A few years ago the question we heard was “I already have a website, do I need a Facebook page, too?”
Today startup businesses/ministries/non-profits are asking “We already have an active Facebook page, do we still need a website?”
The answer is probably “yes” in both cases. Here is why:
Your website will be the first point of contact for many first-time prospects. Someone who heard about you and “Googles” your organization will most likely find your website. This is the place to make your strongest pitch to new prospects. They are checking you out, your website is where you tell them who you are, what you do, and why they should be involved.
There are no other competitors on your website, its an uninterrupted conversation between you and them. You can choose the language (keywords) that Google and other search engines will use to define you. You have full control of the message on your website.
You can tailor most of the website content to first time prospects because, frankly, most of your existing clients won’t come back to your website after they are involved with you. (except e-commerce)
Existing customers will tend to follow your day-to-day business on social media. That’s why its important to have a link to your Facebook and other social media accounts on your website. Your website is the source for basic information.
Facebook changed their naming system a few years ago from Page “fans” to “followers”. That was a good clarification. Typically, your social media “followers” are people who already know you and want to keep up with your current events. Some new people will see your Facebook page, but most of them will bounce off your Facebook page to your website if they are not familiar with your organization.
Social media is the ideal place to stay in front of your fans/followers/supporters/clients and keep in touch without looking like a pushy salesperson. Unlike advertising (or websites), social media encourages interaction from followers such as likes, shares, and comments. Rather than just pushing out news, you are encouraging mini-conversations with your followers.
The unique part of social media is the ability to meet your follower’s friends. As they share, like, and comment on your content, their friends see the interaction. No traditional advertising channel offers this advantage.
Tailor your website toward first time prospects. Give them the “intro brochure” information and encourage the appropriate next steps.
Your social media content should primarily be directed toward existing clients and people who already know about you. This content is designed to build engagement and move your prospects and clients to the next level.
Yes, you will need both.