According to AD Week, there are over 40 million active small business pages on Facebook.
Therefore, Facebook competition is only likely to increase. Facebook users increased their total number of page likes by 50 percent in 2016. The more pages someone likes the more friends they have and the competition for each user’s attention increases.
When a prospective client visits your website, you control the customer’s experience. It goes beyond the limited customization of Facebook to create your unique brand. It also decreases the chances of them bouncing to their friend’s snowboarding fail. Furthermore, you won’t be relying on the ever-changing world of Facebook policy and functionality.
Don’t get me wrong, Facebook is great! Use social media channels for lead generation, but nurture those leads through your website and email newsletter. While Facebook is ideal for fresh prospects, it doesn’t provide everything you need to complete the sale. Email is still the best way to get your advertising across to your targeted audience. You can’t guarantee placement in your follower’s newsfeed on Facebook when you post your message. Ideally, you want to motivate your Facebook followers to your website where they can sign up to stay in contact for events, news and coupons.
Most people diversify their marketing plan and don’t rely on one platform to get their message across. Instead, they are using several platforms to build their target audience and funnel them to their website to complete the sales cycle.
If you’re going to have marketing success across all online platforms, you’re going to need your website to be a hub for all of them.