Posted on 07/06/2017 at 08:00 AM
Facebook business pages offer a quick and easy way for small businesses to establish a presence online. However, too often, people believe them to be a suitable (and a cheaper) alternative to a website. Businesses who take this approach are missing out on the major benefits that only a website can bring. Read on.
Having a universal website is key to the success of your business in the 21st century. Not only does it validate your presence, but it displays the integrity and professionalism of your brand. A business that invests in a website is committed to connecting to potential clients and promoting their value to the community.
Widespread and Universal Reach
A Facebook business page limits your audience to the cohort of people who are active on the social media platform. A website, however, is better suited to reach beyond the social sphere, making it possible for anyone with a computer and a browser to reach and engage with all of the content, products, and services your website provides.
Social Media is for Socializing:
Facebook is a social media platform, and that’s why most people use it; to socialize! When people are in a social state-of-mind, it’s difficult for them to give any attention to business. Instead of selling, the goal of your Facebook page should be to pique the interest of your customers and prospects by encouraging engagement. Let your website provide the meat of your content and rely on that to do the hard selling.
Freedom and Customization
A website made to custom-fit your businesses’ specific needs will guarantee that you put your best foot forward online. You’ll have more freedom in the way you display and arrange your content. With a Facebook page, you are limited to the format of posting to a timeline, whereas a website allows for many facets of customization, search engine optimization, internet marketing, and analytics.
Ownership of your Content
Did you know that Facebook technically owns the rights to all content posted on its site, including business pages? Facebook has permission to share your content and the license to use your content in any way it sees fit, without asking for your permission. This means its fair game for Facebook to make commercial gain by licensing your photos or information, despite your privacy settings.
By publishing your business’ content on your own copyrighted and protected website, you will ensure that your photos and content belong solely to your company and will not be transferred to another user.
A professional website allows for the capability to sell your products online. E-commerce is secure, reliable, and convenient to both your business and your customers. The feature will improve online users’ view of your business, as it establishes your credibility and expertise in the online market. People love the interactive and immediate results of e-commerce. Increased sales will benefit your brand awareness and overall website traffic.
Search Engine Optimization
There’s no doubt that most people do their homework online prior to committing to a business’ products or services. Google searches and maps are a few of the first places people go to. You need a search engine optimized website in order to show up and stand out to potential customers as they scan the list of results. People will judge a business by its website, evaluating if it’s up-to-date, loads quickly, and is mobile-friendly. Your website should be a source of pride for your business, providing useful information to convince potential customers why they should get in contact with you.
Positive Return on Investment
A free Facebook page might be appealing, especially after the sticker shock of the price tag on a custom website. However, it will be a positive return on investment in the long run. A website will set you apart from your competitors and will give you a professional image. When customers see you have put the time and care into a website, they will know that you are a credible business with an edge in the online market. Your website is a tool to convince people that you have the answers to the problem they’re trying to solve. A website allows you to expand and target a new set of people, which will benefit your reach and increase sales exponentially over time.
Facebook is certainly a necessary aspect of an online strategy for most businesses, but it’s not a strategy that can realistically stand on its own. Think of your Facebook presence as a supplement to your website, and use to it enhance and extend the experience your users are having with your brand.
If you need help or have any questions about how to formulate a comprehensive social media marketing strategy, contact us today!