Social media platforms can be valuable mediums to help foster your company branding, but they shouldn't serve as the hub of the operation. Ultimately, it's your business's website that all the likes, tweets and sentiments are directed to. Their significance shouldn't be neglected, but treated as subsidiaries of the primary centerpiece - your website.
Imagine that you're browsing through Twitter and come across a page for a third-party logistics provider (3PL), a company specializing in helping merchandisers with their product distribution requirements. Before moving on to the next account, you notice that the organization actively engages consumers through the social media platform and provides information detailing how the enterprise can assist businesses with their shipping needs in an informal manner. They're current, occasionally witty and update the page consistently.
You click the "follow" button and decide to visit the 3PL's website - maybe they can help optimize your business' supply chain. However, you notice that their page is difficult to navigate. Finding client referrals, services offered and contact information becomes a task. Such an obstruction that may seem minor actually diverts you away from the website in search of another 3PL.
Likes are good, page visits are better
A Facebook or Twitter account will support your business profile, but it won't define it. The reason companies utilize these interfaces in the first place is to relay attention to their websites. These outlets make the public aware of your services, but they don't complete a sale. Relate this practice to the peacocking method used by males in the animal kingdom. Appearance and flashy sentiments attract consumers, but getting them to invest in your business is the responsibility of your website.
According to BRW, developing a visually appealing webpage that's easy to navigate is essential to establishing a reputable online company profile. Dan Ratner, a branding professional and contributor to the source, claimed that a website provides businesses with the best medium to differentiate your brand from competitors and ultimately control the comments and content on your website. For instance, Ratner acknowledged the following branding issues in the fashion industry:
"Many fashion websites look strikingly similar, rather than differentiated," Ratner told BRW. "This lack of dimension makes it difficult for consumers to develop an informed brand presence."
The customization options many social media outlets offer are limited and there isn't a lot of flexibility in the way of developing a unique characterization. These platforms are unable to provide you with the option of customizing a page apart from your competitor's. Your website, on the other hand, can help your business profile stick out from the rest of the flock.Read More