This year, we noticed an interesting trend that has re-ignited new discussions about establishing brands and making first impressions vs. putting yourself directly in front of apparently ready shoppers.
Several clients tried advertising on Facebook. I already documented how all of them received an unexpectedly high amount of traffic for what they were spending. However, when we measured the actual conversions from those clicks, hardly any resulted in calls or contacts. As this was widespread, we reached the conclusion the clicks from Facebook were kicking tires. Meanwhile paid search clicks recorded consistent results in terms of clicks, calls and emails. The conclusion there: people using search engines were in a more active shopping/buying mode.
So, what about all those clicks from Facebook? Are they worth it since they come at such a low expense. And, what about the exposure, as people are spending so much time on Facebook? It raises the old question about the value of exposure.
We all just came out of a time when economy in marketing meant we got to survive another day. And, in some places around the country, times are still lean. The days of spending just for exposure and awareness seem like a distant memory but Facebook has brought the conversation back with a digital twist. In many cases. $300 means 200-300 clicks. Those are site visits, not just logo views.
Most of our clients have elected to keep the Facebook ads, paying for cheap exposure. And, then one of my oldest and wisest clients reminded me of an old axiom she was taught years ago. It is thought that it takes 11 exposures before most people are moved enough to make first contact. And, these 11 exposures can take place over a short or long period of time. Although I have always questioned that theory, I can’t ignore the importance of being “out there” and visible. The recommendation that I would make is: If you are going to spent simply for branding, do it on the web where you stand a chance to make the best impression. The key to this, of course, is having a great web site. But that is another conversation...
