How Google and Facebook can help marketers

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Luckily, today we have plenty of opportunities when it comes to marketing a brand or business online.

It is no longer news that two of the most powerful ways to bring huge traffic and leads back to your website is by means of Google Ads and Facebook Ads.

Either you want to focus your marketing efforts on Google or Facebook, both platforms will provide you with instant access to hundreds if not millions of users. At the same time, you will also have the necessary tools to reach your target audience faster and easier than ever.

Beyond any doubt, Google is the leading website and search engine in the whole world. As a result, it provides what seems to be a limitless number of users making searches via its database every second daily. In addition, Google cashes in like a crazy machine. You have definitely noticed how much of the screen space is now filled with paid ads. Therefore, advertising with the help of Google searches has become an effective tool to drive customers.

On the other side, there if Facebook that had quickly found itself as one of the most addictive social networks in the world today. Even if people don’t usually search for specific content via Facebook, each user is a major source of demographics and data, which helps marketers to easily optimize and target their ad campaigns.

Google Ads vs. Facebook Ads

Driving huge traffic and bringing new potential customers is all about engagement and delivering your message to the right audience. Therefore, you can use landing pages via Google Ads or short lead generation forms via Facebook Ads.

Regardless of the method or platform you use, Google and Facebook must both be at the top of your list of effective tools.

Here are a few of the major reasons why.

  • Today there are over 3 billion users on the web. Reaching them through Google and Facebook are two of the most powerful ways that guarantee success. If we look at the Facebook Ads platform, we discover that there are over 1.28 billion active users per month, which means over a trillion page views monthly.
  • If you consider to use Google for your marketing campaigns, you can select and track your audience based on geographic location, demographics, keyword targeting, language, device used, and more. When creating ads through Facebook, it’s all about taking advantage of the power of demographic target, including location, interests and behaviors, user demographics, and custom audiences.
  • Both platforms are optimized for complete mobile advertising.

Who Is the Winner?

It is clear enough that both companies are winners. But, it also depends on what exactly you want to achieve through your advertising. If you are interested in immediate sales, then Google Ads is best; while Facebook is a perfect tool for those who want to focus on followers and lead generation. In other words, it’s up to you!

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How to develop a promotional strategy

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After identifying your target audience, it is important to understand the message you are trying to deliver to them via your marketing campaign. If there are more than one target market, the message could also differ based on the potential customer. In addition, you may also need to focus on your marketing in various ways: learn more about product strategy; positioning and differentiation.

Create brand awareness

In order to have a successful promotional strategy, it is crucial to create brand awareness amongst your potential customers. Brand awareness is related to the recognition of your specific product by current and potential customers.

Today, luckily, there are plenty of advertising techniques you can use to create brand awareness among your customers. Some of them are as follows:

  • traditional advertising – it is about business directories, newspapers, magazines, radio or TV, billboards., etc.
  • SEO (search engine optimisation) and PPC (pay-per-click and paid search advertising)
  • social media marketing
  • public relations – that include press releases, events, tours, launches, etc.
  • sales-based techniques – i.e. coupons, discounts, vouchers, competitions, loyalty programs for existing customers
  • direct marketing – i.e. email, packaging designs, mail order catalogues, point of sales displays, etc.

In addition, consider taking advantage of dealer or showroom events, exhibitions, trade shows, where you can benefit from any sales opportunities that may be presented there or check if your target audience is also attending those events.

Sell to your existing customers

If you want to increase your brand awareness, consider marketing it to your existing and loyal customers. When you understand your current customers’ needs and preferences, particularly of those who deal with you often or buy a lot – you are able to develop new methods to target them and, thus, increase your brand awareness.

Another effective strategy is encouraging your existing customers to promote you, as spreading a word about you can be very productive when developing the brand.

Time and measure your campaigns

Regardless of your promotional strategies, it is very important to time your steps towards reaching your target customers at the moment they are the most receptive. When developing strategies make sure they combine both long and short-term offers – special discounts or competitions.

In terms of measuring, you evaluate the effectiveness of your strategy which is very important. This may include asking new customers how they know about you or carrying out surveys before and after every marketing campaign. Monitoring your website traffic and using individual promotional codes for certain sales would also work perfectly. As a result, you will be able to determine your strengths and weaknesses as well as identify where and how you can improve your campaigns.