Online Marketing Fundamentals: Google vs. Facebook

I think we can all agree that the world of social media is changing the way we consume content and connect with each other. While newspapers and magazines are transitioning to online formats to remain relevant, so are businesses. In 2022, 45% of the working population in the U.S. will be participating in some form of online marketing. That’s more than 80 million people.

If you’re reading this, I assume you’re either in or closely associated with the marketing department of a business or organization, and you’re looking to improve your expertise. Or, you’re a marketer with a decent amount of experience and you’re looking to grow your career.

If that’s the case, then you’re in the right place. Here, we’ll cover the basics of what you need to know regarding online marketing and social media in general.

The Basics Of Online Marketing:

If you’re wondering what exactly online marketing is, it can be defined as “the practice of promoting goods and services online through various media channels.” In simpler terms, it’s the practice of attracting, engaging, and retaining customers in the age of digital marketing.

In 2022, nearly all online marketing activity will be digital, according to HubSpot. While this doesn’t mean you have to solely rely on digital marketing to reach your audience, it does mean you should be investing in innovative tools and technology to grow your business.

The Basics Of Facebook Marketing:

Facebook is the behemoth of social media, with over 2 billion active monthly users. It’s more than just a social network, it’s a media platform with its own algorithm that determines what content users see on their Instagram feed and their Facebook news feed.

In terms of marketing on Facebook, you’ll want to focus on building a following in light of the platform’s algorithm. One of the best guides to doing this is the General Marketing Facebook Group, which provides a space for marketers to come together and share knowledge. By participating in these groups, you’ll be able to get feedback from expert marketers and strategists who can help you improve your approach and tactics.

The Basics Of Google Marketing & SEO:

If you’re reading this, I assume you’re either in or closely associated with the marketing department of a business or organization, and you’re looking to improve your expertise. Or, you’re a marketer with a decent amount of experience and you’re looking to grow your career.

If that’s the case, then you’re in the right place. Here, we’ll cover the basics of what you need to know regarding online marketing and search engine optimization (SEO).

SEO is the practice of enhancing the discoverability of a website or blog in search engines through content and structured data-gathering techniques.

Nowadays, over half of the working population in the U.S. uses Google, making it the most popular search engine. With over 2.8 billion monthly searches on Google — and that percentage growing each year — you’ll want to develop a solid SEO strategy to ensure your site shows up when potential customers are searching for your products or services.

As for the basics of Google marketing, you’ll want to optimize your site for organic search traffic, build trust and credibility with your audience, and engage with your followers on social media.

Why Are Online Marketings Popular?

While the reasons for participating in online marketing are varied and could include building brand awareness, acquiring customers, and even engaging with existing customers, the main reason people participate is to grow their business.

According to HubSpot, “Companies increasingly rely on digital marketing to engage with customers, gain credibility, and increase productivity. In 2022 alone, companies worldwide will spend over $11 billion on online marketing campaigns.” This is largely due to the fact that marketing on social media is so much easier and more affordable now than it was before.

Since the start of this year alone, we’ve seen some of the biggest digital marketing spenders in the world step up their game. Facebook reported that over 200 million of its users log onto the service monthly to get news and watch videos. And, in January alone, Google spent over $14 billion on advertising, making up about 28% of its total revenue for the month.

Online Marketing Vs. Traditional Marketing:

Before getting into the specifics of marketing on the various social media platforms, let’s briefly discuss the distinction between online and traditional marketing.

We all know that newspapers and magazines used to be the bearers of important news and information. And, while the internet has certainly disrupted the way we receive and process information, it was never meant to be a replacement for traditional marketing.

Here, traditional marketing is defined as “marketing methods that were in use prior to the mass adoption of the internet, such as radio advertising, magazine spreads, and TV commercials.”

On the whole, marketers have more success using offline methods than they do online ones, according to HubSpot. They have the ability to target the right audience and measure the results of their efforts more easily. And, as we’ve already established, measuring results is important if you’re looking to grow your business.

What Are The Main Differences Between Marketing On Different Platforms?

Now that we’ve covered the basics of marketing and SEO, it’s time to dive into the details. Below, we’ll discuss some of the major differences between marketing on Facebook, Google, and other social media platforms.

Marketing On Facebook:

Let’s begin with marketing on Facebook. Here are the main differences between marketing on this platform and on Google or other social media channels.

Overall, Facebook is less focused on content and more focused on engagement. This means that unlike other platforms, you won’t have a significant number of inactive users clogging up your engagement metrics.

Also, while Google provides a variety of tools to help with SEO, Facebook is almost entirely keyword-based. This means it’s easier to optimize content on this platform for organic search traffic.

Marketing On Google:

Moving on to Google, we’ll discuss the differences between marketing on this platform and on Facebook or other social media platforms.

With Google, you’ll want to optimize for brand awareness, customer engagement, and inbound marketing. And, to optimize for these things, you’ll want to use key words strategically throughout your content.

Also, like Facebook, Google is less focused on content and more focused on engagement. However, because this is a search engine, a lot of your content will be in the form of text that users can consume.

As for brand awareness, imagine how many consumers you’ll reach when your potential customers type in the name of your company or product into the Google search bar.

What is inbound marketing? Inbound marketing is considered to be “the future of marketing” and it provides a way to engage consumers through content that builds trust and builds credibility.

Inbound marketing is focused on creating valuable content that encourages users to engage with you, not forced advertisements.

Other Social Media Platforms:

Moving away from the top two platforms, let’s discuss marketing on Twitter, LinkedIn, YouTube, and other similar platforms.

On these platforms, you’ll want to promote your products and gain visibility through engaging with users and sharing valuable content.

As before, much of your content will be in the form of text that users can consume. However, videos are also extremely effective on these platforms, so don’t forget about the importance of video content in your marketing strategy.

Also, just like with Google, the main difference between these platforms and Facebook is that you won’t have as much control over your content. In order to attract more followers and make your platform more valuable, you’ll need to engage with users through your content, which often means that you’ll have to settle for less sophisticated marketing techniques.

In terms of brand awareness, your target audience will be a mix of consumers and potential customers. However, because these are social media platforms, a large part of your audience will be people you’re connected to through a personal connection or a business connection. This means that through your content, you’ll have the ability to build a network of individuals who are interested in your product or services.

So, as you can see, there are a number of differences between the three platforms when it comes to marketing. While Google is more focused on providing tools for SEO and organic search traffic, Facebook is more focused on engagement and building a community.