According to HubSpot’s State of Marketing Report, generating traffic and leads is one of the biggest marketing challenges in 2020. Organizations are leveraging everything from Google search to Facebook groups, all in the name of generating site traffic and leads. But what seems to be overlooked is the fact that media companies like Google and Facebook aren’t necessarily designed to send traffic to other websites and apps. They’re most interested in having users engage on their own platforms in order to serve ever more ads.
Have you ever noticed that when you click on a Facebook link, you’re technically still on Facebook? Just like Google, Apple, Twitter, and every other major “tech” company. Having its own browser means more data and more control.
In-app browsers like Instagram and Facebook make it easy for users to exit from a website reached through links on its platform, right back to its platform. So if you’ve wondered why your bounce rates are high and time on site is in decline, you may want to consider the power of in-app browsing.
Advertising companies have long battled to dominate the mobile browsing market. Facebook has faced many privacy concerns over the years but still comes in third place as one of the world’s largest mobile browsers, behind Chrome and Safari. Marketers that miss this point may find themselves on a hamster wheel, chasing something that can’t be obtained.
New Media Shouldn’t Be Treated as Traditional Marketing
You’ve probably heard that the internet is nothing like traditional media, yet marketers continue to bring disruption culture to new media channels. Disruptive advertisements like pop-ups, web banners, and over-the-top promotions (streaming video ads) can be effective when done right but are generally annoying.
The most successful ad strategies online tend to feel natural. One of the most viral videos of the ’00s is a camera phone recording of Kobe Bryant jumping over an Aston Martin. The video isn’t polished and doesn’t have any edits (seemingly), but instead a natural feel, and the content is engaging.
New Media Should Be Treated as Such
Google became the dominant search engine because of its clean interface and ease of use. There’s little friction between the query and search results returned. Google ads blend well with native content making it less disruptive than traditional advertising. Both Google search and Google Ads remain the top two traffic drivers on the web, however, this is beginning to change.
Google Answer Boxes are becoming more and more visible in search. Instead of users having to click through to your website, curated snippets are produced to satisfy their queries.
This is excellent marketing on behalf of Google, as the aim for every marketer should be to remove steps from the user’s intended goal.
Knowing that both Google and Facebook’s objective is to keep users on their platform as long as possible, why is driving site traffic still a challenge in 2020?
Marketing Without Friction
When marketing your product or service on any channel, you’re subject to that platform’s rules, regulations, and algorithms. You’re also subject to consumers who will be exposed to your content.
Understanding your target audience and the channel you’re marketing your products to is vital to the success of your campaign. With that being said, why are marketers intent on forcing users to their websites? Facebook isn’t designed to send people to your landing page. Google is making rapid changes to keep users engaged on its own platform. Google Shopping, Google Answers, Facebook Shops, Instagram Product Feeds… it’s all designed to keep users engaged within their own ecosystem.
Use this to your advantage.