We live in an age where we can, from a few keyboard strokes, find anything online. More and more people are going online to find what they need.
If you’re trying to find out where your nearest plumber is, where do you go? Google!
If you’re looking for recommendations who do you ask? Your friends on Facebook!
70% of money spent on advertising is spent on either Google, Facebook or Amazon.
Let that sink in for a minute.
If you’re not advertising on these platforms, people will find it difficult to find you and more importantly they’ll end up finding your competitors.
Luckily for you, I’ll be showing you in this article how you can start growing your business with a paid media strategy.
You’ll get better targeted traffic.
Imagine you own a plumbing business in New York, naturally one of the searches people may type in to find your business is ‘Plumbers in New York’.
When I typed this into Google this is what I got:
Search Engine Watch mentions that the top 2 results get 40% of the search traffic. So that means 40% of people searching for ‘Plumbers in New York’ will end up on either one of those websites.
In order to find what kind of keywords that you can use in your Google Ad campaigns you can use a tool called the Google Keyword Planner.
Once I add several keywords that I think people would search for if they were looking for a plumbing business in new york, I get a long list of keywords which I can use in my paid media campaigns.
You can retarget people that haven’t converted to a lead
Larry Kim of Wordstream mentioned the average conversion rate is 2.35% for a lead generation landing page.
So that means over 97% of people visiting your website for the first time won’t either become a lead or buy off you. That’s crazy!
Your job as a business owner is to get them back into your funnel and the best way of doing that is to focus on retargeting.
For all those that are unaware, retargeting is showing ads to people that have made some sort of contact with your business in the past.
Below is a retargeting ad that popped up on my Facebook newsfeed by HubSpot after I visit their website.
They retargeted me because I visited their website and didn’t buy their product or submit a request for a trial.
Since I’m already familiar with their brand (I’ve already visited their website previously) I’m more likely to convert to a lead for them.
You can also use the same principles and running retargeting ads on Facebook as it’s a powerful way to re-engage people who have not converted but visited your website.
You can run brand awareness campaigns
I’d recommend running brand awareness campaigns on Facebook if you want to reach a larger audience so more people can familiarise themselves with your brand and business.
So there are two main ways to run brand awareness campaigns on Facebook:
- Video Views
- Lead Magnets
If you look at the ad by CHEK Institute they are running a video campaign whereby they are telling people who they are and what they do.
You can also run campaigns for video testimonials customers have left or your business as this will build trust for any potential buyers.
The second strategy is through lead magnets, which Shopify does a great job of doing through their ad below.
A lead magnet is an offer that you present to your audience in the form of an ebook in exchange for their email address.
So with the example for Shopify, this allows them to build their thought leadership in the eCommerce industry and also build a database of people that are interested in eCommerce which they can sell to at a later time.
There are a variety of strategies you can use to grow your business through paid advertising from Google and Facebook and this article just scratched the surface. The purpose was to make you aware of the possibilities of using paid advertising to scale your business.
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About the Author
This post was written by Mamoon Saeed who is a coffee fanatic and loves all things business. He left his corporate job to set up his own marketing agency, Numio Media, to work with business owners to scale their revenue using digital marketing. You can also connect with him on Linkedin, here