Meet Mrs. Mia Lager. Her Burger/Brewery chain has 3 restaurants. She has been allocating all of her marketing budgets to social media ads on Facebook, Instagram, and TikTok while she has only one website for her three locations (no bueno). Businesses like hers often solely rely on these social media platforms to market their events to their audience. While social media is a valuable tool for marketing, it should not be the sole foundation of her (or your's) online presence. In this blog post, we'll explore why having a dedicated website for your brewery is crucial and why it's not advisable to rely solely on social media.
The Fickle Nature of Social Media Engagement
Short Attention Span:
The average user spends a limited amount of time on a social media post, with attention spans often measured in seconds. It is a fire-rapid dump of material onto user's phones.
Instagram's feed, for example, is designed for rapid scrolling, making it challenging to capture and retain user attention. If your user doesn't see your post, they won't know about your events.
Algorithm Changes:
Social media platforms continuously update their algorithms (ex: Twitter aka X), affecting the visibility of your posts to your followers.
Your content might not always reach your intended audience due to these algorithmic changes.
Competing for Attention:
Social media is a crowded space where businesses compete for the same audience's attention.
Users are bombarded with content from various sources, making it harder to stand out.
Limitations
Social media is limited. You can only share a certain amount of information in a post or reel.
Social media is not owned by you. You are at the mercy of the social media platform's terms of service.
So why not focus on both and split the budget? Here are some key statistics that emphasize the benefits of having a brewery website in addition to utilizing social media:
Website Engagement vs. Social Media Interaction:
Average time spent per visit on a website: 2-3 minutes (Source: Crazy Egg)
Average time spent per social media visit: 28-36 seconds (Source: Marketing Land)
User Trust and Credibility:
75% of consumers judge a business's credibility based on its website design (Source: Stanford Web Credibility Research)
56% of consumers stated they would not trust a business without a website (Source: Verisign)
Conversion Rates:
Websites have an average conversion rate of 2.35% for e-commerce (Source: WordStream)
Conversion rates from social media traffic are typically under 1% (Source: Shopify)
Search Engine Visibility:
53.3% of all website traffic comes from organic search (Source: BrightEdge)
46% of all Google searches are seeking local information (Source: Think with Google)
Local Business and Mobile Search:
78% of local mobile searches result in an offline purchase (Source: SEO Tribunal)
88% of consumers who perform a local search on their mobile device visit or call a store within a day (Source: Nectafy)
What should business owners like Mrs. Lager do then? They should have an events page with a calendar of events on their own website. On that events page connect your Instagram, have cool giveaways, and connect with your customers with an events newsletter (along with social media marketing). The results will be much better as she will also have more control of her marketing results and a better chance to connect directly with her customers via email. Integrating both a website and social media in your marketing strategy can lead to a more well-rounded and effective approach to promoting your brewery or any business.
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