Ads on Facebook and Social Media Gives Unprecedented Reach into patients On Long Island
If you're trying to find new patients, Facebook must be in your playbook. Facebook and Social Media advertising will give you the means to access people On Long Island, possessing the interests and geo targeting you seek.
Obviously, everything comes at a cost. You do need to pay Facebook for the visitors you receive. The question becomes, is it worth it?
Once you appear in front of people On Long Island, then what? It truly depends on what you want to accomplish. Are we pushing visitors to your website? Are we trying to get people On Long Island to become fans of your page to build "authority" status and brand reputation? Are we going for sign ups?
Before starting your campaign, we can help you to pinpoint precisely what you really need to accomplish.
Reaching Your Patients On Long Island on Facebook
There are a variety of methods to appear in front of an "Audience" on Facebook:
- Focusing on individuals who have visited your web site before (retargeting);
- Patients who are followers of your page;
- People who have very similar passions (such as other pages on Facebook);
- Potential patients who meet demographic criteria;
- Patients who are already your patients;
- and the list goes on...
With Facebook, we will target people - by gender, age, income, profession, job title, area, hobbies and more. These people end up part of an "audience" which can include any number of individuals. Facebook does not give us that list, however it will show our advertisements to people on that list that we have created.
We can pay for clicks, sales opportunities, ad impressions ... they will enable you to pay in many different ways. In the end, it is about getting exposure to and connecting with your patients.
Pros of Advertising on Social Media and Facebook
Pro: Facebook's Advantage Over Search Engines: No Search Needed
The main advantage Facebook offers On Long Island is its ability to reach patients that are not proactively searching for what you offer. This doesn't mean they won't have an interest. It simply means they aren't proactively performing a search when they view your ad. However, they most likely were seeking something like what you offer very recently.
The search engines like Google are restricted to the people in fact searching. A person may be considering legal counsel, but if they aren't performing a search for one, those marketing in pay-per-click do not appear in front of that patient.
Pro: Facebook is Fantastic for Getting to Local Areas
- Are you an attorney? Physician? Home services company? A restaurant or merchant?
- For any business who conducts business regionally On Long Island Facebook is an excellent technique to appear in front of your target audience.
- We can concentrate on your patients in numerous ways.
- Only want to reach women 35-65 in a couple of zip codes? No problem!
- Want to have a special offer on Mondays? We are able to do that.
The great thing about Facebook is the capacity to target. You can run a very small advertising campaign that functions in very big ways, by merely concentrating on the right patients, in the right region, with the right message.
Facebook Pricing is Lower, but So are Conversion Rates...
In general, Facebook marketing is less costly than Google and the other engines. They cost less per click. If you are opting to pay per ad impression (spending money on advertisements to be shown, rather than paying for clicks), that tends to cost less as well.
However, in our experience, clicks from Facebook vs. Google are generally of a reduced quality. It is not that there is a problem 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 because they have a real need. They have a tendency to convert from web surfer to qualified prospect at a higher rate, simply because they have a need that they need to satisfy (finding legal help).
In comparison, an advertisement on Facebook might catch a person'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 Google visitors... which is fine for the reasons you will learn next.
If you would like to discuss the services of our New York PPC ad consultants, our local ad company on Long Island, SEO consultants in Nassau County or remarketing companies in Nassau
please contact our offices.
So is Social Media Advertising on Facebook Worth It?
Whether Facebook is really a "good deal" for your advertising spend genuinely depends upon the numbers.
Suppose Google clicks are $11 and Facebook clicks are $1. Which is superior? It depends.
- If 5% of Google actions convert, that's $200+ for a new patient.
- If 1% of Facebook visitors 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 isn't any "correct answer." It will depend on your strategy, your offer, and exactly how the market responds to you. The "correct answer" is to test, adjust, and test again.
Just remember to have your design strong before running ads like these. For info about our Suffolk website design consultants, our graphic design in NY or our online advertising consulting services on LI contact us today.
Facebook Strategies Need To Be Managed and Optimized
Because of challenges with Facebook - and all of the variables at play - marketing campaign supervision is vital. Within an advertisement we test graphics, headlines, ad text and more. We also test the strength of the pages individuals reach after clicking on your advertisements. Are they staying? Signing up? Purchasing? We test the demographics, the targeting and also the audiences.
Some changes can yield 2x-10x results, but until we test, you will not know. Our great advertising campaign operations is the crucial component in making the most of your advertising dollars with all internet marketing, but especially with Facebook.