If the owners of any company you are working at are not looking for consumer engagement but rather to promote their products to get sales, then you need to be creating and managing Google Ads. Google ads is where consumers are actively searching for what you offer. Social media is mostly passive users who will need persuading. That is why majority of content you see on social media nowadays are videos that are quirky, entertaining, and educational. It is not about selling on social media, it is about connecting with your audience. Also, keep this in mind that majority of users on social media are what we call lurkers. They are just passively scrolling though their feeds.
While Google Ads excels at capturing immediate sales opportunities, which appears to be what your company’s owners are looking for, social media plays a crucial role in brand recognition and “long-term” customer engagement. Social media platforms offer businesses the chance to build relationships with their audience through engaging, educational, and entertaining content (DeLane, 2024).
It’s important to note that organic social media interactions tend to foster brand loyalty and advocacy rather than immediate sales (Dam, 2024). The key here is to create content that resonates with your audience and encourages interaction, even if the direct sales impact is less pronounced than with Google Ads.
The challenge with social media is that the platforms are filled with “lurkers”— users who consume content passively without actively engaging (Mahoney, 2024). To capture their attention, it’s vital to create visually appealing and easily digestible content. Short-form videos that are entertaining such as what the Facebook page The Weens publishes, eye-catching graphics, and concise captions are effective in reaching this audience.
Billy Gene of Billy Gene is Marketing says that to succeed on social media, companies should focus on the three E’s of creating content that educates, entertains, and engages their audience. Here are some strategies to consider:
- Educational Content: Share tips, tutorials, and insights related to your industry to position your brand as an authority and provide value to your audience.
- Entertaining Content: Use humor and storytelling to capture attention and make your brand memorable. Quirky videos and memes can go viral, increasing your brand’s visibility.
- Interactive Content: Encourage audience participation through polls, Q&A sessions, and contests. This not only boosts engagement but also provides valuable feedback and insights.
For businesses prioritizing product sales over consumer engagement, Google Ads should be at the forefront of their advertising strategy (DeLane, 2024). According to Delane (2024), here’s why:
- Active Search Intent: Google Ads targets users actively searching for products, making it a powerful tool for driving immediate sales.
- Conversion-focused Approach: Craft ad copy and landing pages with clear calls to action, ensuring a seamless transition from advertisement to purchase.
- Cost-efficient Bidding: Optimize bids to focus on high-converting keywords, maximizing return on investment.
References
Dam, D. M. (2024, September 17). Organic vs paid social media: Everything there is to know. Socialinsider Blog: Social media marketing insights and industry tips. https://www.socialinsider.io/blog/organic-vs-paid-social-media
DeLane, J. (2024, March 7). Utilizing google ads & facebook ads to reach a wider audience. Digital Delane. https://digitaldelane.com/utilizing-paid-advertising-platforms-like-google-ads-and-facebook-ads-to-reach-a-wider-audience
Mahoney, M. (2024, July 11). Understanding and engaging social media lurkers. Understanding and Engaging Social Media Lurkers. https://blog.gaggleamp.com/social-media-lurkers
Nick, Founder & CEO of Wiener Squad Media
Nick is the visionary founder and CEO of Wiener Squad Media, based in Orlando, FL, where he passionately supports Republican, Libertarian, and other conservative entrepreneurs in building and growing their businesses through effective website design and digital marketing strategies. With a strong background in marketing, Nick previously ran a successful marketing agency for 15 years that achieved seven-figure revenue before an unfortunate acquisition led to its closure. This experience fueled his resolve to create Wiener Squad Media, driven by a mission to provide outstanding digital marketing services tailored specifically for conservative-owned small businesses.
Holding a Master of Science in Marketing from Hawaii Pacific University (2003), Nick is currently furthering his education with an MBA to enhance his problem-solving skills and ensure that past challenges don’t repeat themselves. He firmly believes in the marathon approach to business growth, prioritizing sustainable practices over quick fixes like investor capital. Committed to employee welfare, Nick maintains a starting wage of $25 per hour for his staff and caps his own salary at $80,000 plus bonuses.
At Wiener Squad Media, our values are based on the Five Pillars of Giving – protecting the First and Second Amendments, Sanctity of Life, supporting our military, veteran, and first responder heroes, and making sure no shelter dog is left behind by finding each one a forever home. At Wiener Squad Media, we are not just about success but also about making a positive impact on society while achieving it.
Outside of work, Nick is an avid political activist who engages in discussions supporting conservative values. He volunteers at local animal shelters, participates in pet adoption events to help find all unwanted dogs a forever home. Committed to nurturing the next generation of entrepreneurs, Nick dedicates time to coaching and mentoring other aspiring conservative business owners, sharing his wealth of knowledge and experience in the industry.
