Facebook and Google. Two platforms we know you are familiar with but are you using them both for your business? And if you are, do you know how your customers are finding you? We bet they are using one of these two platforms (if not both) to gather information about your organization before purchasing your product or service. Here’s how you can make your Facebook and Google efforts cohesive to best communicate with your potential customers.
Organic Social Media
- Set up Google My Business. This is the professional business listing that pops up on Google when you look up a certain organization. We are sure you’ve seen some that are complete with pertinent company information, photos, updates, and more. This is because that company has set up their Google My Business profile! Doing this can answer many questions for your customers (What are your hours?, Where are you located?, Etc.), but it is also a way for you to put important information in front of them such as your current offers, events, and updates.
- Make sure your “About” information is cohesive across platforms. Potential customers should be able to learn about who you are and what you have to offer no matter if they are finding you on Google or Facebook. The informational sections of each platform should succinctly describe your business and give any pertinent information your audience may need. For example, is your business closed on Wednesdays? Disclose this information upfront to avoid frustrated customers.
- Post to Google My Business. We all remember to update our Facebook page and share photos on Instagram, but what about Google? Far too often we see organizations update their Google profile once, then never touch it again. With millions of Google searches per minute across the globe, businesses are missing out on potential communication with their customers by failing to regularly post on this platform. We know we need 5-7 touch points with a customer to build a relationship, and we also know that it is very likely that Google will be one of those points of contact, so we highly suggest regularly sharing your relevant content on Google My Business.
Performance marketing agency Tinuiti said it best… Facebook has more prospects, but a lower conversion rate. Google Adwords, on the other hand, has fewer prospects, but a higher conversion rate. Together, they are a match made in heaven, but only if you set them up to work collectively. Research has shown that advertising on Facebook led to a 40% increase in brand searches on Google.1 Many prospects are seeing Facebook ads, but fewer potential customers are going to Google to learn more. The good news? The customers that are heading to Google are the ones you are looking for because they are actively looking for more information. Make sure when they search for you on Google, you are in a prominent place in their results to quickly provide them the appropriate information. To do this, ensure that the keywords in both your Facebook ads and Google Adwords align. Once your audience takes action to learn more about you on Google, the potential of a converted lead greatly increases. Together, Facebook and Google advertising are the perfect pair to help businesses reach their fundamental goal of securing the sale!
If you need help with your Facebook and Google efforts, don’t hesitate to reach out to us at [email protected].