We are often asked the question: is blogging for your business better than Facebook? A lot of small business owners seem to think a content marketing strategy should include one or the other and not necessarily both. After all, Facebook appears to be cheaper and easier to maintain than starting and keeping up with a quality blog. But the reality is that Facebook (and other social media channels) and blogging should actually complement rather than replace one another.
Blogging is the Backbone
A well-written blog should be the backbone of your business's online presence. It's the part of your website where you publish well-planned, thoughtful posts on topics that interest your audience. A blog draws traffic to your website where potential customers can learn about your products and services. It's a place to answer questions and provide relevant information that can help establish you as a thought leader in your industry.
A blog is a direct communication channel with your customers and the foundation of any good content marketing strategy. Still need convincing? We've got 19 Reasons Why Your Business Should Be Writing a Blog.
Now that you are convinced that your business will benefit from blogging, the question remains: Do you still need to spend time and effort on a Facebook page? The answer is, it depends on your business... and how much money you want to spend.
Facebook Feed Crowding
Facebook definitely has its advantages. It's free to start a company page, and it's the most popular social media platform out there. As of this summer, there were 1.35 billion monthly active users and those users are becoming more liberal with their "likes." The head of Facebook's News Feed says the total number of Pages liked by the typical Facebook user grew more than 50% last year. But as people like more pages, the organic reach of each page decreases. There simply isn't enough space for everyone to see everything. The more popular Facebook becomes, the less likely your audience is to see your posts.
Some businesses are combating this decrease in post views with paid advertising to boost their Facebook posts. It seems to be the only way to have your brand's posts be seen is "pay to play". That's not sitting well with business owners who have invested years in building up a following and who now complain that Facebook wants them to pay for what they used to get for free.
The popular website Copyblogger made headlines last month when it announced it was shutting down its Facebook page. As a respected educator on blogging and content marketing with 38,000 Facebook fans, the move was met with a good deal of controversy.
Copyblogger attributed the move to the number of junk fans the page had accumluated despite never buying likes and the bigger success it saw with fan engagement on Twitter and Google+. So, the company decided to focus its energy there.
Facebook Isn't for Everyone
Copyblogger is not alone. More businesses are realizing their target markets may not be active on Facebook (for business purposes or at all). Back in 2012, HubSpot reported that 77% of B2C companies acquired customers from Facebook, but only 43% of B2B companies could do the same. Instead, B2B companies are seeing higher success rates with LinkedIn and Twitter. In fact, LinkedIn is now responsible for driving 80% of all B2B social media leads.
Depending on the type of business you do, Facebook might not be right for you. Not every social media outlet is an ideal fit for every brand. The goal should be to find where your communities are active and engage with them there.
Social Media + Blogging
Once you determine the proper channels for your business, tie your social media content to your business blog. Share links to each blog. Take tips or quotes from your blog and create graphics to repurpose the content in a different format. Try recording a video intro to your blog. Establish your blog as your content hub and then distribute it through the social media outlets that make sense for your business.Need help getting started or improving your business blog? Our team specializes in creating content for B2B companies in unglamous industries.