Hardware Retailing

OCT 2017

Hardware Retailing magazine is the pre-eminent how-to management magazine for small business owners and managers in the home improvement retailing industry.

Issue link: http://hardwareretailing.epubxp.com/i/877991

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Page 78 of 120

HARDWARE RETAILING | October 2017 74 Reasons Facebook Can't Replace Your Website 10 10 Not everyone has a Facebook account. According to statistics compiled by digital media agency ISL, Facebook users ages 13 to 24 dropped more than 50 percent between 2014 and 2017. These users represent the next generation of home improvement shoppers, and according to ISL's data, Facebook isn't where they are engaging with retailers online. To find out where you can capture Gen Z shoppers online, visit TheRedT.com/gen-z-shoppers. You can lead customers to your website through SEO. Your Facebook page may appear when customers search for your business, but you can set up your website to appear when customers search for specific terms, such as "plumbing tips," using search engine optimization (SEO). Adding these keywords to relevant pages on your website can draw potential customers to your business and boost your website's ranking. For more information on using SEO, visit TheRedT.com/seo-roundup. Facebook doesn't support e-commerce. While Facebook offers community selling through its Marketplace, the service is intended for Facebook users and not retailers. It also doesn't incorporate a payment system, so users must still exchange payment outside Facebook. Even if you aren't comfortable jumping into a full online store on your website, you can still host a more complete products catalog on your website than can fit on Facebook. Your content can live on your website. Your website is where how-to blogs, project and store photos, business information and details on sales, promotions and events can originate. When that content is on your website, you don't have to input the same information on each of your other social media platforms. You can simply link back to your website and boost your own website's page views. Y our Facebook page represents your business on social media, and it is a space to promote in-store events, announce new products and sales and connect with your customers. Having a presence on social media is valuable, and in order to compete, you should be engaging online. But it can't stand alone. If you're thinking of saving money on website hosting and maintenance costs in favor of sending all online visitors to your Facebook page, think again. Social media should be a large component of your marketing plan, but it's just one facet. Here are 10 reasons why you should maintain a website separate from Facebook.

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