AdWords And Facebook Aren’t Twins
How to Manage Different Traffic Sources
There are many different marketing channels available to you. Each channel has its own unique culture, composed of the organization of the platform and the behaviors the users exhibit. Because each channel is unique, one of the biggest mistakes made by today’s businesses is treating these channels the same; you have to approach each marketing channel with different tactics and sales techniques. You cannot expect the traffic on Facebook to act the same way as the traffic on Google. You also cannot throw identical ads and sales funnels at them both and expect them to get identical results. Each marketing channel has its own language, and it is important to become fluid in each if your marketing efforts are going to yield profitable results.
What is Google’s language, why is it spoken this way, and how do I speak it?
What do most people do when they have a question or are looking for something specific? They “google” it! Google has become synonymous with search marketing, and it is because Google AdWords has setup a distinctive situation between advertisers and their potential customers. No longer do advertisers need to seek out their customers by broadly placing ads and merely hoping they’ll reach their target audience, or trying to communicate with hundreds of cold leads, anticipating only a few conversions. Google makes your customers come to you.
If you have a product people are searching for (and you can figure out exactly how many people by using the Keyword Planner), Google makes it possible for you to advertise to them when they search for your product or service. This eliminates much of the negative response your customers will have towards ads—typically, everyone runs the other way when you try to sell to them, but with Google, you are getting customers who want to be sold to. All you have to do is provide them with what they want.
The Google sales process starts with your potential customer typing in a search query. Let’s think of them as a hunting dog, sniffing out their prize—your product. When they type in their search query, they will be scanning to find the most relevant ads and search results that match what they are looking for. Your job is to catch their attention by writing an extremely relevant ad. This is the first step on their scent path. If you succeeded in this, they click your ad.
It is then your job to keep the scent trail alive—do NOT litter your landing page with tons and tons of content, offers, and other distractions. This would be the digital equivalent of someone walking into your physical store and asking to buy a specific product, and instead of just giving it to them, you take them on a walk around the store and try to sell them multiple other things before finally telling them where it is (at which point they are probably frustrated and likely to leave). Make your landing page simple, and only allow for one or two calls-to-action. Ideally you have a single call to action and can collect their lead information.
The flow is easy; write an ad relevant to your customers’ search query, and send them to a page that helps them accomplish exactly what they are looking for.
Google is like a trade show for a specific product. Mostly everyone there is looking for your product, and most importantly they are willing to buy now or very soon.
What is Facebook’s language, why is it spoken this way, and how do I speak it?
Facebook, as previously stated, is a different advertising environment—completely different. Facebook didn’t start out as a business tool, and this is the first thing you need to realize if you are going to market effectively on Facebook. Facebook is a social network. Keyword SOCIAL.
Perry Marshall put it this way in his bestseller, “The Ultimate Guide to Facebook Advertising”; think of Facebook like a party. A really big one. People are at this party to get to know each other, to relax after a long day at work, to hangout, to laugh and enjoy themselves.
Have you ever been at a party and been approached by someone trying to sell you something? (If you haven’t, imagine you have, for the sake of this analogy and your business.) Do you remember your feelings of exasperation and frustration? Annoying, right? You’re just trying to have a good time. You don’t want a sales pitch. And neither does your audience on Facebook. Even if you have something you know they’d really want, they’re at a party, and they’re not thinking about that right now. So it’s a little harder, and a lot different, to learn how to communicate effectively with your audience on Facebook.
The first thing to do is build a relationship with the partygoers. Introduce yourself—tell and show them who you are (showing them is key, as creative and aesthetically pleasing pictures and videos go a long way on social media). Understand right off the bat that you are probably not going to make a sale at this party, BUT if you handle the situation correctly, you can make connections that will lead to sales later.
The next thing to do is engage their attention. Stop the scroll by catching their interest or stirring their emotions. Instead of being the annoying sales person, be the person at the party that is always the center of attention because they have such awesome stories and never fail to make you laugh or “aww”. This doesn’t mean creating cheesy content, but it does mean providing your Facebook audience with content that is interesting and beneficial to them, not to you.
Once you’ve established a relationship, the door opens for you to collect their email and begin touching base with them on a certain frequency. You present chances to convert, and if they don’t, you move on to other clients.
The pushy salesman usually does not work on Facebook. You have to build a relationship with your customers then guide them to a conversion.
Now that you know how they work, you should have a good idea of how to strategize content and advertising on each platform. Just make sure you don’t forget to put thoughtful effort behind creating marketing campaigns on each one; they’re not the same, and managing them the same way will not get you the results you deserve.
Need more help getting those results? Visit empirical360.com and let us know how we can help you!
Elliot Alicea – Author
Co-Founder of Empirical360
Elliot is a Co-Founder of Empirical 360 and is extremely passionate about creating highly effective marketing campaigns. He places ROI above all else!
Shea Duncan – Contributor
Lead Content Producer
Shea is an expert content writer and is a classic literary nerd! She loves writing highly engaging content and has a knack for making it convert!