Expanding beyond Google search
Search is limited by how many people look each day. Once it works, here’s how we find the customers who haven’t searched yet.
By Andy Bedell, founder of Discovery Marketing
Once Google search is working, and retargeting on Facebook and Instagram is helping close the people who already visited, the next goal is to reach people who haven’t shown interest yet but might still be in the market.
Remember, the Google strategy works because people raise their hand by searching. Once they browse our page, we can reach them again on Instagram and Facebook and drive home the decision.
People who have never been to your website are colder, and many of them simply aren’t in the market. They’re harder to convert.
Finding needles in the haystack
Facebook and Instagram know a great deal about their users, and their machine learning is very good at finding needles in a haystack. Give the system enough budget and enough real conversions, like leads who book a call, and it learns what those people have in common. Then it finds more people like them.
Take the estate planning example. Even if someone never searches on Google, the platform may be able to tell they’re in the right stage of life and financial situation to need the service.
And unlike Google, this channel has enormous inventory. Search is capped by how many times people search each day. Social can show ads to far more likely buyers and bring in leads at a much larger scale.
That’s why Google comes first: it’s more predictable because people are showing intent. Get Facebook and Instagram working on top of it, and you can grow the business by a lot.