Facebook vs. Website: What Do You Really Need? Part 2
Want to know where Facebook may be failing your studio?
Last week we talked about the unique value that a studio Facebook page can offer your business.
Now let’s go the other way.
In this post, you’ll see three ways that your studio’s representation on Facebook is severely limited.
You’ll also learn how those limits do not apply to your website, making it a highly-effective, powerful tool for growing your studio.
First, let's talk about a few of the limitations of your studio Facebook page:
1. You Don’t Own Your Facebook Page
You may own your website, and you likely have total control over it. You will never own your Facebook page, and you have no control over the changes Facebook makes that affect it.
And, as you probably know, Facebook changes frequently.
2. Your Audience is Probably Smaller Than You Think
Earlier this year, Facebook reduced the number of business posts showing up in our news feeds. Facebook determined that we want to see more posts from family and friends (yes, please!) and less business and advertising.
Most of us would agree with this change - except that it makes our studio pages less visible.
This is a screenshot of the results of three posts I shared on my studio page in August, 2017. The top post reached 849 people. 42 people liked, commented on, or shared that post.
Here’s a screenshot of five posts I shared this spring, 2018. The most popular post reached 184 people. 22 people liked, commented, or shared.
[Note: I didn't boost any of these posts.]
Given that I have around 200 likes on my Facebook page, the results from last year’s posts are great. This year’s results are quite different. And because it’s Facebook, there’s not much I can do about it unless I begin paying to boost my posts.
3. Facebook Doesn’t Show the Full Picture
While parents may be engaged by photos of your students in action, they aren’t able to see the whole picture of your studio.
Facebook is great for sharing specific moments and snapshots of your studio.
However, your studio is so much more than those moments. You’ve built a specific teaching philosophy, a community, a brand that families recognize, and a reputation.
Here’s how your studio website shows parents the full picture:
1. Your Website Creates a Powerful First Impression
When parents arrive at your studio Facebook page, they will be greeted by small photos, a lot of blue and white, and an array of details. Your Facebook page is busy and crowded, and there’s nothing you can do about that.
When parents arrive at your studio website, you have the opportunity to make a powerful first impression. Showcasing your studio with a large photo of your students playing music, sharing your teaching philosophy in a brief, captivating statement, and creating a clear path to finding more information will engage parents immediately - and keep them clicking through your website.
2. Your Website Shows Parents Your Studio Experience
Using photos and well-written text, you can help parents imagine their child in your studio having a wonderful experience.
You can also share all of the information that a parent would need to get a sense of how your studio operates.
This may include communicating that you teach at a more focused, advanced level and don’t work with young children.
Or you may want to communicate that your studio is centered around giving young students a positive, joyful introduction to music lessons in groups.
Your website says all of this for you in a way that your Facebook page is unable to do.
3. Your Website Allows You to Accurately Represent Yourself
If a new parent sees a Facebook photo of you, laughing during a large group theory game as your students are getting goofy, they see a great image of you. They see that you’re invested in helping your students love learning.
What they don’t see, though, is the years of experience you have, your educational background, your teaching philosophy, or what sets you apart in your community.
Those details are an integral part of the complete picture of you as a teacher, and you are able to show parents this full picture on your website. You can do this in your bio, your headshot, your FAQ page, your policies, and in other smaller elements on your website that represent who you are.
The bottom line: use Facebook to promote your studio. It’s a great tool to stay connected with your studio families and may help you connect with new families.
At the same time, remember that your studio website is the most powerful tool you have to connect with new families, grow your studio, and represent yourself well within your community.
Have you compared the results you get from promoting your studio on Facebook versus your website?
Which do you feel is a better representation of your studio?
I’d love to hear from you!