Advertising on Facebook and Social Media Gives Unprecedented Reach into prospects On Long Island
If you are trying to reach new prospects, Facebook needs to be in your playbook. Facebook and Social Media marketing and advertising will give you access to people On Long Island, possessing the interests and geographic targeting you seek.
Of course, everything comes at a cost. You do need to pay Facebook for the targeted visitors you receive. The concern becomes, is it worth the cost?
Once you connect with people On Long Island, then what? It really depends on what you would like to achieve. Are we sending visitors to your website? Are we trying to get people On Long Island to be fans of your page to create "authority" status and brand recognition? Are we going for registrations?
Before starting your advertising campaign, we can help you to pinpoint precisely what you really need to accomplish.
Reaching Your Prospects On Long Island on Facebook
There are many ways to appear in front of an "Audience" on Facebook:
- Focusing on those who have been to your web site before (retargeting);
- Individuals that are enthusiasts of your page;
- Individuals who may have very similar passions (including other pages on Facebook);
- Potential clients who meet demographic considerations;
- Prospects who are already your clients;
- and the list goes on...
With Facebook, we're able to focus on individuals - by gender, age, salary, profession, job title, location, hobbies and much more. These individuals become part of an "audience" which may consist of any number of people. Facebook does not give us that list, but it will present our ads to individuals on that list that we have created.
We can buy clicks, sales opportunities, advertising impressions ... they will let you pay in various ways. In the end, it is about buying exposure to and connecting with your prospects.
Pros of Advertising on Social Media and Facebook
Pro: Facebook's Advantage Over Google and Bing: No Search Required
The main advantage Facebook offers On Long Island is its capacity to get to prospects that are not actively looking for what you offer. This doesn't mean they will not have an interest. It simply means they aren't proactively conducting a search when they see your ad. However, they most likely were hoping to find something similar to what you provide quite recently.
The search engines are limited to the people actually searching. A prospect may be considering an attorney, but if they are not doing a search for one, those advertising and marketing in Google Adwords do not reach that prospect.
Pro: Facebook is Ideal for Getting to Local Market Places
- Are you an attorney? Physician? Home services company? A restaurant or merchant?
- For any company who conducts business locally On Long Island Facebook is a great method to appear in front of your audience.
- We are able to focus on your prospects in numerous ways.
- Only wish to reach women 35-65 in 3 zip codes? Not an issue!
- Want to have a special offer on Tuesdays? We can do that.
The great thing about Facebook is the ability to target. You can operate a very small campaign that functions in huge ways, by just focusing on the correct prospects, in the right market, with the right message.
Facebook Costs are Lower, but So are Conversion Rates...
In general, Facebook advertising and marketing is less pricey 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 are generally of a reduced quality. It is not that there's a problem with Facebook. Rather, the user is in a different mind-set.
Users from Google just did a search (for example "personal injury lawyers in XYZ"). It is obvious what they want, and they are searching since they have a real 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 contrast, an ad on Facebook might capture a person's attention. They may or may not be proactively looking for a lawyer, but still have the need.
For all of those reasons, Facebook visitors tend to convert at a lower rate than Google visitors... which is fine for the reasons you will learn about next.
If you would like to talk about the services of our Long Island pay per click advertising company, our local ad experts in Nassau, SEO ad agency in Nassau County or remarketing agency in Nassau County
please contact our offices.
So is Social Media Advertising a Good Deal?
Whether Facebook is a "good deal" for your advertising budget genuinely will depend on the numbers.
Suppose Google clicks are $12 and Facebook clicks are $1. Which one is best? It depends.
- If 5% of Google actions convert, that's $200+ for a new client.
- If 1% of Facebook visitors 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 - that hurts!
The point is... there is no "right answer." It all depends on your campaign, your offer, and the way the market reacts to you. The "correct answer" is to test, modify, and test again.
Just remember to have your design strong before running ads like these. For info about our Suffolk web design agency, our graphic design services or our online marketing consulting services on Long Island contact us today.
Facebook Strategies Must Be Maintained and Optimized
Because of challenges with Facebook - and all of the variables at play - advertising campaign management is critical. Within an ad we test graphics, headlines, ad text and more. We also test the effectiveness of the pages individuals reach after clicking on your ads. Are they staying? Registering? Purchasing? We test the demographics, the targeting and the audiences.
Some modifications can yield 2x-10x results, but until we test, you will not know. Our superb advertising campaign management is the crucial component in making the most of your advertising spend with all online advertising, but particularly with Facebook.