Ads on Social Media and Facebook Gives Unprecedented Reach into prospects
If you are trying to reach new prospects, Facebook needs to be rrnside your playbook. Social Media and Facebook marketing will give you the means to access people , possessing the interests and geography you want.
Needless to say, everything comes at a price. You must pay Facebook for the targeted visitors you receive. The question becomes, will it be worth it?
Once you reach people , then what? It really depends on what you want to achieve. Are we driving visitors to your website? Are we trying to get people to become fans of your page to build "authority" status and brand recognition? Are we going for sign ups?
Before starting your campaign, we are able to help you to determine precisely what you really need to accomplish.
Reaching Your Prospects on Facebook
There are numerous methods to appear in front of an "Audience" on Facebook:
- Concentrating on people who have visited your site previously (retargeting);
- Individuals who are enthusiasts of your page;
- Prospects who have similar passions (including other pages on Facebook);
- People who meet demographic criteria;
- Individuals who are currently your customers;
- and the list goes on...
With Facebook, we will aim for people - by gender, age, income, career, job title, location, hobbies and much more. These individuals end up part of an "audience" which can consist of many individuals. Facebook does not give us that list, but it will present our advertisements to people on that list that we have created.
We can buy clicks, sales opportunities, ad 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
Pro: Facebook's Advantage Over Search Engines: No Search Needed
The primary advantage Facebook offers is its ability to reach prospects who are not actively searching for what you offer. This does not necessarily mean they will not be interested. It simply means they are not actively performing a search when they see your advertisement. However, they probably were hoping to find something like what you provide very recently.
The search engines are restricted to the people in fact searching. A person may be interested in an attorney, but if they aren't performing a search for one, those advertising in pay-per-click do not appear in front of that prospect.
Pro: Facebook is Fantastic for Getting into Regional Niches
- Are you an attorney? Medical professional? Home services business? A restaurant or store?
- For any company who conducts business regionally Facebook is an excellent method to appear in front of your target audience.
- We can focus on your prospects in several ways.
- Only want to reach women 35-65 in three zip codes? No worries!
- Want to have a special offer on Tuesdays? We are able to do that.
The attractiveness of Facebook is the capacity to target. You can run a very small campaign that behaves in very big ways, by simply targeting the correct prospects, in the right market, with the right message.
Facebook Pricing is Lower, but So are Conversion Rates...
In general, Facebook advertising and marketing is less expensive than Google and the other engines. They cost significantly less per click. If you are choosing to pay per ad impression (paying for advertisements to be presented, rather than paying for clicks), that tends to cost less as well.
However, in our experience, clicks from Facebook vs. Google are generally of a lower quality. It is certainly not there is a problem with Facebook. Rather, an individual is in some other frame of mind.
Users from Google just did a search (for example "personal injury lawyers in XYZ"). It is obvious what they need, and they are browsing because they have a real need. They tend to convert from web surfer to lead at a higher rate, simply because they have a need that they need to fulfill (finding legal help).
In comparison, an ad on Facebook may catch a person's attention. They may or may not be actively hunting for a lawyer, but still have the need.
For these reasons, Facebook visitors often convert at a lower rate than Google visitors... which is fine for the reasons you will learn next.
So is Social Media Advertising on Facebook Worth It?
Whether Facebook is really a "good deal" for your marketing dollars genuinely depends upon the numbers.
Suppose Google clicks are $14 and Facebook actions are $1. Which is better? 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 isn't any "correct answer." It will depend on your campaign, your offer, and the way the market reacts to you. The "right answer" is to test, modify, and test yet again.
Just remember to have your visuals strong before running ads like these. For info about our Suffolk County web design agency, our graphic design websites in NY or our online marketing consulting services in New York contact us today.
Facebook Promotions Need To Be Managed and Optimized
Because of challenges with Facebook - and all of the variables at play - marketing campaign management is essential. Within an advertisement we test graphics, headlines, ad copy and even more. We also test the effectiveness of the landing pages people reach after clicking on your ads. Are they staying? Joining? Buying? We test the demographics, the targeting as well as the audiences.
Some adjustments can yield 2x-10x benefits, but until we test, you won't know. Our great campaign management is the critical component in making the most of your advertising and marketing dollars with all internet marketing, but especially with Facebook.