Advertising on Social Media and Facebook Gives Unprecedented Reach into prospects On Long Island
If you are trying to find new prospects, Facebook must be in your playbook. Facebook and Social Media advertising and marketing will give you the means to access people On Long Island, having the interests and geo targeting you seek.
Of course, everything comes at a cost. You do need to pay Facebook for the targeted traffic you receive. The concern becomes, can it be worth it?
When you connect with people On Long Island, then what? It genuinely depends on what you would like to achieve. Are we pushing people to your site? Are we looking to get people On Long Island to be fans of your page to create "authority" status and brand recognition? Are we looking for registrations?
Before starting your campaign, we are able to help you to identify what it is that you really need to accomplish.
Reaching Your Prospects On Long Island on Facebook
There are a variety of ways to appear in front of an "Audience" on Facebook:
- Focusing on those who have been to your website previously (retargeting);
- Individuals that are enthusiasts of your page;
- Individuals that have very similar interests (which include other pages on Facebook);
- Prospects who meet demographic factors;
- People who are currently your customers;
- and the list goes on...
With Facebook, we will focus on people - by gender, age, income, profession, job title, location, interests and much more. These individuals become part of an "audience" which can include many people. Facebook doesn't give us that list, but it will present our ads to people 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 purchasing exposure to and connecting with your prospects.
Pluses and Minuses of Advertising on Social Media and Facebook
Pro: Facebook's Edge Over Google and Bing: No Search Necessary
The main benefit Facebook offers On Long Island is its capability to appear in front of prospects that are not proactively trying to find what you offer. This does not mean they will not have an interest. It simply means they are not proactively conducting a search when they view your ad. However, they probably were seeking something such as what you offer very recently.
The search engines are restricted to individuals actually searching. A prospect may be interested in legal counsel, but if they are not doing a search for one, those advertising and marketing in Google Adwords do not reach that prospect.
Pro: Facebook is Great for Reaching Out to Regional Market Places
- Are you an attorney? Medical professional? Home repair company? A restaurant or merchant?
- For any company who does business locally On Long Island Facebook is a superb method to appear in front of your target audience.
- We are able to target your prospects in numerous ways.
- Only wish to reach women 35-65 in three zip codes? No problem!
- Want to have a special on Mondays? We can do that.
The appeal of Facebook is the capacity to target. You can run a very small marketing campaign that behaves in very big ways, by merely targeting the correct prospects, in the right area, with the right message.
Facebook Pricing is Lower, but So are Conversion Rates...
In general, Facebook advertising is less expensive than Google and the other search engines. They charge significantly less for each click. If you are opting to pay per ad impression (paying for ads 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 usually of a lower quality. It is not that there's a challenge with Facebook. Rather, the person is in some other mind-set.
Users from Google just performed a search (for example "personal injury attorneys in XYZ"). It is apparent what they need, and they are browsing because they have a real need. They have a tendency to convert from surfer to prospect at a greater rate, simply because they have a need that they have to satisfy (finding legal help).
In contrast, an advertisement on Facebook might catch a person's attention. They might or might not be actively looking for an attorney, but still have the need.
For these reasons, Facebook visitors often convert at a lower rate than search engine visitors... which is fine for the reasons you will learn about next.
If you would like to talk about the services of our pay per click advertising agency, our local advertising consultants, SEO agency on LI or remarketing agency on Long Island
please contact our offices.
So is Social Media Advertising on Facebook a Good Deal?
Whether Facebook is a "great deal" for your marketing budget really depends on the numbers.
Suppose Google mouse clicks are $14 and Facebook visitors are $1. Which one is best? It depends.
- If 5% of Google actions 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 - ouch!
The point is... there isn't any "correct answer." It will depend on your marketing campaign, your offer, and exactly how the market reacts to you. The "right answer" would be to test, modify, and test yet again.
Just remember to have your visuals strong before running ads like these. For info about our NY web site design agency, our graphic design services in NY or our advertising consulting services in NY call us today.
Facebook Promotions Must Be Maintained and Optimized
Because of challenges with Facebook - and all of the variables at play - campaign management is critical. Within an advertisement we test pictures, headlines, ad copy and more. We also test the strength of the pages people reach after clicking on your ads. Are they staying? Joining? Purchasing? We test the demographics, the targeting as well as the audiences.
Some adjustments can yield 2x-10x results, but until we test, you won't know. Our great marketing campaign management is the critical component in making the most of your advertising spend with all internet advertising, but especially with Facebook.