Hi, this is Phil Aston from Genius Loci Media in the far West of Cornwall
Is your Facebook business Page a website?
No, it’s not a website. It’s a page on someone else’s online space, and you are at the mercy of whatever that organisation decides to do now or in the future. (Remember Google Plus?)
Do you remember when Facebook was really keen in wanting people to set up their own business page on the platform? You set up our Facebook Business Page and asked lots of people, contacts etc to like your page and then you posted content and everyone saw it. Basically you helped build Facebook’s business. Then as soon as it became successful, they then stopped everyone seeing your posts. (it is less than 2% now). So then they encouraged you to actually advertise to the people that already liked your page. So again, you were building their business.
So what is happening now since the world changed with COVID?
Well, even those Facebook Ads (or any Ads!) do not work the way they used to.
If you are building brand awareness, there’s still some mileage in Facebook Ads, but if you’re trying to sell products or services, people aren’t going to take your word for it anymore. Users can now say they do not want to see your Ads and can block them on their mobiles. Running Ads is really is kind of a cul-de-sac right now.
So your Facebook Business Page is not your website, and this is not a video to try and make you build a new website. It about is aimed at people, who have a website but have neglected it due to all your focus being on your social platforms. Your website is perhaps sitting there and had not been updated for a while and the message it is out of sync with you recent Facebook posts. I see a fair few websites where the last blog post merely states they are going to do more blogs posts and even that was a few months ago.
Social media is actually more important now than ever as it is where your customers can share information and read reviews from real people but they are still going to check out your website to ensure the message is the same and read material which will help build trust before they make a decision. Your website should be where you post your content first. This is where you are in control, it is your domain and online space. Whatever social media channels rise or fall your website will remain as your content mothership representing your brand online. This is where SEO comes in and having good quality content that answers questions from your customers and fans.
It is from your website that you can then share your content to your Facebook Business Page, Instagram, LinkedIn, Twitter, YouTube etc, Your website is your content hub. You’re probably thinking, that’s a hell of a lot of work to keep on top of this (it is). But what this current Pandemic situation is telling us is that this is when you should be investing in your content strategy. This is when you should also be thinking about connecting with people through video to build trust even more.
I have personally learned a great deal during this period. I am based in Cornwall and have been a fairly regional business, but now through video, I can connect with new clients anywhere in the world. I’ve got just as much chance of getting a client in New Zealand or Los Angeles as I have in getting them in Truro or Camborne. This also puts emphasis on the role of your website. You may be talking to people via Linked or Facebook but your main brand representation is your website.
I can talk to people anywhere in the world. I no longer think of clients and having a face to face meeting once a month, I can jump on to a video call via Zoom to have a quick update at any time. Thinking regional can restrict your business or even your creativity. You can have a zoom call with someone in Los Angeles or mountain time in America and then just carry on with other tasks. You might be thinking you can’t build relationships the same way via video as face to face. I would argue that. Yes, you can.
Genius Loci Media