Facebook. Pinterest. WordPress. Blogger. Tumblr. Google+.
These are all digital locations where people and businesses choose to set up shop. Investing in any one of these platforms can pay dividends, but if you could only pick one, which would you pick?
I know everyone wants a quick and simple answer to that question, but like most things, if you really want something to work you have to learn the pros and cons of each potential option. My clients often ask me, should I have a Facebook page or an Instagram account or use Pinterest? While all of those are viable options it’s important to understand the uniqueness of what you’re trying to do online. That’s why people like me spend so much time delving in to each of these tools. Lucky for you, I have some handy tips to make it that much easier.
This is a golden rule of sorts. Even if Facebook is showing you the best results in terms of conversions and referral traffic, doesn’t mean you should abandon your website or any other channel. Investing too much on one platform can be a fatal mistake. Just because everyone is on Facebook now doesn’t mean your audience will be there in two years. I’m a big proponent of running and maintaining your own website. This gives you ultimate flexibility when set up right and allows you to adapt to the breakneck speed of the web.
The pros of having your own website are multifold. Not only can you install analytics software like Google Analytics to measure your web traffic but you can update your site as the web updates itself. That means when the new hot social network debuts, you’ll be able to build up a presence (if it fits with what you’re doing) and drive them to your site. Once you have users on your site what you do with them is up to you. If you have a high value conversion like a sale or email capture you now have the ability to do some A/B testing to see what works the best.
One of the things I love about the web is the feedback it provides. There’s so much data at our fingertips that we can try out any crazy theory that crosses our mind almost instantly. Is Facebook or Google+ better for your business? While your intuition may say Google+ or Facebook, why not test it out by running similar campaigns on both and then see the results. This type of approach allows you to hone your intuition by backing it up with hard data. This is where the magic happens.
1. Pick your platforms based on your business needs. If you don’t know which platform is best, learn about them or ask someone who does.
2. Don’t over invest on one platform. Or if you want, feel free to do that. By the way, how’s your MySpace page doing?
3. Your website is your BFF. Facebook may have a billion people using it, but the data you can glean from Facebook insights is not the same as data from your website. Be flexible like a yogi and invest in your website.
4. You’re smart. Use data to prove it. Your intuition will guide you, your data will get you where you’re going.
If you keep those simple tips in mind, I can promise you with time and effort you will see the results you want.