Your website is the foundation
Here’s a pill that’s hard to swallow: You don’t own your social media pages. They’re amazingly useful but it’s actually a bit risky to let your entire digital marketing strategy rest on a platform you can’t control. That’s why a website is so necessary. It’s the place that belongs to your brand that you can funnel traffic from the rest of your online presence toward.
Here’s how that works:
Potential customers click on boosted Facebook Posts (maybe even deciding to follow)
Potential customers click on Google Ads that match their current pain points
Potential customers notice your brand on their feed organically and decide to check you out
Warmer leads visit the website, browse with interest and some sign up to the newsletter
Hot leads get regular updates on your products and services that remind them of what you offer and they decide to buy
Some hot leads engage with each other via social media (advocating for your product and driving more organic traffic from their lists to the first level).