Digital media offers a lot of great avenues to promote business, social media being one of them. Whether it’s the road of Pinterest, Instagram, Facebook, Twitter, Snapchat, or any other social media platform, they connect you to your customers and raise awareness about your company and brand. However, what makes a company run is a conversion, or transaction, between a customer and your product or service. 

While these avenues are excellent tools and offer options for transactions, they should not be the only area where your attention is concentrated. These social media platforms are constantly changing their algorithms. Remember the days when you could post anything to Facebook and everyone could see it? Not anymore. You can thank the algorithms the social media network uses for that. These algorithms dictate who sees the content that you share. In 2016 alone, Facebook changed their algorithm about 12 times.  This month, Facebook’s algorithm now puts more weight on reactions (love, sad, wow, etc.) over simply “liking” a post. 

Now, for Facebook shares, without paying, only about 2% of your audience will see what you post. If you have 1 million fans, only 20,000 people will see it, if you have less…yikes!

We have seen social media and the digital platforms evolve over the years. Even though its changes are uncertain, what we can be certain of is change! This is why your efforts need a bit more focus. All of these social media roads need to lead somewhere and that somewhere is your website. 

As enthusiastic supporters of social media, here are five major reasons why we feel you need to firmly focus extra efforts on your website. 

Take Control of Your Content

Your website is absolutely what you control. You control what is seen and when. As mentioned, when audiences are on social media, those platforms dictate a lot of what you see and when. Often, this is out of your control and you must pay for your content to be noticed. So when people voluntarily come to your website and subscribe, you have control over what they see.

Plus, they’re actually making an effort to connect with you. This means there is something valuable about what you provide. Keep delivering it to them through blogging, emailing, and other content on your site.

Blogging Helps Get You Customers 

Have you ever done blogging before? If you’re not sure where to start, start with what your company knows and does well because blogging matters. Did you know that B2B companies with a blog receive more leads than those that don’t? B2B companies who use blogging receive 67% more leads than those that do not use blogging. 

Whether your posts are for a certain time or evergreen (always useful), having quality blogs involving what your customers are searching for will keep them coming to you.

Be Discovered, Be Credible

More than 3 billion people use the internet every day and being online can connect you to them. According to Forrester, over 50% of buyers prefer to research online instead of interacting with a sales rep. This is a result of believing sales reps would rather push making the sale over solving a problem. You definitely need a website to be discovered, especially by new potential customers.

Having a good website also makes you seem more credible in today’s day and age. Through your website, visitors can not only find your products and contact, they can also learn about your credibility and delve into the array of values your company has established. You open yourself to trustworthiness. 

Social Media Should be a Stepping Stone

Companies still have a lot of work to do in order to master driving traffic to their websites. If you’re reading this, there’s a good chance you might feel you’re one of them. Social media is a stepping stone to driving people, but it is not the ultimate stone and it is not land. 

Social media must drive people to your “home.” People aren’t exactly willing to jump elsewhere to consume content, but they are very willing to leave whatever platform on which they are engaged. 

Use social media as a testing ground for headlines and subjects that drive interest. With everything you do, use it with purpose and then apply what you learn to your website.

SEO is What You Want and What You Need

SEO stands for Search Engine Optimization. SEO “is the process of getting traffic from the ‘free,’ ‘organic, ‘editorial’ or ‘natural’ search results on search engines.” Essentially, SEO is when you create a website and have content on it that is valuable. In fact, it is so valuable that when customers go searching for answers, they find you!

As mentioned, customers are looking around online. You want these researchers to find you and not competitors. Having a blog that looks nice and is filled with valuable information will help differentiate you from everyone else. Where others might be similar to you, if their websites are basic or can’t be found, but yours is excellent and on page one of Google Search, you’ve got the advantage. 

Website SEO ties everything together. While social media contributes, the website itself carries more weight. 

There are all sorts of ways to get yourself found on Google as well as other search engines. Several resources, like this one, can help you get started with effective SEO. 


Now that we have given you some reasons why you need to keep your mindset off of renting and invest in your “Home,” we hope you’ll get started to help your business grow. A few things to note is that building your home takes time and seeing immediate results is rare. Be patient and keep working at it. Measure your good and bad, take the time to analyze, replicate, and repeat!

We love social media with every part of us. It is important to Fastener News Desk. However, we have also come to realize in our time online how important it is to cultivate a company’s website to best advance your brand. While it might look great somewhere over the rainbow, there really is no place like home.


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Digital Media, Featured, News