Why Social Media is Rented Space, and Why Your Business Should Invest in your online presence and SEO for Long-Term Growth
Businesses in Bermuda skipped the Website era and moved straight into social media, perhaps due to the cost or time involved in creating one, and social media is excellent as it makes forms a level of reputation management and social + word of mouth which we know works in Bermuda. Still, significant changes are happening in the digital world, and your Business Should double down in your investments into your online presence like your website and SEO for Long-Term Growth.
Social media platforms have become the lifeblood of many businesses marketing strategies in today's digital era. While these platforms offer many benefits, it's essential to understand that they are ultimately rented spaces that can prove unstable. What would happen if Facebook closed tomorrow – How would you keep in touch with your customers? Find new leads?
A prime example of this instability is TikTok. This popular social media platform (3.98bn downloads) faces an ongoing threat of being banned in the United States and the EU due to national security and data privacy concerns. We’ll cover a few points below as to why you need a diverse marketing mix.
1) Sudden policy changes and regulatory risks
The TikTok ban controversy highlights how social media platforms can be subject to sudden policy changes or regulatory risks. Think about the impacts of PIPA and GDPR. At the height of its popularity, if TikTok gets banned in the United States, that leaves businesses that rely heavily on the platform for their marketing efforts scrambling to find alternatives. You maintain control over your online presence by investing in your website and SEO. You can adapt to changes in the digital landscape more effectively without being solely dependent on any particular social media platform.
2) Lack of control over social media platforms
Social media platforms are owned by third-party companies, which means that you are subject to their rules and algorithms. These platforms can change their policies, monetization strategies, or algorithms at any time, directly impacting your business. By investing in your website and SEO, you maintain control over your online presence and can adapt to changes in the digital landscape more effectively. When we started managing social media for brands, it was easy to gain followers – Now, followers are just a vanity metric, and it no longer matters.
3) Limited organic reach and Pay to Play Model
Over the years, organic reach on social media platforms has significantly declined as these companies prioritize paid content. This means that even if you have a large following, only a tiny percentage of your audience may see your posts without paid promotion. With a robust website and SEO strategy, you can attract more organic traffic and generate consistent growth without relying solely on paid promotions. So, you not only put effort into gaining your followers, but you also now need to pay to reach them, which is fine. This is why you must invest in understanding your digital analytics, capturing those customers onto your website, and ensuring that they convert.
With paid spent without the correct targeting strategy, you risk burning hard-earned marketing dollars without knowing the return on investment. How do you know if those customers turned into a conversion or were attributable to a sale.
4) The importance of search engine visibility
While social media can be an effective way to drive traffic to your website, search engines like Google are still most users' primary information source. Investing in SEO can increase your website's visibility on search engine results pages (SERPs), making it more likely that potential customers will find your business when searching for products or services related to your industry. One photo posted on a local restaurant, Google Present, has driven over 1 million eyeballs, which would drive more bookings.
5) Building credibility and trust
A professional, well-designed website can help establish credibility and trust with potential customers. While social media profiles can provide a snapshot of your business, a website offers a more comprehensive view of your company's values, products, and services. Additionally, a strong SEO strategy can help you rank higher in search results, further enhancing your credibility in the eyes of potential customers.
6) Long-term value
While social media platforms may come and go, a well-maintained website and solid SEO strategy offer long-term value for your business. By continually updating your website with fresh, relevant content and optimizing for search engines, you can maintain a solid online presence that drives consistent growth for years to come.
While social media can be a valuable tool for businesses, it's essential to recognize the potential risks of relying solely on rented space. Investing in your website and SEO strategy provides more control and stability and ensures long-term growth for your business. By prioritizing your website and SEO efforts, you can build a solid online presence that generates consistent results, regardless of changes in the social media landscape.