We’ve heard about marketers giving business owners some less-than-brilliant advice that they don’t need to worry about having a website if they’ve got a Facebook page.
That’s not super smart. Think about it – do you want to rely purely on Facebook to grow your business? What if Facebook makes changes (which it does all the time) or people stop using it? It could be profoundly damaging to your business growth.
I’ve followed so many local, beautiful boutique businesses on social media over the years – from kids’ clothing stores and artists to florists and beauty therapists. But when I forget the business name (as I inevitably do), these hardworking, charming small businesses (that don’t have a website) are impossible to find. And therefore impossible to support financially.
That’s because Facebook accounts don’t directly impact SEO (the process of improving your visibility when people search for your products or services on Google). Sure, Facebook and Google have a relationship, but it’s different from the one Google has with a website.
It’s important to understand that Google’s algorithm doesn’t take much of Facebook’s information into account when crawling the social media platform. So, in other words, Google most likely does index some of your posts, but the overall SEO weight they have appears to be small.
Then there’s the issue of the shrinking organic reach Facebook is becoming known for. A post’s reach depends on its engagement rate, which means how many people like, react, comment or share your post. The more engaging a post is, the higher the reach.
In 2022, the average organic Facebook post sees just 0.07% engagement. What’s more, the current Facebook algorithm prioritises posts with a lot of engagement, especially with people you regularly interact with.
See where I’m going with this? It’s hard to be seen on Facebook’s feed, beyond your core group of fans. Moreover, it’s exceedingly difficult to grow your business when new people aren’t learning about you. So you don’t want to rely upon Facebook to attract new customers organically.
This brings us back to the power of a website. With a website, search engines will link to pages within your site that have information relevant to a potential customer’s search.
Beyond SEO advantages, a website will help you generate leads and boost your email database. One of the major benefits of email is that you own your database unlike all the followers you’ve gathered on Facebook over the years. In fact, it’s your most valuable asset.
To capture people’s details on your website, you need to offer something valuable in return. Then you’re in a strong position to nurture the relationship and move towards a sale. Email marketing is one of the most powerful, resilient strategies to generate revenue, regardless of what’s going on in the online advertising space.
So the bottom line is this: DON’T make the mistake of putting all your marketing eggs in Facebook’s basket. DO make your website the centrepiece of your online marketing strategy. And use Facebook to drive traffic to your website (while you’re at it, check out Facebook’s tips to achieve better distribution). A great website will create opportunities, and drive your business growth, far more efficiently than your social media account on its own.
When it comes to stunning, fit-for-purpose web design; as well as eCommerce and SEO, these are things we know very well. Whether the job is big or small, we do it. Go on, test us.
– By Emma Le Grand, Business Development Manager
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