I was at a networking event yesterday and the Sales Lady from Facebook New Zealand was presenting. She made this statement
Google is advertising around intent; Facebook is about demand generation
And it started me thinking.
Google – yes I get it – the intent is shown by your search string.
Facebook’s claim is harder to back up.
Why Facebook’s demand gen claim is slack
The sales lady says that because on Facebook brands advertise to drive likes, then it’s demand generation.
I think because it’s hard to get visitors off Facebook and onto your website where you can actually make prospects take actions that lead them into the sales funnel, the effectiveness of this strategy is low.
But there are work-arounds – read this technique which we developed for our clients How Facebook boosted my newsletter subscribers.
Is Facebook still good for brands?
The answer today is yes… but. We have great client brands who are successfully recruiting new readers through their Facebook promotion, advertising and status updates. But without a clear set of tactics to drive those readers off Facebook and onto their website, all this work would be hard to monetise.
For many brands, especially B2B, their audience isn’t on Facebook. So it’s irrelevant to their marketing plans.
Take a look at this FB post and the comments below. We are seeing readers adding in their friends’ names to their comments in order to draw their attention to this bit of content, and that’s bringing in new visitors.