What’s the difference between a Google click and a Facebook click? Isn’t a click a click? I mean, does it really matter how a homeowner finds his or her way to your website?
Turns out, it does matter. And it matters quite a bit when it comes to getting that homeowner to pick up the phone or submit an email form to your company.
Let’s look at Google clicks first.
You get a Google click when a homeowner types in a search query on Google, and then clicks on one of the ads or organic listings that come up. Those clicks are from homeowners who have a strong idea of what they’re looking for.
If a consumer does a Google search, he is looking for something specific. He has intent, meaning he has a clear need he is trying to address. In your case, it’s a home improvement need. A Google click has the power to pull homeowners to your business, vs. you having to push content out to them. It’s really the ultimate inbound marketing tool.
It’s important to note, though, that Google clicks can be more expensive to secure than clicks via other channels. Paid search and SEO can cost a pretty penny. But, based on our experience, they are also the most valuable, given they come from homeowners with intent.
So what about Facebook clicks?
Similar to a Google click, a Facebook click refers to when someone has clicked on your post or ad, but in this case on Facebook. The difference is that this person may have not specifically searched for your business and may not have a particular need you can fulfill. They could be checking their friends’ newsfeeds, posting a status update, or watching a funny cat video posted by one of their followers – and then clicked on your ad out of curiosity.
This is an example of push marketing, where you reach a large audience, much like you would do with radio and TV. In these instances, you are pushing your message to consumers that aren’t necessarily looking for you. Facebook clicks cost much less than Google clicks, principally because these homeowners have lower intent.
The good thing about trying to drive clicks via Facebook, though, is that you can reach a very large audience – while targeting by specific demographics if you choose – similar to a direct mail effort. So it’s volume-based marketing, where through the sheer number of people that your message reaches, you can generate leads.
Which is better? A small number of homeowners who have something very specific they are looking for – but can be expensive to secure? Or a very large number of homeowners who may or may not have a need you can address – which cost less?
The Pushmi-Pullyu
“This, Doctor,” said Chee-Chee, “is the pushmi-pullyu – the rarest animal of the African jungles, the only two-headed beast in the world! Take him home with you and your fortune’s made…”
The reference above is from Dr. Doolittle. And while we’re not talking about a two-headed llama-like creature, determining which approach is right for your business can translate into leads and increased revenues.
Well, the answer is, both can work. And if done well, they can both be cost-effective, too. But it’s important to understand the differences.
So, do you want to pull or push? The answer is not necessarily either/or.