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Your Website as a Marketing Tool

Dark photo of sophisticated woman holding a tablet.

Ya’ll remember the early days of social media, where platforms like Facebook, Twitter, and Instagram were emerging? Seems like so long ago. I have had a longgg relationship with Facebook. I’ve been on the book since its inception when a college email address was required to create an account.

Years later we have an abundance of platforms, but I want to focus on one of the newer ones.  Months ago Threads popped up on the scene and everyone and their momma started Threading. 

The consensus was that Threads was a social media platform that allowed users to be authentic and share non-business-related content. It was a breath of fresh air in contrast with the algorithm-driven nature of other platforms, where only a small percentage of followers see a user’s posts. 

Before, social media was an easy way to gain visibility on your business.  According to Google, the average consumer needs seven hours of interaction across 11 touchpoints in four different locations before making a purchase. 

“Al” ain’t about to let you do that without running ads. The days of relying solely on social media platforms for free are over. It’s not sufficient due to the limitations imposed by algorithms. 

That is why I am a strong advocate for using a website as a central hub for various interactions.

A website allows businesses to create different types of interactions in one place. By directing people to your website, rather than other platforms like Facebook, businesses can showcase their offerings and engage visitors. 

Features such as blog posts, podcasts, portfolios, and courses can all be housed on a website, making it the nucleus of a business.

Don’t get me wrong, structuring your business in this way will require you to maintain your site and keep it updated. Also, having a visually appealing website is not enough to drive traffic and generate sales. Instead, businesses need to develop a strategy to navigate people to their site and increase visibility. For more info on how to build a website strategy, click here to read our blog post to learn 5 steps to building a web strategy. .

Start thinking of your website as a marketing tool. A website serves as the foundation for building a business and provides various touchpoints for potential customers. 

I encourage  businesses to develop a strategy for their website and explore different methods of driving traffic. By utilizing a website as a central hub, businesses can create meaningful interactions and increase their chances of converting visitors into customers.


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