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. They have absolutely no ‘buyer intent’ behind them.
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 to download your guide/book.
Now the point here is just as I said above, “The buyer has not gone looking for a solution to a problem or opportunity.”
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/insert your service here…”.
That person on Google is a buyer.
He or she is searching for a solution to his or her problem.
He or she wants or needs help.
He or she wants help NOW and is ready and willing to pay for 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 to need your solution, so they will not buy.
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!