One of the biggest concerns for those who have an online business is how to get customers.
There are basically several ways to get customers for your online business but we can highlight two main sources of traffic:
- Do SEO.
- Pay Per Click Advertising (PPC). At this point we could include the Facebook platform to get traffic to your website: Facebook Ads.
In this article we will analyze the pros and cons of each strategy, expectations and budgetary concerns.
The direct answer to this dilemma
If I had to answer this dilemma briefly and honestly, I would tell you to work both. However, let’s say you’re not an expert at doing SEO or working Facebook Ads and you need to hire someone to do it for you.
If you give me the choice between spending your budget on Facebook Ads or doing SEO I would tell you, without any doubt, to focus on Facebook Ads, especially if you have a local business and want to get customers quickly.
However, let us analyze the strengths of each strategy.
Search engine optimization (SEO) is the best practice associated with acquiring “free” traffic from Google.
I put the word free in quotes because SEO is a lot of work, you have to invest a lot of time in it and you have to do things right.
If you know how to do SEO and have the time you can do it yourself. If you don’t have the necessary knowledge or time, you will have to hire someone to do it for you.
SEO can be divided into several categories.
This type of SEO is suitable for all those who have a physical business and want to attract customers on the Internet.
This type of SEO is essential for any website. Technical SEO consists of making it easier for search engines (mainly Google) to crawl your website and index your content.
SEO On Page
This type of SEO relates to the content of your website and how well it is optimized for the keywords for which you want to appear in Google’s top results.
It also focuses on visitors having a good and relevant experience when browsing your website.
SEO professionals are constantly making small tweaks to the website, such as adding a navigation menu relevant to the keywords you want to rank for, adding more relevant content to each page of your website by enriching it with more keywords, and optimizing posts in different sections of the website to try to outperform your competition.
Off Page SEO
This type of SEO includes a series of techniques that are performed outside your website.
For example, if you are improving your page titles to rank better or to increase your CTR, you would be doing internal work on your website and would not fall into the Off Page SEO category. But, if you are writing a guest post on a blog related to your topic, you would be practicing Off Page SEO.
Among all Off Page SEO activities, the most important is linkbuilding.
Before working on Off Page SEO, you must first work on both Technical SEO and On Page SEO. For example, if you are going to carry out a linkbuilding strategy, you will first need to have a good base of quality content on your website. Therefore, you will need to start producing high quality videos, infographics or high quality informative posts. Otherwise, other website owners will have no interest in linking to your pages.
Opting to get customers through Facebook Ads
More than 1.8 billion people use Facebook and 500 million people use Instagram every month (Instagram belongs to Facebook and thanks to Facebook Ads you can also advertise on Instagram).
Facebook and Instagram offer an advertising service that has a great advantage.
Facebook collects data about its users from the information that appears on their profiles and the behavior they have when browsing Facebook.
If you know your ideal customer, Facebook gives you the opportunity to show them your services or products.
Optimize your Facebook Ads campaigns
Once your campaigns have been published, you will begin to collect valuable data about your ads. It is this data that allows marketers to make improvements to stop budget spending and only spend in areas that produce results. We marketers call this process “campaign optimization”.
Let’s assume that in your ad set you have opted for a CPM model. CPM stands for cost per 1000 impressions.
Let’s say your ads are getting impressions on people of all ages, but you’re only getting clicks from people between the ages of 45 and 54. That segment of people outside that age range is costing you money and not driving traffic to your website, let alone conversions. Can you guess your first opportunity to optimize those ad sets? Exactly, you should create an ad for people between 45 and 54 years old.
However, this is just a basic example. You can also optimize by gender, mobile devices, people who only connect to Facebook from a desktop computer, you can have your ads only show to people browsing Instagram and much more.
The ability to optimize your ads around these many parameters is a huge benefit. For marketers who have the analytical mindset and patience to make ongoing adjustments, Facebook allows for incredible targeting opportunities.
Retargeting on Facebook to people who have shown interest in your services.
Facebook has a Tracking Pixel that allows website owners and marketers to accurately track who has clicked on your ads.
This adds a whole new level of optimization – why optimize for clicks when you can optimize for leads and conversions? The pixel is a piece of code that is easy to install and allows you to track the behavior of your visits coming from Facebook.
Facebook Ads allows you to start with a small budget
What I love about Facebook is that new advertisers can simply reach their potential customers for as little as $1 a day.
Start small, collect data, make improvements and evaluate if Facebook advertising is good for your business. There are no upfront commitments, obligations or big risks to take. You can control your daily budget and stop or pause a campaign in real time.