In the world of small business marketing, advertising dollars can diminish quickly if you are not adept at using the various platforms. There are many options available, and our goal is to find the most effective channels for your business and industry. It’s equally as important to gain the highest return on the investment. In this marketing strategy post, we share how your business can benefit from combining two of the most powerful small business internet marketing channels: Facebook and Google Adwords.
Bob Buch, CEO of SocialWire describes two key doors for reaching customers through the internet: one is search and one is social. Buch, who has held senior executive roles at successful companies like DIGG and AOL, said in a recent article, “Much of the Google and retargeting spend is targeting people that would have purchased anyway – they have already expressed intent to buy by either visiting the site or searching for the product. The value of Facebook is that it can be used as a platform to grow demand – something that Google and retargeting are both uniquely ill-suited to do.”
Facebook is an important advertising channel for building relationships with the audience. It provides a unique opportunity to create a connection. The two most common problems with Facebook marketing are when marketers use the platform as a one-way channel to broadcast messages and expecting an immediate buy.
Data from SocialWire shows that 54 percent of purchases converted through Facebook came at a week or longer after the buyer clicked on the Facebook advertisement. Customers are getting to know about a company on Facebook and then taking time to make the buying decision.
Creating Demand with Facebook
Buch describes using Google Adwords and Facebook together the same as farming. When small businesses place ads on Google, no amount of ads are going to increase the search for a product, what increases search is demand for the product, just as with farming. This is where social media enters the mix, by sharing about a product, its many uses and client stories, we create demand.
So how do we use Facebook to Create demand? Below are four Facebook advertising methods.
- Create demand by tying to your audience’s circle of influence – The most effective advertising on Facebook targets friends of fans by showing the activities of their friends. We call this social proof. People are much more likely to engage with a business page than a simple solo business advertisement, if many of their friends are already engaged with the page.
- Create demand through storytelling – Use storytelling and social proof to demonstrate your product is the one to buy. Keep in mind that Facebook users aren’t on the channel to shop, so advertising must share a story and show activities real people are doing. Keys to using storytelling in your advertisement include not focusing on the product, but on the many exciting ways to use the product. Include strategic use of images, so that customers can actually visualize themselves using the product. If your product can solve a problem, share the story of exactly how.
- Create demand with customer testimonials – Just as important as social proof where Facebook fans see their friends “liking” your product, is hearing from others about your product. Use testimonials in the storytelling to show how a customer used your product to solve a problem.
Benefits of using Facebook with Google Adwords
Small businesses that view social platforms like Facebook as a channel for creating demand will drive more volume and better results with their search marketing. Kenshoo, a global software company, conducted a study recently to evaluate the return of using Facebook to support a Google Adwords campaign. The study results showed Facebook ads boosted Google ads by 30 percent, increased the average order by 24 percent, and yielded a 7 percent higher click through rate.