The digital marketing landscape is constantly evolving, as Heraclitus wisely said:
“Panta rhei. The only constant is change.”
This truth applies not only to technological advancements in hardware and software but also to how we humans adapt and utilise these tools. Both in our lives and in the business world brands are continuously reacting, adjusting and capitalising on these changes for their own advantages.
Gone are the days when customers exclusively relied on search engines like Google or Edge as the gateway to brands. According to Forbes, as of 2023, around 4.9 billion people are rocking social media worldwide, overshadowing the 4.3 billion using Google. Why is this happening? Well, it’s all down to who’s used to what. The more mature of us, those born anytime in the 20th century, are still loyal to Google. They’re the ones who would first think, ‘let’s Google it.’ But those born closer to the year 2000 head straight to their favourite social media platform.
In fact, for them social media platforms become the go-to search engines.
As a result social media has become a competitor for Googles dominance, in user engagement and relevance.
So what’s the deal with brands? Do they still need to bother with having a website? Should they proudly showcase their social media badges over their sites like enthusiastic scouts?
It really gets you thinking!
A few years back, in 2017, the industry was buzzing with whispers that websites might be on their way out, and brands would soon be living purely on social media. But, surprise, surprise – that didn’t happen. Websites saw a surge in activity, especially during the pandemic in 2020.
These days, websites and social media go together like peanut butter and jelly – they complement each other and act as gateways for customers to connect with brands. Gone are the days of having one entry point: it’s now a multi door situation! The brand’s identity flows seamlessly between websites and social media platforms, creating a recognisable presence no matter where the customer chooses to engage.
As brands, we have no choice but to roll out the welcome mat on all these platforms. This means keeping an eye on emerging social media platforms and joining in when the timing feels right. I mean, wouldn’t it be great if there was a ‘Big Book of Social Media Wisdom’? But in the real world, with social media being so unpredictable and changeable, we need to trust our instincts and common sense. It’s all about taking the leap, experimenting, and observing the results.
Now, about listing all those social media accounts on your website… I’ve seen so many brands forget to update their social media icons on their websites. Often, they’re created once when the website first goes live, and then everyone forgets about them. You can almost tell the age of the website by looking at what social media icons it displays, like we can tell the age of a tree by looking at its trunk circles. New platforms are created, but no one drops a line to IT to add the new icons. This seems like a minor thing, but it’s actually pretty important.
Recently, someone told me something I’ve never heard in my 10-year career in social media for business marketing. They said that having a lot of social media icons on a website looks desperate or unrefined. I couldn’t disagree more. Listing your social media platforms on your website actually:
- Shows you’re a progressive brand that’s available on multiple platforms.
- Keeps you one step ahead of the competition and makes you a trendsetter in your industry.
- Provides various touchpoints for your customers to connect, whether they’re Facebook fans or TikTok aficionados. It shows you’re an active and forward-thinking brand.
Websites and social media are two crucial elements in any modern, forward-thinking brand’s marketing mix. They’re equally important and both contribute to the overall customer experience, making it easier for customers to find and connect with the brand. It’s all about creating a seamless brand experience across multiple digital channels, which can help your business grow and increase revenue.
So, keep changing, keep adapting, and keep your brand flowing seamlessly between your website and social media platforms. The digital landscape may be shifting constantly, but remember, as Heraclitus said:
“The only constant is change.”
Now, let’s ride this digital wave together – contact us if you feel Visually Explained can help you with social media and brand visibility for your brand!