With the world of marketing, there are so many ways in which to ensure your business can grow, and that includes the use of marketing techniques in the form of paid search, sponsored posts, organic social, SEO and paid social. While a lot of companies dabble in and out of these, it’s common for a lot of e-commerce companies to prioritise paid social, including Meta, which is a paid social media platform.
Why Do E-Commerce Push Meta?
Meta has quick results, and they are also able to see clearly how much is spent and the return on advertising spend more clearly than you might see with a lead generation brand. E-commerce companies are driven by immediate results and sales. This is understandable, as it’s easier to measure success with this form of marketing than with organic channels.
Why isn’t it A Good Idea?
Having all of your eggs in one basket is never a good idea for any form of marketing or strategy. This is because it’s limiting your company’s growth but also undermines the ability to grow in other ways. Channels and marketing avenues like SEO are a form of marketing that not many people understand, but are a very underestimated avenue to growth.
With Meta ads, you might have to pay to show your ad around 10 times before a user is willing to purchase. It’s also not necessarily catching a user when they are ready to buy; therefore, it could take 3 months to encourage a purchase. So while you are generating a purchase, you can catch users at the perfect time and/or serve as a consistent reminder of your brand, which is good for brand growth and awareness.
Ignoring channels such as organic channels, including SEO, means you aren’t catching users when their intent to buy is now. For example, specific search terms like “black cargo pants” are a specific search, and the user is looking to make a purchase. While it’s possible with such a saturated product, they might shop around, but it’s likely only going to be on a few of the search results and Google Shopping. With SEO, you could optimise and build links to help push your website to rank in the top 3 search engine results and also in Google Shopping.
Why Are Companies Becoming Fed Up With Meta?
It appears that a lot of companies are hitting a crossroads with Meta. While you might think that when you spend more daily, your reach, impressions and sales would be much higher than a company that might spend half of your budget. This isn’t always the case. Meta is creating frustration for companies that are increasing budgets but aren’t getting the reach, which in turn isn’t growing within the paid social market.
There could be several reasons why, whether it’s that your audience is too specific, it’s competitive, or users aren’t engaging with any of the triggers you need to display, but also it’s a big competition to target users that everyone is trying to target.
It’s imperative not to funnel all of your funds into Meta and to rely on it so heavily for growth; you want to create a lasting effect on users and, in a sense, not annoy them with constant ads. Ensure you are switching them frequently to keep things fresh but also are prioritising organic channels alongside paid.
