If Facebook Blows Up Tomorrow: 3 Investments Your Business Must Make

If Facebook Blows Up Tomorrow

I’m a big Facebook guy. I’ve been using it for business purposes for over five years. How to build your business with the help of Facebook is the focus of my content. I know how incredibly valuable it is.

But I’m not crazy.

This is what people need to understand about Facebook: It is an important piece of the marketing puzzle, but not the entire puzzle. There are other pieces that I would consider more important, even for my business.

Don’t put all of your eggs into the Facebook basket, a basket you do not own. If Facebook blows up tomorrow, would you be able to recover?

Sure, we’d all have to scramble if that happened. But there’s a piece of advice I carry with me daily that applies here: Focus on what’s within your control.

I trust and believe in Facebook more than the general populous, but no smart business is based entirely on a platform outside of one’s control.

Facebook is waaaaay outside of your control. It’s constantly changing. It’s unpredictable. It’s a great tool. But you must invest in your own assets.

While I’m confident that Facebook is the right fit for most businesses to expand their reach, it’s imperative that you invest in the following three things.

Company Website

The core of my business is right here. You’re looking at it. This website. I control every character, color and change.

I know how my bills are paid…

Referrals from Facebook and Search Engines

That’s 82.2% of my referrals during the past 30 days from search engines (mainly Google), 8.9% from Facebook and another 8.9% from “other.”

This seems insane, right? If anyone should get referrals from Facebook, I should. One could interpret this chart as an indictment of Facebook marketing.

But I won’t.

Facebook is my biggest non-search referrer. And it’s because of those 10,000-odd referrals during the past 30 days that Google loves my site so much.

It’s just another example of how important Facebook is for indirect revenue. But the revenue all happens here.

It’s no mistake that I built this website first. The Facebook Page didn’t come until two months later.

Investing in a company website may seem obvious, but so many companies miss the boat on this one. Either they don’t have a website or they build a crappy one that rarely gets updated.

Your website is your foundation. It’s your home base. It’s where the majority of purchases are made and where people search you out.

Your website is your company’s online identity.

It’s also much easier to build a Facebook presence if you already have an established website audience. You can use your website to drive people to your Facebook Page and vice versa. And your website content gives you a starting point for what you’ll share on Facebook.

Invest in your website first. Facebook is a means to start and continue conversations. Your website is where you finish them.

Email List

You may be surprised to know that Facebook isn’t even the second most important investment for my business. It’s my email list.

Once again, I own my email list. I have very little knowledge of or control over my Facebook Fans.

I always find it amazing when I hear suggestions that we should reach more than 16% of our Facebook Fans. Meanwhile, the standard email open rate is 20%.

It’s why everyone screaming about Facebook Reach had better have an email list. You want to reach your customers? Don’t want to be at the mercy of someone else’s algorithm? Build an email list.

Your email audience is a stationary target. It is dependable. And it is the number one source of repeat customers.

What’s interesting, though, is how the lines are beginning to blur between email and Facebook. Marketers now have the ability to target their email list with Facebook ads through the use of “Custom Audiences.”

This is a powerful new way to leverage that email list. But you can’t take advantage of this feature on Facebook without having nurtured a solid list first.


This admittedly hasn’t been as high of a priority as I wish it were for my business, but it will be very soon. There will come a day when more people consume your content via mobile devices than from a desktop.

Will you be ready?

Make sure that your website can be easily consumed on a mobile device. Do you have a mobile responsive theme? Can content be read? Can purchases be made? Can users comment and share?

You should also be looking to extend your website on mobile via applications, both ones you own and other platforms (think FourSquare). When in doubt, of course, own it!

In Conclusion

I obviously believe in Facebook as a critical piece of my and your marketing strategy, but it should not be the centerpiece.

If something unforeseen happens tomorrow and Facebook is no longer a viable place to market my business, I still own this website and my growing email list.

What will you have?

  • http://www.jacobcurtis.co/ Jacob Curtis

    Hi Jon, I couldn’t agree with you more. Understanding what you OWN is very important and realizing that you are at the mercy of Facebook’s constantly changing platform is crucial if you decide to put all your eggs in that basket.

    You can also have a dedicated E-mail subscription sign up app on your Fan page like the Shortstack one you have hosted on your Facebook page.

    You have fans, but you don’t own them!

    • http://jonloomer.com/blog Jon Loomer

      Exactly, Jacob! Facebook, Twitter, Google+ and others are great tools to help extend your reach, but they shouldn’t be the main/only way you do it.

      You get it!

      • http://www.jacobcurtis.co/ Jacob Curtis

        Thanks Jon, I thought this article would be great for the company page I manage so I just shared it to around 15k fans. Unfortunately you and I both know that only about 200 of them will see it ;)

        sometimes it’s the thought that counts!



        • http://jonloomer.com/blog Jon Loomer

          Haha… Thanks!

  • http://www.facebook.com/kjimenez14 Kimberly Ann Jimenez

    Thanks so much for writing about this! It’s nice to have someone reinforce the importance of having a platform you can control and manage :)

    • http://jonloomer.com/blog Jon Loomer

      Aw, thanks for reading it!

  • mohammed khan

    hi how are u i lick to friend with u

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  • Jill Wright

    Excellent advice & despite being fairly non-tech savvy, I’m happy to realize I’ve already been following your advice regarding a web site, contact list for e-blasts, & mobile web page for the 2 small businesses I run.

    • http://jonloomer.com/blog Jon Loomer

      Smart move, Jill! If you’re doing that now, you’re lightyears ahead of the pack. Keep at it! It’s people like you who can find great success on Facebook BECAUSE you’re doing these right things on your own assets first.

      Well done!

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  • http://www.facebook.com/blake.jamieson Blake Jamieson

    Love the advice Jon. I definitely have to start building my email list!

  • http://twitter.com/HowieGoldfarb HowieG


  • Ali

    Jon I run a daily deals company but my conversions are higher from Facebook paid adverts, email lists then google ad words, google organics works though, of course we have a website. Have been trying to bring higher conversion from ad words but haven’t had much success. What is your input on that? Love your blog I am an avid readers and its commendable you share so much great information which actually helps businesses. Thanks man,

  • http://twitter.com/pawichiz Paola Elizaga

    Couldn’t agree more, Jon! I would only add that the referralls you receive from search engines are low hanging fruits – people already WANTING to consume your content… while on Facebook marketing your content must be so engaging that they prefere you vs their friend’s wedding pictures.
    I will send your post to my brands. It’s so difficult to make them realize the importance of a web page when social media appears to be so “easy and covenient”.

  • Big Gully

    Hi Jon, great article. I have day job but in my spare time I am a Folk Artist. I have been showing my art at festivals going on two years now and have also been trying to build a “social media/web presence”. Your article hit home with me because at the moment all I have is FB, Twitter and Instagram but have been thinking about a personal website. However, I can’t afford to put much money into it since this “hobby” is not putting food on my table. Secondly, I am totally overwhelmed with the endless options there are for websites. I have been looking into Wix as well as others of that same vein. I have also had people tell me to use WordPress. I did a little digging into WP and see that there is a free version as well as a fee based version. I could go on and on…….but my question is……..what program/platform would you recommend that I use to build my website. Any info you can send my way would be greatly appreciated!!! Thank you!