For many businesses, social media marketing would seem an ideal option as compared to a website, concerning both costs and management. In support of this, recent reports by Facebook indicate that there are over forty million small business pages, this shows a massive acceptance of the platform in business marketing. As a marketer, you cannot help but wonder if this is the direction of future business marketing. Being a business owner, the growth of social media platform leaves you questioning if you really need a website, and this is courtesy of the sophisticated platforms such as Facebook which make reaching clients easier, reliable, and cheaper. The urge to make your site obsolete might even be too tempting especially when you compare the ease of building relationships with clients between the two platforms. However, the shortcomings brought by using Facebook marketing alone outweigh the benefits in the long run. To further illustrate this, here are reasons why choosing a business website over Facebook is a smart move.
A website allows you to control your brand while on the contrary, a Facebook page limits the capacity to tailor and package your brand as per your clients’ interests. Although the page allows an organization to upload a background photo which may be the brand logo, it is still limited as per the information regarding the business. A user may not access valuable information straight from a business Facebook page as compared to a website which offers a hub of useful information.
Additionally, a website can be optimized by including phrases and words that potential customers are likely to use in search engines, this is a factor to be highly regarded since appearing in search engines is a critical factor in marketing a business.
Competition rates in social media are also to deter businesses from using the platform for marketing. A typical Facebook user increases the number of friends and pages liked to a considerable percentage every year. What this means is that the content displayed at the user’s newsfeed keeps on growing while the time they have to view all that information probably remains constant. Therefore, these users will have to not engage with some posts, and consequently, this becomes a competitive field for businesses where each must struggle to ensure that their posts remain relevant. Considering that different clients have different needs, it furthermore becomes almost impossible to remain relevant to all clients using a similar post. On the other hand, a website gives an organization the full attention of the user, while the information it avails covers a broader scope and hence it can suit different users at the same time.
Overall, managing business marketing using Facebook will continuously become difficult because of the gradual increase in competition. While with a website, the competition steadily decreases with time when a company learns to manage keywords search terms competition. Once this huddle is overcome, a company becomes more established as opposed to Facebook where the race to gaining stability is unending and therefore making the platform less desirable.
by Millicent Njeri