Marketing Your Business – It’s Not All About Facebook
Marketing Your Business – It’s Not All About Facebook
Marketing Your Business on Facebook
Having a business development strategy that incorporates Facebook, and other social networks, in your small business marketing plan makes sense in our online world.
However, having recognized the opportunity afforded by social media, be careful you don’t fall into the trap of thinking that marketing today is all about Facebook, or social media.
The Facebook Opportunity
Many small business owners have learned the hard way that they don’t OWN or ultimately control their Facebook Business Page. Facebook does! And, Facebook can change the rules any time they like, and they have done so to the detriment of small businesses on a number of occasions over the past several years.
This isn’t to paint Facebook as bad. Facebook is a business. One that is built on a user base made up of more than 1.4 billion people. Their success is dependent on the goodwill of those who use their service for free: consumers.
To do these things, Facebook will require an investment of both time and cash to promote content, to reach your intended audience. Even those who have already ‘liked’ your Page are almost impossible to reach today without an investment of cash.
But more to the point, while Facebook is the king of social media today, who knows what other social network(s) could rise to eclipse it one day?
And, if you invest all of your time and energy in Facebook or any other social network or strategy that loses consumer appeal, you may have to rebuild on an entirely new platform down the road. Start over from scratch.
Social Media Rules are Evolving
The rules of the game on any social network can and do change. You have absolutely no control over what the rules will be for using any social network a year from now, let alone tomorrow.
Just ask any small business owner who jumped on the Facebook bandwagon early on! Many were initially delighted at being able to reach people in their News Feed for free. These businesses worked hard to build a fan base for their Page. Sometimes paying to build the number of people who had liked their Page.
They had no idea that one day, in around 2012 and earlier, Facebook would begin to limit how much of what they share would actually make it into their fans’ News Feed!
Today, unless Facebook Page owners pay to get into the News Feed of their fans, it’s unlikely what they share will be seen by most of their fans! A mere 1 to 6% of Facebook Page fans, according to internationally recognized Facebook expert, Mari Smith.
“Facebook organic (free) reach is down to a mere 1-6% of your fans.
That is, for every 100 people on Facebook who liked your business page, only 1-6 of them actually see your posts in their News Feed.”
Internationally recognized Facebook expert, Mari Smith
That said, Facebook and other social networks can be a very worthwhile investment of time and money. But building the hub of your small business’ online presence on a social media platform is a mistake. Any online platform that you build your business on, that you don’t own, is at the mercy of the owner of that platform!
Owned Space, Rented Space Or Both?
Facebook done well, and tailored to the audience you are hoping to reach can, for starters, help you:
- Build a growing base of fans/followers/connections for your business (think target audience, customers, potential customers).
- Increase positive brand name recognition and awareness for your business in your service area.
To do these things, Facebook will require an investment of both time and cash to promote content, to reach your intended audience. Even those who have already ‘liked’ your Page are almost impossible to reach today without an investment of cash.
But more to the point, while Facebook is the king of social media today, who knows what other social network(s) could rise to eclipse it one day?
And, if you invest all of your time and energy in Facebook or any other social network or strategy that loses consumer appeal, you may have to rebuild on an entirely new platform down the road. Start over from scratch.
Social Media Platforms & Your Website
Website or social media? Done well social media can help strengthen your online brand and send traffic to your website. It’s one spoke in the wheel of your online marketing strategy, with your website as the hub. It’s not something isolated from everything else you do to promote your business. It’s a spoke in the wheel.
Social media can help build brand name recognition and a solid reputation for your business, and it can drive traffic to your website! If you have a blog on your website or sell products there, it should drive traffic to your website.
But, if your business looks great on social networking sites like Facebook but sucks on your website, your business and the first impression people have of it, will suffer!
Your website, not a social network, should be the hub of your online presence. It’s the only platform you have any real control over!
Your Website: The Hub of Your Business Online Presence
Most people today who want to find your business or to learn about your business and their products and/or services, look to your business website first. This may be because they’ve seen your name somewhere; or because a friend or family member mentioned your name; or because your business appeared in a search result.
But, what they do when they arrive on your website determines whether or not they stay on your website and dig deeper, or whether they leave or exit your website right away. If they discover your business on a social network, chances are, if they’re thinking of doing business with you, the next step for them is to visit your website, to learn more.
And importantly, most people will visit your website while on their mobile device, according to Google, so make sure your business website is mobile-friendly!
Your Business Website Costs
Whether you are looking to build your first small business website or make improvements to an existing one, the cost will depend on the website functionality. Some businesses require a level of functionality and complexity that is much more expensive. But for many small businesses, this is not the case.
The quality of the images and content used on your website along with the layout, design and functionality are important! Just having a website is not enough. How that website represents your business, your brand, is hugely important.
The cost to your business of having a solid branded business website is small compared to the advantages. A presence on social media can’t replace having a solid business branded website! When you’re looking for someone to develop your website don’t only look at the price.
ThePixel is a website design, seo and digital marketing company located in Cedar Rapids, Iowa. Our website designs are custom designed for your unique brand and online presence. Since 2008, ThePixel has worked with hundreds of businesses to design, develop and launch their perfect website that lasts for years.
All Pixel websites are backed with a powerful content management system, search engine optimization and a modern mobile-friendly design. Let’s start building the website of your dreams – one that generates traffic, leads and conversions. Contact ThePixel and one of our representatives will guide you through the website phases and how the process works either by a Zoom Meeting or phone.
