Britons dedicate nearly two hours of their daily routines to social media, which aligns with the global average. Interestingly, even in Japan, a country known for its relatively lower social media usage, people spend approximately 40 minutes each day on these platforms. This trend highlights the widespread appeal and extensive adoption of social media worldwide. Given its continuous expansion, it’s no wonder that many businesses perceive social media as a convenient and economical substitute for conventional websites.

As of 2023, 29% of businesses still don’t have a website and while it’s undeniably important for SMBs to establish a presence on social media platforms, it’s crucial for them to acknowledge the potential long-term opportunities they may miss out on by relying exclusively on these channels.

This article explores the reasons why social media can’t adequately replace your SMB website, highlighting the inherent limitations and risks associated with relying solely on social media platforms.

Content control

When businesses utilise social media platforms, they encounter significant limitations in terms of controlling their content. This is due to the potential for platform policy modifications and algorithmic shifts that can impact their posts. In contrast, a website provides businesses with the ability to exercise authority over their content, allowing them to showcase their products, services, and brand in a manner that aligns with their preferences.

Furthermore, social media profiles and the content shared on them do not belong exclusively to the businesses themselves. In contrast, a website is owned and operated by the business, granting them a higher level of autonomy in the face of fluctuations in platform policies. Consequently, businesses can ensure the ongoing availability of their content to customers, irrespective of any changes occurring within platform policies.

Customised communication

One of the added benefits of having a website is the ability to establish highly personalised and direct communication channels with customers. By integrating features like contact forms, chatbots, and comprehensive FAQs, businesses can provide prompt and tailored responses to customer inquiries, leading to enhanced levels of customer satisfaction.

On the other hand, social media platforms offer limited flexibility in terms of communication methods with customers. Although customers can reach out through comments and direct messages, these channels often become crowded with noise and spam, making it challenging for businesses to quickly address customer inquiries.

Enhanced personalisation

A website offers numerous advantages over social media, with one standout benefit being the ability to deliver a highly personalised user experience (UX). Unlike social media platforms, websites provide businesses with complete flexibility to customise the user journey. From the layout and design to the content and functionality, websites can be tailored to align with the preferences of the target audience. This includes incorporating features such as personalised recommendations, product suggestions, and custom user interfaces that enhance user engagement and satisfaction.

In contrast, social media platforms impose strict formatting and design requirements that limit customisation options, preventing businesses from creating truly unique experiences. Furthermore, it's important to note that having a website doesn't mean excluding social media channels. In fact, businesses can utilise their social media presence to direct traffic to their website, creating a seamless integration between the two platforms.

Websites deliver targeted content based on user behaviour, preferences, and browsing history. This level of personalisation can be effectively achieved through strategic marketing campaigns, serving as a cost-effective method to connect with potential customers and guide them to a website. By gaining insights into visitor traffic patterns, businesses can send newsletters and promotional materials to subscribers, encouraging repeat business and fostering ongoing engagement.

Furthermore, websites provide a valuable opportunity to nurture and retain loyal customers by offering them exclusive access to special features, unique products, or premium services. Loyalty programs, personalised discounts and membership-based content are among the various methods through which businesses can foster a strong sense of customer loyalty through their websites.

The level of personalisation described above is beyond the reach of social media platforms, where content is generally presented to all users in the same way. However, during periods of heightened financial awareness, the capability to provide tailored and targeted recommendations becomes indispensable, as it not only fosters unwavering loyalty but also stimulates customer retention.

While social media plays a valuable role in bolstering an SMB's online presence, it can’t serve as a viable substitute for a website when it comes to crucial aspects such as customisation, content control, ownership and autonomy. It’s imperative for SMBs to prioritise investing in a website as a vital component of their digital marketing strategy, with the aim of elevating their business's profitability. Despite the potential costs associated with websites, the long-term benefits and rewards greatly outweigh the initial investment for SMBs, rendering it a crucial decision for those aspiring to stand apart from the competition.