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The Biggest Facebook Mistake Made by Small Businesses

Facebook small business mistake

If you already know what inbound marketing is then this article probably won’t be for you. But if you’re one of the many small businesses that use Facebook as your company website, you’ll want to know why you’re making a mistake and the benefits you’ll get from changing your strategy.

❝ By only posting your content directly onto Facebook, you are making a huge mistake! ❞

I won’t argue that the benefits of setting up a Company Facebook Page are clear; it’s free, you probably already know how to use Facebook so it’s easy to share or add content whenever you like, as often as you like. Plus you can even interact with your customers in real time and even get page insights and follower demographics. But if you think that this is all you need to get your company on-line, you’re making the biggest Facebook Mistake ever.

A quick internet search for “how to use Facebook to promote your business?“ will reveal pages and pages of guides that all explain how to make interesting posts, how to work out post frequency and target your customers as well as how to gain more followers and even connect your e-commerce store.

Most of this advice is spot on and if you are responsible for your companies FB page you’ll do well to follow their advice. Just make sure you’re using Facebook as a marketing tool and not a replacement for your on-line presence.

So you think you control your Facebook Page?

Yes, you can control what your post onto your PB page, but just how much control do you really have?

  • Facebook Tabs Landing Page
  • At one time you could create a default landing page for your Facebook page. Many used that option until it was removed by Facebook in March of 2012.
  • Facebook will be severely restricting promotional posts (January 2015)
  • In their words, “Pages that post promotional content should expect their organic distribution to fall significantly over time.”  The Guardian
  • Constant changes to complicated and detailed privacy and sharing settings
  • By using our services after January 30, 2015, you agree to our updated terms, data policy, and cookies policy and to seeing improved ads based on apps and sites you use.  Source
  • Facebook Profile & Cover Photo
  • Seems to change at least once a year. Not a huge inconvenience, but it’s not your choice either.

I highlighted these points not to be negative, but in order to illustrate how little control you really have over your content if the only place it exists is on FB which is at the heart of the biggest Facebook mistake.  Facebook have already started demoting your promotional posts because they want companies to use their advertising. What they do with your content is also prone to change new updates. Do you always read the new terms and conditions?

As a small business you can’t afford to have all your eggs in one basket. Especially when that basket belongs to someone else! What would happen to your business if one day Facebook became unfashionable, or was replaced by something even better? Do you have the time and energy to start all over again? Remember MySpace?

Facebook Mistake, keeping all your eggs on one basket

How can posting all your content be a Facebook Mistake?

There is nothing wrong with sharing your content but one thing that most Facebook how-to guides miss out completely is your content should first be on your own website.  It’s probably overlooked because it’s all too obvious to the marketers who write them. But if you’re a small business owner with a million other things to do, you might be unaware that using social media as a marketing platform for you business should be part of an inbound marketing strategy.

Inbound marketing refers to activities that attract visitors to you. This is done by increasing your exposure among people who share a common interest or have friends that do. Therefore your message is received by a higher number of potential prospects compared to outbound marketing (like placing an advert in a newspaper) where everyone sees your ad even if they are not interested in what you provide.

The Facebook mistake being made is posting straight to FB.  As a business you still want to convert those visitors into customers, right? Plus you want the benefits of your hard work to grow over time. To do that you need to own your content and you need to have complete control of how you communicate your message, the most cost effective way to do this is through your own company website.

If all your content is on Facebook why would anyone want to visit your website? If they don’t visit your website, then you don’t have much say in your conversion process or any chance to improve it. You might have thousands of followers but unless those followers are sending money into your business you’re missing out. Big Time!

If you are not comfortable sending visitors to your website, then you need to change whatever you dislike about your site. Avoiding the issue isn’t the answer, website redesigns don’t have to cost an arm and a leg, there’s even Free options you can use (free options generally place adverts on your website but then again so does Facebook).

If you don’t have your own dedicated website that you can easily update and edit yourself (it’s not difficult these days),  you’re sending a very clear message that you’re not a business to be taken seriously. Do you also use hotmail for your business email? If so, you need to catch up, fast!

❝ If you do not take your own business seriously, your customers may think twice about how professionally you will treat them! ❞

Content belongs on your website first & then you can share it!

The seemingly obvious concept of adding content to your website first, before sharing it to potential customers via social media now becomes crystal clear. So why is it that so many small businesses are still making this fundamental and potentially disastrous Facebook mistake?

  1. Firstly, I think that it’s as simple as just not knowing; after all it’s really hard to know what you don’t know.
  2. Secondly, many small businesses may have set up a website or a page in a local directory several years ago. Unfortunately they can’t add new content or even update old content without paying a web developer to do it. (refer back to point 1).

Although today that’s not the case, websites created on the WordPress platform make up around 30% of sites on the internet and use Content Management Systems that allow website owners to log in and add or change content using an interface that looks more like your email client than programmers code. So there are certainly lots of viable options for any small business.

But it’s not just small businesses that use WordPress; New York Times, CNN, Forbs, UPS, eBay, Sony, Katy Perry, The Rolling Stones and Samsung are just some of the big names using WordPress to power their websites.

The good news, now you can do something about it!

If you are a small business owner and would like to take control of your online presence and make the most of all your hard work on Facebook, drop us a line and we’ll have a chat.

Hue Marketing can help guide you through the modern marketing minefields and offer practical solutions for your business.

How to get more sales from your website

Digital First Impressions. Does Your Website Need a Redesign?

website design redesign

We’ve all heard the phrase “you only get one chance to make a good first impression” and it’s as true today as it ever was. Except now your customers are making decisions about you and your business before they even get to meet or hear your sales pitch.

We are all hard-wired to make an initial first impression, from the basics of friend or foe, to spotting a potential mate. But for all the complexity of the human brain, our conscious minds can only process around 40 bits of information a second. Now that might sound like a lot, but the subconscious mind can handle 11 million bits per second and for that reason it’s the subconscious that does most of the heavy lifting when it comes to assessing and judging those all-important first impressions.

“Our conscious minds can process around 40 bits of information a second / the subconscious mind can handle 11 million bits per second”

I bet you’re thinking that surely your conscious mind will still have the final say in the matter, after all it is your mind. You’d be surprised!

Visual Cues v Written Information

It’s easier just to show you than explain it (see what I did there) but even telling your conscious mind in advance that the photo below depicts the SAME PERSON and that he is just dressed in two  different outfits won’t be enough. Your subconscious mind will still judge them differently based on visual appearance.  I’m not saying its fair, just that it happens. To everyone!

First Impressions

Visitors judge the quality of your business / service based on the information you provide on your website and how you present that information. These first impressions are made in less than 50 milliseconds, that’s faster than the blink of an eye.

Even though your conscious mind has already been told that these are just photographs of the same person, your subconscious mind will still insist that the one dressed as a medical professional is the more trustworthy of the two. Who would you want to remove your appendix if you had to pick between the two?

The shocking reality is that the same judgement is being made of your business every time a visitor lands on your website. Within 50 milliseconds, they have already started to formulate a basic visual impression of your company. If your website looks too different from what they expect to see (ie ugly or outdated or even too radical), visitors are unlikely to even start reading what you have to say and simply leave.

Your Websites First Impression

You’ll never know exactly how many customers shy away from your business because of your badly designed website. They won’t tell you, they will just go to your competition.

(I’m guessing that if you haven’t kept your website up to date, then its highly unlikely to be connected to Google Analytics)

  • First impressions are 94% design-related. Good quality content does matter, it matters a lot to the overall success of your site. You can have the best content available but if it’s surrounded by poor design you’ll be turning away customers that are ready to buy. Studies of visitor behaviour have found that visual appeal and website navigation have the biggest influence on people’s first impressions of your brand.
  • Positive first impressions lead to higher satisfaction. A visitors first impression of your website can have a priming effect on how future interactions with your business are perceived. In fact research also shows that positive priming can even boost customer satisfaction.  Obviously, when the shoes on the other foot and a negative first impression is generated there’s considerable knock-on effect which drags on through to user satisfaction.
  • First impressions last. First impressions can last for years and they are very difficult to change, so its best to go out of your way to make a good one the first chance you get. So it’s true to say “you never get a second chance to make a first impression.”

The majority of consumers will view a company’s website online before making a purchase, even more so if your website is service related or is a Business to Business website. You should also keep in mind that most customers when looking for a local service will use a mobile device to search on google.

With so many screen sizes it is impossible to develop a website for each screen. This is why responsive designs are gaining popularity so quickly. Yes, your static website can be viewed on a mobile phone and you can zoom in and out to read content but it’s not as convenient for the end user. And as of 21st April search results on mobile devices will no longer display websites that are not mobile-friendly. Just another reason to redesign your website!

The Good News

The good news is that you can change how your website looks and you don’t have to start from the very beginning.  You can review your existing content and update it, you can identify any backlinks that point to your current website and make sure you factor those pages into your new design.  Web sites have changed a lot over the years and what was once good practice isn’t necessarily the case anymore.

If Your Website Is Dated & Looks Unprofessional Confusing For Visitors To Navigate Not Generating Leads Or Sales Not Exactly Mobile Friendly

Changing the visual appearance of your website is just the tip of the iceberg! If you’re going to do it, you might as well do it right! Stop driving away your customers and Activate Your Potential with a website re-design!  Hue Marketing deliver practical solutions to fit your business and your budget!

Website Redesign For BigMove Phuket

Website Redesign For BigMove Phuket

A Professional Business Needs A Professional Website

The number one reason that visitors indicated why they wouldn’t use a companies service after visiting their website was because it had an unprofessional “look and feel” that lacked credibility and did not “feel” trustworthy.

Understandably this affects businesses that use their website to sell products and services directly but it also affect businesses that use their website to highlight service options and their location, a great example of the latter would be restaurants or dentists. First Impressions Really Do Matter!

It’s an all too common problem especially for small and medium sized business, they started a website because everyone had one and just left it to stagnate. Old design, Poor Usability and even Outdated Content (text). You’d be amazed at how many websites promote specials from 3 years ago or even have the wrong contact information on them.

You’d be even more amazed to know just how many companies with outdated websites still regularly spend money on advertising. It’s just crazy.

The Solution – Start To Rethink Your Website Today

Understanding that your website must be functional part of your business and not a separate entity is your first step. Your second step is to contact us!

Get in touch with Hue Marketing for a free review your current website. We’ll ask all the right questions to ensure we fully understand your business and the role your website will play as part of your business growth. We’ll find practical solutions that will work for your business that you can build on. We don’t just deliver websites, we see the bigger picture and then make sure you’re business is part of it.

Your website can be a powerful marketing tool when its used within a modern business strategy. Pound for pound you won’t find any medium that will offer better value or reach when its done right.

Click on the free website review button above or call us at +66 872 827 483 and talk with Stephen.

How to get more sales from your website

Is Your Website Mobile Friendly? Countdown to Mobilegeddon!

Your Website Must Be Mobile Friendly by 21st April

The Countdown Is Over! Make sure your website is Mobile Friendly.

For a long time already Google’s algorithms have factored in mobile compatibility into their search results, but on the 21st April there’s a big change coming. So big, some are calling it Mobilegeddon!

Beginning on April 21st, Google will no longer list non-mobile websites in mobile search results

Source: Google Webmaster Central

Currently around 60% of all searches are made on a Mobile Device of some sort, so it only makes sense that Google want to make sure that the results they display on these devices are mobile friendly.

How Does This Affect Your Business?

If you currently get most of your traffic from mobile devices, it’s going to have a dramatic effect. If your website is mobile friendly and your main competition is not, that’s going to be very good for you. However, if the shoes on the other foot and it’s your website that is not mobile friendly then you’re going to experience a significant drop in traffic.

Check to see how much mobile traffic you are getting on your Google or other Analytics Tracking Dashboard. For GA go to Reporting > Audience > Mobile > Overview, the combined number from mobile and tablet is what you could be losing if you don’t have a mobile responsive website.

Zineb Ait Bahajji, a member of Google’s Webmaster Trends team, was quoted at SMX Munich as saying that the new mobile-friendly algorithm change will have a greater impact on search rankings than Panda or Penguin did in the past.

Google have kindly provided a quick tool to let you know if your website is mobile friendly or not:

Mobile-friendly

A Special Note For Phuket Businesses

The 60% average quoted above will be considerably higher if your customers are tourists. Desktop PC’s in hotel lobbies have limited appeal when you have access to the internet on your phone or iPad. Anyway, when was the last time you saw a tourist without a mobile device in their hands?

Most of your customers will not be familiar with the area, so naturally their first source of information will be the internet (via their mobile device). For quite some time now Google have localised their search results for mobiles using the devices location to show only the most relevant results.  There are still many local businesses in Phuket that don’t take advantage of this so that’s also something to address when checking on your websites mobile friendliness.

Do Not Panic! – Not Yet Anyway

Before you start to panic it’s worth seeing where you stand. Google’s Free mobile-friendly test

  • Ensure the mobile version of your site is active and functional. Responsive designs are the most popular, but you can also have a separate hosted mobile version of your site. Google doesn’t have a preference, as long as mobile users’ experience isn’t interrupted.
  • Ensure Google’s mobile bots can crawl your site. If Google can’t see it, it may as well not even be there.
  • Check each individual page of your site on a mobile device to ensure navigability. Just because your home page is mobile friendly doesn’t mean the rest of your site is.

Google have also provided some great information and options for mobile friendly websites. If you manage your own website have a read through and take your options from there.

Time To Take Action!

If your website isn’t Mobile-Friendly then you probably haven’t updated your site in quite some time, which likely means old and outdated content too. So if the tools above have raised a few red flags, then it is time to hit the panic button. This will be a big shift for a lot of websites and if yours is more than a couple of years old, now is the time to upgrade your site.

But there’s a silver lining! Instead of feeling like your hand is being forced to update your website. Take the opportunity to re-activate your online presence and embrace the chance to really make a difference to your business. Your website is the most cost-effective communication tool you have if it’s done right.

Modern websites are mobile friendly and have the benefits of being easy to update yourself, plus they look amazing  and will easily outperform your old website in usability and create the right first impression for your visitors. Well, ours do!

Click on the free website review button above or call us at +66 872 827 483 and talk with Stephen.

How to get more sales from your website