Why so focused on digital marketing?

Traditional marketing focuses on finding customers. Marketing techniques are interruptive and marketer-centric.  Today’s technology has made them less effective and more expensive. Caller ID blocks telemarketers, DVRs and subscription-based streaming devices make television commercials irrelevant, and online news websites have essentially made print ads obsolete.

Instead of telemarketing, we focus on search engine optimization, so customers can find you when they need you.

Instead of television ads, we create videos people can play on-demand.

Instead of buying display ads in print publications, we publish business blogs people look forward to reading.

Traditional advertising is limited to physical space. Magazine ads, print ads, billboards – all are limited to specific size perimeters.  Radio and television ads are restricted by time.  And none of these methods come with an analytical report to validate their value.  And any changes to these campaigns resulted in deadline restrictions, as well as additional production costs to you.

But now, thanks to the internet, space is basically unlimited, and you can see what is and is not working on a real-time basis, and make changes as often as you want, as you feel necessary.

Our focus in digital marketing is to get your business found by potential customers.  We make you part of the conversation, and support the new buying habits of tech-savvy adults.

Traditional marketing is convenient for the marketer, but it is not a great experience for the user – the potential customer.  Digital marketing enables businesses to empower potential customers with knowledge.

Facebook vs. Google: which makes sense for you?

We get it. You worked hard and spent a lot of money building your website, but traffic didn’t just magically appear.

When it comes to digital marketing for small businesses, two advertising platforms rule the roost: Facebook Ads and Google AdWords. Both advertising giants have proven effective for many businesses in an array of industries, but the question we have is what platform works best for small businesses?

This question can be tough to answer in just a few words, as each advertising channel has its own strengths and every small business will have different marketing goals to achieve. The question that needs to be answered first is “What needs to be accomplished from the advertisements?” In this blog, we will discuss the differences between the two advertising platforms and explain which is the best choice for achieving your marketing goals.

What’s the difference between Facebook and Google ads?

The major differences between these two platforms are their targeting parameters and their ad delivery. While these offerings are very similar to each other in theory, they prove effective for vastly different marketing campaigns.

Facebook is arguably the cheapest form of paid advertising. The average cost-per-click on Facebook is only $0.80, compared to Google’s $2.50. That’s a big difference. It’s easy to look at those numbers and form a quick opinion based on price alone, but if we take conversion rates (% of visitors that turn into customers) into consideration, Google is still an equal contender. Google AdWords’ conversion rates are typically 3-5x better, meaning overall return on investment can be almost even between the two.

Google is a very direct form of advertising, based mostly on the keywords people search for. When people search on Google, they are practically telling marketers what they are looking for. For example, if someone visiting Parkersburg searches “tire store near Parkersburg WV”, it’s pretty self-explanatory what they are trying to research. Because there is less left to question, Google Search Ads can be very targeted if setup properly.

Facebook, on the other hand, isn’t so cut and dry. Facebook displays ads based primarily on a person’s interests, social connections, and demographics. This means that it is very easy to target a specific type of person, rather than targeting based on keywords they search. Because of this, Facebook is great for promoting new products or services, especially when you already know who your ideal customers are.

Which Ad Platform Does it Better?

Increasing Awareness
If you’re a new business in the area or have new offerings that people are slow to catch on to (ie: new products, new services, new ideas), you’re probably looking to bring awareness to your business. Facebook Ads outperform Google AdWords for these types on promotions, as Facebook will provide far more exposure for each dollar spent. In addition, users of Facebook are far more engaged with the content on their newsfeed, rather than on Google, making it more effective at grabbing the attention of a potential customer.
Also, people searching on Google already know what they want, for the most part. They are typically looking for a provider of the goods or services they are looking for, which brings us to our next marketing goal – selling tee times.
Winner: Facebook Ads
Selling More Services/Products
This is the most popular goal for small businesses throughout the Ohio Valley. Selling products or services via digital ads has tremendously increased in popularity over the last 5 years. Google AdWords is far more efficient at selling products than Facebook, due to the fact that you can target shoppers based on the keywords they are searching. Google Search Ads typically target people further down the “sales funnel” than Facebook Ads, leading to much higher conversion rates, as we stated above.
Winner: Google AdWords
Growing Memberships
Places that thrive on memberships, such as private golf clubs and or locally owned gyms, that offer memberships often don’t know where to turn to promote their offerings. The good news is that Facebook and Google are both very good options to advertise memberships. Facebook, since it can target users based on their social relationships, demographic, and interests is a great way to introduce potential members to the facility. While Google AdWords is ideal for presenting your website prominently on search engines for those looking to join a specific club.
Winner: Draw
Attracting New Customers
It can be argued that both platforms can attract new customers to a business, but Google AdWords produces results in a much more black and white manner. Those that are have never purchased from you, or just new to the area, often use Google to help make decisions on where to shop. They aren’t searching businesses by name, hence why being placed at the top of search engines is so important for keywords like “nearby tire stores”. People aren’t looking for tire stores to purchase from when they’re browsing Facebook, therefore, the ads are not as effective.
Winner: Google AdWords
Educating Customers about Changes
It can be tough to keep customers up to date with different happenings and changes taking place at a small business. Especially if you don’t have a strong email marketing database to broadcast to. It can be a cost-effective and worthwhile investment to run small advertising campaigns to make sure your message is heard by your customers. With Facebook’s “Boosted” posts, you can target your customers on social media via their email address, connections, and pages likes for relatively low costs.
Boosting a Facebook post is a very easy, 2-click process and can be done by anyone with admin access to your business’s page. Boosting a post can costs as little as $5, making it affordable for any small business.
Winner: Facebook Ads
Booking More Events
Events are a huge income source for many venues. While advertising your event space can be a big investment due to high competition, the return is typically well worth it.
Google AdWords is very effective at advertising to those who are already in their search for a venue. Targeting people searching for a local event space is a way to immediately be taken into consideration during the research process.
There is a slightly different approach that needs to take place with Facebook Ads. With Facebook’s platform, you can target users based on life events, such as becoming engaged. Or you can target event organizers and wedding planners.
Both ad platforms have their benefits, in this case, and should be used together to get the best results.
Winner: Draw
Promoting Clinics, Clubhouse Events, Tournaments, etc.
Similarly to educating current customers, advertising to local customers regarding miscellaneous events taking place at your business can be accomplished best with Facebook ads. Many of our clients use Facebook ads to promote parties, clinics, seminars, etc.  However, our clients that offer training programs for small businesses (such as business services for human resources training, OSHA training, first aid training, etc.) benefit far better from Google Ads, where they can appeal to someone within the company tasked to find a specific training that their employees need.
Winner: Draw

What Strategy Will Work For You?
In most cases, a combination of Facebook and Google ads is ideal.

Facebook brings awareness to your small business while Google Search ads are unmatched for driving direct responses. The right strategy for your brand is based on the services you offer and the marketing goals you have set.

While Facebook and Google ads are a great place to start, there is a lot more to digital marketing than just these two platforms. If you’re looking to make the most of your business’s internet presence, contact us at info@insilicomediagroup.com or call us at 304-615-8921. We’re happy to help!