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Is Facebook Advertising Giving You What You Need?

Posted by Jeff Clement on 10/10/16 11:22 AM

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The Curious Consumer Versus the Informed Consumer

There’s no doubt that Facebook marketing is popular. Almost 2 billion users have made that fact undeniable. You’re on Facebook. Your grandmother’s on Facebook. Your kids are on it. When done well, it’s a great way to share your company’s story and build relationships with your customers. Plus, it can play a healthy role in boosting traffic to your site.  But is it the best way to drive online sales? There’s surprising evidence that says offline channels may actually be the key to growing online sales – even better than Facebook advertising can.

You read that correctly. When it comes to driving sales online, TV and radio advertising continue to beat Facebook advertising. As a result, more and more marketers are rekindling their love for these offline channels. In fact, Marketing Architects consistently sees a conversion-to-sales ratio that is 2:1 better when website visits originate from TV instead of Facebook. So the big question is “why?”

The Curious Consumer

So you’re cruising through your Facebook feed. You come to the first of many sponsored content posts. Your eyes stop to take it in, and whoosh, with a flick of the finger you’ve moved to the next post. How long did you spend? A couple seconds? Then you’re similar to most users.

The Facebook marketing platform is built on the idea of short attention spans. You scan your feed for things that catch your interest, and if they don’t, you move on. So it’s not surprising that the shorter the post, the higher the rate of engagement. As an online marketer, if you can keep a post to under 250 characters, you’ll likely get 60% better engagement.

That insight really redefines your expectations. If shorter is better, these ads can be great for piquing curiosity, but it doesn’t give you much time to educate or persuade your audience. So when they show up to your website, they probably haven’t made a connection to your product yet. 

The Informed Consumer

In contrast to Facebook advertising, TV and radio advertising enjoy the luxury of time. As a marketer, you can engage your audience for 30 seconds, 60 seconds or longer, giving you time to move the audience from curious to informed so that by the time they hit your website, they’re closer to the moment of sale. As a result, these offline channels are driving higher online close rates than visitors coming from Facebook.

Using Offline to Drive Online Sales

When it comes to driving online sales, our experience shows that TV and radio continue to beat Facebook 2-to-1. Two times better at turning interest into purchase? Now that is something that always gets a thumbs up from our clients. Even better, those results hold consistent across all of our advertisers. Plus, TV allows us to scale campaigns ten times more and still drive more ROI.

Need Help?

If you’re looking for sales channels that offer game-changing ROI and explosive, lasting growth, give us a call. We’d be happy to share ways we can make TV and radio work for you. Struggling to connect your offline efforts to your online efforts? Give us a call. We’re successfully bridging the gap for our clients, and we’d love to help you too.

With nearly 20 years’ experience driving meaningful ROI for our clients, Marketing Architects has amassed a library of actionable intelligence that allows us to make TV and radio viable for clients who’ve struggled with them in the past. We’ve turned new products into household names and exceeded clients’ expectations. If your business is the right fit, we’d like to do the same for you.

Topics: Direct Response TV, Direct Response Radio, Direct Response Marketing

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