You NEED a Website.
There’s a common theme when researching local businesses for your next culinary adventure or shopping excursion: upon clicking their Google search result, you’re taken to a Facebook page. Not only is this annoying and clunky, more often than not it doesn’t yield the information you’re truly looking for.
While this issue alone is a good reason to invest in a searchable website for your business, now there’s an even better looming reason why your business needs an eye-catching website.
Mark Zuckerberg recently announced that Facebook is getting back to the basics and stripping users’ News Feeds of organic content from publishers and businesses. Zuckerberg explained that he wants users to be able to connect with family and friends in a more genuine way, and have a more positive experience overall.
If you’re thinking “no way, that won’t happen,” there are additional reasons Facebook would make a move like this:
- One word: China. Chinese officials claim to be open to companies like Facebook operating in their populous nation. Zuckerberg is an advisor at the Chinese version of MIT, and has been learning Mandarin since 2010. But Facebook’s biggest problem is scaling. Quite simply, they are running out of people to join the social media behemoth. The removal of organic business content will allow Facebook to more easily adhere to China’s strict laws.
- More ad spend. Companies that have come to rely on Facebook to reach new customers and keep current customers engaged will have to resort to paid advertisements. More companies = higher bidding costs. Facebook has already throttled organic reach, and many more companies have started using Facebook ads as a replacement for organic content, despite the increasing price tag.
- Fake news allegations. Facebook had come under fire for disseminating fake content and changing public perception in important matters, such as the Presidential election, in ways that many deem dangerous. Throttling publishers while highlighting posts from family and friends will help shelter Facebook from some serious déjà vu in the 2018 midterms.
Seeming more likely?
Now with Facebook determined to limit the organic content on users’ feeds, it’s important to discuss how a website can help you stay relevant in uncertain waters.
- You own your website, not your Facebook page. While it’s unlikely that Facebook will go belly-up like Myspace in the late aughts, anything is possible in these tumultuous digital times. Facebook has revolutionized their platform a number of times. And if you’re all in on Facebook, you’re not owning your brand the way that you could.
- If your content exists solely on Facebook, this means it can’t be easily shared via Twitter, email, or text. In order to maximize your brand’s shareability, your content should be housed on a website, where readers can easily send in many directions.
- Your website content can be shared by your best customers. Users’ content will have more clout in the new Facebook algorithm, so it’s essential to give them content they’ll love to share. You can turn your biggest fans into Influencers that rep your brand, without even paying them. After all, everyone wants to be the first one to share the next big thing.
Now, there’s a few things you need from a website in order to reap the benefits:
- You need a website that communicates your brand’s image and mission within a few seconds. Think eye-catching, yet trustworthy.
- Your website needs to be easily navigable and allow users to find the answers to their questions quickly and easily.
- Your content needs to be easily shareable to encourage users to post on their personal feeds about your business.
Luckily, Designzillas is here to help. Not only do we have a team of rockstar designers and developers, we also have ferocious digital marketers ready to help craft your content strategy and make sure that your social media presence doesn’t fade.
Don’t let the Facebook changes scare you away from success. Contact us today if you’re ready to take your brand to the next level.
Hearing about growth-driven design for the first time? Learn more about the three pillars of GDD and how this methodology can help you solve your greatest marketing challenges.