1. Make Your Website the Destination
I believe that the most effective strategy in using social media or any other marketing method is to build community, warm up your audience, and drive traffic to your website where they can learn more.
Your website should be where your content lives–where it’s painted the walls and thrown its socks on the floor. Every marketing effort you make should drive traffic to your website or a landing page where your audience can either make a purchase, or take another action to go further into your pipeline or funnel. (If you think you don’t have a funnel, you do. Everyone does, it’s just a matter of whether you’re aware of it and are optimizing it intentionally.)
Are some people successful at selling through social media? Absolutely. I see it all the time and I’ve even tried to purchase a dress through Instagram. I say try because the business owner never followed through with the order. Had that dress been stocked on their website, they would have made the sale.
Let’s talk about marketplaces like Etsy. If you have one, do you still need a website? I say yes. The faster you can get potential clients off those platforms and onto your site, the faster you remove them from easy access to your competitors. Those platforms are also an impersonal experience. Every vendor page follows the same template. With your own website, you control the entire experience.
2. Earn Credibility
The first place people are gonna go to learn more about you is your website. It’s your online storefront that shows you’re a legitimate business and can be trusted with your customer’s hard-earned dollars.
3. Market on Auto-Pilot
Your website can sell while you sleep. Know of people that shop after 11 PM? I bet you do.
4. Rank In Search Results
To rank in search results, you want to be building your website authority as early as possible. What is website authority? I’m glad you asked. Your website authority is how well you’re going to rank in search results. But, your website can’t rank if you don’t have one.
5. Attract Your Target Audience
For service-based businesses, your website can help you filter out potential clients. Through your copy, imagery, and design, you can attract your target audience and repel those who wouldn’t be a good fit for you. You can even further filter them through questions on your contact form. All of this is happening before you’ve even had a phone call, meaning that if they decide they aren’t a good fit, you just saved yourself a 20 min consultation call. If even 3 people a week decided they weren’t a good fit for you on their own, you just got back an hour of your time. You’re welcome.