Almost since WNW Design started back in January 2000 most of the visitors to our website have come from Google. Not just by a small majority but by a massive margin, typically more than the next ten sources of visitor traffic put together.
Over the past few years we have seen an increasing amount of business coming from Twitter, Facebook, LinkedIn and other social media channels but nothing that could challenge the dominance of, or indeed our reliance on, Google.
Since the early days when Yahoo lost market share almost overnight to the power of Google, Google has been the be-all-and-end-all in web marketing. Web based businesses that have made the mistake of upsetting Google and its highly secret algorithms have rapidly withered on the vine and died. At WNW our Google listings are closely monitored, treasured and worked on regularly, even daily.
But in March 2012 this pattern changed.
During March, Facebook sent more visitors to our website then Google, 24% more visitors. And our Google rankings didn’t fall, visitor referrals from Google remained constant, the normal number of leads came in, in fact it was quite a good month for Google led enquiries. But Facebook sent more visitors, how can that be?
Facebook has recently opened up its advertising to business users and the key to Facebook advertising is the extraordinary amount of information it has on its audience. The information that Facebook holds about its users may annoy the privacy advocates but for an Entrepreneur, it is a marketing dream come true. It’s a goldmine!
Facebook users provide their age, gender, relationship status, hobbies, interests, location, education and a whole lot more to create a detailed profile of their lives. From a marketing point of view information like that is dynamite!
By making targeted advertisements aimed at specific user groups, WNW Design was able to drive more visitors to our website than Google could send us. People who were interested in our market sector and the services we provide, people whose visitor details we can capture for on-going marketing.
The April stats will be in shortly but already we have seen a 240% increase in the number of people who have “Liked” the WNW Facebook page, again giving us permission to market to them in the future.
Google and Bing have already stated that they are changing how they return search results, based on social media sharing but Facebook advertising looks like being a real marketing Game Changer, no wonder Google is desperate to get its own channel Google+ into a market leading position.
About The Author: Nigel Wilkinson is the Managing Director of WNW Design Ltd. In addition to his business interests, Nigel is married to Movement teacher Michelle, the father of teenage twins, an avid Networker, a Social Media commentator, a keen golfer and football supporter. He is also an active member of Exmouth Chamber of Commerce, being Chairman from 2009 – 2011.You can follow him on Twitter @nigelwnw, or telephone on 01395 542 569. You can also find WNW Design on Facebook here.