This post updated March 26, 2018
Update Note: In light of recent events regarding Facebook and the Cambridge Analytics privacy breach with people’s data, now more than ever your website should be kept updated. With folks deleting their FB accounts, they may not be as inspired to go to your FB page!
Are you ignoring your business website in favor of your Facebook page? If so, it could be hurting your business.
All too often business owners simply post new information to their Facebook page rather than their actual business website. They may not have the technical expertise or knowledge to do otherwise. So this is the quick, easy and cheaper way to get new info about their biz out there.
However, what may seem cheaper/easier to you initially may not be convenient for your customers. So this could be costing you more in the long run.
Current estimates place about 52% of the population using social media regularly. A % of your customers may be coming from the likes of Facebook. But what about the other 48%? They may not be using Social Media, but more than likely they are online and perhaps paying your website a visit.
The fact is, social media (in any form) should not replace your actual business website or the ongoing attention it requires.
You May Be Alienating an Entire Segment of Prospects or Customers
There are a host of reasons why ignoring your business website in favor of you FB page is a bad practice.
Simply put, NOT EVERYONE IS ON FACEBOOK!
If you only update your Facebook page, then you are literally alienating an entire segment of prospects or customers. Furthermore, Google tends to look more favorably upon websites which are updated on a more frequent basis. So from a search engine optimization AND a website maintenance perspective, ignoring your site can have negative impacts.
Your actual website needs to have current info too such as upcoming events, new products or services etc as well. This way all of your customers are being served –
and with a far better user experience.
Your Website is a Hub and Business Asset – Your Facebook Page is a Marketing Channel
What needs to be better understood is your Facebook page is a marketing channel. Whereas the goal is to drive potential customers to your business asset or “hub” – which is your website.
“A website is the hub of your online marketing. It serves as the one place to which you drive prospects and leads for information and business transactions. Using only social media removes the hub, and the wheel crumbles.”
Yes, your Facebook page can be a great way to engage with people as a social media platform. But for those of us who want to “get in, get out and on their way”, having to navigate through much of the mindless chatter of FB is just not an option.
So if I’ve come to your website in search of information and am deferred to your Facebook page instead – no bueno!! You’ve just lost me as a potential customer. And as a business, your credibility may be shot too!
Your Credibility Could Take a Hit
“Just because social networking sites are free doesn’t mean they’re the best choice when it comes to building a digital presence for your brand.”
Many non-profits such as animal rescues use only Facebook as a means to connect with people. This may be ok if they are just getting started. Budgets may not allow for a website initially. However, if after a while an organization does’t have an actual website it can make you wonder?? At some point, as a reputable business or organization, you should be investing in an actual website.
As much as I love donating to charity sites such as animal rescues, I will NOT donate if they only have a FB page! I want to be able to learn more about them via their actual organization website. Otherwise I find it suspect.
The following was a comment from a particular website in response to some much needed aid for a dog that was soon to be euthanized:
“WHAT IS THE WEBSITE?
I REFUSE TO USE FACEBOOK AND TWITTER.
GIVE ME YOUR WEBSITE ADDRESS
RESCUE FOLKS, REMEMBER MANY FOLKS CAN HELP YOU BUT WE WILL NOT USE THE LIKES OF FACEBOOK, TWITTER, INSTAGRAM ETC.
AT LEAST GIVE US AN EMAIL ADDRESS TO WRITE DIRECTLY TO YOU.”
So without an actual business website, your credibility and reputation could take a hit. Thus, relying solely on Facebook or social media alone is ill-advised.
If You’re Only Using Facebook, You Could Lose Control of Your Content…
Using your Facebook page as your home base? You could lose all of your content!
If you’ve been spending hours on your FB page in favor of setting up a website for your business and FB suddenly decides to do away with certain pages – your SOL. You no longer control your page.
What if someone with a malicious nature, decides to report your page as spam? Facebook deletes your page, and you have no way to access the content that was there. So all your hard work and content is lost. What then?
At least with a website you’d ideally have it backed up. Or a copy residing elsewhere for security reasons.
Social media such as Facebook can help drive traffic and business to your website. The “silver bullet” is the integration of the different channels in support of your marketing initiatives and efforts. So your website and FB page can definitely work together, rather than independently of each another. AND ideally should both be kept current.
So if it’s been a while since you’ve updated your business website, now is the time to get on it!
Written by Barbara Rogers of Future Primitive Graphics. Helping businesses grow through better design and search visibility solutions. Creatively collaborating with those who genuinely want to make the world a better place with their products or services.