Why You Should Never Advertise Only Through One Platform?
by Velizar Milanov
Facebook – the go to move for most small and medium businesses that want to get their toes wet in the Digital Marketing World. There is nothing bad with it, depending on the business and its goals, that could be the right choice. The problem is the majority of those businesses stay ONLY in that platform (even after they have scaled their initial campaigns).
Platforms are just houses that you rent
Yup, you read that right – platforms are just houses that you rent. That’s all. You don’t own the traffic that you get there. You are paying the rent (you adspend) and you receive what you paid for – traffic. But what happens if that platform stops running for some reason? Just like what happened with Facebook a couple of months ago – for one week no advertiser was promoting normally its content. The result – a huge decrease in website traffic, less engagement and ultimately – less sales. So, what should you do?
Think like a trader.
The best traders have one very important trait – they always try to minimize the risk. The way they do that is by diversifying (the principle known as “don’t put all your eggs in one basket”). By doing that, they ensure themselves that fluctuations in one instrument won’t hurt the overall performance.
This is exactly what you should do (if you have enough budget of course). Try to use at least 2 different paid channels, so if one crashes you can still make some sales. A typical example is the Facebook-Google combo. Usually this is the go to option for most businesses, as both platforms offer a huge variety of targeting and ad types. We would recommend you to advertise not only in the Google Search Network, but in the Display one as well. It serves a really good job, when it comes to Remarketing campaigns, especially if something “bad” happens with Facebook’s algorithm. If you have the time, you could also add MailChimp into the mix, as it offers a free version, which would suit most small and medium size businesses. MailChimp is a email marketing tool, which offers a ton of different options, which would seamlessly convert leads to paying customers.
Now you know why we always advise our clients to apply “the rent” principle. You should always try to bring users back to your website (and attract fresh ones) without paying for it – ultimately your end goal should be a website dependable only on direct traffic (when users type directly your website in the address bar).
If you have such a website, the Facebook algorithm won’t affect you. Neither will the Google one do. You are expendable. Yes, this is a little bit utopian, but you could implement some tactics, which could increase your direct traffic and make you less dependable from a certain platform What are they?
We could go by the easy path and tell you 2 or 3 tactics promising that you will see some huge improvement. But the reality is quite different – it’s complicated. It all depends on your business, website, overall marketing strategy and what not. Of course, you could do that analysis on your own, but If you want some FREE ADVISES for YOUR WEBSITE, don’t hesitate to drop us a line at firstname.lastname@example.org.
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