A while back, Facebook partnered with Shopify to create a “Shop” section for Facebook Pages. This enabled businesses to sell their products directly, making it a little easier for some of those businesses to have their Pages become true online stores. If your visitor clicks on a product, they can either be pushed from Facebook to your primary website, or you can let them check out directly on Facebook. Payment processing and transaction tracking is handled by Shopify. Facebook will not (at least for now) take a cut for items sold on the site. So the question is; do you still need a website if you’re selling on Facebook?
The answer is a resounding YES. And here’s why;
It may be hard to envision, but Facebook could eventually lose favor. As social media continues to evolve, other sites, like Google+, may become more popular or an entirely new site or technology not created yet may emerge. It’s impossible to predict. But by choosing Facebook instead of a website, you are favoring the short-term over the long-term. You are investing your time and energy in a platform that may not pay you back over time. It may benefit your short term goals but you can never be sure that it’s going to benefit your longer term goals.
In the meantime, without a website, people who don’t use Facebook become incredibly difficult to identify and reach. Not to mention that they may not be able to find you as easily.
You can’t control what Facebook does with its design, its user interface, its functionality, or ad displays. You’re limited in how you can optimize the experience, and your insights (or metrics) are only what Facebook itself decides to pass onto you. Using Google Analytics on your website provides many valuable metrics to help understand your visitors so you can make the most out of your site.
Many businesses received a rude awakening when Facebook adjusted its algorithms so that only the most popular status updates would be seen by most fans of a page. Statistics range anywhere between 8% – 16% of fans see your posts. If you want to reach ALL fans who’ve liked your page, you now have pay for it. If you post 40 times per month, you could spend hundreds of dollars per month to get your message to all your fans.
That said, it’s true that Facebook, with over 1 billion users, has attractive qualities to anyone building an online presence. So you can’t ignore Facebook, but just realize that you don’t call the shots.
At the end of the day, a website is the most effective way to deliver information to your audience. It is a storehouse of information, customized in any way that you choose, to deliver information to your current and potential customers. This is because you are in total control over what is presented.
When people seek information, they usually use Google, or another search engine, to find it. People won’t be inclined to visit Facebook if they have a specific goal or information they’re seeking. Why? Because Facebook is a connection tool for people to stay in touch in a very organic way. It’s not about structured information delivery, but conversation and social engagement. At least that is the current perception. A website, on the other hand, serves as a hub for all people who are interested in your work and are seeking more information or updates directly from you. It doesn’t matter if they heard about you online or offline, people are trained to use their mobile devices, tablets, and desktops to search for more information, and your website is a 24/7/365 resource waiting for them.
Many times, people find out that you’re on Facebook because they’ve visited your website, which also offers many other benefits for your visitors. Aside from having an e-mail newsletter, you may offer ancillary materials they would enjoy, such as additional resources, e-books, Q&A, etc.
Sure, you may need to invest some money for a developer to build your website and assist with an upgrade, redesign or functionality add-ons over time. But for anyone with a long-term goal, this is one of the best and most critical investments you can make.
So yes, use Facebook as ONE of the many arrows in your quiver of marketing methods but don’t discount the need for a website. You might be cutting off your nose to spite your face (as my Mom used to say), and end up being sorry in the long run.