I recently read an article online (so you know it had to be true) that said, “You don’t need a website, only Facebook and LinkedIn.” The article went on to say with all the changes to SEO and the cost of creating a website, why not put all your marketing eggs in the Facebook and LinkedIn basket. After reading the article, my response, “Are You Freaking Kidding Me?!?”
While Facebook and LinkedIn are important marketing channels, why you would even consider putting all your marketing efforts into channels that you don’t control? Case in point, January, 2014, Facebook announced that many posts by pages will no longer show up in the news feed of individuals, even though they have liked the page. And this is not the first time they have made changes that negatively affect business marketing and it won’t be the last.
As business owners, we tend to look at Facebook, LinkedIn, Twitter and the other social media sites as marketing opportunities. But except for LinkedIn, all the other social channels were created and continue to focus on individual, social relationships, not business and marketing. We are the ones that diligently try to use them to create marketing opportunities.
I will agree that with all the changes Google has made over the last few years, it can be frustrating for a website owner to keep up with the factors that affect the ranking of their website. And while many of the tricks and techniques that once worked, no longer do, Google still emphasizes one thing every website owner can control – content. Correction, quality content. And this is the one factor that will never change. Google’s mission has always been to create the best search results anywhere. Quality content will always fulfill that mission.
Back to the article I read, the bottom line was that the author was ultimately trying to sell their Facebook and LinkedIn system. I am certainly not opposed to programs that teach you how to maximize your Facebook and LinkedIn efforts (like my Ninja Marketing Dojo). But a balanced approach is a must. Having a website and blog, plus identifying and utilizing the social media channels where your audience hangs out should comprise your online marketing plan.
If your Facebook page has thousands of likes, with a Post Reach well above 50% and Engagement numbers that closely parallel your likes, then take the gamble and ignore the need for a website. Otherwise, you’re playing Russian Roulette with a bullet in the chamber. There’s a pretty good chance, the results will be disastrous.
Gary Wagnon is the chief Ninja Marketing Officer for 800biz Ninja Marketing Solutions and the creator of the Ninja Marketing Dojo. The Dojo teaches business owners and marketers online strategies that increase traffic to their site, improve search engine rankings and converts browsers into buyers.