There are 9,463 web pages in existence for every internet user
(30 trillion pages / 3.17 billion users).
Why should anyone pay attention to yours?
Relevance and trust are the keys to getting attention
Let’s compare Google and Facebook as methods to get attention.
Google offers relevance
Google offers relevance. They search all 30 trillion web pages and show you the most relevant ones. Someone using Google to search for “in-home care” receives a page like the one below, with four ads and other listings, all of which are relevant. To get attention, you can pay Google to show your ad, or you can publish relevant content, or you can be linked to and from sites that do.
If she clicks through to “Caring.com,” she sees an ad for “Right at Home,” which is also relevant. Her expectations have been met; there have been no interruptions in her hunt for information.
Let’s compare Google search, which offers relevance, with Facebook.
Facebook must balance trust and relevance with the need to make money
The main reason people go to their Facebook News Feeds is to see stories from their friends and businesses they care about, because they trust those sources to provide relevant posts. Facebook knows that people go to their News Feed for entertainment. They also know that people view overly promotional posts and ads as interruptions. So Facebook restricts promotional posts and only shows you ads they think you’ll find relevant. They compromise the entertainment experience with their need to make money through paid advertising.
Facebook’s compromise means there’s a difference between the promise to businesses, and reality
But Facebook is still the place to be for small businesses
Despite the compromises on Facebook, it’s compelling for small businesses. 71% of US online adults use Facebook 1. Smartphone users check their News Feeds 14 times/day 2. And 80% of consumers said they’re more likely to purchase if they saw positive user reviews on a company’s Facebook page 3.
To capture attention on Facebook, you can do three things:
- Post cute pet videos
- Advertise in the News Feed, and hope that Facebook shows your ads to people who find them relevant, and that those people are ready to respond when they see them
- Post relevant content
Let’s take it as a given that pet videos won’t enhance your relationship with your customers.
Facebook ads have their place, but when someone has responded once, there are a limited set of circumstances in which they will do so again. Plus, the same ad shown multiple times in the News Feed is soon treated as an annoyance.
So, if you want to build a trusted relationship, part of your strategy should include regular posts of relevant content that reminds visitors of your presence. And it seems logical that your News Feed ads will be more effective when the people seeing them know and trust you.
Remember, the sites that create content are competing with you for visitor attention
There are many sources of relevant content, but the sites that create content are competing with you for visitor attention. Once your visitor leaves her News Feed to read it, there’s no guarantee she’ll be back, or credit you as the source of relevance.
That’s why we’ve created a way to combine our content with your ads; a combination that works for you, not against you.
Our content + your ads has the advantages of:
- Being compelling – regular fresh content provides an imperative for visitors to pay attention
- Ensuring relevance – by showing the combination to only those who want it – there’s no interruption of the Facebook experience.
- Building trust – by meeting expectations for quality content, and associating that fulfillment with your brand.
Our ads work on mobile
Almost half of Facebook users ONLY login from a mobile device. Our content and your ads will work there also.
It’s very easy to try our service
Send us your ads and try it for free. See for yourself how relevant content + your ads can help enhance your presence in your community and build trust. Trusted relationships take time to grow. Relevant content over a sustained period is one key component.
Contact us to get started.
But I don’t know anything about creating ads
Thinking about creating an ad, and wondering what it should say?
Here are some thoughts:
- You’re not trying to attract attention; our content has already done that. No need to yell.
- “Provided courtesy of …,” and “With the compliments of …,” reinforce that you’ve provided something of value to your visitor. Giving a gift is a proven way of starting a relationship.
- Customers and employees are looking to form a relationship with YOU, not some faceless business. Images of you and your staff, local landmarks and interests help portray who you are.
- A call to action – “Apply now,” “Learn more,” “Read about it” – are invitations for your visitors to take the next step towards engagement. Remember, 98% of online shoppers don’t purchase on the first visit. You’re building a relationship one step at a time.
- Expressing YOUR values, and what drives YOU will help you connect with the type of people you want to do business with.
- You can have ads that appeal to potential employees, and other ads that appeal to customers.
- You choose where your ads take visitors when they click. For example, to an article that describes what you do, or to a job ad or job application form. It’s up to you.
Who actually creates the images for the ads?
A graphic artist. We can connect you with some if you don’t have one on your team.
See for yourself how it works
- View an example of our content + “your” ad (for the fictitious “Sunrise Assistance Services”).
- Then visit more content on our Free Content Page .
Notice how, once you’ve viewed the content branded by Sunrise Assistance Services, all of the content you view also displays that brand. This is what your visitors will experience when your post our content on your Facebook page.
Here’s how to test it on your Facebook page:
- Copy the URL below:
www.wisepublishinggroup.com/products/free/behind-the-curtain-3379/?ref=Lcl3UWVvWikvr4uN - Paste it on your Facebook page; make sure you make it visible to “Only Me”, then post it.
- Click on the post to read the entire article.
- Remember to delete the post when you’re finished, to avoid mistakenly promoting Sunrise.
Contact us to learn more about using our content + your ads to help you win the contest.
SOURCES
- Pew Research Center. (2014). “Social Networking Fact Sheet.” www.pewinternet.org
- Subbaraman, Nidhi. (2013). “Smartphone users check Facebook 14 times a day, study says.” www.nbcnews.com
- Lafferty, Justin. (2014). “Study: Before people shop at a small business, they check Facebook.” www.adweek.com
Summary