4 Dangers of Using Social Media as Your Company’s Website
· Social Media Limits Lead Generation
· Social Media Interferes With Branding
· Social Media Companies Have Ownership
· Social Media Thwarts Credibility
You’ve just finished grinding out 40 hours over the last 2 days. Maybe you’ve had an assistant with you. Maybe not.
Either way, you were alone in your pursuit. You’ve had to be, since your business, your crew, and EVERYONE’S livelihoods depend on you closing deals, and satisfying your current client’s needs.
But for now, you’ve got a moment to yourself.
After a brief pause, your mind starts to wander to other possibilities for increasing your exposure. For landing more clients that you ACTUALLY want to work with.
Getting online pops up in your head, but the amount of work turns you off. Not right now…
“I’ve got a Facebook account,” you think…
“That should give me SOME online presence, right?”
There are many advantages to using social media for business. Which is why, something like, 20% of small businesses use social media in place of a website.
· It’s free.
· Easy to use.
· Has many people to engage.
· It’s visual.
· And is customer focused.
But in light of all this, there are some major pitfalls that come with disregarding your web presence via a website.
“Like what?,” you ask.
How about this doozy:
1. Social Media Companies Have Control
It’s the truth. And as users of their services there are advantages—something we’ll cover in later blog posts—to having social media accounts. But when it comes to having your online storefront solely on a social media platform, you’re putting your control in the hands of a third party service.
Here’s an example from Facebook’s Terms of Service Policy:
Updating our Terms
We work constantly to improve our services and develop new features to make our Products better for you and our community. As a result, we may need to update these Terms from time to time to accurately reflect our services and practices. Unless otherwise required by law, we will notify you before we make changes to these Terms and give you an opportunity to review them before they go into effect. Once any updated Terms are in effect, you will be bound by them if you continue to use our Products.
We hope that you will continue using our Products, but if you do not agree to our updated Terms and no longer want to be a part of the Facebook community, you can delete your account at any time.
In other words, if Facebook or other social media platforms change their policy over night and you don’t adapt, you might as well delete your account, and lose access to your entire community or following.
With a proper website, you have a home base that your clients and prospects can always land on to keep up with you. Regardless of a third parties policies. Which leads me to my next point…
2. 85% of B2B prospects Search the Web Before Making a Purchase Decision
More than THREE QUARTERS of your prospects will look to collect information about your company via a website. Remember, the internet is the most engaging source of information available today. Regardless of whether people are looking to buy or not, they are actively engaged in the collection of information.
The information they collect today, may influence their buying decision tomorrow.
Help them choose YOU by being prepared with an official website.
Still on the fence? No problem, here’s another little statistic…
3. 75% of Users admit to making judgments about a company’s credibility based on their website’s design
In a world where everyone is exposed, all the time, letting your business’ brand ride on social media is akin to showing up to a meeting with a prospect, pants around your ankles.
Can you imagine that? What would they be thinking if you were to show up in that kind of condition?
Unprofessional…at the very least!
Having an official website protects your brand identity by providing a place where you can make an intentional first impression. And then keep bringing people back until they convert.
Relying on social media, they have to add you to their friends list.
Then they WAIT for you to accept.
AND THEN they can start any conversation, or collect more information…
By then, the hassle alone has drained your buyer of crucial decision-making power, leaving them saying “Eff this…” and moving on to the next company.
Which leads me to the final disadvantage of social media…
4. Limited Lead Generation Capability
While social media platforms do offer extensive marketing suites that allow you to
· Track content performance,
· Gauge your reach,
· And host advertising campaigns…
They don’t allow simple information capture devices. Things like…
· Landing Pages…
· Email Capture Pop Ups…
· And Gated Content…
Each of these has their place in the conversion funnel, and help inform and awaken desire in your prospects. Plus, they serve as great tools for measuring who your prospects REALLY are which helps you provide accurate, helpful information that addresses their problem points and needs along the journey.
So, considering the information we just covered…
Does Your Production Industry B2B Company Need a Website?
Having an official website gives you full control of your brand’s image.
It lets you make the best first impression you can while your prospects are searching for you. You appear more prepared by providing helpful nuggets along the conversion path.
You can start unlimited relationships, then nurture them, without worrying about a third party suddenly changing the rules and dissolving all that effort.
Plus, you can really get to know who it is that you call a prospect, then customize content that will build credibility and expand your network.
Social Media IS a piece to the puzzle, but not one you want to rely on solely for your brand image.