I just relaunched my new website, and I think now is a great time to talk about why a website is such an important tool for marketing. One of the best ways to convert potential clients and customers is to have a great website that offers value and wows potential buyers.
Before we jump into all the reasons why websites are so great for marketing, let’s first review what content marketing is and why it’s so important.
Content refers to the words, audio files, videos, pictures, and different types of media that people consume online. Basically, content makes up the internet. When people go online, it’s to consume content and interact with other people through different types of online media.
If you want to attract your ideal clients and customers, you need to create content specifically for the purpose of content marketing and making sales. When people discover your content, they learn more about your brand and are much more likely to purchase your products and services.
These days, most businesses jump right into creating content for social media. They spend hours creating posts on sites like Instagram and Facebook without seeing much of a return in terms of sales conversions.
While social media can be effective for marketing, especially if you utilize paid ads, your #1 content marketing tool is actually your website. Your website is still the best tool to use to market to and connect with your ideal clients and customers.
I’m going to break down the top reasons why your website is the #1 content marketing tool that you need to focus on instead of social media.
#1 Search Engine Traffic
One of the top reasons why your website is such a beneficial tool for content marketing is the ability to attract website visitors through search engines. When people search for a topic in Google or another search engine, these search engines have algorithms that they use to try to provide the most relevant results.
If you post quality content to your site in the form of articles, pictures, and more, then your site is likely to show up in search-related search results. Being found in search results is a free, organic way for people to find your website. Not only that, your website will include information that they were specifically searching for.
When people are browsing on social media, they are not necessarily searching for your content. They may happen upon it in their feed or on the explore page on Instagram, but they may not be looking for what you offer.
Further, another difference between people finding you on social media and your website is that on your website, people can view all of your content without restrictions. On social media sites, they may not find your content in search results online, and if they do, they may be forced to lot in to view it.
Instead of focusing on creating content on social media, instead share content from your website to social media. Use your social media sites to drive people to your website to make a purchase.
You can use social media to your advantage, but first focus on enhancing your website content and creating search-engine friendly, optimized blog posts that will convert readers into buyers.
Another top reason why your website is such an effective content marketing tool is that it establishes credibility. Through your website content, you get to demonstrate that you have a credible, reliable business and that you are an authority in your niche.
These days, there are all types of online scams, and people are becoming more skeptical about buying products and services online. When you have a website, people can better trust that you have a well-established business and that you won’t disappear overnight.
A website is your online home, and it should be the one place where people can find out everything they need to know about your business, including what your services and product offerings are, how to contact you, what your policies are, and how to connect in other places online.
People should not have to go all over the internet to try to find you. Your website should be a one-stop shop to access your content, and people who are not on social media shouldn’t have to visit your profile pages in order to find links to make a purchase.
When you think about the importance of a website, remember that the Internet is full of content that’s competing for the attention of consumers. When someone lands on your website, all of the content is about your brand and business, unlike social media where people are constantly distracted by other people’s pictures, posts, and videos.
As you build or reevaluate your current website, think about your website as your online home. What feeling do you want people to feel when they land on your site, and how do you want it to represent your brand? Once you get your website up and going, you can tweak it so that it best represents your business.
#3 Free Value
Not only is your website a great way for people to easily buy from you, it’s also a great way for you to provide free value through the content you create and post. That free value can be blog posts, videos, tutorials, free downloads, and podcasts. By offering free value, you can gain trust over time, and build a relationship with your potential or current clients and customers.
The easiest way to consistently share free value is on your own website, where the content is shareable. You can post a wide variety of content types, unlike social media where each site limits the type of content you can share.
For example, on an Instagram post, you can only share a picture or a short video. To view a full video, people have to click on IGTV, which many won’t do. They may simply click away to the next video in their feed.
On your website, you have a more captive audience and you can share many different types of content in the format that you chose. You have much more control over what you share with your audience and how to share it.
# 4 Control Over Your Content
One of the reasons why your website is your top content marketing tool is that you have full control of your site, and your site analytics. Some social media sites provide limited analytics and demographic information about your visitors, but on your website, you have access to all of your site data.
You can analyze your site’s number of visitors, what search terms they used to find your site, what pages or products they browsed, and more. You can also use this information to retarget potential buyers with ads on social media and across the web.
Have you ever browsed someone’s website, and then you suddenly started seeing ads for their products and services on Facebook or Instagram? That’s retargeting. It may feel creepy when it happens to you, but it is a very effective marketing tactic, that you can utilize to increase your conversions.
Not only do you have access to the data of your visitors through analytics tools, you can also directly ask your visitors for their information. You can create content that provides an incentive for people to opt-in to your email list. There is no easy way to do this on social media sites.
On social media, you are limited in the amount and placement of links, but on your own website, you can strategically place opt-in forms throughout your site. Once you build up your email list, you can continue to provide free value to members of your list, and eventually sell them your products and services.
#5 Buying and Selling
Last, but certainly not least, your website is your number one content marketing tool when it comes to buying and selling. When you have your own website, people can go immediately from consuming your content to making a purchase without going to another site. This can reduce your “bounce rate” and make it more likely that people will follow through on a purchase.
Website readers can find a link to your shop or services page, and immediately click to take action. When you use social media as your only source of sharing content, people have to then figure out what next steps to take to buy, visit your profile, find the right link, and hopefully follow through to purchase. During that process, you can miss out on sales.
It’s also important to realize that not everyone is on social media. You should have a website that people can visit to get updates about your products and services and make a purchase. I follow lots of businesses that only post on Instagram. If people miss your post, you miss sales.
You never want to rely solely on social media to share your content and try to convert followers into buyers. As wonderful as social media platforms can be, their algorithms are constantly changing, and these sites are investing in keeping visitors on their platforms so they can make more money from advertising revenue. You have to be just as invested in driving people to your site.
Next Steps – Evaluate Your Website
So, now that you understand why your website is such an important content marketing tool, you should take the time to develop a content marketing strategy for your site. Decide what type of content you want to post, create a posting schedule, and start sharing your website content on social media, instead of focusing on creating content for social media.
Over time, you’ll be able to build stronger relationships with your followers and fans and convert them into paying clients and customers.