Websites and social media
Can every website be effectively promoted in social media?
The answer to this question is quite complex, many things depend on the industry, product/service you offer. It’s commonly known that users of a platform like Facebook are not an ideal target group for those who want to sell something immediately or start visiting your website by appearing in a discussion or through paid advertising on Facebook.
In most articles, it’s written that social media are mainly used to build brand awareness, which is not very precise, and I realized this when I met a friend of mine, a lawyer who had just won his case for compensation due to the Swiss franc loan, he had won against a bank.
Why am I talking about advertising on Facebook in this context?
This meeting made me realize that in this type of advertisement model it’s not actually about building brand awareness but about products and services!
It’s a completely different approach.
Let’s take those people who are trying to get help from the government due to their Swiss franc loans, they don’t have any awareness that there is a lawyer in Poland who won a case against a bank in the context of a Swiss franc loan!
If they knew about it, the lawyer wouldn’t be able to get rid of new clients.
Positioning such a client will not give you anything, I’m talking about this specific service, i.e. legal help in the context of a Swiss franc loan, because there is no social awareness of the existence of such a service, nobody searches on Google with questions like “Swiss franc loan lawyer” or “lawsuit against bank for Swiss franc loan” etc. combinations, there are no such queries because people don’t know that someone won a case, that there is a lawyer who won a process and it was in his own case!
Facebook, not only Facebook, generally display advertising on various portals is an ideal solution for this type of client, let’s see what will happen if we place, e.g. on the WP or ONET portal an advertisement with the content:
“Swiss franc loans – we’ll help you win against a bank”
or
“Swiss franc loan – we won a process, we can lead your case too!”
If I had such a loan and saw this kind of advertisement, I would definitely click on it and go to the website of that lawyer and I’m sure I would contact him to learn about the details of this battle.
Low social awareness of the existence of potentially very desired services is an ideal condition for high effectiveness of advertising in social media or display advertising on various portals with high traffic.
Of course, the problem concerns a lot of people.
If you have such a service or product which can be potentially very desirable by a big group – website promotion in social media is a bullseye, a lucky shot is creating e.g. an online shop with products of common use, your website will become a gateway to acquiring new clients.
This type of advertisement on Facebook has one huge advantage and at the same time a big advantage over display advertising, news about someone winning a case for a Swiss franc loan will spread like wildfire, there will be an effect of a snowball, information of this kind will be passed in discussions concerning finances or shared with friends who will post it on their timeline and their friends will see it.
This type of advertisement can be very effective and in the case of such services this type of advertisement is the best possible solution.
Even a website with the best product or service won’t bring you a flood of clients, internet sales require some effort to acquire them and one needs to show inventiveness in acquiring them and try to think how such a potential client would think.
The example I described is just one service but it’s highly desirable now, it has enormous potential.
Until recently I thought that advertising on social media was a waste of time and money, some people despite these conditions promote their websites in social media, not considering how ineffective an advertisement tool this is.
However, looking at the problem through the client’s perspective, I got new insights into this issue which led to surprising conclusions and completely changed my perception of social media or display advertising.
This type of advertisement doesn’t serve building brand awareness (apart from the biggest ones like Coca Cola etc., who don’t care about money and can afford wasting it on building such awareness among people unaware of …), but building awareness of services/products which have a huge potential demand but due to lack of information concerning the problems that this service or product solves, people are not aware that something like this exists and therefore won’t bother searching for it in Google.
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