I have known for a long time that facebook marketing always comes a very distant second, third or eighteenth to Google Adwords and SEO (search engine optimisation) but I finally got this message across to some friends recently.
I was in my mastermind meeting where some people in the group are huge fans of facebook advertising.
I have been trying to explain why although the advertisement costs seem cheap the cost of advertising is actually very much higher.
To be fair, I have been telling them this for more than a year. However, something I said yesterday finally clicked!
“the buyers haven’t asked for the solution”
I said this and suddenly the two big facebook ad fans sat up and listened.
I went on – when someone sees a facebook advertisement they have not asked for the advertisement to be presented.
They have not gone looking for a solution to a problem, which means that they are a million miles away from buying anything.
What happens is that they see a facebook ad, think “Oh, that looks vaguely interesting and relevant”, click on it and then you either try and sell them something or get them to register for a webinar or download your book. (which you offer depends on whether you are a Band Aid Expert or a Surgery Expert.
Now the point here is just as I said above, “The buyer has not gone looking for a solution.”
It means that they are in a very different place from someone who has gone to Google and typed in “find me a marketing consultant/coach/architect/financial adviser”…
That person on Google is a buyer. He is searching for a solution to his or her problem. He or she wants or needs help. More importantly, he or she is willing, able and ready to buy your services.
On facebook, your prospect hasn’t gone looking for your solution and nine times out of ten he or she is not in enough pain so does not want or need your service and is certainly not willing to pay for your service.
When this clicked with one of my fellow mastermind members he then said:
“Whilst I thought facebook was great I have realised that it is so much easier to sell to someone who comes through my website. I now understand why!”
I got my message across – it only took a year.
I thought I would share it with you so that I might save you from some pain, some time and some wasted marketing spend!