To Facebook or not to Facebook
Lately, I’ve been seeing a lot of small businesses using a Facebook page to promote their business locally. A Facebook page is a great idea, but it certainly shouldn’t be the extent of your online marketing. Now don’t get me wrong, I love Facebook! We generate tons of traffic for our clients and our own websites by using our Facebook pages, but not everyone who has a digital device has a Facebook account, and this may be cutting your online traffic and reach by 50%! Although I am a fan of Facebook myself, I have a lot of friends who don’t like how the particular platform works. We all know some “Facebook Haters“.
One of the main problems with Facebook is that it constantly changes its formats, procedures, and algorithms for showing posts, especially for businesses. So some days you may reach a lot of people and some days you may not.
Most- if not all- businesses should have a domain name and website where they can at the very least provide information about their location, business outline, and contact. A simple website can be compared to a pumped up business card!
Having a business website enables you to be searchable on the internet, (think free marketing!) It provides credibility and authenticity for your business and allows you to target clients that are not on social media such as Facebook, Instagram or Twitter. With the new Facebook ad policies, it’s nearly impossible to reach your target audience the way you would like to. These days, for you to reach all the people subscribed to your page you need to pay Facebook additional funds – it’s how they make their money!
Over time have we found that the best use of Facebook is to direct people to your web page so that they can get more information on your location, contact, seasonal rates, services, or PDF files such as menus!
I guess in the end my main point is that Facebook is more of a traffic generation service than a place to hang your hat. As a user, you have no influence on Facebook and the changes that it often makes. A Facebook page is a great place to start, but it really shouldn’t be the end of your online marketing presence. If you want to reach a larger audience and validate your business, a website is the way to go!