For someone starting to get their business on social media, this could be a pretty pertinent question. Which channel to use ? Of course the loudest noises are around Google and facebook, Right ? That’s what everyone seems to know about. So, the obvious choice should be , if everyone knows about google and facebook, then I should have my product there.
But Wait, your choice of the digital marketing channel should not depend only on the amount of traffic, but amount of quality traffic. By “quality” I mean “relevant” . Lets say you are trying to sell a security solution for a corporate. Should you advertise it on facebook ? , after all there are more than a billion people on it every day. But most of them are youngsters , probably not the ones who are going be be decision makers for the purchase of your products. Also, many of the people who may be decision makers might be using facebook in their leisure time, at home and mostly for personal entertainment, not in the mindset for official work. So, this may not be the best channel for advertising your corporate security solution.
Lets look at google. It is likely , that people who want a security solution for their offer , might use google to search for suppliers of the same. They may enter search queries like “best anit-theft system for office” or ‘security solution providers in mumbai” , etc. This is your chance to should up in the search results. There is a clear intent of the user here as he is specifically searching for a solution and you have the chance to show up. The traffic or the lead you will get from this search result will therefore be highly relevant.
Lets look at one example of when you could use facebook as well. Let’s say, you are coming up with an buy-one-get-one offer on one certain cosmetic product. You simply want to highlight this to a particular target audience( probably women in the age group 16+ yrs) in your region for a period of 1 week. You don’t expect anyone to go to google and type, “any free offers on <cosmetic brand> “ ? But, many of them may be regular users of your cosmetic brand and thus while they are casually going through their facebook , may get interested in buying your product if they come across this offer. Right ? This would be a good case for facebook advertising.
Over the last few years, many other channels like instagram, pintrest , twitter , LinkedIn and youtube have also become popular for advertising.In later posts, we will talk more about when and what to advertise on these. Till then, do remember though that a wrong choice of the advertising channel for your product or target audience could burn a hole in your pocket. If you need help in deciding what’s right for you, we will be happy to help.