As much as I enjoy catching up with friends and showing off my goofy dog pictures and maybe posting a few weekend brags, Facebook is admittedly a major time suck. So it seems to make sense to put all online efforts in one place rather than split your attention to both social media and your website. Right?
All the time and effort you take to drive traffic to your social media profile, whether Facebook, Pinterest, Twitter or whatever is all good stuff to help direct traffic to your website, but it will never replace the site itself.
For one thing, you don’t own Facebook, and you will never be able to control what a visitor might see when they go to your Facebook page. Will it be some ridiculous and irrelevant comment that someone else posted on your page? That one-off comment might be the only chance you have to make an impression to a potential client or customer.
Second, people have the attention span of a Weimaraner puppy and you can count on less than 30 seconds to make an impression. Wouldn’t you feel better knowing that if someone clicked over to your website, they’d use their precious seconds seeing the copy you want them to see, and thereby walking away with the impression that you are a reputable, well-meaning business or breeder? Or would you rather take your chances with Facebook?
Third, people that purchase directly from a Facebook post or classified ads are usually looking for a puppy right now and for the wrong reasons. They won’t bother clicking over to your site. The good homes will click over to see your site because – while they may not really be educated on how to find the right kind of breeder – they do care about a getting a quality dog with good health and temperament.
Friends have a great influence over what people purchase, so this is not to say that Facebook is not important for your promotional efforts, because Facebook is probably one of the most powerful tools you can use as you build your presence online. But think of Facebook as being a means to market your website; your website’s job is to “close the sale.” (I know this sounds way too “business-y,” but hear me out.)
When people are preparing to shell out a good chunk of change for a puppy, they are going to Google you to learn about your legitimate business; they will not rely solely on your Facebook page. So if you have Facebook and your website working in concert with each other, you’ve got a “sales team” working for you!
How to Drive Facebook Fans to Your Website
Hopefully I’ve convinced you to drive your Facebook fans to your website so you can control your visitor’s experience with you and your “brand” (breeding program, kennel or business). Here’s how to do it:
- Make sure your website URL is in the About section of your Facebook page. If you hover over the About section, you will get an option to click Edit. Make sure the URL fits in the 130 character limit, so put it near the beginning of your description.
- Repeat the same process on your personal Facebook profile.
- Add your website URL to your Contact section on your personal Facebook profile.
- Don’t post your best content on your timeline. Save your meatier posts for your website and use Facebook to write a teaser and have them read the rest on your website.
I know that watching your “like” count go up on Facebook is pretty satisfying, but I promise that seeing your Google Analytics account reflecting a growing audience of potential clients and finding those great homes will end up being better for you in the long run!