Ads on Facebook and Social Media Gives Unprecedented Reach into prospects In Long Island
If you're trying to find new prospects, Facebook needs to be in your playbook. Facebook and Social Media advertising and marketing will give you access to people In Long Island, with the interests and geographic targeting you seek.
Needless to say, everything comes at a cost. You must pay Facebook for the traffic you receive. The question becomes, can it be worth the cost?
After you appear in front of people In Long Island, then what? It really depends on what you would like to achieve. Are we sending people to your web site? Are we hoping to get people In Long Island to become fans of your page to build "authority" status and brand recognition? Are we looking for sign ups?
Prior to starting your advertising campaign, we can help you to figure out precisely what you really need to achieve.
Reaching Your Prospects In Long Island on Facebook
There are lots of ways to reach an "Audience" on Facebook:
- Targeting those who have visited your website before (retargeting);
- Individuals who are enthusiasts of your page;
- Individuals who may have related passions (including other pages on Facebook);
- Prospects who meet demographic considerations;
- Individuals who are already your customers;
- and the list goes on...
With Facebook, we will focus on people - by gender, age, salary, profession, job title, location, pursuits and even more. These individuals end up part of an "audience" which can include any number of individuals. Facebook does not provide us with that list, however it will present our ads to people on that list that we have created.
We can buy clicks, sales opportunities, ad impressions ... they will let you pay in various ways. In the end, it is about getting exposure to and connecting with your prospects.
Pros of Advertising on Facebook
Pro: Facebook's Advantage Over Google and Bing: No Search Required
The main benefit Facebook offers In Long Island is its capacity to reach prospects who are not proactively looking for what you offer. This does not mean they will not have an interest. It simply means they are not actively performing a search when they see your advertisement. However, they most likely were seeking something such as what you offer quite recently.
The search engines are restricted to individuals actually searching. A person may be considering legal counsel, but if they aren't performing a search for one, those advertising and marketing in prospect pay per click do not appear in front of that prospect.
Pro: Facebook is Ideal for Getting to Local Market Places
- Are you a lawyer? Doctor? Home repair business? A restaurant or merchant?
- For any business who does business locally In Long Island Facebook is an excellent technique to reach your target audience.
- We are able to focus on your prospects in many ways.
- Only wish to reach women 35-65 in a few zip codes? Not an issue!
- Want to have a special on Wednesday? We can do that.
The great thing about Facebook is the ability to target. You can operate a very small marketing campaign that behaves in huge ways, by simply concentrating on the correct prospects, in the right location, with the appropriate message.
Facebook Pricing is Lower, but So are Conversion Rates...
In general, Facebook advertising and marketing is less costly than Google and the other search engines. They cost less for each click. If you are choosing to pay per impression (spending money on ads to be presented, instead of paying for clicks), that is likely to come in less expensive too.
However, in our experience, clicks from Facebook vs. Google tend to be of a reduced quality. It is not that there's a problem with Facebook. Rather, the person is in some other frame of mind.
Users from Google just did a search (such as "personal injury attorneys in XYZ"). It is obvious what they need, and they're searching since they have a true need. They tend to convert from surfer to lead at a greater rate, simply because they have a need that they must satisfy (finding legal help).
In contrast, an ad on Facebook may catch a person's interest. They might or might not be actively shopping for an attorney, 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 OK for the reasons you will learn about below.
So is Social Media Advertising a Great Deal?
Whether Facebook is really a "great deal" for your advertising and marketing budget genuinely depends on the numbers.
Suppose search engine clicks are $12 and Facebook actions are $1. Which is superior? 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 "correct answer." It will depend on your campaign, your offer, and the way the marketplace responds to you. The "right answer" is to test, modify, and test all over again.
Just remember to have your visuals strong before running ads like these. For info about our Long Island web design gurus, our graphic design in Suffolk County or our online marketing consulting services in Suffolk County contact us today.
Facebook Campaigns Must Be Managed and Improved
Because of challenges with Facebook - and each of the variables at play - campaign supervision is vital. Within an ad we test pictures, headlines, ad copy and even more. We also test the effectiveness of the landing pages people reach after clicking on your advertisements. Are they staying? Signing up? Buying? We test the demographics, the targeting and the audiences.
Some changes can yield 2x-10x benefits, but until we test, you won't know. Our exceptional marketing campaign management is the essential component in making the most of your advertising dollars with all internet marketing, but particularly with Facebook.