We have already explained here the importance of your company owning a Facebook page instead of a profile. What we are seeing today, however, is a little more disturbing: some companies are leaving the site aside and turning their attention exclusively to Facebook’s business pages, i.e. making these pages their own website.
It is a fact that several companies are making a lot of success using Facebook to leverage sales. However, for the vast majority of businesses, the site should not be replaced by a Facebook page. Below you find out why.
Content customization and control
As much as your company creates a page with several visual and interactive elements, it will always remain tied to the Facebook layout, that is, whenever there is a change in the business pages – which is not very unusual, by the way – your Company will have to adapt all the content again, which generates cost and, worst of all, loss of page performance.
Control over the destination itself
Just as we recommend your company, the same goes for Facebook. As it is a third party service, you can radically change the rules of the game at any time (see the forced change to Timeline). Also, who guarantees that in 5 years Facebook will be the main social network? If it is not and your company bets all the chips there, you will have to go back to square one and start all over again.
Not everyone is on Facebook. Be it because you do not like social networks, or prefer others like Google+, LinkedIn and Twitter, for example. If you decide to use only one page on Facebook instead of one site, the company will be focusing only on one segment within its target market, which can lead to serious loss of sales opportunities.
You may also like to read : Why It Is Important To Use Internal Links In Posts
Another reason is that, possessing a website, one has the possibility to work the visual identity and convey a little of the personality of the company, as well as pass more professionalism and credibility. Since not all people feel secure in filling out a form or making a purchase through Facebook, for example, the company may be missing out on great opportunities to generate Leads.
To learn a little more about generating leads, check out our Webinar Leads Management.
We could do a post just listing all the harms that the inexistence of a website brings to SEO, but let’s attach to the two most important
Indexing issues: On a Facebook page, all content that would be within the pages of a common site is in tabs, and within those tabs, in iFrames. Search engines do not like iFrames. Their content, however optimized, should not be indexed by search engines. The result is that the company will hardly have access to the page coming from Google, for example, which is a great loss for any company.
The creation of content (posts) on Facebook is very limited. While content is difficult to index by search engines, it is not possible, for example, to insert images and retain visitors by using internal links.
One solution to this problem would be for the company to have an external blog to create content, but would lose the purpose of keeping the site inside Facebook. If there will be a blog, why not then put a product page, contact, etc.? Okay, it turned into a website.
If you are interested in creating a blog for your company, check out our step-by-step tutorial on how to create a blog.
Difficulty of analysis
Facebook offers a very limited analysis solution for the pages. The data is good to know the profile of the people who like the page of the company and to obtain more specific data about the performance of the same, like the engagement with fans, origin of the likes, etc.
These data, however, do not provide the most important insights needed to generate sales leads. In a site, mainly due to the control over the content, it becomes easier to analyze and optimize, for example, the traffic source that brings the most results to the company, as well as to know what was the keyword or the post in a Third-party site that generated Lead conversion.
Finally, let’s make it clear that your Facebook page is very important and deserves special care. Our point is that it should, however, be treated as a part of the Digital Marketing strategy , where the site is the main agent that connects all other channels of relationship and communication with customers, as well as all online Marketing actions of the company.