Website Versus Facebook Page? What's best for your small Business?
I am often asked whether a small business should get a website or a Facebook page as an alternative. Whilst both have their merits and advantages it really comes down to a very simple question.
What do you want your Website or Facebook Page to achieve for your small business?
9 times out of ten it's a fairly simple answer. ‘To make the phone ring'. (The way Yellow Pages used to, last century)
Intent Based Advertising:Scenario from last century:
I lived in Essendon and had water pouring out from under my sink, I picked up a Yellow Pages and called a plumber. I may not have used this particular plumber but at the end of today I will have employed a plumber to fix my problem. When I picked up the Yellow Pages I had Intent to use a plumber's services today.
Secenario from this century:
Same situation however this time I go to Google and type in ‘Plumber Essendon' I need a plumber in Essendon today. If my website is built correctly and your Google Places Map has been adjusted accordingly you should rank highly and stand a very good chance of the very least have this person click through to your website.
Content Based AdvertisingWatching the football you will see ads for Toyota. I'm guessing that well over 90% of viewers will never buy a new Toyota but this is brands awareness attempting to influence a purchase decision. Advertisers attach their advertising with specific content in an endeavour to influence a purchase decision. Advertising on TV, Radio or in newspapers or magzines etc, is typically and traditionally considered content attachment
Facebook offers the opportunity to promote your brand / products on pages of those who have already endorsed your brand by liking your Facebook page. In essence each time you do a post this goes into their news feed and the fact they allow this on their piece of space means they have unofficially endorsed your brand. ‘Brand awareness with a recommendation.' It doesn't come any better.
For small businesses not sure of what to do Google is your first port of call so
- Get a website for your small business that is Google Friendly
- Start ‘blogging' on your website (This strengthens your Google positioning for key words)
- Set up social media properly
- DO NOT RELY on the office girl who is on Facebook all the time as the social media guru. Posting on Facebook is relatively easy and should be undertaken by someone who understands your brands and products and knows what your marketing needs to achieve)
- Follow a strategy to achieve your goals. It's not about having a website or posting on social media, it's about sales.
For small businesses looking to stick a toe in the water with digital marketing get yourself a website first, then talk to a digital specialist to help point you in the right direction with social media.
Karl is a small business champion that is teaching small business that digital marketing is affordable and achieveable with a simple strategy. It's not about who has the most dollars but who has the best digital assistant / developer.