How to Get Online

Website or Social Networks?

Explore the pros and cons of getting your business online – via social media or launch a website - to determine which one is right for you.

Once you’ve registered your company’s domain name, there are a few ways you can utilize this domain name to build your business’ online identity. Two popular options are 1) redirecting to a social media business page and 2) launching a website. Both are proven to be successful in building your online presence – you just need to determine which option makes the most sense with your business’ overall online strategy.

So let’s explore the pros and cons of each option to determine which one is right for you:

Social Media

If you’re looking for an option that’s quick to implement with immediate benefits, one simple technique is to redirect your domain name to your social media page. Also referred to as domain forwarding, this option is available with the purchase of your domain name.

The sheer numbers are impressive. With over a billion people using Facebook, Twitter, LinkedIn, and other social platforms, your business can instantly take advantage of the built-in base of potential customers, a smart way to capitalize on its popularity.

Pros:

  • Quick and free – company profiles are simple to set up and most platforms don’t charge a fee
  • Flexibility – the landing website can be changed at any time

Globally, the number of businesses that redirect their traffic to their respective Facebook site increase 25% year-over-year.

  • Engagement – access to over a billion potential consumers which allows easy communication and helps build relationships
  • Branding – customers will learn more about the business’ values, mission, and purpose, which will nurture loyalty and build the company’s brand

Cons:

  • Constrained creativity – social sites offer limited design layouts to use, which may lead to the brand being confused with the hosting site’s
  • Open forum – these sites give consumers an open forum to voice their feedback and complaints, which necessitates more monitoring of the site
  • Limited reporting - additional tracking could be a challenge and limited to only what is offered by the host
  • Lack of control – the hosting site’s terms and conditions control what content and promotions can be presented

Website

If you need full control over your image and brand, creating a company website is a better option for you. Not only does this option offer the most control of how to market your business, it enables more marketing opportunities, and online consumers prefer it.

Pros:

  • Cost effective - there is a variety of options available, ranging from relatively inexpensive to expensive, depending on the company’s budget and business needs
  • Credibility – consumers are looking for it. In a recent survey of millions, 56% said that they would not trust a business without a website
  • Full control – there are no limitations on how visuals are displayed or what content can be posted
  • Reduction in overhead costs – consumers can get what they need without calling - by offering information online such as FAQs, product specifications, and how-to procedures, there’s less administrative and operational expenses
  • Around the clock availability - A company can promote their business and market products and services 24 hours a day, 7 days a week anywhere in the world

Cons:

  • Maintenance depending on size of site, keeping content up-to-date for search engine optimization purpose, could require dedicated staff
  • Level of complexity - sites with more sophisticated designs and functionality will most likely require more investment in time and money
  • More marketing effort – a strong marketing strategy needs to be developed and implemented to drive traffic to site

If you need full control over your image and brand, creating a company website is a better option for you. Not only does this option offer the most control of how to market your business, it enables more marketing opportunities, and online consumers prefer it.