“Facebook meet Website. Website, meet Facebook. We think you two will really hit it off!”
When you think of Facebook Marketing, do you ever consider what it means for your website? Most people don’t as the connection between the two isn’t always obvious.
Here’s our run through of the amazing connection between your Facebook business page and your website and how this relationship can be good for business.
Sharing Blogs on Your Facebook Page - The Process
Your Website + Facebook Business Page Need to ‘Talk’
Though your website and your Facebook page are, of course, unique and exist in different camps, that doesn’t mean they shouldn’t be talking to each other. They are, after all, working toward the same goal to promote your business or cause.
Your website’s strength is its ability to display a whole lot of information in one place. Your site tells your customers who you are, what you’re about, and how your product or service solves their challenges, among other things. You just can’t fit all of that on a Facebook page… Facebook is too dynamic and always changing to be fit for this purpose.
Your Facebook page can really shine where constantly changing news and events are easily kept up to date and shared with a broader audience. Most consumers don’t check a business website daily, whereas Facebook is checked multiple times a day by most. You can communicate with your followers (customers and prospects), in short bursts and on a regular basis, and you have more chance of your information being shared by others and on mass.
The average amount of time spent on social media each day is more than two hours! Even better than that, communicating with your organic audience doesn’t cost a thing.
If you are looking to build a new website or redesign your existing website, it’s important to include links and content going both ways. Both, directing people from your website through to your Facebook page and, more importantly, encouraging traffic from your Facebook page back through to your website.
About Social Media!
“The average amount of time spent on social media each day is more than two hours! Even better than that, communicating with your organic audience doesn’t cost a thing.
~ Brand Watch
Your Facebook Page is NOT a Substitute for a Website
One of the greatest things about creating a Facebook Business Page is that it doesn’t cost a thing. Unfortunately, small business owners all too often take this luxury for granted and make the (incorrect) assumption that they can get by without an actual website.
Your Facebook page is not a substitute for a website.
First of all, it doesn’t foster buyer confidence for those in the professional sectors. Think about the last time you came across a business that was on Facebook, but didn’t have their own website. Chances are, you were more than a little suspicious. The likelihood that buyers will trust this business enough to purchase from them is extremely low.
Secondly, you have limited access to your customer data as a Facebook Business Page owner. You do not actually own your Facebook page, Facebook does… Sure, you might have a followership of 1,000 or more and know their average age and gender split, however you have no way of contacting them should Facebook crash or change the rules. That means you’re entirely at the mercy of Facebook and its relentless changes to data access.
At any point, you could ‘lose access’ to your audience. Plus, you can’t really do a lot with it compared to an email database. You can’t segment by individual and create targeted messaging by buyer persona or customer “Avatar”. You don’t always have the same kind of organic reach either, due to the way that Facebook’s algorithm decides how and to whom it displays (or doesn’t display) your organic posts.
From Facebook to Your Website
So, while every new follower on Facebook is a step in the right direction, what you really want to do is give them a reason to come to your website. From here, the game is to encourage them to sign up for something, buy something or make an enquiry. The easiest way to do this is to provide your Facebook traffic with sufficient value that they click through to your website when you direct them to. By ensuring that your website is conversion-focused with strong calls-to-action also ensures that visitors become subscribers.
Once you’ve got an email address, you’re in the money. Email marketing tactics have an expected return of $42 per dollar spent. Yes, you read that right. That’s an insane return on investment and one that business owners who are relying on Facebook Business pages as their sole online presence are losing out on every single day.
Plus, once you’ve got their email, you mitigate the risk of losing contact if Facebook changes its data privacy terms.
How to Boost Your Website Traffic with Your Business Facebook Page
There are three key ways that your social media presence can work hand-in-hand with your website:
- Blog posts
- Paid advertising
- Lead forms
1 | Blog Posts
Well written blog posts are a vital part of any good digital marketing strategy.
Today’s marketing and sales environment is all about education. Customers (both B2B and B2C) expect to see not only that your product or service can solve their core challenge, but also that your brand can demonstrate authority, expertise, and trustworthiness.
Trust is something that is built over time, as your company develops a great reputation for great service, reliability, and value. Authority and expertise, however, can be significantly influenced by high-value blog posts.
Plus, they’re great traffic magnets, thanks to the wonder of SEO. SEO (search engine optimisation) is all about optimising your content (web pages, blog posts, etc.) to be found on Google. The logic behind using blog posts for SEO purposes is this: your web content can only cover so much.
Example | Let’s say you sell outdoor gardening supplies. A customer searching for “outdoor gardening supplies” is a relatively easy search phrase for you to rank for. However, a customer searching for “how to renovate my backyard” (known as a long-tail keyword), won’t likely find you. This is because this phrase is no where to be found on your website. It’s difficult to incorporate it unless you’re writing an article on the subject. A blog post designed to target that specific long-tail keyword, though, stands a much better chance.
Where does Facebook come into all of this then? Well, the likelihood that your blog post comes up in the search results (and it’s overall rank position), is influenced by a number of factors. One of these is the amount of traffic the page has received. It’s a bit of a weird catch-22, you won’t get traffic if you aren’t ranking, but you won’t rank if you don’t get traffic.
Publishing your blog posts on your Facebook page is one way to direct traffic through to the article, which will, in turn, have a positive effect on your Google search rankings for that post!
2 | Paid Advertising
Marketing tactics that drive traffic from your Facebook page to your website are well and good if you have a significant audience. If you’re just getting started though, you probably don’t.
In this case, it’s a good idea to think about using paid ads on Facebook to build your audience.
There are three main types of Facebook ad objectives: awareness, consideration, and conversion. You can use consideration and conversion-focused ads to drive direct sales, or to encourage form sign-ups. More on that soon.
Awareness-objective ads are a great way of building your audience on Facebook. Comparatively speaking, they offer a low cost per ‘lead’ than other forms. A simple way to enact this is to run a promotional giveaway (e.g. one of your products for free), when viewers take a specific action. Usually, this would require the viewer to follow your Facebook Business Page, and then reshare the post. This delivers two results:
- A new Facebook follower
- A wider organic reach, as their post will then be seen by a selection of their Facebook friends. We say selection, as Facebook’s algorithms are quite complex and don’t actually show every single post to every single friend.
3 | Lead Forms
You can use a very similar tactic to the one mentioned above to generate email subscribers through the use of a lead form. Instead of requesting a like and share though, you’re asking for a name and an email address.
A great example of this would be offering a free resource, like our
FREE MARKETING CHALLENGE.
Here, we’re asking for your name and email address via an online form, while offering something of value in exchange.
Other lead form offers can include a discount code, a free gift, 2-for-1 special, free download or a free consultation. Even offering a Free Quote can suffice.
Website + Facebook Marketing Takeaways
Facebook marketing encompasses many different components, and your website and your Facebook Business Page are just two of them. If you can nail these few things, you’re well on your way to digital marketing success:
- Don’t rely on Facebook alone
- Ensure your website and Facebook Business Page are working toward the same goal/s
- Share your blog posts on Facebook to encourage traffic and boost your rankings
- Run paid ads to increase your followership
- Use Facebook to generate email subscribers
Need a hand getting your Facebook page to play nicely with your website? Give us a call.
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