October 3, 2018 | By Peyton Sawyer

 

For quite some time, businesses across a wide range of industries have been actively using social media for their own personal marketing campaigns. With the ability to reach a large network of consumers, small business owners took advantage of using their free advertising.

Facebook

Recently, social media outlets like Facebook, have reduced the visibility of posts on their newsfeed. Now, the newsfeed that you have relied on to grab the attention of your friends, followers and potential customers, has diminished. Only about 15% of your Facebook posts will actually be visible, unless you pay to promote your post.

Paying for a Sponsored or Promoted Post on Facebook can be quite pricey, especially if you have a large number of followers. The paid content vs. free advertisement may also have an impact on how Facebook users view your posts. Many individuals on social media avoid paid content and business ads.

Facebook vs. Official Business Website

The shift in Facebook is only one issue business owners will have if they use social media instead of a website. Optimizing your Facebook page for search engines can be challenging. Creating a business website will allow more options in the way that you can publish and promote your business. If you would like your business to have a certain look or feel for proper branding, then securing a website may be just what you need. Facebook and other social media platforms don't provide the layout needed to promote proper branding. The flexibility you're looking for is just not available on Facebook Pages.

Popularity

Do you remember when Myspace was the biggest thing to hit the internet? I’m sure many of us do. Where is it now? Just like Myspace, sites like Facebook, or Instagram, Twitter, Snapchat, and more, may eventually lose their popularity. Every social media enthusiast loves a new platform to sink their teeth into. As time goes on, and technology improves, so will the way we use social media. Sure the sites we use today, like Facebook, may improve with technology, but the knowledge we gain will also be used to create new social media channels.

Will Facebook hold its value in the future, or will the ever-changing rules and algorithms affect your business? The future is unknown, but it is better to gain control over the look and feel of your business than to leave it in the hands of Facebook. The saying, “don’t put all your eggs in one basket”, has never been more true, especially in business.

Be sure to create a business website that you can control, while taking advantage of all the free advertising social media channels offer. Be smart. Use every available outlet to create a large online presence. If the investment is more than expected, secure the capital you need with a business loan.