Ads on Facebook and Social Media Gives Unprecedented Reach into prospects On Long Island
If you are hoping to reach new prospects, Facebook needs to be in your playbook. Facebook and Social Media marketing will provide you with the means to access people On Long Island, possessing the interests and geographic targeting you seek.
Obviously, everything comes at a cost. You need to pay Facebook for the targeted visitors you receive. The concern becomes, will it be worth the money?
Once you connect with people On Long Island, then what? It really depends on what you want to accomplish. Are we sending people to your site? Are we hoping to get people On Long Island to become fans of your page to generate "authority" status and brand recognition? Are we going for registrations?
Before launching your advertising campaign, we can help you to determine what it is that you really need to achieve.
Reaching Your Prospects On Long Island on Facebook
There are lots of ways to reach an "Audience" on Facebook:
- Concentrating on individuals who have visited your web site previously (retargeting);
- Individuals who are enthusiasts of your page;
- Potential clients who may have related interests (such as other pages on Facebook);
- Potential clients who meet demographic criteria;
- People that are currently your clients;
- and the list goes on...
With Facebook, we will aim for individuals - by gender, age, income, profession, job title, area, pursuits and more. These people become part of an "audience" which may consist of any number of people. Facebook doesn't provide us with that list, but it will display our advertisements to people on that list that we have created.
We can buy 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 Facebook
Pro: Facebook's Advantage Over Google and Bing: No Search Needed
The main advantage Facebook offers On Long Island is its capability to get to prospects that are not actively searching for what you offer. This doesn't mean they won't have an interest. It just means they are not proactively performing a search when they see your ad. However, they probably were looking for something such as what you provide quite recently.
The search engines are restricted to individuals in fact searching. A person may be interested in a lawyer, but if they aren't doing a search for one, those advertising in Google Adwords do not appear in front of that prospect.
Pro: Facebook is Wonderful for Getting to Local Market Places
- Are you an attorney? Health care provider? Home services company? A restaurant or store?
- For any organization who conducts business regionally On Long Island Facebook is an excellent method to appear in front of your audience.
- We are able to focus on your prospects in several ways.
- Only want to reach women 35-65 in a few zip codes? No problem!
- Want to have a special on Wednesday? We are able to do that.
The beauty of Facebook is the capacity to target. You can operate a small marketing campaign that functions in very big ways, by simply focusing on the right prospects, in the right geo, with the right message.
Facebook Pricing is Lower, but So are Conversion Rates...
In general, Facebook marketing and advertising is less costly than Google and the other search engines. They charge less for each click. If you are opting to pay per ad impression (paying for advertisements to be presented, rather than paying for clicks), that tends to cost less as well.
However, in our experience, clicks from Facebook vs. Google tend to be of a reduced quality. It is not that there's a downside to Facebook. Rather, an individual is in a different frame of mind.
Users from Google just did a search (for example "personal injury lawyers in XYZ"). It is obvious what they want, and they're browsing since they have a genuine need. They tend to convert from web surfer to prospect at a greater rate, simply because they have a current need that they need to satisfy (finding legal help).
In comparison, an advertisement on Facebook might capture a person's interest. They may or may not be actively looking for an attorney, but still have the need.
For these reasons, Facebook targeted traffic tend to convert at a lower rate than Google visitors... which is alright for the reasons you will learn next.
So is Social Media Advertising on Facebook a Great Deal?
Whether Facebook is a "good deal" for your marketing budget really depends upon the numbers.
Suppose Google mouse clicks are $14 and Facebook actions are $1. Which of these is superior? 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 actions convert, that's $500+ for a new client - ouch!
The point is... there is no "right answer." It all depends on your campaign, your offer, and the way the marketplace reacts to you. The "right answer" would be to test, modify, and test all over again.
Just remember to have your visuals strong before running ads like these. For info about our NY web design experts, our graphic design websites in Suffolk or our online marketing consulting services in Suffolk contact us today.
Facebook Strategies Must Be Managed and Optimized
Because of challenges with Facebook - and each of the variables at play - campaign management is vital. Within an ad we test pictures, headlines, ad text and more. We also test the effectiveness of the pages people reach after clicking on your ads. Are they staying? Enrolling? Purchasing? We test the demographics, the targeting as well as the audiences.
Some changes can yield 2x-10x results, but until we test, you won't know. Our exceptional campaign operations is the crucial component in making the most of your advertising spend with all online marketing, but especially with Facebook.