Know Who Your Target Audience Is & What Platforms They Are On
It’s of utmost importance that you know and understand who your target audience is to decide Facebook vs Website; the reason being that whomever your audience is will dictate what platform they are currently on. It is most beneficial for you to create a strong online brand in a platform on which your desired customer already engages.
Say, for instance, your business is manufacturing and selling custom made walking sticks and your target audience is men and women in Australia over 60 years of age. The chances are that a demographic of 60 yr + will be mostly using Google search to discover you. However, if you are in the business of making soy candles with custom labels and your target demographic is females 20-40 years of ages across 10 countries, then it is more likely that your audience spends their time searching for home decor option on platforms such, Etsy, Pinterest and Facebook rather than Google.