Advertising on Social Media and Facebook Gives Unprecedented Reach into prospects
If you're trying to find new prospects, Facebook needs to be in your playbook. Social Media and Facebook advertising will provide you with the means to access people , possessing the interests and geography you want.
Needless to say, everything comes at a price. You need to pay Facebook for the targeted visitors you get. The concern becomes, will it be worth it?
After you appear in front of people , then what? It genuinely depends on what you would like to accomplish. Are we sending visitors to your site? Are we hoping to get people to be fans of your page to generate "authority" status and brand recognition? Are we going for registrations?
Before starting your advertising campaign, we are able to help you to identify what it is that you really need to achieve.
Reaching Your Prospects on Facebook
There are lots of ways to appear in front of an "Audience" on Facebook:
- Targeting people who have been to your web site previously (retargeting);
- Potential customers that are enthusiasts of your page;
- People that have related pursuits (such as other pages on Facebook);
- Individuals who meet demographic considerations;
- Prospects who are already your customers;
- and the list goes on...
With Facebook, we can easily aim for individuals - by gender, age, income, occupation, job title, area, interests and more. These people end up part of an "audience" which can include many people. Facebook doesn't provide us with that list, however it will present our advertisements to individuals on that list that we have created.
We can pay for clicks, sales opportunities, advertising impressions ... they will enable you to pay in many different ways. In the end, it is about getting exposure to and connecting with your prospects.
Pluses and Minuses of Advertising on Social Media and Facebook
Pro: Facebook's Edge Over Google and Bing: No Search Required
The main advantage Facebook offers is its ability to get to prospects that are not actively trying to find what you offer. This does not mean they won't have an interest. It just means they are not actively performing a search when they see your ad. However, they probably were seeking something like what you offer very recently.
The search engines are restricted to people actually searching. A person may be interested in a lawyer, but if they aren't doing a search for one, those advertising in Google Adwords do not reach that prospect.
Pro: Facebook is Ideal for Getting into Regional Areas
- Are you an attorney? Health care provider? Home services business? A restaurant or retailer?
- For any business who conducts business locally Facebook is a great way to reach your target audience.
- We have the ability to target your prospects in several ways.
- Only want to reach women 35-65 in 3 zip codes? No problem!
- Want to have a special on Mondays? We are able to do that.
The attractiveness of Facebook is the capacity to target. You can run a very small campaign that functions in very big ways, by simply focusing on the correct prospects, in the right market, with the right message.
Facebook Costs are Lower, but So are Conversion Rates...
In general, Facebook marketing is less pricey than Google and the other search engines. They charge less for each click. If you are opting to pay per ad impression (paying for advertisements to be presented, rather than paying for clicks), that is likely to cost less as well.
However, in our experience, clicks from Facebook vs. Google are generally of a reduced quality. It isn't that there's a challenge with Facebook. Rather, the person is in some other frame of mind.
Users from Google just did a search (such as "personal injury attorneys in XYZ"). It is obvious what they need, and they are browsing since they have a real need. They tend to convert from web surfer to lead at a higher rate, since they have a need that they need to satisfy (finding legal help).
In comparison, an ad on Facebook may catch a person's interest. They may or may not be proactively hunting for an attorney, but still have the need.
For these reasons, Facebook targeted traffic often convert at a lower rate than Google visitors... which is alright for the reasons you will discover below.
If you would like to talk about the services of our Suffolk PPC advertising consultants, our local ad professionals, SEO advertising agency in Suffolk County or retargeting agencies on L.I.
please contact our offices.
So is Social Media Advertising on Facebook a Good Deal?
Whether Facebook is really a "good deal" for your advertising and marketing dollars really depends on the numbers.
Suppose Bing mouse clicks are $14 and Facebook clicks are $1. Which one is best? It depends.
- If 5% of Google visitors convert, that's $200+ for a new customer.
- If 1% of Facebook actions convert, that's $100 for a new customer - great!
- But of only 0.2% of Facebook actions convert, that's $500+ for a new customer - ouch!
The point is... there is no "correct answer." It all depends on your marketing campaign, your offer, and exactly how the market reacts to you. The "correct answer" would be to test, adjust, and test again.
Just remember to have your visuals strong before launching ads like these. For info about our Suffolk County web design experts, our graphic design in NY or our online advertising consulting services in Nassau County call us today.
Facebook Campaigns Must Be Managed and Improved
Because of challenges with Facebook - and each of the variables at play - campaign supervision is essential. Within an advertisement we test pictures, headlines, ad text and more. We also test the effectiveness of the pages people reach after clicking on your ads. Are they staying? Registering? Buying? We test the demographics, the targeting and the audiences.
Some changes can yield 2x-10x benefits, but until we test, you will not know. Our outstanding campaign management is the crucial component in making the most of your marketing and advertising spend with all online advertising, but especially with Facebook.