A Facebook Business Page and a LinkedIn Company Page would always seem like a cost-effective option for you to get your business online quickly and for free. Since both Facebook Business Pages and LinkedIn Company Pages have a quick set up, you will be up and running in a short span of time, and with over 2 billion people on these platforms, you always have the option of prospecting with the built-in consumer base. For businesses that want to test the waters, social media pages might seem promising, considering the fact that social media encourages engagement, as they are easy to use.
But as your business grows you start realising the flaws of having your online presence on social media. Firstly you have to deal with a template that is limited in terms of design and customisability. Your layout is similar to all other layouts that are being used by millions of other businesses. Hence, there is no uniqueness in design, and the only thing that you can play around with, is the header and profile picture. Secondly, for a business, it is important to map visitor traffic and reports of visitor engagement, but the social media sites give you what they think is relevant and not want you want.
Another flipside of having a social media business page is that anyone who is on the platform can post anything on your business page without giving you the option of moderation. Hence, you have to keep continuously tracking the activities on your business profile. Also, since you don’t really own the business profile page, you always have an external URL, for example linkedin.com/company/YourCompanyName or facebook.com/YourCompanyName. Therefore, whenever you promote your business profile you involuntarily promote the social media platform thereby increasing the traffic count of the social media platform instead of your company page. This in-turn impacts your search engine ranking as Facebook and LinkedIn get all the limelight.
Your own website is a different ballgame altogether, since you are in full control of your online presence. For example, with your eventfulindia website, you can decide the design and manage the content as per your wish and convenience. As your eventfulindia website is self-owned, you have no external URLs but your own white-label domain name. Whatever content you share on social media through your website, reflects back on your website and adds to your own website’s search engine ranking.
Consumers also feel that owned websites today are more credible than a business page on Facebook or company page on LinkedIn. Your core target audience will expect you to have a website which increases the trust factor, as well as it gives them an option of filling enquiry forms, reading FAQs, as well as knowing your office location through Google maps. With your eventfulindia website’s social scalability and social widgets, your customers can like and share your content via their social media platforms, that link back to your website, increasing your traffic. They can also comment on your portfolio that you can moderate, unlike social media pages, which is a ‘free for all’ commenting forum.
Interestingly, either being acquired or acquiring SMEs is a common practise among startups these days, and here, your website can come in handy. If you can show a high audience engagement on your website and a high SEO ranking due to your regular updates, sharing and comments; it acts as an added benefit for IPR valuation. Whereas, social media pages, being already owned by global heavyweights, do not qualify.