Facebook ads should never live in isolation, this is our plan for Omni channel marketing in the new digital age
How does Facebook work with Google & email?
Facebook is ultimately best used as the resource the amplifies the volume of the rest of your business. Facebook, even at broad targeting, does Prospecting and Retargeting and Retention marketing efforts. Facebook can both make someone who’s never heard of you before interested in what you have to say, and get somebody who’s on the edge of converting to being a customer in a matter of clicks. It can do this in a projectable and Stable fashion, while also allowing us to define how much of any one of those disciplines we truly want to invest in. We can also take our hands off the wheel, and let Facebook be a business growth engine that can easily be managed in just a few hours a week.
Google and email are what we call inventory and demand-based platforms. This means that they require you to either capitalize on intent that has already been created, or market to people who have already opted in to seeing your messaging.
V unfair advantage of both of these efforts is that they can be tremendously efficient with regard to investment capital to the return that we see in business results. However, both of these efforts are crippled when you ask them to generate new intent, and to get new options for direct messaging.
In short no channel is as cost effective as email, and Google is probably the most cost effective paid media effort you can have… But neither of them will truly affectively 10 X your new customer acquisition from people that did not know you yesterday.
TikTok and Facebook: identical cousins?
TikTok can be incredibly powerful, and absolutely should be something that you highly consider putting into your media mix.
We can think of TikTok as Facebook‘s very exciting, younger, and a whole lot dumber little brother. Tick-tock can absolutely help you spend 50 to 100 bucks a day, if you happen to have the winning combination of killer product, great creative, and may be a little bit of celebrities, you can absolutely used to spend thousands of dollars a day.
We see examples of this all the time, like with Jones Road beauty which has all three of those things in spades.
However when we want to add TikTok to our Facebook media mix, we have to understand that we are rarely going to be able to replace Facebook at scale with what TikTok can offer us.
The unfair advantage that TikTok has is that it’s algorithm is the single most aggressive one for disposable access to media in a way that allows for reach in discovery add a scale no one has ever been able to provide before. If we use it as such, we should be in a place where we are very happy.
But we have to remember the key point to that, it is used for discovery, so it’s an excellent impulse machine, but it is not a customer journey Curation device in the same way that Facebook is.
So when using these two together, most effectively, we see TikTok used as a super top of funnel, or as a bottom funnel market saturation engine. 
YouTube and Facebook
YouTube, sitting on Google, provides an excellent opportunity for targeted marketing.
You can grow organically following SEL practices, you can do paid prospecting efforts by conquest thing against your competitors, and you can Keurig customer journeys throughout the funnel. 
YouTube is crippled, just like TikTok and search, in that in that we only have one type of content available on only one platform for which to execute marketing efforts.
At smaller scale, or with hyper specific expertise, YouTube provides much of the promise and upside that TikTok does.
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