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June 2011
Why your website - and NOT your Facebook Page - should be your online hub
With 600 million people on Facebook and over half of them spending an hour or more each day posting and reading updates, it's no wonder the cry, "Websites are dead," is ringing throughout the land.
But alas, websites are not dead. At least not according to my unscientific poll of 22 LinkedIn users. When I asked, "Should your website or your Facebook business page be the hub of your online presence?" all 22 respondents answered, "Website."
And then they clarified, "Both."
A good marketing mix should include a website and blog as central hub, plus one or more referral sources that link to your hub: Facebook, LinkedIn, YouTube or Twitter.
Connect in the Comfort Zone
People won't hang out at your website for hours on end, the way they do at Facebook. Facebook is their comfort zone, and as such, it's a great place to find and chat with prospects.
Take advantage of the fact that Facebook users regularly check their News Feed:
- Ask and answer questions.
- Comment on, like, and share other people's updates.
- Post enticing teasers that link to your best blog articles.
- Generously give away top-notch information that triggers your fans to like or share your updates.
Once your Facebook fans feel genuinely connected to you, your chance of selling products or services to them skyrockets.
While Facebook is great for warming up your prospects, you need a permanent online home where you can unveil a more complete picture of you, your mission, and your products and services. That home is your website.
- At your website, you can showcase your brand for window shoppers, customers and the media.
- You can embed a blog that allows you to expand your social conversations in more depth than a 420-character Facebook update allows for.
- You can include clickable icons make it easy for your fans to share your content to their social networks.
- And you can route your own Facebook and Twitter fans directly to your core content.
The Benefits of Home Ownership
Not only does your website project a more professional vibe than does Facebook, but you own every word, every image, and every video you publish on your website. You have complete control over the message and the medium.
Facebook, on the other hand, is most concerned with meeting its own goals (primarily, to sell advertising), and will continually redesign its interface to meet those goals. You have no choice but to acquiesce to Facebook's ever-changing policies and formats.
On your website, however, you determine how to present yourself. If you want to feature your blog, your posts get top billing; they don't compete with thousands of Facebook updates for attention.
You also control your site's lifespan. Three years ago, MySpace and Facebook had roughly the same number of unique monthly visitors. Since then, MySpace has experienced a steady freefall while Facebook has climbed into the stratosphere.
In mid-2008, most people assumed MySpace would reign supreme indefinitely. Today, most people assume Facebook will continue to dominate. But be prepared for the current king of the social hill to meet a fate similar to MySpace when a newer, cooler network debuts.
Unlike Facebook, which is subject to the whims of its fickle users, your website can grow and change with you. As your brand matures, your website's design and content can keep pace.
So use both. Nurture friendly business relationships at Facebook, and gently steer your fans to your permanent online hub.
Readers Share Acronyms
In last month's newsletter, I introduced you to the acronym method for promoting your products and services. I asked you to submit your own acronym that relates directly to your core brand message. Here are several of the submissions I received:
Help
Overcome
Persevere
Encourage
Submitted by Gigi Murfitt, author and speaker. Gigi directs a nonprofit organization called Gabriel's Foundation of HOPE. The foundation was established to provide help to individuals and families dealing with disability by encouraging them to persevere and overcome.
Gigi writes:
Our son was born with major congenital birth defects. He speaks to schools and businesses and community organizations to encourage his audiences with his C.L.E.A.R. message. These five words help his audience remember how to live a successful life:
Courage
Leadership
Endurance
Attitude
Respect
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Meaningful
Informational
Kind
Entertaining
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Practice CREATIVE Living: Christ's Resurrection Encourages Active Training In Victorious Endeavors.
Submitted by Reggie Freiner, an artist who does portraits in oil.
Reggie writes:
"I do pet and house portraits on ornaments or canvas and people on canvas. I can paint landscapes, florals, etc., on any paintable surface. I also make hand-made cards, calligraphy on invitations, certificates, etc. and other unusual crafts. I am a Christian and give Him all the praise for my talent and creativity."
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Wholesome
Romance
Inspiring
Thought provoking
Entertaining
Reads
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