Is Your Website the Eye of the Storm?
The eye of the storm is a region of calmer weather found at the center of strong tropical cyclones. Wikipedia
It seems as if all the action online revolves social media, namely Facebook, Instagram, Snapchat and YouTube. A consistent theme in my recent conversations centers around how to increase follower numbers on social sites. I ask what’s the endpoint to simply increasing followers if there is no action for them to take.
False Premise of Social
I believe that social media is a powerful marketing tool to funnel traffic and users to the true cornerstone – your website. It’s a message that requires constant articulation people that want a website but also believe a Facebook page is just as effective.
Its true many websites fall short of the community aspects found on Facebook. In fact, using Facebook groups reminds me of the AOL chatrooms and forums I frequented in the past. These precursor networks were inevitably replaced by a newer platform leading us to Facebook Groups and subreddits.
The appeal is simple. It seems like everyone is already on Facebook and the company makes very easy to roll out free, useful tools that provide a lot of benefits. The downside to free is that it doesn’t stay that way, or comes with severe limitations.
Downsides of Social
Organic reach, or the number of users that would see your post on the Facebook news feed has been declining for years as Facebook encourages more ad sales. Remember the uproar when Instagram switched its feed from chronological to an algorithmic one? Ultimately, we’re just leasing our followers from the platforms we use daily.
I’ve personally seen a large number of websites stuck in the 2011 – 2015 era, some are responsive but are little more than brochures with limited data collection capabilities.
Instead, I’d like you to imagine your website as the eye of a powerful online marketing cyclone. Visitors arrive via a search engine query, social post, Medium article and are driven to a relevant landing page. On that landing page, there is a clear and compelling call to action download a podcast, sign up for a webinar, to buy a product. Once that action is complete they are then giving the opportunity to view complementary services deeper in your site.
Content produced for the site is sent outward to various social channels where it can reach a wider audience through shares and retweets. New visitors arrive on your site and are introduced to your brand and services and return repeatedly to read your evergreen blog posts. This two-way interaction between your website and complementary services will create a positive feedback loop of increased awareness, engagement, conversion and retention.
Next, we’ll look at a few examples of how this dynamic interaction between your website, social and email results in direct growth to your organization.