Facebook & Social Media Advertising

If you're trying to reach new prospects, Facebook must be in your playbook. Facebook and Social Media marketing will provide you with access to people , with the interests and geography you want.

Needless to say, everything comes at a cost. You do need to pay Facebook for the traffic you receive. The concern becomes, can it be worth the cost?

When you connect with people , then what? It genuinely depends on what you would like to accomplish. Are we driving visitors to your site? Are we hoping to get people to be fans of your page to build "authority" status and brand recognition? Are we going for registrations?

Before launching your marketing campaign, we are able to help you to identify what it is that you really need to accomplish.

Remember to engage our website design company to work with you to achieve results. Excellent designs created by our website design agency will help and achieve results!

Reaching Your Prospects on Facebook

There are numerous ways to reach an "Audience" on Facebook:

• Focusing on those who have been to your site previously (retargeting);
• Potential customers that are fans of your page;
• People who may have very similar pursuits (such as other pages on Facebook);
• People who meet demographic criteria;
• People that are currently your customers;
• and the list goes on...

With Facebook, we're able to focus on people - by gender, age, income, occupation, job title, area, interests and even more. These individuals end up part of an "audience" which can consist of many individuals. Facebook does not provide us with that list, however it will present our advertisements to individuals on that list that we have created.

We can buy clicks, sales opportunities, advertising impressions ... they will let you pay in many different ways. In the end, it is about purchasing exposure to and connecting with your prospects.

Pluses and Minuses of Advertising on Social Media and Facebook

Pro: Facebook's Edge Over Google: No Search Needed

The main benefit Facebook offers is its ability to get to prospects that are not actively searching for what you offer. This does not mean they won't have an interest. It simply means they are not actively performing a search when they see your ad. However, they most likely were hoping to find something similar to what you provide quite recently.

The search engines like Google are limited to individuals actually searching. A prospect may be in the market for a lawyer, but if they are not doing 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 Local Niches

• Are you a lawyer? Physician? Home services business? A restaurant or merchant?
• For any business who conducts business locally Facebook is a superb way to appear in front of your target audience.
• We are able to target your prospects in many ways.
• Only want to reach women 35-65 in 3 zip codes? Not a problem!
• Want to have a special offer on Wednesday? We can do that.

The attractiveness of Facebook is the ability to target. You can run a very small advertising campaign that behaves in huge ways, by just concentrating on the correct prospects, in the right geography, with the right message.

In general, Facebook marketing is less expensive than Google and the other engines and reaches a different group of people than SEO on Long Island. They charge less for each click. If you are choosing to pay per impression (paying for ads to be presented, rather than paying for clicks), that tends to cost less too.

However, in our experience, clicks from Facebook vs. Google are generally of a lower quality. It is not that there is a downside to Facebook. Rather, the user is in some other state of mind.

Users from Google just did a search (for example "personal injury lawyers in XYZ"). It is apparent what they need, and they're browsing because they have a true need. They tend to convert from web surfer to prospect at a higher rate, since they have a current need that they have to satisfy (finding legal help).

In contrast, an ad on Facebook may catch a person's attention. They may or may not be actively searching for an attorney, but still have the need.

For these reasons, Facebook targeted traffic often convert at a lower rate than search engine visitors... which is alright for the reasons you will learn below.

If you would like to discuss the services of our NY PPC advertising agency, our local advertising experts on LI, SEO consultants or retargeting agency
please contact our offices.

Whether Facebook is really a "great deal" for your marketing and advertising spend truly depends on the numbers.

Suppose Bing mouse clicks are $12 and Facebook clicks are $1. Which is better? It depends.

• If 5% of Google actions 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 visitors convert, that's $500+ for a new customer - ouch!

The point is... there is no "correct answer." It will depend on your marketing campaign, your offer, and exactly how the marketplace reacts to you. The "correct answer" is to test, adjust, and test all over again.

Just remember to have your visuals strong before running ads like these. For info about our website design experts, our graphic design in Nassau County or our advertising consulting services call us today.

Facebook Promotions Have To Be Maintained and Improved

Because of challenges with Facebook - and all of the variables at play - marketing campaign management is critical. Within an ad we test pictures, headlines, ad text and even more. We also test the effectiveness of the pages individuals reach after clicking on your ads. Are they staying? Signing up? Buying? We test the demographics, the targeting and also the audiences.

Some changes can yield 2x-10x results, but until we test, you won't know. Our outstanding advertising campaign management is the crucial component in making the most of your advertising and marketing spend with all internet marketing, but especially with Facebook.

Our lead generation in Nassau and services of our paid ads consultants in Suffolk go hand in hand with these types of campaigns. Have questions? Call (888) 420-0063