Facebook and Google, two platforms that have respectively earned the trust and support of many and have positioned themselves as advertising space that helps bring in the buck for many businesses.
With both platforms receiving large volumes of traffic and both generating leads for businesses through pay per click ads, one can understand why many would wonder which is best for their business.
To determine which is better, you have to delve deep and conduct proper and extensive research. You need to give consideration to the nature of your business, your goals; both short and long-term, what’s your budget, your competitors - these are all determining factors factor when weighing up which platform is best suited for your business.
Before we get into the above factors, lets first look at what each platform is and isn’t.
Best known for its social benefits, Facebook is a great community-driven platform that is perfect for creating brand awareness and engaging with your audience. Between the two, it is also a more affordable advertising platform.
A more targeted, keyword-driven platform that offers fast and immediate results. Your ads are guaranteed to only display people type in specific search terms and you only pay when they click on your ad.
With the above in mind, lets take a closer look at those determining factors:
Nature of your business - the product or service you offer largely determines which platform will yield a better return on investment when we’re looking at Facebook vs Google ads. Google works best for service-focused businesses (not all), including the likes of construction, plumbing and paving contractors. While Facebook, on the other hand, is an ideal “marketplace” for most products and services that aren’t search-driven.
The bigger benefit in Facebook is its ability to help create brand awareness, and together, they work great for any business.
Goals - consider your short and long-term goals; if you’re looking to get immediate results and quality leads that have a higher conversion rate - Google would be your go-to platform. If the goal is to build your brand into an authority position and create a brand presence, Facebook will work best.
Budget - many times people make the mistake of budgeting incorrectly or allocating ad spend to the wrong platform. If you have a budget of R500 and your business is best suited for Google, and your goal is to get leads that convert; your best bet is to allocate that R500 towards Google ads. While the “audience reach” on Facebook may be enticing, Google is more targeted and can give you a better return on investment for your R500. Where your budget permits, you can do a split between Google and Facebook advertising, this way you can get high converting leads and build your credibility as a brand on social media.
Competition - competitor analysis is crucial. You need to look at who and where your competitors are targeting people. This allows you to compare and better your own marketing efforts.
The major difference between Facebook and Google ads is one is a paid social platform, while the other is a paid search platform When these factors are taken into account, that is largely determined by who you’re targeting, your budget and the overall goal you’re hoping to achieve.
Social media engagement is just another term for interaction that aims to build relationships and awareness. Its purpose is less about promotion and more about connecting an audience to a particular brand.
Many times the focus for businesses becomes the product or service they offer and how to promote it to increase sales. And although the ultimate goal for many businesses is to generate more income, people often find constant sales pitching overbearing, which discourages them from taking action and puts a divide between the audience and the brand.
The focus and efforts should, therefore, be invested in connecting with your audience, rather than selling, as the connection will have a direct impact on growth and how these connections can convert into clients.
In 2018 Facebook released a video explaining that they will prioritise personal posts over brand focused posts. This caused quite the frenzy and businesses started experiencing a sudden decline in their audience reach which in turn made it difficult for them to promote their brand.
The misconception of social engagement was evident, and there seemed to be a lack of understanding of how to build connections and content that would encourage meaningful interaction.
To properly connect with your audience, you need to understand what they need and when they need it as well as what they want and expect. More importantly, your connection with your audience will be deeply rooted in the authentic brand voice they are able to identify you by.
Take Nando’s for instance, they take controversial subjects and put a humorous twist to it. It’s what they are known for, and it is how they connect with their audience and drive social engagement. What’s the unique brand voice that is helping you drive social engagement? If you’re unsure of how to identify or build your brand voice, connect with us and let us help you be uniquely you.
Content aside, social media engagement is about more than just what your audience can or will find interesting. Many have started turning to social media to seek feedback from brands, making social platforms a line of customer care too. And as a business owner, you’ll find it to be as much of a learning hub for you as it will be for your audience.
Through social media, businesses can connect with their audience and establish and better understand customer needs through live chats and Q&A’s.
To better understand social media engagement and to implement the correct processes to improve social engagement, you need to overcome the overuse of promotional posts and connect and interact with your audience the same way in which you would with brands you connect with.
With so many different social networking platforms that allows you to connect with people, nothing connects professionals from across the globe quite like LinkedIn.
Of its 675 million global users, 7 million are from South Africa. Professional networking is a good way to develop professional relationships that can help boost your career or grow your business.
So, how exactly can you use LinkedIn to your advantage? Check out our 5 top tips that’ll help you better your networking skills on LinkedIn.
Have a complete profile
You want to ensure you make a good and lasting impression when people land on your profile.
- A good quality, professional profile picture is important.
- Provide a detailed overview of who you are and what you do in the summary section.
- You can use the cover image space to highlight your profession or something that fits your personality.
- Make sure you provide as much detail about your work history as possible. And list the current position you hold.
- Include all formal qualifications and certificates you may have received.
You need to make an effort to have consistent activity on your profile. But unlike Facebook, your content should be engaging and relevant to your industry in order for you to build better connections.
Add your link to your social profiles
Adding your LinkedIn profile link to other social profiles like Facebook, Twitter and Instagram drives connections to your profile and helps increase your professional network. You can also include it in your e-mail signature and your resume.
Send thank you messages
Not only is it courteous to send a thank you message when people have sent you an invite to connect or when they accept yours, but it also acts as a great conversation starter with a professional you’re looking to engage with.
Recommendations / Endorsements
Recommendations and endorsements are testimonials of your skills and emphasizes your professional capabilities. You can ask former or current employers or people you have worked with to endorse a particular skill set or for a recommendation. And you can do the same for others.
Don’t be afraid to connect and engage with people within your industry. Professional networking is an ideal way for you to build meaningful relationships and connections with other professionals. It can present many opportunities for you as a professional and for your business.
The worldwide effect of the Covid-19 pandemic has been devastating. With over 1 000 confirmed positive cases to date, the impact on our people and the rapid spreading of the virus has forced the government to take drastic measures to flatten the curve.
With the country on a 21-day lockdown period, the outbreak of the Coronavirus has had a crippling effect on small businesses and the economy as a whole.
Small businesses were first in line to bear the brunt. The sudden and hard hit forced many businesses into fight-or-flight mode. While some were faced with the harsh reality of permanently having to close their doors, others are preparing for the road to recovery.
It’s a scary time for small businesses. They’re faced with many concerns - how they’ll survive the aftermath, the financial pressure and lack of income to sustain themselves. Some have salaries, rent and overheads to pay. And with so much uncertainty, the next steps are unclear.
For all small business owners overcome with worry and concern:
Your business cannot afford you to become complacent. Now might be the perfect time to invest time and energy into the aspects of the business you may have neglected or struggled to get to previously.
Take time to reflect
If you think back to where you started and where you’re wanting to be, which areas of the business work and which doesn’t work? How can you rectify the wrong and better the right? Take time to reflect to determine what can be done to keep your business moving forward.
No one saw the outbreak of a virus coming and we didn’t quite prepare for the impact it was going to have. With the numbers growing, be prepared for the likelihood of it getting worse before it will get better.
Communication is crucial
Whether you’re a team or a one-man show, clear communication is absolutely necessary right now. Find the right processes and tools that’ll work best for you and your team to effectively communicate with one another, clients or suppliers.
Be a positive support
Now more than ever, support is crucial. The people serving our country during this time of crisis need the support of the nation. You as business owner, your staff and fellow business owners need support and positive reinforcement. Use this as an opportunity to be a motivation.
Surviving the Covid-19 effect and rising above the ashes is possible, we believe all hope should not be lost and we should all stand together in support of businesses affected.