Written By: Madison Wellman, Business Outreach Specialist

Bar Trivia & Bad Websites – How one local establishment illustrated that websites shouldn’t be abandoned in favor of social media presence.

I love bar trivia. I have spent many nights out at local watering holes with friends drinking local beer, eating unhealthy bar foods, and showing off reserves of useless knowledge – and I am not alone. Bar trivia is one of the more common ways that canteens in our community draw crowds on typically slow weekday nights. Some weeks ago, my girlfriend and I were looking for some trivia on a Tuesday night. We looked online and saw that we had a few options; a handful of bars in the area had posted on their social media pages about trivia that evening. We selected a venue and had a great time trying to best our fellow bar patrons at guessing the names of obscure Disney characters, among other things. We spent a few hours at the establishment and purchased multiple beers (not too many) and dinner. The bar was absolutely packed with fellow trivia enthusiasts who, as far as I could tell, were making similar purchases. Without having inside knowledge of that establishment’s finances, I’d venture a guess to say that it was a successful night for them. But what about the other establishments? My girlfriend and I had seen social media posts advertising trivia nights at other bars. Why had we chosen this particular bar?

The answer is that this establishment had a website – and a good one at that. While multiple bars had made their offerings known via social media, only one had a website that could answer my follow up questions such as when the trivia starts, what beers are available, and if there are any accompanying promotions. In other words, because this small business had a website that complemented and supported its social media strategy, it received my business over its competitors.

This anecdote brings me to the point of this article; social media marketing is not a replacement for a good website. Many small businesses have concluded that a Facebook page or Instagram presence will be enough to drive new customers and keep the attention of existing ones. But, without the anchor that a proper website provides many will find the return on their social media efforts disappointing. Let’s talk about a few reasons why.

1. A Sturdy Foundation for Your Brand – Your business website is the home of your brand online. In that space YOU control the context in which your products or services are being marketed and you have the greatest opportunity to tell your story to your customers. Most social media platforms offer an array of tools to make your marketing stand out, but posts and paid advertisements are limited in terms of scope and content. Additionally, as a business owner you have no control over what content your products and services are being marketed alongside. The context in which customers interact with your brand matters! On your website you have complete control over the context in which you are advertising, you have virtually limitless ability to dazzle customers with creative design elements, and there are no constraints on the information you can share with your customers. Finally, as an “anchor” for your brand, your website can be the ultimate destination your social media marketing guides customers to. Having that clear goal of “direct customers to the website” will help guide marketing decisions and planning.
2. 24/7 Contact – Your website is a homebase where your customers can reach you at any time. Including e-commerce functionality allows your website to act as a sales staff that never sleeps and never needs a break. With these tools you can make sales at all hours to customers around the world (provided your product or service can be shipped or rendered remotely). Related to this, your website can also empower your customers to schedule their own appointments without consuming staff time. Small businesses such as hair salons or private practice physicians can increase their own efficiency while benefitting customer ease of use through digital scheduling. A good website also has the potential to be the best customer service representative your business has ever had. Your website can communicate information important to your customers such as your location, phone number, customer service/support reps, FAQs, menu, prices, sales, or special events all while consuming minimal time and effort from you or your employees.
3. Credibility – The final reason I think all small business owners should consider having a website is credibility. If customers see your social media presence but are not able to find your website (or find a severely outdated one) they may find your business to be unprofessional, amateur, or worse – a scam. In the age of fake news, disinformation, and cyber warfare, consumers are wearier than ever of what they see on social media. Having a modern, well-designed website can communicate a sense of legitimizing permanence and presence for your small business – even if you have no physical locations.

The bar I described in the beginning of this article illustrates how a proper website complements social media strategy to drive customers to small businesses. While the social media post announcing the trivia night got my attention, the website completed the sale. The website communicated to me the “vibe” I could expect at the establishment and what beers would be available, creating an idea of this bar’s “brand” from my perspective as a customer. I was able to access this information without calling and pulling an employee away from a customer physically present in the bar. Finally, the modern design of the website and clear display of information regarding the event gave me the sense that this is a legitimate, safe business and that the game would be well-run and fun. I hope this case demonstrates to small business readers that there is not a binary choice between a good website and good social media presence. Rather, the two should complement one another as two distinct but paired tools in the entrepreneur’s toolbox.

Looking for digital marketing guidance? Register for RCAP’s Open for Business Program and get access to free on-demand, personalized training and assistance to help you grow your business: https://openforbusiness.rcap.org/register.