Today I’d like to focus on the phenomenon of businesses that still need a website or have created one. Instead, they use a Facebook page. It is a common problem with restaurants and other businesses. A Facebook page does not mean you have a website. They might even purchase a domain name to help their business and redirect it directly to their Facebook page. It is a huge mistake. Let me tell you why.
First, why would someone use Facebook for their business website?
Because it’s simple and free
Facebook Page
Facebook is well-known and used by most people. Creating a Facebook page for them is simple. They are familiar with the tools and can write updates. You don’t need to know any additional software. Many people log in to Facebook all the time. Or, they can grab their phones and post and edit on the spot without needing to learn any new software or skills.
Another reason is that it is free, and you can only get a website sometimes. You might need a domain name and web hosting. If you need a website built for you, you will need someone to do it.
Ten reasons Facebook is not a good choice for your business website
It doesn’t belong to you. Facebook owns it. They can also adjust it whenever they like. They can even terminate it at any time. It can be challenging to find in search results. It’s not your fault. It’s your responsibility to manage it.
Non-Facebook users can be deleted. Although it’s difficult to believe, not everyone uses Facebook. (And I know there are days when I would like to stop using it.) Facebook boasts over 2 billion users. However, many people still don’t use it, especially in younger and older age groups.
To get your posts seen, you will need to pay for ads. Facebook is in business to make money. It is the Freemium model. Although it seems like it’s free, to be seen, you must pay. Let’s say you post a comment to your Facebook page. Only a small percentage of people who follow your page will see it.
It is because Facebook wants to charge for this traffic.
The options for SEO are very limited. I speak to people about SEO all the time. A few of my webinars have been on SEO. You can optimize your Facebook page, but not in a way that targets specific keywords. Your Facebook page won’t be found if someone searches for “dentures” in their area. Even if your page is found in the search results, it will only be one listing. You have ten chances to be found in search results if you have a website that has ten pages.
Functionality is limited.
Your website can only be a Facebook page. There are very few options for functionality. Facebook Messenger allows you to communicate with your patrons. You can also post updates. They can also click on your number. That’s it.
There needs to be a sales funnel. We create a strategy for driving your customers to action through content and calls to action on a website. You only have a sales funnel if you run ads on Facebook. These ads will again only be seen by Facebook users.
There is no place for content.
You can create an About Us section and add status updates, but it’s impossible to write deep content that will draw users in and help them find you in search engines.
The page cannot be branded. It will always look the same as Facebook. You can upload a profile picture and a cover photo for branding purposes.
To put it mildly, the archival options available are very limited. A website allows you to create pages and posts, save them, organize them, and make them searchable. A Facebook page does not allow you to save your content, nor can it export your content. It’s very difficult to find your photos and posts one year later.
Analytics is not available.
Analytics trackers can be installed on websites to help you see who visits your pages and from where. Facebook’s analytics options are limited and need to provide more information to optimize for better results.
Your website should be one of many things a Facebook business page can do.
What does that mean? Many people use Facebook. They may search for your business to see your hours, view your menu, or click through your site. That will be their starting point.
It is unlikely that people will use your Facebook page to start their business journey. They’ll search for you online and look at your website. If they have had success with you, they may follow you on Facebook to see your photos and updates or if you are interested in what they do.
Let me show you one example. I have worked with many pool companies and contractors. Businesses have a longer sales cycle because they require more work (such as a remodel or a new pool). Potential clients will search for you online. They may then visit your Facebook page to find out more. You can post status updates about other projects and builds on your Facebook page, including photos of finished homes or pools.
However, those customers only start on Facebook if another person comments, likes, or shares your post.
In all these situations, whether they begin at Facebook or end there, Facebook isn’t the sales funnel. It’s only a step in the process. Facebook posts complement the professional website’s content and photos.
It also means that you must regularly post to your Facebook business page. In my last example, someone visited your page after seeing an interaction from a friend. You must post to get that interaction. To get engagement, you must share photos and status updates. You can also ask people questions. Your Facebook page will grow with engagement and gain additional followers and views.
Here are some suggestions to increase engagement on your Facebook business page.
You should post interesting things. Post photos, thoughts, and interesting status updates.
Keep your posts brief. People don’t reach out to Facebook to read novellas.
Ask questions. Ask people about their likes, dislikes, and what they want to see. People love to talk about their own lives. Allow them to do this.
React to all engagements. Respond to any question or comment. Each time.
Participate in a topic that is trending. What is the current topic? Have you got a comment?
Give away stuff. Free stuff is a favorite of many people.
A Facebook page is not your business website but an extension of your brand. Websites are an investment in your company and will pay off.
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