Hey guys, John here for Bring the Donuts, and today I’m going to be talking about ‘Facebook‘.
Something I’ve noticed just recently, and this seems to be a building trend amongst a lot of small business owners that run websites – and that trend is, they’re essentially giving up on their own website and putting all of their efforts into Facebook.
Now a lot of small business owners will say, “Well what’s wrong with that, that’s where all the people are, right?” Well, this is kind of dangerous, and I want to run through a few points as to why you shouldn’t be putting Facebook ahead of your own website.
I’ve spoken in the past about the importance of owning your own assets and essentially using external properties and driving traffic from those properties to your website – now Facebook is really no different.
To give you an example, just recently I was looking at a small business owners website here in Sydney who sells posters. Now this particular business owner was saying that his website really wasn’t performing, he really wasn’t making the sales that he’d hoped for and he was essentially asking me for help.
Now apart from the fact that the website obviously hadn’t been updated in quite some time and the design was extremely dated and uninteresting – the fact that there was just no content on the website, was really just enough for me to leave.
There’s no content on your website dude?
Out of interest, I was performing a few keyword searches within Google to try and find this particular business owner to get a better understanding of why the website wasn’t performing – although at this point, I should probably point out that I knew, immediately what the problem was.
There was just a lack of content.
Now you can guess what happened next, I found this particular business owners Facebook page that was listed rather high for his own business name within Google search. Upon taking a look at his Facebook page – unlike his website where there was just no content – his Facebook page was absolutely packed with photos, with people asking questions, with him posting content. There was all of this useful information, that should have been on his website.
This is such a huge mistake and a common problem amongst small business owners, in that they put all of their efforts into Facebook, and not their own website.
What I want to point out here and this is really important, is that, unlike on Facebook, you can actually make sales, and get conversions, and capture leads on your own website. Sure, you might get likes and you might pick up a few enquiries by people sending you private messages, but this particular business owner had a shopping cart – he’d actually invested in a shopping cart, that was operational on his website.
Now, I think essentially, this is why so many business owners become so frustrated and they just give up on their own websites, because they say, “Y’know I’ve invested all this money into my own website and it’s not doing anything – but I’m having fun over here on Facebook, I’m getting all of these likes and people are checking out my pictures, and sharing my stuff”. But that’s all vanity metrics.
Vanity metrics are fun, but they’re not going to make you money.
And this is where, and why – so many business owners go about investing so much money towards SEO, SEO, SEO. If they took the content that they’re publishing on their Facebook page, and put it on their own website – everything would change.
So just remember, there’s three points you want to remember here …
- You’ve got no ownership of Facebook. You might think you own your Facebook page, but you don’t
- You can’t sell on Facebook. Sure you might make a few sales via PM, but if you’ve invested the money into having a shopping cart installed on your own website – well that’s where you should be driving people.
- Okay, thirdly, and this is just my own opinion, but I think it looks really unprofessional if you’ve got a website that’s just sitting there gathering dust.
Okay, so what’s the solution?
Facebook, just like any other property, whether it be Twitter, Youtube, Google+, Linkedin, Stumbleupon – any of these properties should be used in an effort to drive traffic to your own website. Not the other way around.
Okay, lastly and most importantly, content is absolutely essential. You should be publishing content on your own website first.
Okay, that’s it for today’s video, I hope you’ve enjoyed this one. If you have any questions or comments please post them below. If you haven’t yet already, please subscribe. If you’ve found this video useful please share it with your friends, and if you’d like to see me cover anything in particular, please get in touch and I’ll do that for you.
Thanks so much for watching, take care.