What is the different between Google and Facebook?

The primary thing our Leeds digital marketing agency explores in the most detail when looking at marketing options for clients, is the stage their customers are at when they come across them. This is called the Awareness cycle of the market to the client. And it varies depending on which media you’re using for your digital marketing. The stages are as follows:

Unaware

This is when the market has no idea who you are, what you do, why you do it or why they ought to care.

Problem of Desire Aware

They’re aware that they have a specific need in their life or business, but they haven’t really taken any steps towards fulfilling it.

Solution Aware

They know what their problem is. They know what they need to use in order to address the solution and they’re looking for it.

Your Solution Aware

Aware of your solution with a view to potentially using it.

Ready for a Deal

They’re convinced you offer the best solution. Now they just need a good price or a good deal in order to buy from you.

The market awareness chart

DB Awareness Chart | Leeds Digital Marketing Agency

The Digital Marketing Platform

The above is like a staircase. You will have great difficult going from step 1 to step 5. But you may occasionally be able to create a good leap to a step ahead of the next one. But more often than not, your smoothest progression is one step at a time.

Your ads must vary depending on where your customer is in relation to your market awareness chart. Here is an explanation of the platforms and where they stand on the market awareness chart.

Facebook

Facebook is a social network, people on this platform are not seeking solutions to their problem. With good targeting and optimisation you will place yourself in front of those who are most likely to find your offer compelling, but at the ground level that is the best you can do while data-gathering in order to find those who are going to interact and start paying interest. But fundamentally, people on social networking sites are there to browse pictures and correspond with their friends and families. It is a recreational environment. Any adverts seen on Facebook are essentially in the category of disruptive advertising. The above factors show that people on Facebook are (at best) Step 1 or Step 2 to begin with. Most likely they are Step 1 – Unaware. So this means they’re not ready to hear about Step 4, because they firstly need to be progressed to Step 2 – Problem or Desire Aware. This requires an education-first approach. Your audience needs to be seduced with a great hook. In order to educate them about the benefits of the solution they ought to be considering in their life or business. When they are convinced of this, they’re ready to be convinced of you. But they must be sold on the solution first. So if you help people over 40 to lose weight, the best thing you can do to hook the interest of this audience up front would be to showcase key benefits to the diet you’re offering. Anything along the lines of ‘4 steps to…’ or ‘How I lost 12lbs from my 5 week ketogenic diet’ are great angels to approach your market. From there, they can become desire and solution aware. This is the best way to engage people through disruptive advertising. When you’ve hooked a person’s interest through disruptive advertising delivering informative content to make them desire and solution aware, they’re ready to be made aware of your solution (step 4).

Google

With Google, the world’s largest search engine. People are already searching for solutions. This means they are floating around Step 3 (Solution Aware) of the market awareness cycle. Because they’re looking for a solution. Depending on your ad or optimised website page’s keyword selection, your customer may be browsing for more information or browsing with commercial intent. So they’re further up the ladder than people who are browsing their Facebook news feed. This means that they’re already convinced of a solution to their problem, they just need to be convinced of your solution. So your ideal hook in this instance is a great offer and USP. Convincing the market that you are the best solution to their problem. When a person is browsing several search results, you need your listing to stand out like a glowworm. This is achieved through great headlines, emotive copywriting and a uniqueness about your business or product that competing search results are not showcasing.

 

So, now that we’ve explained the difference between Google and Facebook… which platform should you advertise on?

Which platform should you use?

The platform you choose depends a lot on what stage of your business you are at and also your own particular preferences. In almost all cases, the most important part of starting and promoting a business is getting your brand and market messaging as refined as possible to really communicate your business and it’s benefits to the market. The secondary part is scaling your proven brand to market message.

Brand and market messaging

Google’s keyword planner (and a few other search tools) will show you the exact phrases people are using when searching for your type of business, product or service. From these, you can start to find suitable messaging options to target and promote your offerings to. From there, as you pick up leads and sales, you should start to have an idea of how best to iterate your product and brand messaging from the various successors of your ad options and happiest customers.

When you’ve gained traction with a few happy customers, you have a lot of credibility and most importantly a proof of concept that is in line with real search queries and ideally gained some case studies. Google’s advertising has very specific targeting due to it’s keyword focus, this is why its ideal for getting your first start in digital marketing.

Facebook Advertising is a wider net, and has a longer refinement process, which is why it’s best to know (through proof of concept) that your offer is being well received and your messaging is extra persuasive and proven to be in demand. For more information on this, see our article: What you MUST have before using Facebook advertising.

When starting out with digital marketing, keep things nice and straight forward by focussing on search engine results based advertising. This is a channel with the largest amount of commercial intent. Once underway with results from Google Ads, you can consider using Facebook Ads to further leverage your proven offering, enabling you to cast a larger net with maximum ROI potential.