Ads on Facebook and Social Media Gives Unprecedented Reach into prospects In Long Island
If you are trying to reach new prospects, Facebook must be in your playbook. Social Media and Facebook marketing will give you the means to access people In Long Island, having the interests and geography you seek.
Obviously, everything comes at a cost. You need to pay Facebook for the targeted visitors you receive. The question becomes, can it be worth it?
Once you reach people In Long Island, then what? It truly depends on what you would like to achieve. Are we sending people to your site? Are we trying to get people In Long Island to become fans of your page to create "authority" status and brand recognition? Are we looking for registrations?
Prior to launching your advertising campaign, we can help you to identify what it is that you really need to achieve.
Reaching Your Prospects In Long Island on Facebook
There are lots of approaches to appear in front of an "Audience" on Facebook:
- Targeting individuals who have visited your web site in the past (retargeting);
- Prospects who are followers of your page;
- Individuals who may have similar pursuits (such as other pages on Facebook);
- Individuals who meet demographic criteria;
- Individuals that are already your clients;
- and the list goes on...
With Facebook, we can easily aim for individuals - by gender, age, salary, occupation, job title, location, passions and more. These people become part of an "audience" which may include many people. Facebook doesn't give us that list, however it will present our ads to individuals on that list that we have created.
We can pay for clicks, sales opportunities, ad 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
Pro: Facebook's Advantage Over Google: No Search Required
The main benefit Facebook offers In Long Island is its capacity to appear in front of prospects who are not actively trying to find what you offer. This doesn't mean they will not have an interest. It simply means they aren't proactively performing a search when they see your advertisement. However, they most likely were looking for something like what you offer quite recently.
The search engines like Google are limited to people in fact searching. A person may be interested in legal counsel, but if they aren't doing a search for one, those advertising and marketing in Google Adwords do not appear in front of that prospect.
Pro: Facebook is Perfect for Getting into Local Markets
- Are you an attorney? Health care provider? Home renovation company? A restaurant or store?
- For any organization who conducts business regionally In Long Island Facebook is an excellent way to reach your audience.
- We have the ability to target your prospects in several ways.
- Only wish to reach women 35-65 in three zip codes? No problem!
- Want to have a special on Tuesdays? We are able to do that.
The attractiveness of Facebook is the capacity to target. You can run a small advertising campaign that functions in huge ways, by merely focusing on the right prospects, in the right geography, with the right message.
Facebook Costs are Lower, but So are Conversion Rates...
In general, Facebook advertising is less costly than Google and the other engines. They charge less per click. If you are choosing to pay per ad 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 usually of a lower quality. It is certainly not there's a challenge with Facebook. Rather, an individual is in a different frame of mind.
Users from Google just performed a search (such as "personal injury lawyers in XYZ"). It is obvious what they want, and they are browsing because they have a real need. They tend to convert from web surfer to qualified prospect at a greater rate, since they have a need that they need to fulfill (finding legal help).
In comparison, an advertisement on Facebook may capture a person's focus. They might or might not be proactively shopping for a lawyer, but still have the need.
For these reasons, Facebook visitors tend to convert at a lower rate than Google visitors... which is fine for the reasons you will learn below.
So is Social Media Advertising on Facebook Worth It?
Whether Facebook is a "great deal" for your advertising spend truly depends upon the numbers.
Suppose search engine clicks are $14 and Facebook actions are $1. Which of these is better? It depends.
- If 5% of Google actions convert, that's $200+ for a new client.
- If 1% of Facebook actions convert, that's $100 for a new client - great!
- But of only 0.2% of Facebook actions convert, that's $500+ for a new client - ouch!
The point is... there isn't any "correct answer." It all depends on your advertising campaign, your offer, and exactly how the marketplace responds to you. The "right answer" is 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 professionals, our graphic design in Suffolk County or our marketing consulting services in Suffolk call us today.
Facebook Campaigns Must Be Managed and Improved
Because of challenges with Facebook - and each of the variables at play - campaign management is critical. Within an advertisement we test pictures, headlines, ad copy and more. We also test the effectiveness of the landing pages individuals reach after clicking on your advertisements. Are they staying? Signing up? Purchasing? 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 essential component in making the most of your advertising dollars with all internet marketing, but especially with Facebook.