There are a growing number of small businesses who have forgone having a website in favour of only have a Facebook page. Having a Facebook page is essential for any business, but can it be a replacement for having a website?
If you depend on lead generation for your business, then having a website outside of Facebook and not reliant on a social media platform is crucial. Below we outline why you need a website for your business and not just a Facebook page.
What are the risks of only having a Facebook page?
Building your business on rented land
With a Facebook page, you’re building your long-term web presence on rented land. At any time Facebook could change the way Facebook Pages or Facebook Groups work, and it could negatively impact your business. If you’re entirely reliant on Facebook, any changes could cut off your supply of leads.
Facebook controls your reach, and it wants to limit the reach of businesses
In early 2018 Facebook started making changes that meant that Facebook Pages and Groups would find it more difficult for their content to be seen by their audience. Facebook now prioritises updates from personal connections over business or group connections. It’s increasingly difficult to generate leads organically on Facebook.
Facebook business pages are a potential revenue stream for Facebook
Facebook is there to make money, and the amount of money it can make on ads alone is limited. At any time Facebook could charge you for having a business Facebook page or limit the reach of free Facebook pages even further.
The money is in the list, but you can’t build your list on Facebook.
If you’ve been in online marketing for any length of time, you would have heard the saying “the money is in the list”. This means that you need to build an email list of prospects that you can nurture over time and generate revenue from. The problem is that you can’t build an email list natively on Facebook. Majority of visitors to your Facebook page (or even website) won’t buy on their first visit. On a website, you would aim to capture an email address. Email is an easy and cost effective follow up and lead nurture tool. You can’t capture email addresses on a Facebook page.
Facebook limits your visibility on Google
The world’s biggest search engine is Google, followed by YouTube. People aren’t searching with a buying intent on Facebook. Sticking only to Facebook means you’re ignoring Google and serious traffic from search. Do Facebook pages appear in search? Yes, they do. Will Google display a Facebook page over a public web site? No, it won’t. You could be leaving traffic and money on the table by not having a website.
By only having a Facebook page you’re closing yourself off from the world outside Facebook. If I need a plumber or another local business, if I need to find a gift or need help with my next project, I start with Google. Do you start with Facebook? If not, then you already know why you need a website, not just a Facebook page.
Facebook page engagement is falling
Research published by Buffer has found that across its analysis of 43 million Facebook posts, page engagement has declined by over 50% in 18 months. It’s only a matter of time before the decline in Facebook engagement hits your business.
You aren’t in full control of your own business
As a business owner or marketer, you need full control of your business and channels to market. Having only a facebook page limits severely what you can accomplish and what you can promote through your digital channels.
How can businesses optimise their lead generation?
So what’s the solution for busy small businesses who may not have the time, money or know how to invest in a website? Well, the truth is there isn’t a one size fits all solution. Like every good business, you need to be where your customers are and capture their interest so that you can generate leads. That’s why at FullerFunnels we build unique lead generation systems for every business.
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