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Marketing and Advertising: A Different Approach

Most advertisements are mainly focused on selling a product or service. Companies are very comfortable explaining what their products are all about or how their service works. A lot of times a discount is offered to convince new customers to buy something because it is cheaper and when you read advertisements like this, you are supposed to find the reason yourself why you should buy the product other than a lower price. So anyway you look at it, advertisements are most likely all about the product instead of the customer who should be buying the product.

It is easier to talk about what you already know and choose a standard product marketing approach of your local market. You know your product best so you can easily explain what the best features are and how these features will benefit the customer is buying your product. And since you’ve been able to convince a lot of customers to buy your product because of the quality and these features, there is no reason for you to change the message in an advertisement that you are about to publish in the local newspapers right? Well think about this. If you are selling window washing services and you show an advertisement with a clean window, will your advertisements stick out against the other advertisements of the other window cleaning companies? All advertisements will probably offer the same service and show the same pictures. Why should a new customer choose your company then?

Is this money wasted? Is this bad marketing? No it doesn’t have to be. But this form of product marketing is a very popular way of promoting and it has been proven to be very effective overtime. For example take a look at how Ford promoted his Model T back in the days. There were not a lot of models to choose from and the only color was black! Still this was a very successful marketing campaign. Sure it was a completely different era and the competition was considerably less. However when you take a look at the old advertisements that Ford published it really draws your attention. Why is that? Well Ford has made a great effort to tap into the emotion of the potential customer. And to be honest they had to do so, because it made no sense at all to talk about the special technical features to customers who were not used to buying cars in the first place. So the best thing they could have done, is to present their product in a desirable social situation that would appeal to their market. And when people read the advertisement and recognized the social setting which was presented to them, they immediately wanted that social setting and added the car to it. Clever right?

This kind of advertising resembles the different approach we are using for the local market in Netherlands. Even though this is not a new way of marketing and advertising, it is new to the Dutch market because of the focus on the motion of the buying customer. We use these examples to explain to local businesses that another approach is advisable to gain more local customers. And the best way to make them understand is by asking them how their clients made money with the solution that they offer them. And then there is no answer…… Isn’t that amazing? Isn’t it amazing that most local businesses do not know why customers come back? A happy customer is a paying customer right? So you want to have more happy customers! Try to find the same happy customer that resembles the customers you already have.

But how do you do that? And where do you start? Well to our opinion it starts with talking to your customers. Because they know why they keep coming back to your store. And if you ask them why you might actually find out that they will not come back for the product itself, but that they are coming back because of your excellent service and nice atmosphere. So when you continue to advertise the product instead of the excellent service you’re offering, who will not attract the same happy buying customer. Makes sense right? Then why do we continue to advertise the products instead of the real reason why customers come back? Because we fail to put in something very important. We forget to enclose recognition of social desirable situations for customers to recognize. And we cannot add those desirable situations when we don’t know what it is that our customers find desirable right?

So when you have a local business and you would like to have more happy customers, make an effort to actually talk to your customers and have a conversation about what drives them to come back to your store or business. And once you know what makes them come back to your desirable settings, you can start and describing that specific desirable social setting in your advertisements so that new customers will be attracted to them. We understand that this might sound easier than it actually is. However you will find it very revealing that once you talk to your customers you will learn more than you expected.

Does Facebook Advertising Actually Deliver?

It would seem a no-brainer that the world’s so-called “third largest country” would be a prime advertising medium, but that’s not necessarily the case. While Facebook may boast over 400 million users and have produced a projected $4 billion in advertising dollars for 2010, that doesn’t mean it’s necessarily the advertising gold mine it so obviously seems on the surface to be.

After you’re done website building, next comes the ongoing task of website marketing, and to do that effectively-and not wastefully-you’ll need to dig a little deeper to find the truth of which online advertising sources deliver the best bang for the buck.

Ads On Facebook Vs. Google Search

Before making his well-publicized departure from the company, Google’s ex-CEO Eric Schmidt wrote off Facebook as an ignorable competitor in the online advertising game. His argument? They’re not search ads. In other words, Schmidt is saying that because the ads on Facebook aren’t derived from a user’s searches, they provide less immediate relevance to the viewer than the ads that appear alongside Google Search Results.

Of course, the counterargument to that could be that ads on Facebook are distributed based on a user’s Likes and their other Facebook activity, including-perhaps most notably-the recommendations of their Friends, said to triple a Facebook ad’s effective durability. Still, it’s hard to argue that an ad appearing in direct, real-time response to a specific search is more relevant (or at least timely) to the viewer than one based on their overall profile.

Costs More, Less Effective

According to social media news source Mashable, Facebook ads increased in cost from 2009 to 2010 but decreased in effectiveness. The Webtrends survey from which they gleaned this data, which examined over 11,000 ads on Facebook, also found that Facebook advertising produced about half the click-through rates of traditional banner ads.

For Which Demographics Are Facebook Ads Most Effective?

The same Webtrends survey found that the older the viewer, the higher the click-throughs, although with a noticeable drop-off after age 65. This means that, provided your target market is not senior citizens, the older the audience, the more likely that advertising to them on Facebook will deliver.

Interestingly, the survey found no difference in the click-through response of men and women.

For Which Industries Does Facebook Advertising Deliver?

It should come as little surprise to learn that the most effective ads on Facebook were the ones for products and services considered “fun”, including entertainment, media and blogging. The least popular campaigns on Facebook were for “drier” industries like computer software and health care.

Using This Information To Choose A Website Maker

Many of the website maker services online offer free Google and Yahoo search advertising integration, and many more website builder services offer free credits for search advertising on those engines. Nowadays, you’ll also find quite a few website creator services offering Facebook advertising features as well. The question is, is Facebook advertising support a feature worth seeking out in website building software or no?

A website builder that integrates Facebook advertising functionality is certainly a boon to a site, but for comprehensive support with a well-rounded online marketing plan that delivers you the best chances of getting the highest click-through rates on a consistent basis, a website creator that incorporates a full selection of all the standard online advertising options-including Google AdWords and traditional display and banner ads-is best. At least for now it seems unwise to eschew any one form in favor of the other.