Everybody knows Facebook is important. With around 2.4 billion users, it is by far the largest social media platform in the world. That also makes it one of the most valuable advertising platforms in the world.
Its success has allowed Facebook to develop an advertising platform that in a lot of way is more robust and more valuable than even Google. While Google has an extremely high amount of activity that makes it a brilliant place to place your business, Facebook offers unique capabilities and opportunities that Google doesn't- simply because of the differences between the platforms.
How Google Ads differs from Facebook Ads:
One way Facebook is different is how it leverages the purchasing process. If you've never heard of the purchasing process, it's based off the idea that consumers go through a variety of steps before they reach a purchase. It includes recognizing the need/want, seeking out information, evaluating their options, and then purchasing.
With Google, you're positioning your business near the end of the purchasing process. That means people are searching you out because they're either thinking about buying or are ready to buy. You're simply becoming a source of information and getting visible as an option for them to consider for when they go to purchase.
Facebook is different. Only in particular niches do people seek out businesses via the platform because they're near a purchase. More often, Facebook can be a great way to initiate and control the purchasing process. It is a great option for businesses whose product is focused less around a need, and more around a want- think restaurants. Instagram works the same way. It's also a fantastic strategy for really niche products that have no Google traffic.
You start, frame, and close the conversation.
It's all directed to you. So, you can essentially create a lead funnel just leveraging social media.
Don't think that needs based services/products can't benefit too, though. Leveraging Facebook can be great for any business, it just depends on how you approach it. Facebook can be a great place for a business to provide a place for information on a topic. That helps meet the customer at a critical time in the buying process, and helps build trust and credibility.
The best thing with Facebook overall is that it allows you control over so much of the advertising process. You can target specific audiences, publish a wide variety of ads, create engagement and trust, and so much more.
It's lucrative, especially right now.
1. Facebook ads are cheap. Really cheap.
You can get traffic to your page for a cost-per-click many times lower than you ever could through Google, all while targeting highly specific audiences, and publishing unique content that can drive conversions.
2. Everyone is on Facebook right now.
I don't mean that 1/4 of the world's population has a profile. With the shutdowns all over the country, everyone is at home all day. Facebook is one of the places they will probably spend inordinate amounts of time along with Netflix, Twitter, Instagram, and Reddit.
It's a great opportunity to bring awareness to your brand, even if you don't sell anything. Simply getting your name out there is often enough.
3. There are unique strategies you can use to stand out.
I'm a big fan of the Don Draper quote, "Success comes from standing out, not fitting in." He may be a TV character, but the quote is absolutely true.
Here's the thing: a lot of people do SEO. A lot of people have a website. A lot of people simply have a Facebook page they post content to.
What are a lot of people not doing?
Some are doing those things. A lot aren't.
It shouldn't take a pandemic for people to get creative with their marketing, but we really have stumbled upon a great opportunity for you to stand out amongst the crowd.
Everyone knows about PPC ads on Google. Not everyone knows they can effectively run a Facebook group and get business from it.
The main reasons to leverage Facebook right now are because of its size and customizable ads platform, but also because of the unique opportunities you can utilize to market in a way no one else in your industry does.
If you want to learn more about how Facebook can grow your business, give me a call today (559) 462-8663.