Ads on Facebook and Social Media Gives Unprecedented Reach into prospects On Long Island
If you're trying to find new prospects, Facebook needs to be in your playbook. Social Media and Facebook advertising and marketing will give you access to people On Long Island, having the interests and geographic targeting you seek.
Needless to say, everything comes at a price. You need to pay Facebook for the traffic you get. The question becomes, is it worth it?
After you appear in front of people On Long Island, then what? It truly depends on what you want to achieve. Are we sending people to your web site? Are we hoping to get people On Long Island to be fans of your page to create "authority" status and brand reputation? Are we going for sign ups?
Before starting your campaign, we can help you to pinpoint what it is that you really need to achieve.
Reaching Your Prospects On Long Island on Facebook
There are numerous approaches to reach an "Audience" on Facebook:
- Concentrating on people who have visited your site previously (retargeting);
- Prospects that are fans of your page;
- Prospects that have related interests (such as other pages on Facebook);
- People who meet demographic considerations;
- People that are already your clients;
- and the list goes on...
With Facebook, we are able to focus on individuals - by gender, age, salary, career, job title, location, passions and much more. These individuals become part of an "audience" which may consist of many individuals. Facebook doesn't give us that list, however it will show our advertisements to individuals on that list that we have created.
We can buy clicks, leads, ad impressions ... they will enable you to pay in various 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 Google: No Search Necessary
The main advantage Facebook offers On Long Island is its ability to reach prospects who are not proactively searching for what you offer. This doesn't mean they won't have an interest. It simply means they aren't actively performing a search when they view your ad. However, they probably were seeking something such as what you provide quite recently.
The search engines are limited to individuals in fact searching. A person may be interested in legal counsel, but if they are not performing a search for one, those marketing in Google Adwords do not appear in front of that prospect.
Pro: Facebook is Ideal for Reaching Out to Local Areas
- Are you a lawyer? Health care provider? Home repair company? A restaurant or retailer?
- For any business who conducts business locally On Long Island Facebook is an excellent method to reach your audience.
- We are able to target your prospects in numerous ways.
- Only need to reach women 35-65 in three zip codes? No problem!
- Want to have a special offer on Wednesday? We can do that.
The attractiveness of Facebook is the ability to target. You can run a small advertising campaign that behaves in huge ways, simply by 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 costly than Google and the other search engines. They charge less for each click. If you are choosing to pay per impression (paying for ads to be presented, rather than paying for clicks), that tends to come in less expensive as well.
However, in our experience, clicks from Facebook vs. Google tend to be of a lower quality. It isn't that there is a challenge with Facebook. Rather, the person is in some other frame of mind.
Users from Google just performed a search (such as "personal injury lawyers in XYZ"). It is apparent what they need, and they are browsing since they have a genuine need. They tend to convert from web surfer to prospect at a higher rate, because they have a current need that they have to satisfy (finding legal help).
In comparison, an advertisement on Facebook might catch a person's attention. They may or may not be proactively searching for a lawyer, but still have the need.
For all of those reasons, Facebook visitors often convert at a lower rate than Google visitors... which is alright for the reasons you will learn about next.
If you would like to discuss the services of our pay per click advertising agency, our local advertising experts in Suffolk County, SEO experts in Nassau or remarketing companies in Suffolk County
please contact our offices.
So is Social Media Advertising on Facebook Worth It?
Whether Facebook is a "good deal" for your marketing dollars really depends on the numbers.
Suppose Bing mouse clicks are $11 and Facebook visitors are $1. Which is best? It depends.
- If 5% of Google visitors 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 visitors convert, that's $500+ for a new client - that hurts!
The point is... there is no "correct answer." It will depend on your advertising campaign, your offer, and exactly how 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 Suffolk website design agency, our graphic design or our advertising consulting services in NY call us today.
Facebook Campaigns Need To Be Maintained and Optimized
Because of challenges with Facebook - and all of the variables at play - marketing campaign management is vital. Within an ad we test images, headlines, ad copy and more. We also test the effectiveness of the landing pages individuals reach after clicking on your ads. 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 will not know. Our superb marketing campaign management is the critical component in making the most of your advertising and marketing dollars with all internet marketing, but particularly with Facebook.