Facebook Social Media Marketing is a great tool for promoting your business online. In the past several years I have seen more and more business owners using Facebook the wrong way. They are using Facebook like their website and not as a social media marketing platform. There's a big difference. So let’s dive right into this topic.
What is Facebook?
Facebook is a social networking website that makes it easy to connect with people personally and for business purposes. The key here is that Facebook is a SOCIAL MEDIA NETWORKING TOOL and not a website. The focus of social networking is to connect with customers though posting of relevant content and having a conversation with your prospects and current customers.
What is a website?
A website is collection of pages that if done well are purposefully designed and delivered with the user experience in mind. The focus of the website is the USER and how to educate them about your business.
Now that we know what these two types of marketing tools are. Here is why you should never use Facebook as your website.
1.There is no buyer’s journey
Facebook is great for sharing information about your business and industry, but you can’t structure your Facebook page to the right methodology. Customers are in 4 stages of the buyer's journey when they land on your social media or website: Attract, Convert, Close or Delight. The purpose of Facebook is to share a little bit of information to attract them to a customized page in your website tailored to that stage of the buyer’s journey.
2. The is no design control
Facebook is a one stop cookie cutter system that fits everyone. You do have the ability to change the cover image and the profile image, but that is it. You are limited in what the overall design (look and feel) is to the user. When it comes to branding you want to maintain a consistent look that works well with your logo. This is one of the big benefits of having a website.
3. No Where to Go
We are going to venture back to the beginning of why you are using Facebook to begin with. Facebook is a social media networking site. NETWORKING, that is the key here. You don’t network with your website, but you do network with social media. So the purpose is to post interesting and engaging information and link that directly to a page in your website that further educates the customer about your industry and services.
4. No permanent address
Let’s face it, Facebook allows you to create an address for your business page like (FACEBOOK.COM/NEWDESTINYMEDIA), which is great. It does make it easier for people to find you on Facebook, but that is not the same as having your own home address. People need to see you as a real business, not just a social media page. Get a .com address! There are already millions of them out there and when you own your own domain name it establishes a certain level of trust and professionalism to your customers.
5. More Advertising, Really!
Facebook is like Google, Bing, Yahoo, etc.. All of these social media networks have a self-serving interest. They all have tons of ads which interupt you from doing what you really want to do (connect with friends, family and customers). The last thing that your customers want is to go to a website where the are bombarded with ads, pop-ups, etc. the whole time. Your customers want a reason to come back to you that isn't in the context of interupt marketing. Consumers have moved past the days of interupt marketing, they want to be nurtured and educated.
These are just a number of reasons to get a website today and stop using Facebook as a website. When you start your business, sit down and make a marketing strategy on how you want your customers to view you online. The first step is always get a domain name (home address) and build a great website around your customers (what they want). Then get started on a killer social media networking campaign. Facebook is an excellent asset if used correctly.
- Choose your domain and get rockin on building a killer website (don’t settle for the cookie cutter stuff either).
- Setup your social media (Facebook, Twitter, Google +, LinkedIn). These are the top 4 you want to be on.
- When posting to social media (keep it consistent), pick a schedule on how often and stick to it.
- Don’t be selfish and post about yourself all the time (remember the party rule) for every 1 you post, post 3 from other thought leaders in the industry.