One of the most common mistakes that businesses make when approaching Digital Marketing is failing to approach it holistically. We are often asked questions about individual channels, such as “Should I use Adwords? Would Facebook Advertising be any good for me? And how about LinkedIn ads?”. These questions are common – but looking at each in the context of your whole marketing strategy is far more likely to lead to success. So how do you decide?
Begin by considering your Goals and your Audience
What are your goals? Do you know what you want to get out of your Digital Marketing campaign? Who are you trying to target? Where are these people? What do they read?
Asking these questions will give you a much clearer picture of what you can do to achieve your goals, and give you a better general understanding of how to target your audience. It will also help us set up your campaigns far more precisely. The more you understand about your customers and your goals – the more success you’re likely to have with your ads.
How to choose between AdWords and Facebook?
AdWords and Facebook address very different audiences, but it’s important to clarify that “different audiences” doesn’t necessarily mean different kinds of people – in fact, they may have the same interests and characteristics. Instead, “different audiences” here refers to people with different needs within defined timeframes. This difference is much simpler to understand than it initially appears.
It’s helpful to consider your own behaviour online and let that inform your decisions and approach to digital marketing. How different are your goals and actions when you are scrolling through your Facebook feed to when you search for something on Google?
For example, when you use Facebook you may well have a more relaxed and informal attitude. You might scroll through your news feed, watch a video, view a friend’s album, read somebody’s status, etc. In short, you don’t have a particularly strong focus or end goal in mind. The most substantial action that you’ll take would be clicking a link to an external page that has caught your attention, maybe to a news article or something else you’re interested in.
On Google, your approach is completely different. You know what you want, and search for it until you find a result that satisfies your initial enquiry. This could be something like reading some news, finding information about a character from a TV show, or buying a specific product or service.
On Google people actively search for products and services because they are ready or (at least) almost ready to buy. On Facebook, they are not at that stage, yet. This clearly explains why Google Ads are a good idea for any business in a crowded market, but you may well ask yourself why Facebook ads are a good idea at all?
What is the point of Facebook and other Social Media ads? What should we say on them?
The fastest way to see success on Facebook is by grabbing the attention of the user by giving them relevant and concise information that they’re likely to be interested in reading. Attention is a currency and if you want it you have to pay for it, by providing users with useful and complete information.
For example, if you’re promoting “Bespoke Kitchens” you need to express the quality of the materials that are used in their production, show off your latest design and successes you’ve had in the past along with information about how to choose the perfect kitchen. Communicate your authority on the subject, make people understand that you are an expert and somebody who deserves their trust and most importantly talk to people who already have an interest in what you’re selling. As people are inherently less formal and more relaxed when using Facebook, this is by far the best way to retain the attention of users and increase engagement with your business.
This approach does however rely on at least a basic understanding of who your customers are, if this isn’t something you already know, it would be advisable to seek help from a Digital Marketing expert who can help you create the marketing personas that will inform your campaigns.
How can your Blog help your Social Media Advertising?
Your blog can be an incredibly useful tool to insuring that you provide relevant and useful information to clients and can provide a valuable path through which users, who might initially be searching for just information, can be driven to the pages that you’d most like them to visit; your product pages. If you’re consistent, your website will become a trusted source for a lot of people who are interested in bespoke kitchens, a source that not only provides useful insights on products but sells them too.
This approach is more likely to get the attention of users who otherwise would never have been reached through AdWords because they might not yet be actively seeking to buy their kitchen but might be interested in doing so at some point soon.
At this stage, it’s important to give the user more content, to engage with them, collect their email and get back in touch with them ensuring that your business is the first that comes to mind when they think of the product you sell.
Even if they don’t then go straight to your site first, they might initially search on Google for “Bespoke Kitchen”. At this stage, your ads will come up (this is where the holistic approach comes in!) and they will be considerably more likely to click on your ad. They’re already aware of you because you previously provided them with information they were searching for.
What makes us so sure of this approach?
On ecommerce or lead generation websites, users who come from well targeted Facebook Campaigns are more likely to:
• Spend more time on the website
• Visit more pages
• Have a lower bounce rate
In summary, people who come from Facebook are more engaged because they haven’t got a specific goal in mind, whether that be information, advice or purchase. It is for this reason that they’re more likely to read more content and visit more product pages.
How to target people interested in your products
Targeting options on Facebook are ridiculously detailed. For example, it is not only possible to target people interested in designer kitchens, but more precisely, people who are interested in designer kitchens, have recently moved home, have high net worth and are already following bespoke kitchen brands.
Areas we can target include:
• demographic targets (age, gender, location, etc.)
• Profession (job title, field, role, etc.)
• Interests (tastes, hobbies, views, etc.)
• Behavior (will they buy online? Have they already liked a competitor’s page? Do they like any pages that are related to the products or services you provide?)
• Previous relationship to the brand (have they been on your website before? do they already like you on Facebook or not? are they on your mailing list? are they similar to people on your mailing list?)
If want to provide useful information to your potential clients and you think this approach could help to grow your business, get in touch with a digital marketing expert who will help you build up a content strategy on paid social media.
In London? Come along to our Free Update – What You Need to Know about Recent Changes in Digital Marketing, 15 February, Putney Bridge
In Cornwall? Sign up for our Digital Marketing Drop In Clinic, 23 February, Truro