As each new trend appears, others take a back seat. Facebook and Twitter have far outdistanced MySpace as the top social networking sites. Entrepreneurs are obligated to keep up with trends and turn each into a marketing tool.
Using social media as a way to connect with customers, small business owners may question the necessity of having a web site. Is the web site concept outdated? Does a business owner still need to spend money having a site developed and updated?
The simple answer is yes. A web site serves a different purpose than social networking. Social networking is great for personal interaction with customers. A web site is the more professional side of a company. A smartly developed web site with informational content is the online version of a brick and mortar store. It enhances the perception of a solid, trustworthy business.
The majority of online businesses are still found through search engines. A business web site with enriched and useful content has a better chance of being highly listed and more easily found in the list of results. A first page search engine listing will increase your exposure.
A web site is a low-cost form of advertising that can reap wide dividends. A simple, informational, and easily navigable web site is an "always on" marketing broadcast, where people learn about your company, products or services, and discover why they should buy from you.
That said, a web site must update regularly or it will lose status with most search engines. In Part II, we'll talk about ways to keep your web site fresh, the search engines happy, and get returning web site visitors.
