Rudy recently started a business and people slobber all over him out of gratitude for the solutions he brings to the market.
Because it’s going so well, Rudy hires a design studio to conjure up a spectacular brand identity for his business.
In the box of design goodies, along with his shiny new logo and fonts and letterhead design and lollipops and champagne is Rudy’s sleek new website.
But what’s on the website? Let’s take a closer look…
Frothing with Facebook
Right inside the header, before anything else, sits a big fat clickable Facebook button, it’s ravenous fingers ready to grab anyone who lands on the site and toss them onto Facebook like a sailor chucking a bag of biltong into a cargo hold for rats to devour.
But hey ho, what’s that in the footer of the website?
Well blow me down there’s another blimming clickable Facebook logo!
Let’s stroll on over to the contact page and take a gander.
Well well well, if it isn’t another clickable Facebook logo draped all over Rudy’s contact page like fur on a Cortina’s dash.
What’s Rudy’s business about?
Well, he must be part of Facebook’s marketing department. That’s the only explanation for pushing Facebook so hard on his site.
And as if Facebook drenching Rudy’s site isn’t enough, we have to wonder why Rudy’s contact details are so inconspicuous.
But hey, Rudy loves his site.
Because everyone’s on Facebook, the obvious marketing strategy would be to direct everyone to Facebook.
But does this not sound like the epitome of marketing stupidity? Chasing people away from your website where you have a golden opportunity to sell to them?
Never mind the fact that likes and shares mean sweet blow nothing to his bottom line if it doesn’t convert to cash, and never mind that he’s sending people to a platform where his content has to compete with a barrage of ads and memes from other advertisers and individuals craving attention.
Strong in the wrong
So what’s Rudy doing wrong?
A small business website directing people to another website is absolute insanity.
That’s what Rudy’s doing by sending people to Facebook.
He might be sending them to his Facebook business page, but why do that in the first place when he’s got their attention on his website now?
And what does it say when Rudy’s contact details are hardly visible on the website?
He obviously doesn’t care for business. He doesn’t need people to contact him.
Drifting in the dark
But you know what? Rudy doesn’t even know whether people visit his site or not, nevermind if they’d like to get hold of him.
Because Rudy told the design company that he won’t be needing analytics, because it’s not important to him.
Rudy’s sailing into the sunset blind, Christopher Cross’ song, Sailing, soothing his ignorance.
He has no idea which Google searches brought people to his website; he doesn’t know which pages they visited.
Rudy does not care about his business. He’s fallen for a twisted social media marketing scheme.
He’s of the belief that likes and shares are all he needs to succeed in online marketing.
So what should Rudy do to lift himself out of the pit of stupidity?
For starters, get rid of the Facebook buttons.
Rudy shouldn’t send people away from his website; he should be trying to get more people to visit it.
How to do online marketing
“But how will Rudy reach people if he doesn’t do social media marketing?”
That’s a common question.
There are three ways Rudy can ensure he gets the calls and emails he’s hunting for.
Do social media marketing right
Rudy’s not doing social media marketing right by SENDING people to social media. He’s supposed to PULL THEM OFF social media to where he can have them take an action of his design.
People think social media marketing is about getting more likes and shares. “Brand building”, some would call it.
This is utter and complete nonsense.
Rudy needs his customers’ money, not their likes and shares.
So you’re asking, “but if Rudy doesn’t send people to his Facebook page how will they know about it?”
Firstly, why is it important for people to like his Facebook page?
Rudy must be able to answer that question.
Secondly, if it’s important for Rudy to catch the attention of Facebook users, he can do a few things.
If he owns a Facebook business page, he could “buy” more page followers from Facebook.
That doesn’t mean those followers will see all his posts. Far from it. Facebook’s algorithm is geared towards giving preference to those advertisers who pay for the best placement.
The only thing it means is that he’ll have spent a considerable sum and that he now has more followers.
Rudy could also run paid ads that, when clicked, send people to his website. This, like buying page followers, costs money. But at least he’ll be able to direct people to a place he’s in control of.
If Rudy bought ads to get people off Facebook onto his website, what would be the point of sending them back to Facebook? He’d be making people run in circles, not get them to take an action that puts cash in his pocket.
Optimise for search engines
Google is a fantastic source of traffic.
While some business owners are gawking at their likes and shares there are business owners who pay attention to how their site’s performing in Google.
Why’s that important?
How many people do you know who use Facebook as a serious search engine? Probably not many.
People use Google to do certain searches and if Rudy’s business does not appear there he’s losing out on traffic and leads.
He should spend time ensuring his site is optimised to perform well in search and he should create compelling content that adds value to people’s lives.
If Rudy keeps adding relevant content to his website, website visitors will consider him an expert in his fields.
That’s the perfect place to be in for a business owner!
Build a list
Getting people to sign up for a newsletter is a far better call to action than having them click a Facebook button.
How much effort does it take to like a post? And it doesn’t take much more to share a post either.
But if they hand Rudy their email address they’re handing him a sacred thing. They’re saying they’re willing to trust Rudy.
That’s not to say they won’t unsubscribe, but if Rudy keeps sending them great content chances are they won’t want to stop hearing from him.
What’s one of the best ways for Rudy to build an email list?
He could add a signup form to his website; he could contact his current clients to ask if they’d be interested in hearing from him; he could add a link to his signup page to his Facebook page. If he goes to expos he can get people to give them their email addresses at his stall.
The point is, an email list is far more reliable than relying on Facebook for consistent quality traffic.
If Rudy ran his business the way his website was set up he’d have no clients!
A client walks into Rudy’s store. The first thing Rudy does is point them to another shop across the road. That would be ludicrous.
But that’s what he’s doing by sending people to Facebook, instead of directing them from Facebook to his website.
Rudy’s lack of contact details is also a problem. It’s not clear, so people have to go hunting for it.
But because Rudy doesn’t make use of analytics to get insights into what’s going on on his website, he doesn’t have a clue that he’s losing out on clients.
Don’t be Rudy. Do your online marketing right. Get people off of Facebook and onto your site and make sure you supply ample reason for them to contact you and make it easy for them to do so.
Book a consultation to see how I can help you not be Rudy, or deRudify you if you’ve already fallen into the trap.