttons at the right time is vital.
