Are you targeting for interest or intent?
There is a process when it comes to digital marketing. A sequential series of questions that need to be asked and answered to develop the correct fit for purpose strategy. One of those questions is, are you targeting interest or intent. This blog explains the differences between the two and mediums that apply to each.
Targeting People With Interests
Facebook allows you to place advertising to people who have interests. So, if you are running a promotion like '20% off Caravans', you can target people who have 'interests' in caravans, travelling, caravan magazines, some caravan brands, etc. You can also narrow your audience down by using demographic and geographic filters.
This type of audience is usually a cold audience. This audience may never have heard about your business, so you are placing advertising on someone's personal Facebook feed. Due to the intrusive nature of this type of advertising, your interest selection must be on point. Often easier said than done.
If you use this strategy, your offer and your creative, need to be compelling enough to stop someone in their scrolling tracks.
If you are using this strategy, we recommend that your Facebook page is consistently posting unique, genuine and engaging content. Often people will click through to your Facebook page to further research your business. Don't waste Facebook advertising dollars by sending someone to your Facebook page if it looks terrible. This won't help your cause.
Targeting people with intent
If your objective is to find people who need a solution to a problem right now, Google search is your number one solution. It puts you in front of people at the moment they are looking for a solution. There are variations of this rule of thumb, but in the most instances, it’s the best place to start.
An example of this medium might be someone searching for an after-hours plumber. Usually, when someone is searching for this, they jump on Google and search for a solution then and there, ie. "after hours plumber"
If your website is functioning and optimised correctly, you will hopefully appear towards the top of the first page of the organic search results. To all but guarantee your chances of showing on the first page; paid search advertising via Google search is the best medium to be in front of someone in their moment of need.
By targeting people with intent via Google search, you can advertise your business when someone is Googling specific search terms (otherwise known as keywords). You can further narrow this advertising to target geographic locations, times of day, devices and more. It is an excellent tool for service-based or geographic based businesses.
Before engaging in this type of paid advertising, we recommend your website is secure, mobile-friendly, loads quickly, your pages are relevant to what someone is searching, and it’s easy to engage with you; ie. book online, contact forms, buy event tickets, etc. On top of this website functionality, ensuring your Google My Business page is visible and up-to-date. Don't let a bad Google My Business page ruin the hard work you've put into your website.
If you're a location-based business, servicing a geographic area, Google My Business is great way to ensure someone can find you. The best part is that it’s FREE. Just like your website, make sure your contact details, photos and services are up to date. Reviews are everything so encourage your clients to leave a review so others can see their experience with you. You would be surprised how many people will find you using this tool.
Targeting people with interests on Facebook is a very broad but inception based strategy. Targeting people with intent via Google Search is a very targeted one. Like all marketing, both strategies have their place and used in conjunction with one another can be extremely powerful. So ask yourself, are you targeting interest or intent?