Ads on Social Media and Facebook Gives Unprecedented Reach into prospects
If you're trying to find new prospects, Facebook must be in your playbook. Facebook and Social Media marketing and advertising will give you the means to access people , possessing the interests and geographic targeting you seek.
Needless to say, everything comes at a cost. You do need to pay Facebook for the visitors you get. The concern becomes, will it be worth the money?
Once you appear in front of people , then what? It genuinely depends on what you would like to achieve. Are we sending people to your web site? Are we looking to get people to be fans of your page to build "authority" status and brand recognition? Are we going for registrations?
Before launching your advertising campaign, we are able to help you to figure out precisely what you really need to accomplish.
Reaching Your Prospects on Facebook
There are many methods to reach an "Audience" on Facebook:
- Concentrating on people who have visited your site before (retargeting);
- Individuals that are followers of your page;
- Potential customers who have related pursuits (such as other pages on Facebook);
- Prospects who meet demographic considerations;
- Individuals that are already your customers;
- and the list goes on...
With Facebook, we are able to aim for individuals - by gender, age, salary, profession, job title, location, hobbies and more. These people become part of an "audience" which may include any number of individuals. Facebook doesn't give us that list, however it will present our advertisements to individuals on that list that we have created.
We can buy clicks, leads, advertising impressions ... they will enable you to pay in various ways. In the end, it is about buying exposure to and connecting with your prospects.
Pluses and Minuses of Advertising on Social Media
Pro: Facebook's Edge Over Search Engines: No Search Needed
The primary benefit Facebook offers is its ability to reach prospects that are not proactively searching for what you offer. This does not necessarily mean they won't be interested. It simply means they aren't actively performing a search when they view your ad. However, they probably were looking for something such as what you offer very recently.
The search engines are limited to the people actually searching. A prospect may be considering an attorney, but if they are not performing a search for one, those advertising in pay-per-click do not appear in front of that prospect.
Pro: Facebook is Wonderful for Reaching Out to Regional Niches
- Are you a lawyer? Medical professional? Home renovation company? A restaurant or merchant?
- For any business who does business regionally Facebook is a great way to reach your audience.
- We can concentrate on your prospects in many ways.
- Only wish to reach women 35-65 in three zip codes? Not a problem!
- Want to have a special offer on Thursdays? We can do that.
The appeal of Facebook is the capacity to target. You can operate a very small advertising campaign that behaves in huge ways, by simply targeting the correct prospects, in the right geo, with the appropriate message.
Facebook Costs are Lower, but So are Conversion Rates...
In general, Facebook advertising is less costly than Google and the other engines. They charge less per click. If you are opting to pay per ad view (paying for ads to be presented, rather than paying for clicks), that is likely to come in less expensive as well.
However, in our experience, clicks from Facebook vs. Google tend to be of a reduced quality. It is not that there is a challenge with Facebook. Rather, the person is in some other mind-set.
Users from Google just did a search (such as "personal injury lawyers in XYZ"). It is apparent what they need, and they're searching since they have a true need. They tend to convert from surfer to qualified prospect at a higher rate, because they have a need that they must satisfy (finding legal help).
In contrast, an advertisement on Facebook may catch someone's interest. They may or may not be actively shopping for a lawyer, but still have the need.
For all of those reasons, Facebook targeted traffic often convert at a lower rate than search engine visitors... which is alright for the reasons you will discover next.
So is Facebook Worth It?
Whether Facebook is a "great deal" for your advertising and marketing dollars really depends on the numbers.
Suppose Google clicks are $14 and Facebook visitors are $1. Which is best? It depends.
- If 5% of Google visitors convert, that's $200+ for a new customer.
- If 1% of Facebook visitors 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 - that hurts!
The point is... there is no "right answer." It will depend on your advertising campaign, your offer, and exactly how the marketplace responds to you. The "correct answer" would be to test, modify, and test yet again.
Just remember to have your visuals strong before launching ads like these. For info about our LI web design experts, our graphic design in NY or our online advertising consulting services in Long Island call us today.
Facebook Campaigns Must Be Managed and Optimized
Because of challenges with Facebook - and each of the variables at play - marketing campaign management is critical. Within an ad we test graphics, headlines, ad copy and even more. We also test the effectiveness of the landing pages individuals reach after clicking on your ads. Are they staying? Registering? Purchasing? We test the demographics, the targeting as well as the audiences.
Some adjustments can yield 2x-10x benefits, but until we test, you will not know. Our exceptional advertising campaign management is the critical component in making the most of your advertising and marketing spend with all internet advertising, but especially with Facebook.