Ever wonder why people always gather in the kitchen at parties? There’s no shortage of answers out there. I think it’s because there’s always something going on and there are plenty of people to talk to; however, you miss out on the best of the night by only staying in one room. Facebook is the kitchen of the party that you, and your business, need to be attending. If you stay there and ignore other elements – like your website – you’re at a disadvantage.
How would your business do if you were unable to use Facebook for, say, a month? Would it flourish or suffer? Having done some competitor analysis recently for clients, I can hazard a guess. Our competitor research is comprehensive and thorough: we look at how the competition is using the online space to promote themselves, and we also look at how our client is currently using theirs. Often, clients use Facebook excessively and while they are getting acceptable results, they are completely ignoring their own website.
Focusing all of your content via one or two social media channels assumes that all of your clients, potential and existing, are engaged with those channels; that just isn’t realistic. There are 31 million Facebook users in the UK alone, which sounds like a lot – but in fact, 40% of the UK’s internet users don’t have Facebook. Pouring all of your time and energy into something that almost half of your potential clients can’t access is, at best, wasteful. It’s almost as bad as not having a website at all…
In addition to the lack of potential clients that can be accessed via Facebook alone, there’s also the question of what Facebook actually shows to the people who use it. Most of the time, especially when browsing on mobile, the average Facebook feed shows a lot of pages the user already “likes” as well as adverts for pages and products that Facebook’s algorithms have calculated might interest them. If your business doesn’t fall into one of those two categories, potential new clients will never see it. And if someone already has your page in their feed, you’re spending a lot of time preaching to the converted.
If Facebook is the kitchen, your website is the lounge; the comfortable, friendly place where all the good conversation is happening. In our next blog post, we’ll offer a little more detail on moving guests out of the kitchen and onto your website, so the party can really get started.
For now, if you’re wondering about converting social engagement to real business and dusting off your neglected website, get in touch today for a no-strings-attached consultation.