Advertising on Facebook and Social Media Gives Unprecedented Reach into patients In Long Island
If you're trying to reach new patients, Facebook has to be rrnside your playbook. Social Media and Facebook marketing will give you the means to access people In Long Island, having the interests and geographic targeting you seek.
Needless to say, everything comes at a price. You must pay Facebook for the targeted visitors you receive. The question becomes, will it be worth it?
After you reach people In Long Island, then what? It genuinely depends on what you would like to accomplish. Are we sending visitors to your site? Are we looking to get people In Long Island to become fans of your page to build "authority" status and brand reputation? Are we looking for registrations?
Prior to starting your advertising campaign, we can help you to identify precisely what you really need to accomplish.
Reaching Your Patients In Long Island on Facebook
There are lots of ways to reach an "Audience" on Facebook:
- Focusing on individuals who have visited your site previously (retargeting);
- Patients that are followers of your page;
- Individuals who may have related interests (including other pages on Facebook);
- Patients who meet demographic factors;
- Individuals that are already your patients;
- and the list goes on...
With Facebook, we will focus on individuals - by gender, age, salary, profession, job title, area, passions and much more. These people become part of an "audience" which can consist of many individuals. Facebook does not give us that list, however it will present our advertisements 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 patients.
Pluses and Minuses of Advertising on Facebook
Pro: Facebook's Advantage Over Search Engines: No Search Necessary
The main benefit Facebook offers In Long Island is its capacity to reach patients that are not proactively trying to find what you offer. This doesn't mean they won't be interested. It simply means they are not actively performing a search when they see your advertisement. However, they most likely were looking for something such as what you offer very recently.
The search engines like Google are limited to the people in fact searching. A person may be considering an attorney, but if they are not performing a search for one, those marketing in Google Adwords do not appear in front of that patient.
Pro: Facebook is Ideal for Getting into Local Markets
- Are you a lawyer? Health care provider? Home services business? A restaurant or merchant?
- For any company who conducts business regionally In Long Island Facebook is a great method to reach your target audience.
- We have the ability to concentrate on your patients in many ways.
- Only need to reach women 35-65 in a couple of zip codes? No problem!
- Want to have a special offer on Wednesday? We are able to do that.
The appeal of Facebook is the ability to target. You can operate a very small marketing campaign that behaves in very big ways, by simply focusing on the correct patients, in the right area, 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 charge significantly less per click. If you are opting to pay per ad impression (paying for ads 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 reduced quality. It is not that there is a downside to Facebook. Rather, the person is in a different mind-set.
Users from Google just did a search (such as "personal injury attorneys in XYZ"). It is clear what they want, and they are browsing since they have a actual 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 ad on Facebook may capture someone's interest. They may or may not be actively hunting 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 discover below.
So is Social Media Advertising Worth It?
Whether Facebook is really a "great deal" for your advertising dollars really depends on the numbers.
Suppose Google mouse clicks are $11 and Facebook clicks are $1. Which is best? It depends.
- If 5% of Google visitors convert, that's $200+ for a new patient.
- If 1% of Facebook actions convert, that's $100 for a new patient - great!
- But of only 0.2% of Facebook actions convert, that's $500+ for a new patient - ouch!
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" would be to test, modify, and test yet again.
Just remember to have your visuals strong before running ads like these. For info about our New York website design agency, our graphic design websites or our online marketing consulting services in Nassau contact us today.
Facebook Promotions Must Be Managed and Optimized
Because of challenges with Facebook - and all of the variables at play - campaign supervision is critical. Within an advertisement we test graphics, headlines, ad copy and more. We also test the strength of the landing pages individuals reach after clicking on your advertisements. Are they staying? Registering? Purchasing? We test the demographics, the targeting and also the audiences.
Some changes can yield 2x-10x benefits, but until we test, you won't know. Our exceptional advertising campaign operations is the crucial component in making the most of your marketing spend with all online advertising, but particularly with Facebook.