Ads on Facebook and Social Media Gives Unprecedented Reach into prospects On Long Island
If you're trying to find new prospects, Facebook has to be rrnside your playbook. Facebook and Social Media marketing and advertising will give you the means to access people On Long Island, possessing the interests and geographic targeting you want.
Needless to say, everything comes at a cost. You need to pay Facebook for the visitors you receive. The concern becomes, can it be worth it?
When you reach people On Long Island, then what? It genuinely depends on what you would like to achieve. Are we sending visitors to your site? Are we trying to get people On Long Island to become fans of your page to generate "authority" status and brand recognition? Are we going for sign ups?
Prior to starting your advertising campaign, we can help you to identify what it is that you need to achieve.
Reaching Your Prospects On Long Island on Facebook
There are a variety of ways to appear in front of an "Audience" on Facebook:
- Targeting people who have been to your web site in the past (retargeting);
- Prospects that are enthusiasts of your page;
- Prospects who have similar passions (which include other pages on Facebook);
- People who meet demographic considerations;
- People that are currently your customers;
- and the list goes on...
With Facebook, we are able to target people - by gender, age, salary, career, 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, however it will show our ads to individuals on that list that we have created.
We can pay for clicks, leads, advertising impressions ... they will let you 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 primary benefit Facebook offers On Long Island is its ability to reach prospects that are not proactively searching for what you offer. This does not necessarily mean they won't be interested. It simply means they aren't actively performing a search when they view your advertisement. However, they probably were looking for something similar to what you provide very recently.
The search engines like Google are limited to individuals in fact searching. A person may be considering legal counsel, but if they aren't doing a search for one, those marketing in Google Adwords do not reach that prospect.
Pro: Facebook is Fantastic for Reaching Local Markets
- Are you an attorney? Physician? Home renovation business? A restaurant or retailer?
- For any company who conducts business locally On Long Island Facebook is a superb technique to reach your target audience.
- We have the ability to target your prospects in several ways.
- Only need to reach women 35-65 in 3 zip codes? Not an issue!
- Want to have a special offer on Tuesdays? We can do that.
The appeal of Facebook is the capacity to target. You can operate a small marketing campaign that functions in very big ways, by simply concentrating on the correct prospects, in the right geography, with the appropriate message.
Facebook Costs are Lower, but So are Conversion Rates...
In general, Facebook advertising is less costly than Google and the other search engines. They cost significantly less for each click. If you are choosing to pay per ad view (spending money on advertisements to be presented, rather than paying for clicks), that is likely to cost less as well.
However, in our experience, clicks from Facebook vs. Google tend to be of a lower quality. It is not that there is a problem with Facebook. Rather, the person is in a different state of mind.
Users from Google just performed a search (for example "personal injury lawyers in XYZ"). It is clear what they want, and they're browsing because they have a true need. They have a tendency to convert from surfer to qualified prospect at a higher rate, since they have a current need that they need to fulfill (finding legal help).
In contrast, an ad on Facebook might catch a person's interest. They may or may not be actively looking for an attorney, but still have the need.
For all of those reasons, Facebook targeted traffic tend to convert at a lower rate than Google visitors... which is OK for the reasons you will learn about next.
If you would like to discuss the services of our Suffolk pay per click advertising agency, our local ad experts, SEO gurus in Suffolk County or remarketing campaign in Nassau County
please contact our offices.
So is Facebook Worth It?
Whether Facebook is a "great deal" for your marketing budget genuinely depends upon the numbers.
Suppose search engine mouse clicks are $12 and Facebook clicks are $1. Which of these is best? 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 "right answer." It will depend on your marketing campaign, your offer, and how the market reacts to you. The "right answer" is to test, modify, and test all over again.
Just remember to have your design strong before running ads like these. For info about our Nassau web design agency, our graphic design websites in New York or our advertising consulting services call us today.
Facebook Promotions Have To Be Managed and Improved
Because of challenges with Facebook - and all of the variables at play - marketing campaign management is critical. Within an advertisement we test images, headlines, ad copy and even more. We also test the effectiveness of the landing pages individuals reach after clicking on your advertisements. Are they staying? Joining? Buying? We test the demographics, the targeting and the audiences.
Some modifications can yield 2x-10x results, but until we test, you will not know. Our great advertising campaign operations is the critical component in making the most of your marketing dollars with all online marketing, but especially with Facebook.