Last updated January 5th, 2024 at 10:09 am
I see this all the time: people create Facebook business pages for their enterprises, and they post content to it rather than to their Web-site blogs.
This is wrong; it’s backwards (IMHO).
I think that in many if not most cases, this is the wrong approach— it’s backwards. (If you’re a client and/or have been following my own blog for a while, you probably already know I do.)
I believe that your Web site — and more specifically, your Web-site blog — should be the heart and hub of your online marketing strategy.
Yeah, I’ve written about this before.
I last wrote on this topic about two years ago, and I also cover this topic on the Online Marketing page of my site. So, I won’t rehash everything here. I’m just going to list out a few bullet points here and hope you click over to that blog post from June of 2020 and my Online Marketing page for more information.
First, I will stipulate that not everything you want to share on social media is “blog-worthy”. That said, I assert that (a) more “stuff” is blog-worthy than you might think and (b) it takes very little time and effort to make content blog-worthy. (I give an example here.)
Some points to consider:
Links from your social networks to your Web site are good.
Posting references to your blog posts (i.e., links with featured images) on social media sends people to your Web site: if they want to read more (or see more photos, etc.), they’ll click. This practice also adds to your Web-site’s search engine mojo: external links to your Web site are perhaps the main thing search engines reward you for.
Don’t preach only to the choir.
Content you post to social-media-only is visible only[*] to the people who follow you on those platforms — if, that is, those platforms happen to serve that content to their timelines at the right times. (We all know that Facebook/Meta, Twitter, etc. have their own algorithms that govern what people see.)
You want people to visit your Web site, right?
Presumably, your Web site is where you offer the best and best-organized information about your enterprise. If you have an online store, that’s where it is. If you have important “About” information, that’s where it’s easily found. In other words, you should be doing everything you can to send people to your Web site. (For sure, your Web site is the one online property over which you have the most control — with respect to both content and format. Social networks? Not so much.)
I’m done. For now.
Ok, enough. I don’t want to get all “preachy”. (Too late for that, right?)
Postscript at Jan 5, 2024:
I just found and recommend you read this blog post by colleague Mickey Mellen; he’s making the same point and probably better than I am.