The most important thing you can do for your business is to be accessible to your customers. If customers can’t find you, or find the information they need about you, they will go somewhere else.
When you have a website, you own that information. That is not the case with social media. They can delete your information at any time.
Social media is a great way to get your information out there, and when you are just starting out, it’s a fantastic resource. But please, take a look at your business model, your goals, your target audience, and your budget to make a final decision.
The Pros and Cons of Using Facebook Exclusively:
Social media is a very powerful tool. The vast majority of us are on social media a lot during the day, and you want to meet your customers where they are right? Right.
People are using social media more than they are searching for and looking at websites these days. Customers can like your page and get updates as you post them.
It’s also much easier to update customers with a short social media post than it is to update your website every time you have something new going on.
Facebook users are not usually on that platform to buy. They are there to see updates on their friends, laugh at memes, and maybe complain a bit about how people are driving through their neighborhood. Facebook is great for gaining awareness, but it isn’t great for catching people looking to spend money.
All that said, when a person is looking for real in-depth, easy-to-find information on your business, the best way for them to do that is to *drum roll please* go to your website! You may have a ton of information on Facebook, but is it easy for your customers to access your services/menu/pricing? Is that customer ready to buy when they are looking at your Facebook page?
And with Facebook, you have no control over your reach to your audience. The best way to reach customers on Facebook is to spend money on ads. Why do you want to spend money on ads when Facebook ultimately still controls how those ads are shown and can limit what information you try to boost?
Imagine spending years growing your followers on Facebook. You’ve got tons of images and information on your profile. You’ve developed a good strategy and you have some solid engagement. And then Facebook decides to make a change. Maybe you are somehow violating their standards and they delete your page. All of your hard work. Gone.
The Advantages of Having a Dedicated Website:
Now, imagine you have a website. It’s yours. You have full control over where your branding appears. You can decide what your call to action is, and where it shows up. You can decide what content you share. Your services/menu/etc. can be front and center and easy to find. You can set up landing pages and funnel your customers to a newsletter sign-up so you can contact them when you need to. All of these items are in your control.
You can take the efforts you were spending on Facebook and ratchet them up. Grow your email list and make it work for you. Email your customers when you have a special, when you launch a new product, when you have a big announcement. They are less apt to miss an email from you than they are to miss your post on social.
Having your own website is truly a marketing gold mine. You can leverage that in so many bigger and more impactful ways, and you own the content, not Meta. A website should make you money, and done right, it will make you way more money than Facebook ever could.
When people visit your website, they are there for your services. They are actively seeking you out, and that is your time to woo them with the valuable information they want.
The Synergy of Combining Facebook and a Website:
The greatest thing you can do for your online marketing is to utilize Facebook in conjunction with your website. You can integrate social into your websites so not only are you sending out an email blast to your newsletter, but you are also sharing with your followers on social. Just think of the audience you could reach utilizing both.
You can create website content – maybe you have a blog, a podcast, YouTube videos, or events that you post to your website. Utilize that content. Reuse it. Take bite-sized snippets from that content and create social media posts that drive engagement and funnel people back to your website. Create a cycle of people consuming, liking, sharing, and enjoying your content. Find those super fans and create valuable content for them.
When new customers find you on Facebook, they see your website link, and they check it out. They love your brand. They love your messaging, and they want to stay in touch with you. They sign up for your email list, they like your Facebook page, and you’ve got a new super fan!
Factors to Consider in Your Decision:
When it comes to choosing between relying exclusively on Facebook or having a dedicated website for your small business, several factors should guide your decision-making process. Your choice will greatly impact your online presence, reach, and how effectively you can engage with your audience.
1. Target Audience:
Demographics:
Consider the demographics of your target audience. Are they primarily active on Facebook, or do they also search for businesses via search engines like Google? Understanding where your potential customers spend their time online is vital. If you’re unsure where they are located, start asking people.
User Behavior:
Analyze how your audience engages with online content. Some users may prefer the convenience of Facebook, while others seek the credibility and information depth that a website provides.
Localization:
If your business is primarily local, Facebook might suffice for building a local customer base. However, if you have broader goals or want to tap into regional or global markets, a website becomes more important.
2. Business Goals:
Brand Control:
Assess how much control you want over your brand’s online image. A website allows complete customization of your brand identity, while Facebook offers limited branding options.
Content Depth:
Consider the complexity of your business and the depth of information you need to convey. Websites are superior for in-depth content, such as product catalogs, blogs, and educational resources.
E-commerce:
If you plan to sell products or services online, having a website with e-commerce capabilities is essential for a seamless customer shopping experience.
Lead Generation:
Evaluate your lead generation strategy. Websites often provide more effective lead-capture tools and analytics for tracking user behavior.
3. Budget Considerations:
Initial Costs:
Think about your budget constraints. Facebook is free to set up and use (with the exception of any ad spend) while building and maintaining a website involves hosting and development costs. Consider the initial investment and ongoing expenses.
Long-Term Viability:
Weigh the long-term costs and benefits. While a website may require more upfront investment, it can be a more sustainable and cost-effective option in the long run.
ROI Potential:
Calculate the potential return on investment (ROI) for both options. A well-optimized website can generate substantial ROI through increased visibility, sales, and customer retention.
Decision-Making Framework:
To help you navigate this decision, consider this framework:
- Assess Your Audience: Identify where your target audience spends most of their time online and how they prefer to interact with businesses.
- Define Your Business Goals: Clearly outline your business objectives, whether it’s brand building, lead generation, e-commerce sales, or information sharing.
- Evaluate Budget: Determine your budget for online presence, including initial setup and ongoing maintenance costs.
- Compare the Benefits: Weigh the advantages and limitations of Facebook and a website when it comes to your audience, goals, and budget.
- Prioritize Flexibility: Keep in mind that a combined approach might be the best. Many businesses find success in combining both Facebook and a website to maximize their online reach and impact.
The choice between using only Facebook or having a website depends on your business goals and your current circumstances. While I was fairly harsh on Facebook throughout this article, it’s not a one-size-fits-all decision. There are plenty of businesses that can build a strong and healthy business by relying solely on Facebook for their marketing.
Facebook as a sole marketing tool can work for some businesses. Not every business needs to have all of the bells and whistles to run a successful business. But if you were on the fence about getting a website, I hope this post helps you make an informed decision.
I use both my website and social media. I find that between Google and word of mouth, I am probably just wasting my time on social media. Every business is different, and I don’t think every business should follow a cookie-cutter path. Look at how your business operates, and how your customers interact with you online, and follow your instincts.
I’d love to know if this article helped you make a decision on staying all social, or going with your own website. Or maybe you’ve had a great or horrible experience with either Facebook or a website. I would love you hear about them.
If you’re ready to talk about websites, I would love to hear from you. Fill out my contact form and I will get back to you with info ASAP.
