Ads on Social Media and Facebook Gives Unprecedented Reach into prospects On Long Island
If you are hoping to reach new prospects, Facebook has to be in your playbook. Social Media and Facebook marketing and advertising will provide you with the means to access people On Long Island, having the interests and geography you want.
Of course, everything comes at a price. You must pay Facebook for the targeted traffic you receive. The question becomes, will it be worth it?
After you connect with people On Long Island, then what? It genuinely depends on what you want to accomplish. Are we driving visitors to your website? Are we looking to get people On Long Island to become fans of your page to build "authority" status and brand reputation? Are we looking for sign ups?
Prior to starting your marketing campaign, we are able to help you to identify precisely what you need to accomplish.
Reaching Your Prospects On Long Island on Facebook
There are a variety of approaches to appear in front of an "Audience" on Facebook:
- Focusing on those who have visited your website before (retargeting);
- Prospects who are enthusiasts of your page;
- Individuals who may have related passions (including other pages on Facebook);
- Prospects who meet demographic factors;
- People who are already your clients;
- and the list goes on...
With Facebook, we are able to target people - by gender, age, income, profession, job title, area, passions and much more. These individuals end up part of an "audience" which may consist of any number of people. Facebook does not provide us with that list, however it will present our advertisements to people on that list that we have created.
We can buy clicks, sales opportunities, ad impressions ... they will let you pay in many different ways. In the end, it is about getting exposure to and connecting with your prospects.
Pros of Advertising on Social Media
Pro: Facebook's Edge Over Google and Bing: No Search Required
The primary advantage Facebook offers On Long Island is its capability to get to prospects that are not actively trying to find what you offer. This does not necessarily mean they will not be interested. It just means they aren't actively performing a search when they view your ad. However, they most likely were hoping to find something similar to what you offer quite recently.
The search engines are limited to the people actually searching. A prospect may be in the market for an attorney, but if they aren't performing a search for one, those advertising and marketing in prospect pay per click do not reach that prospect.
Pro: Facebook is Ideal for Getting to Regional Markets
- Are you an attorney? Doctor? Home repair business? A restaurant or retailer?
- For any organization who does business locally On Long Island Facebook is an excellent method to reach your audience.
- We are able to concentrate on your prospects in numerous ways.
- Only want to reach women 35-65 in three zip codes? No problem!
- Want to have a special offer on Tuesdays? We can do that.
The attractiveness of Facebook is the capacity to target. You can operate a small advertising campaign that behaves in very big ways, by merely targeting the right prospects, in the right location, with the right message.
Facebook Pricing is Lower, but So are Conversion Rates...
In general, Facebook advertising and marketing is less expensive than Google and the other search engines. They charge significantly less for each click. If you are opting to pay per ad view (spending money on ads to be presented, rather than paying for clicks), that is likely to come in less expensive too.
However, in our experience, clicks from Facebook vs. Google are generally of a reduced quality. It is not that there is a challenge with Facebook. Rather, the person is in a different state of mind.
Users from Google just did a search (for example "personal injury lawyers in XYZ"). It is obvious what they want, and they are searching because they have a true need. They tend 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 ad on Facebook may capture someone's attention. They might or might not be actively hunting for a lawyer, but still have the need.
For all of those reasons, Facebook visitors tend to convert at a lower rate than search engine visitors... which is OK for the reasons you will learn about below.
If you would like to talk about the services of our LI PPC advertising company, our local advertising agency in Suffolk County, SEO advertising agency or remarketing agency
please contact our offices.
So is Social Media Advertising on Facebook a Great Deal?
Whether Facebook is a "great deal" for your advertising and marketing dollars truly depends on the numbers.
Suppose Bing mouse clicks are $12 and Facebook visitors are $1. Which is better? It depends.
- If 5% of Google actions 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 "correct answer." It all depends on your advertising campaign, your offer, and exactly how the marketplace reacts to you. The "correct answer" would be to test, modify, and test again.
Just remember to have your visuals strong before running ads like these. For info about our Long Island web design experts, our graphic design in Nassau County or our online marketing consulting services in New York contact us today.
Facebook Promotions Must Be Maintained and Improved
Because of challenges with Facebook - and each of the variables at play - campaign management is essential. Within an advertisement we test images, headlines, ad text and even more. We also test the effectiveness of the pages people reach after clicking on your advertisements. Are they staying? Enrolling? Purchasing? We test the demographics, the targeting as well as the audiences.
Some adjustments can yield 2x-10x benefits, but until we test, you won't know. Our exceptional marketing campaign management is the essential component in making the most of your marketing spend with all online advertising, but particularly with Facebook.