Most businesses use Facebook in some way to market themselves online, but some even choose to use a Facebook page instead of a company website.
In this post I will discuss the benefits a Facebook page can have for a companies marketing effort, but explain how it should never replace a company website.
Why you need a company website
Facebook, and other social media platforms are marketing tools. They can help you build a loyal band of followers for your brand. However, you have to be aware you are not in control of your content, the providers are.
A lot of business page owners are still unaware that only a small percentage of their users will see their posts organically. Here’s a good example…
“Let’s say you’ve obtained 1,000 Likes on your Facebook page. It stands to reason that every time you post content to that page, all 1,000 people will see it. However, the reality is that each post will only be shown to about 10% (or less) of your followers.”
If you have a company website you control 100% of the content. You can structure your website for your users to easily look through your previous projects or find out more about your services.
The food menu
Think about your local Pizza place, you know your pizza but you want to see what sides or special offers they have. There’s nothing more frustrating that having to go through hundreds of old photos on their Facebook page just to find the menu that was uploaded 5 years ago.
Then, think about a new website which has a link to their latest menu. Two clicks and you have found what you want, no scrolling through years of specials.
When it comes to promoting your products or services online, it has to be quick and easy for the user to find out the information they are looking for. With your own company website, you have control of the user journey.
Find a good content management system
In cases where businesses user Facebook first, instead of a website, we often hear that “ease of use” is the main driver behind their decision.
They are familiar with Facebook and know how to use the platform so it’s easier to stick with what you know that trying to learn how to update a website.
If your website is built using a good content management system, it doesn’t have to be difficult or time consuming to update. We use WordPress when we build websites for our clients, it’s the most commonly used CMS and it makes updating news and content easy!
A joint effort – Company Website + Social Media
Growing your business online requires a sustained effort and we believe that your company website should be the foundation of everything you do online.
Having your own website address makes it easier to direct people to your content, which you have control of. It should be your home online.
Social Media plays an important role, it compliments your website and gives you a place to build a following and a place to share your content with a link back to your website.
Search Engine Rankings
Everyone wants to rank highly in search engines. It’s the single best way to reach new customers who have never heard of your business but are looking for your products or services.
If you want to have any chance of ranking in search engines, you need a company website.
Sure, your Facebook page or Twitter profile will appear when someone Google’s your company name, but there’s a strong possibility they already know you and if you want to reach new customers they need to find you online.
Getting a new company website and keeping it up to date will take investment in both your time and money but if you really want to grow your business online, you need a good company website first.
Once you have that foundation in place, you can then use Social Media to build an audience and drive people back to your website where you can tailor the user experience.