Advertising on Social Media and Facebook Gives Unprecedented Reach into patients On Long Island
If you are trying to find new patients, Facebook must be in your playbook. Social Media and Facebook marketing will give you the means to access people On Long Island, with the interests and geography you want.
Of course, everything comes at a cost. You must pay Facebook for the traffic you receive. The concern becomes, can it be worth the cost?
When you appear in front of people On Long Island, then what? It genuinely depends on what you would like to achieve. Are we driving people to your site? Are we hoping to get people On Long Island to become fans of your page to create "authority" status and brand recognition? Are we looking for registrations?
Prior to starting your marketing campaign, we can help you to determine precisely what you need to accomplish.
Reaching Your Patients On Long Island on Facebook
There are numerous approaches to appear in front of an "Audience" on Facebook:
- Focusing on those who have been to your website previously (retargeting);
- Individuals that are followers of your page;
- Potential patients who have related passions (such as other pages on Facebook);
- Potential patients who meet demographic factors;
- Individuals who are currently your patients;
- and the list goes on...
With Facebook, we can easily target people - by gender, age, income, profession, job title, location, pursuits and more. These people become part of an "audience" which can include any number of individuals. Facebook does not give us that list, but it will show our advertisements to individuals on that list that we have created.
We can pay for clicks, leads, ad impressions ... they will enable you to pay in many different ways. In the end, it is about buying exposure to and connecting with your patients.
Pluses and Minuses of Advertising on Social Media and Facebook
Pro: Facebook's Edge Over Search Engines: No Search Necessary
The main benefit Facebook offers On Long Island is its ability to reach patients who are not actively trying to find what you offer. This does not mean they won't be interested. It simply means they aren't actively performing a search when they see your ad. However, they most likely were looking for something like what you provide quite recently.
The search engines like Google are limited to the people actually searching. A prospect may be interested in legal counsel, but if they aren't doing a search for one, those advertising and marketing in pay-per-click do not appear in front of that patient.
Pro: Facebook is Wonderful for Reaching Regional Markets
- Are you a lawyer? Medical professional? Home repair business? A restaurant or store?
- For any business who conducts business regionally On Long Island Facebook is an excellent method to reach your target audience.
- We can target your patients in numerous ways.
- Only need to reach women 35-65 in three zip codes? No worries!
- Want to have a special on Thursdays? We are able to do that.
The beauty of Facebook is the ability to target. You can run a very small advertising campaign that behaves in very big ways, simply by targeting the correct patients, in the right market, with the appropriate message.
Facebook Costs are Lower, but So are Conversion Rates...
In general, Facebook marketing and advertising is less costly than Google and the other engines. They charge less for each click. If you are opting to pay per ad impression (spending money on advertisements to be presented, instead of paying for clicks), that is likely to come in less expensive as well.
However, in our experience, clicks from Facebook vs. Google are generally of a reduced quality. It isn't that there's a downside to Facebook. Rather, the person is in a different mind-set.
Users from Google just did a search (for example "personal injury lawyers in XYZ"). It is apparent what they want, and they're browsing since they have a real need. They tend to convert from web surfer to lead at a greater rate, since they have a need that they have to satisfy (finding legal help).
In comparison, an ad on Facebook might catch a person's interest. They might or might not be proactively looking 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 below.
If you would like to discuss the services of our Suffolk County pay per click ad agency, our local ad agency in Suffolk, SEO advertising agency in NY or retargeting agencies on LI
please contact our offices.
So is Facebook a Great Deal?
Whether Facebook is really a "good deal" for your marketing spend really depends on the numbers.
Suppose search engine 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 - that hurts!
The point is... there isn't any "right 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 visuals strong before launching ads like these. For info about our Nassau web design experts, our graphic design on Long Island or our advertising consulting services in New York contact us today.
Facebook Campaigns Must Be Managed and Optimized
Because of challenges with Facebook - and each of the variables at play - advertising campaign supervision is vital. Within an advertisement we test pictures, headlines, ad copy and more. We also test the effectiveness of the pages people reach after clicking on your advertisements. Are they staying? Registering? Purchasing? We test the demographics, the targeting and the audiences.
Some modifications can yield 2x-10x benefits, but until we test, you won't know. Our superb marketing campaign management is the essential component in making the most of your advertising spend with all online advertising, but especially with Facebook.