Advertising on Facebook and Social Media Gives Unprecedented Reach into prospects In Long Island
If you are hoping to find new prospects, Facebook has to be rrnside your playbook. Social Media and Facebook marketing will give you the means to access people In Long Island, having the interests and geographic targeting you seek.
Obviously, everything comes at a price. You do need to pay Facebook for the visitors you get. The concern becomes, can it be worth it?
Once you reach people In Long Island, then what? It genuinely depends on what you want to accomplish. Are we pushing people to your web site? Are we trying to get people In Long Island to become fans of your page to generate "authority" status and brand reputation? Are we looking for sign ups?
Prior to launching your marketing campaign, we can help you to determine precisely what you need to achieve.
Reaching Your Prospects In Long Island on Facebook
There are a variety of methods to appear in front of an "Audience" on Facebook:
- Concentrating on people who have been to your website in the past (retargeting);
- People that are followers of your page;
- Individuals who may have related interests (including other pages on Facebook);
- People who meet demographic factors;
- Individuals that are already your customers;
- and the list goes on...
With Facebook, we will target individuals - by gender, age, salary, occupation, job title, location, passions and more. These individuals end up part of an "audience" which may consist of any number of individuals. Facebook does not provide us with that list, but it will present our advertisements to individuals on that list that we have created.
We can buy clicks, sales opportunities, ad 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 Advantage Over Search Engines: No Search Needed
The primary benefit Facebook offers In Long Island is its capability to reach prospects who are not actively trying to find what you offer. This does not necessarily mean they won't be interested. It just means they aren't actively performing a search when they view your ad. However, they most likely were seeking something similar to what you offer very recently.
The search engines are restricted to people in fact searching. A person may be interested in an attorney, but if they aren't performing a search for one, those marketing in pay-per-click do not reach that prospect.
Pro: Facebook is Wonderful for Reaching Local Areas
- Are you a lawyer? Health care provider? Home services company? A restaurant or merchant?
- For any organization who conducts business regionally In Long Island Facebook is a superb technique to reach your audience.
- We can focus on your prospects in numerous ways.
- Only need to reach women 35-65 in three zip codes? No problem!
- Want to have a special on Thursdays? We are able to do that.
The great thing about Facebook is the ability to target. You can operate a very small advertising campaign that behaves in huge ways, simply by focusing on the correct prospects, in the right market, with the appropriate message.
Facebook Costs are Lower, but So are Conversion Rates...
In general, Facebook marketing is less costly than Google and the other search engines. They charge significantly less per click. If you are choosing to pay per impression (spending money on advertisements to be presented, rather than paying for clicks), that is likely to cost less too.
However, in our experience, clicks from Facebook vs. Google are generally of a reduced quality. It is certainly not there's a problem with Facebook. Rather, the person is in a different frame of mind.
Users from Google just did a search (such as "personal injury attorneys in XYZ"). It is clear what they want, and they're searching because they have a actual need. They tend to convert from web surfer to qualified prospect at a greater rate, simply because they have a current need that they must fulfill (finding legal help).
In contrast, an ad on Facebook might capture a person's focus. They might or might not be proactively shopping for a lawyer, but still have the need.
For all of those reasons, Facebook targeted traffic tend to convert at a lower rate than search engine visitors... which is fine for the reasons you will learn below.
If you would like to talk about the services of our Suffolk County pay per click advertising agency, our local advertising agency in Nassau, SEO professionals in Nassau County or remarketing agency on L.I.
please contact our offices.
So is Social Media Advertising a Good Deal?
Whether Facebook is a "great deal" for your marketing dollars genuinely will depend on the numbers.
Suppose Google clicks are $14 and Facebook visitors 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 - that hurts!
The point is... there is no "right answer." It all depends on your advertising campaign, your offer, and the way the marketplace responds to you. The "correct answer" is to test, modify, and test yet again.
Facebook Campaigns Have To Be Managed and Optimized
Because of challenges with Facebook - and all of the variables at play - advertising campaign management is essential. Within an advertisement we test images, headlines, ad copy and 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 the audiences.
Some changes can yield 2x-10x results, but until we test, you won't know. Our exceptional advertising campaign management is the essential component in making the most of your advertising spend with all online marketing, but especially with Facebook.