If you’re reading this article, it’s likely because you’re considering running digital ads.
You’ve heard about Facebook Ads and Google Ads but you’re still unclear on the difference between the two platforms.
In this article, we’ll cover each platform’s unique features, the key differences to keep in mind, and the factors to consider when deciding which ad platform to use.
Let’s get started.
What is the difference between Facebook Ads and Google Ads?
Facebook Ads is an advertising platform used for paid social campaigns on Facebook while Google Ads run search and display ads. While they both run pay-per-click (PPC) ads, they do so on separate channels and often target users at different stages in the buyer’s journey.
These platforms are often pitted against each other but in fact, Facebook Ads and Google Ads are complementary, each offering unique benefits to marketers.
If your team can only focus on one, there are a few things you’ll want to consider.
Your Campaign Goal
What do you want to accomplish with your campaign? Is it brand awareness, leads, sales, or something else? Knowing this answer can already steer you in the right direction.
Google Ads is ideal for demand capture – meaning reaching users who have high purchase intent. For instance, if I’m looking up the keyword “water bottle,” this may signal an interest in purchasing one.
With that in mind, the ads below align well with search intent and can lead to sales.
Facebook Ads, on the other hand, is ideal for reaching consumers who are near the top of the funnel, (i.e., great for brand and product awareness). – Read more
Everything and everyone is on social media these days, from teens to adults, pets, kids, and even food.
How and where you position your business and your brand on social media can go a long way to improve the return on your investment, or can be an utter failure and waste of time.
The difference between success and failure with your social media strategy is dependent on how you plan your content, choose the appropriate channels to distribute your content, and decide the type of response or action you want as an objective outcome.
To begin, you need to understand the definition of Social Media. Social Media is a digital tool that allows users to create, curate, and share different content forms with a predetermined audience and the public.
Having a strategy in place, know that there are a few traditional social media channels. These channels are Facebook, Instagram, Twitter, Snapchat, LinkedIn, Pinterest, and YouTube, while TikTok makes some significant strides as a newer player.
Strategize Your Social Media Content
As you begin to strategize your social media promotion, your priority should be to make your social media promotional goals specific to your business.
This may seem like a no-brainer, but too often, companies are under the misguided perception that posting anything on social media is better than nothing.
This strategy is wrong and ends up being a colossal waste of time and energy.
Instead, you should create social media content that matches both what your outcome objectives are and the type of channel you plan on posting your content.
For example, Twitter is great for sharing links and small amounts of texts but isn’t great for long-form blog post type content.
First, define the objective you want from your social media promotion and create a plan on how you plan to publish and distribute your promotion.
You can utilize one social media channel to improve your brand awareness, another to increase your audience, and other channels for engagement. – Read more
Ever wake up on the wrong side of the bed, and then have to be cheery? Like, interact in social media? Write an engaging blog post? Put together a lovable email marketing campaign?
Ugh. Those are the times you wish you could shut out the world, or at least channel a little of your inner snark. Well, the good news is you can do that once in a while, and your marketing results may even thank you for it! Sometimes, it’s good to embrace a little bit of the negative. (Trust me — this will all make sense in a second.)
So, here we go … if you ever wake up wanting to shut out the world, here’s how you can take it out (positively!) in your marketing.
What is negative marketing?
Negative marketing is a tactic that traditionally taps into negative emotions — such as fear, irritation, anger, or sadness — in order to elicit a response from the consumer, often in favor of what a brand offers or against what a brand opposes or competes with.
Keep in mind, however, that negative marketing shouldn’t be deployed simply because you want to be cranky. Instead, it should be implemented strategically with one (or more) of these goals in mind:
Empathizing with customer struggles
Differentiating your brand with that of competitors, especially those who may not be willing to take a stand or acknowledge certain truths in the industry
Cutting through the noise of “neutral” messaging that might not be resonating
If you’re successful, the end result causes you to stick in your audience’s mind, which gives you the bandwidth to prove your brand as a superior alternative.
How to Be Negative in Your Marketing
So how do you implement this tactic successfully? Here are some opportunities to be “more negative” in your marketing.
1. Create negative, or exclusionary, personas.
Let’s start with something a little bit easier to swallow than just being a total grumpy pants: exclusionary personas. Exclusionary personas, sometimes also referred to as negative personas, are kind of like the opposite of buyer personas — they’re the personas of the people you do not want to target in your marketing. – Read more
Running a successful business is not a walk in the park. It is a journey that takes dedication, hard work, motivation, and persistence. With so many unpredictable and challenging occurrences in business processes, one of the most consistent causes of concern is dealing with competitors.
Competitors are what stand between businesses and their ability to make sales. They are also there to bridge the gap businesses create with your target audience. Considering they are a constant threat to the success of a business, entrepreneurs need to take appropriate action to deal with them.
Beat your Competitors Through Social Media
As the popularity of online advertising and the benefits it has on businesses continues to soar high, many entrepreneurs are rushing to social media platforms to leverage their perks. In order to do that, some business consider buying Instagram followers or likes as a jumping step towards the top of their field.
So, what social media strategies can businesses use to beat their competitors?
Do a competitor analysis
One of the best ways to beat other businesses in your niche is through doing a competitor analysis. With the help of a social media service company, you can go through all competitor social media channels and get to see what they are doing (as well as what they are not doing). If you can, go a step further and subscribe to their newsletter, then use this information to build a baseline for your social media strategy.
Brand your business the right way
In life, there is always room for improvement. The same applies in a business setting. The way you introduce your brand to the world is vital. The trick is to be unique in your product or service delivery, among other things. – Read more
Want to generate leads for your business on social media?
Then you’ve come to the right place.
In this guide, we’re going to talk about why social media is one of the best places for generating leads, and then we’ll give you a step-by-step plan for executing your social media lead-gen strategy.
(It’s not as difficult as you might think)
The Undeniable Power of Social Media for Lead Generation
By far the most constant challenge that marketers mentioned (61%) in a HubSpot survey was “generating traffic and leads”, followed by “proving the ROI of our marketing activities” and “securing enough budget”.
There’s no denying it.
Getting people to pay attention is a challenge.
Getting the right people to pay attention is even more difficult.
And while social media isn’t an end-all solution to that common problem, it is one of the best places to generate leads… if you know how to do it.
After all, social media is host to billions of users.
In the U.S. alone (which has 328 million people), there are about 223 million social media users.
The good news, then, is that your target market is almost certainly on social media…
… because darn-near everyone is on social media.
But lest you think that those numbers represent empty lead-gen potential, consider this brief compilation of statistics…
So it’s not a question of whether your business can generate leads on social media or not, it’s a question of how you can generate leads on social media… systematically so that you don’t have to rely on random bursts of motivation or creativity.
That’s what we’re going to talk about next.
Here our 5-step process for systematically generating leads on social media.
Most people talk about social media marketing as if it’s one thing.
But that’s not really true.
There are a lot of different social platforms where you could generate leads for your business.
Which platform should you choose?
Well, each platform attracts a different audience, encourages a different style of content, and ultimately, is good for generating different types of leads.
If you’re marketing for a B2B business, then LinkedIn is the king of lead-gen.
If you’re marketing for a B2C business, then you might consider generating leads on Facebook and Instagram (the most general of the social media platforms) — those would also work for a B2B business.
Pinterest, on the other hand, is ideal if you’re targeting women…
…in the following niches…
Twitter, like Facebook, is a bit of a generalist platform and would work for most types of lead-gen strategies.
TikTok is new to the social media landscape but has had viral growth over the last year. Its platform is made up mostly of young people. However, since TikTok is seeing such massive success, advertising on the platform is a bit more expensive than some other social media channels.
Which platform or platforms are you going to use for your lead-gen strategy?
The answer depends on the type of business you’re trying to promote.
Choose the platform that will get you in front of your target market most consistently.
And be honest about your bandwidth — if you don’t have time to manage content creation for multiple platforms, then just start with one.
You can always add more to the mix later.
Step 2. Create Your Lead-Gen Sales Funnel
Anyone could use social media to generate a few leads here and there…
But that’s not what we’re after.
We need to build a system for generating leads over the long-term. One that is easy to manage and gets real results with the least amount of maintenance possible.
If there’s one thing a brand cannot ignore today, it’s social media.
Gone are the days of just word-of-mouth or newspaper advertisements. Today, for most brands their customers are on social media and are ready to interact with the brand there.
The most conservative business houses want to make their own facebook page. We are surprised to see fully operational websites of sanskrit publishers like Chaukhamba Orientalia and Dehati Pustak Bhandar. These are the companies which still operate from the narrow alleys of Varanasi and Delhi and their offices are still inside medieval buildings with just electricity as a modern gadget.
Interacting with your customers on social media is a crucial aspect of your marketing plan. But how does one go about it? Entrepreneur India spoke to start-up founders and experts about how they believe one should interact with customers on social media.
Why is Social Media Important?
In today’s day and age, conversations happen on social media. Umeed Kothavala, CEO and Co-Founder, Extentia, believes that social media has become a customer service center for businesses, large and small. Social interactions provide benefits such as increased exposure, lead generation, reduction of marketing expenses, improve online search ranking and develop loyal fans. “Understanding the platforms used by your audience is fundamental towards growing the business,” he said.
Given the large numbers of people today using social media for various purposes, Shenaz Bapooji, CMO, Shopmatic believes that social media marketing is unavoidable. “You have to actively engage with your customers on social media or you lose the opportunity to gain more users,” she said.
Whether you’re scrolling past pop-up advertisements on a smartphone app, clicking through promoted products on your Amazon account, or laughing at cheesy late night infomercials; branded content touches almost every area of your everyday life.
In a world where connectivity is a prerequisite for both personal and professional success, marketing is impossible to escape, and modern consumers are bombarded with ads daily.
In the face of constant media barrage, people are simply tuning out the noise and focusing on their interests. A 2016 marketing report from Salesforce ended with the dire prediction that “consumers are now immune to traditional advertising and marketing strategies”, while a Forrester survey from the same year revealed that only 40% of digital advertisements are viewed by real humans. Edelman’s annual Trust Barometer puts matters into an even clearer perspective, consumer trust in traditional media is at an all-time low and trending downwards.
So, how do businesses connect to increasingly cynical audiences in a marketplace where attention is worth its weight in gold?
Influencers Are the Key to the Digital Marketplace
Over the years, brands like Jenny Craig, Calvin Klein, and Pepsi have used celebrity endorsements as an integral part of their overall marketing strategy. While these multimillion dollar partnerships can still be highly effective under the right circumstances, most movie stars and singers are not able to engage audiences past a few initial videos.
For example, in 2015, Emirates Airlines released a series of TV spots starring Jennifer Aniston to help spread the word about their new premium aircraft. The campaign was a success, drawing a respectable number of views on Youtube and some additional buzz on social media.
Later that same year the brand took their marketing towards a more digitally savvy direction. Emirates gifted the massively popular digital content creator and techpreneur Casey Neistat an early membership to their new premiere class service, in the hopes that Casey would share his experience on his substantially followed social media profiles. The gamble paid off, Casey created two videos praising Emirates new services. To date, these two videos have received over 11 million and 52 million views respectively. Alongside the public attention, the plugs earned Emirates glowing profiles on trade magazines such as Adweek, Maxim and GQ.
With a fraction of the investment, Emirates was able to connect to a new demographic and build its image as a forward-thinking, customer-oriented airline. – Read more
Instagram users were missing 70 percent of all posts and 50 percent of their friends’ posts before the app ditched the reverse chronological feed for an algorithm in July 2016. Despite backlash about confusing ordering, Instagram now says relevancy sorting has led to its 800 million-plus users seeing 90 percent of their friends’ posts and spending more time on the app.
Yet Instagram has never explained exactly how the algorithm chooses what to show you until today. The Facebook -owned company assembled a group of reporters at its under-construction new San Francisco office to take the lid off the Instagram feed ranking algorithm. – Read more
Social media ROI comes down to having a strong understanding of what your goals are, what you plan to do, and what you’re looking to get out of it.
With more than 50 million businesses owning a Facebook Business Page and 94 percent of B2B organizations relying on LinkedIn for content marketing and distribution, it is clear that social media is continuing to grow.
With so many new businesses breaking into Social Media, it is no wonder they can often times feel overwhelmed and find it hard to determine the impact it is having for their business.
Social media ROI comes down to having a strong understanding of what your goals are, what you plan to do, and what you’re looking to get out of it.
Let’s review some key steps to building a social media strategy that results in definite ROI.
Social Media ROI Definition
ROI is getting a return. Obvious, right?
But when it comes down to how to calculate social media ROI, it isn’t just the result of revenue minus expenses.
ROI is value received in return of an investment.
The value you receive as a return on your social media marketing investment might include increased: