If you have been on the Internet for some time to sell products or services, you already know that it is very difficult to attract people to your website cost-effectively. In order to do it, you should work beyond your competition to discover cheaper ways to find customers and by now, Facebook is one of them, if you do it right.
The Genesis Of Advertising On The Internet
You can do advertising on the Internet by several ways besides Facebook. You could buy links on other sites, create a PPC campaign to display your URL in the search engines, you could create videos pointing to your site, comment on blogs and many forms, but from approximately 2,002 Google Adwords offered a very cheap way to advertise your business and it was the Facebook of the time.
How PPC Works
PPC on Google works this way. Users are doing searches on the Internet all the time and you could decide which phrase you like and put your URL in front of the people typing it. This is very form of targeted traffic, because people are actively searching for that information to solve a problem and many will be willing to spend money to fix it. There is another advertising system in Google known as the display network (known previously as the content network), that is similar to Facebook because it works with keywords that match certain demographic.
How Facebook Works
Facebook advertising is very different from the search network of Google, because in Facebook you will have to target demographics and not keywords. Demographics are groups of people that share certain things and could be a very powerful way to reach customers. Take into account that when advertising via demographics, the prospects are not so "HOT" or ready to buy as when you advertise with Google, because they are usually at the beginning of the purchase funnel, they are only somewhat interested in the information you are providing, but don't ready to buy anything from you. They even don't know you are you or what specific thing you have to offer to them, so you will have to warm this people through the purchase funnel and some will get with you to the end of the funnel completing the sale, but most won't. This is the natural process because customers decide for other products, other pricing options, even other opinions, but you have to work with the percentage of people that will buy from you and that is money on the bank if what you paid to acquire them is less than you are making from the sale.
The Warming
So, how do you warm these cold prospects? The answer is easy: You should have to build a lot of trust to these people with all the marketing arsenal available like: Email, Videos, Comments, Articles, Email Replies and so on. Some will buy from you immediately, but most people will take a lot of time, but eventually you will get 2%-3% of buyers from your efforts or more (some are reporting conversion rates of about 12% which is huge). Don't get discouraged by the fact that only a tiny percentage of people that gets through your funnel buy your product because that is completely normal.
The Acquisition
The price of acquisition of a new client is very high at Google because the medium is very mature and there a lot of skilled advertisers there, but Facebook is still relatively young and you will not find as much competition in Facebook as in Google. Facebook requires different kind of skill, so you won't see people migrating too much from Google in the short term, but this is changing fast as people is discovering that you could get a new client for less than a dollar, where you would have to pay tens of dollars on Google for the same.
The real secret to advertise successfully in Facebook is to filter the people as much as you can, so you could get the most from your advertising dollars and this is especially true if you are on a small budget.
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