Companies of all sizes are driving traffic to their Facebook pages rather than their website…should you?
I’ve been noticing that a lot of companies are driving traffic to their Facebook pages in ads lately. “Come find us on Facebook” rather than sending them directly to their website. Why is this? Should we be sending traffic to our Facebook page instead?
–Facebooking in Falmouth
The reason a lot of companies are directing valuable traffic to their Facebook page is because they want to be where their audience is. According to recent stats, 1 out of every 13 people on Earth have a Facebook account, and over 72% of the US Internet population are on there. The average user visits the site 40 times a month and spends an average of just over 23 minutes on the site each visit.
Facebook also represents ongoing engagement with your customers and prospects. If they visit your website and leave, that’s the end of your relationship. If you can get someone to like your Facebook page, you have an opportunity to regularly appear in their newsfeed. (Learn more about Edgerank, the algorithm that determines whether or not you appear in your fans’ newsfeed.)
Whether that’s the right approach for your business depends on your goals and strategies. If your target audience is active on Facebook this could be a good approach. However, keep in mind that Facebook may be fleeting. Although it seems like an 800lb gorilla now, that may not always be the case. Or their algorithm may change so your messages are less likely to reach your audience.
The best list to have is the one you build yourself and have under your control. In my opinion, that means building your email list. Ultimately, whether I first engage my audience at Facebook, Twitter, YouTube or on my website, I want them to sign up for my email newsletter. Although strictly speaking it resides at Constant Contact, I can download that list at any time as I own it.
What do you think? Do you drive traffic to your website, Facebook or somewhere else?