Advertising on Social Media and Facebook Gives Unprecedented Reach into prospects On Long Island
If you are hoping to reach new prospects, Facebook needs to be rrnside your playbook. Social Media and Facebook advertising and marketing will provide you with the means to access people On Long Island, possessing the interests and geographic targeting you want.
Needless to say, everything comes at a price. You need to pay Facebook for the targeted visitors you receive. The question becomes, can it be worth the cost?
After you connect with people On Long Island, then what? It really depends on what you would like to accomplish. Are we pushing people to your web site? Are we trying to get people On Long Island to become fans of your page to create "authority" status and brand recognition? Are we looking for sign ups?
Prior to starting your marketing campaign, we are able to help you to figure out precisely what you need to accomplish.
Reaching Your Prospects On Long Island on Facebook
There are many approaches to appear in front of an "Audience" on Facebook:
- Targeting individuals who have visited your web site before (retargeting);
- Potential customers that are fans of your page;
- Individuals who have very similar interests (which include other pages on Facebook);
- Potential customers who meet demographic considerations;
- Prospects who are already your customers;
- and the list goes on...
With Facebook, we will focus on individuals - by gender, age, income, profession, job title, area, pursuits and even more. These individuals end up part of an "audience" which can include many people. Facebook doesn't give us that list, but it will display our advertisements to individuals on that list that we have created.
We can buy 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 Advantage Over Search Engines: No Search Necessary
The main benefit Facebook offers On Long Island is its capacity to appear in front of prospects who are not actively searching for what you offer. This doesn't mean they will not be interested. It simply means they are not proactively conducting a search when they view your advertisement. However, they probably were hoping to find something similar to what you offer quite recently.
The search engines are limited to the people actually searching. A prospect may be interested in a lawyer, but if they are not performing a search for one, those advertising in Google Adwords do not reach that prospect.
Pro: Facebook is Ideal for Getting into Regional Markets
- Are you a lawyer? Doctor? Home repair business? A restaurant or retailer?
- For any organization who does business locally On Long Island Facebook is a superb method to reach your target audience.
- We can concentrate on your prospects in several ways.
- Only want to reach women 35-65 in 3 zip codes? Not a problem!
- Want to have a special offer on Thursdays? We can do that.
The beauty of Facebook is the capacity to target. You can run a small marketing campaign that behaves in very big ways, by simply focusing on the correct prospects, in the right location, with the appropriate message.
Facebook Costs are Lower, but So are Conversion Rates...
In general, Facebook advertising and marketing is less expensive than Google and the other engines. They charge less per click. If you are choosing to pay per impression (spending money on advertisements to be shown, instead of paying for clicks), that is likely to come in less expensive as well.
However, in our experience, clicks from Facebook vs. Google are generally of a lower quality. It is not that there's a downside to Facebook. Rather, an individual is in a different frame of mind.
Users from Google just performed a search (such as "personal injury attorneys in XYZ"). It is clear what they need, and they are searching since they have a actual need. They have a tendency to convert from surfer to prospect at a higher rate, since they have a need that they need to fulfill (finding legal help).
In comparison, an advertisement on Facebook may catch a person's attention. They might or might not be proactively hunting for an attorney, but still have the need.
For these reasons, Facebook targeted traffic tend to convert at a lower rate than Google visitors... which is OK for the reasons you will discover below.
If you would like to discuss the services of our Suffolk County PPC advertising agency, our local advertising agency, SEO ad agency in Suffolk or retargeting campaign in New York
please contact our offices.
So is Social Media Advertising on Facebook a Great Deal?
Whether Facebook is really a "great deal" for your advertising dollars genuinely depends upon the numbers.
Suppose search engine mouse clicks are $11 and Facebook visitors are $1. Which of these 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 visitors convert, that's $500+ for a new customer - that hurts!
The point is... there is no "correct answer." It all depends on your marketing campaign, your offer, and the way 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 Nassau website design consultants, our graphic design services in Nassau or our marketing consulting services in Suffolk County contact us today.
Facebook Promotions Must Be Managed and Optimized
Because of challenges with Facebook - and each of the variables at play - marketing campaign supervision is essential. Within an ad we test graphics, headlines, ad text and more. We also test the strength of the landing pages individuals reach after clicking on your ads. Are they staying? Signing up? Purchasing? We test the demographics, the targeting and also the audiences.
Some modifications can yield 2x-10x benefits, but until we test, you won't know. Our outstanding campaign operations is the essential component in making the most of your advertising and marketing dollars with all internet advertising, but particularly with Facebook.