I spent most of my career working in corporate marketing, with multiple stints as a chief marketing officer for major retailers. People often ask me what the biggest difference between the two experiences is, and while the day-to-day is certainly different—juggling...
Your Website Still Matters, Even In A Mobile-First World
Mobile applications are often considered a replacement for a website because of how quickly mobile got to scale.
But is that the right approach?
A website should still be the backbone of your digital marketing efforts. It should be mobile-friendly, yes. Someone pulling it up from a phone should have a relatively seamless experience with it. But you still need to focus on your website, for a few different reasons:
– You get several pages attached to a single domain.
– It is cost effective.
– You can build a website even by yourself by following simple instructions using tools like WordPress.
– Your business is accessible 24/7.
– Products can be displayed attractively.
– The payments are transparent.
– It helps you in branding.
– A strong online presence attracts customers.
It’s not all positives, though: attracting substantial traffic to your website is a bit difficult and takes time. However, a site once developed and promoted adequately has a far broader reach than any other form of advertising. It will always be the center of your online presence and will help you grow using other social networking sites or pay-per-click advertisement programs.
The website is like a pamphlet which convinces the reader to give the product a try. A website includes information not just about the product but the contact details, career options you offer, significant announcements, achievements you have made, FAQs, etc. It is a comprehensive model that smoothly glides from one page to another making sure that no information sought after is missing.
There is no substitute for a website by any other form of social media — and it is a reliable channel for creating a database of users or potential clients. You can add blogs to your website, increase your visibility by using search engine optimization (SEO) techniques, give a description of upcoming activities, organize events, etc. and spread your business across the globe. Many things can be taken care of just by making your web presence worthwhile.
Mobile presence is good, but web presence is even better. Your website serves as your salesperson, your brand ambassador, your marketing tool and a lot more.
So, next time you feel that your app is doing good and you no longer need to focus on your website, consider how functional you would be with and without a site.
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