Low interest from consumers, trust issues and leads not converting are marketing challenges. These are all answers from my survey I sent out last week. It’s clear that many brands, no matter what industry, battle to close sales online. The reason why this happens is not because there is no interest from your prospects. It’s all to do with your marketing strategy and how you are trying to attract them.
Every channel or platform like Google, Facebook or Likedin has a different purpose in your marketing plan. They are all supposed to work together in harmony. Each with it’s own marketing strategy but working together towards one common goal.
Not every channel was designed for direct marketing but many brands advertise on all of them. This is why there is a low trust factor. Your brand is working against the way the platform is intended for use and that is why you get poor results.
Lets look at Facebook for example. The idea behind Facebook was to use it as a platform to build a community. It’s purely for building an audience, engagement and increasing your search engine optimization.
It’s not a direct sales campaign traffic platform because of the intent of the traffic. People joined and “hang out” on Facebook to socialize in communities and keep in touch with friends. Think about why you joined Facebook? I know I joined in 2007 to be able to keep in touch with friends all over the world. I never intended to use it for business because it didn’t start out that way. It’s a place where we can share and learn from each other. Most people check Facebook in the evenings or during a lunch time break. They go online for entertainment to escape reality. They are not there to do business.
I found it quite interesting to see in my survey results that eighty percent of respondents want to promote their business on Facebook. Now that you know the audience on Facebook is not ideal for sales, would you rethink your strategy?
If seventy percent of businesses feel it’s tough to find clients online, and eighty percent want to market on Facebook. Can you see it’s the wrong marketing strategy that actually affects your results?
Without the right plan, you will get no results and will keep donating your money to the likes of Marc Zuckerberg. But when you realize that each platform has a unique way for your business to leverage – the magic happens.
Why Google adwords generates leads that convert
As I explained above, Facebook is not ideal for sales adverts because of the traffic intent. People are not looking to do business, they are there to connect with a community.
We know that for people to take action they have to have a need or a desire that drives them to make a purchase. So where do people go when they have a problem they want to search, or want to find a provider or get reviews on a new phone. It’s google.
Seventy five percent of all search traffic comes from google. Search traffic is the best traffic you can find because of the intent behind the key words. They are searching for a problem they need solving. That is why google adwords converts higher than any other online channel for sales. It is one of the only ways you can attract serious buyers looking for your product or service.
If you want to grow a following and generate leads over time then you can use Facebook. If you need to generate leads for sales now then you need to rethink your strategy and direct your sales budget to google adwords.
If you are searching for new ways to find better leads, google adwords is your answer. It guides the search traffic to your business for better inquiries. Add Facebook marketing to your strategy for a holistic marketing approach to get even better conversion results.
I hope this article helps you see where you may be going wrong with your lead generation plan. Each platform has value for your business when you use it in the correct way.
I assist small business owners and entrepreneurs to improve their digital marketing strategy. I can recommend suggestions on how to fix your strategy if you are unsure how to move forward. If you have any questions you are welcome to reach out to my personal email address email@example.com.
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