Advertising on Social Media and Facebook Gives Unprecedented Reach into prospects In Long Island
If you are hoping to reach new prospects, Facebook must be in your playbook. Social Media and Facebook marketing and advertising will give you the means to access people In Long Island, having the interests and geographic targeting you seek.
Of course, everything comes at a cost. You must pay Facebook for the traffic you receive. The question becomes, can it be worth the cost?
When you connect with people In Long Island, then what? It really depends on what you would like to achieve. Are we pushing people to your website? Are we hoping to get people In Long Island to be fans of your page to build "authority" status and brand reputation? Are we going for registrations?
Prior to launching your campaign, we are able to help you to determine precisely what you really need to achieve.
Reaching Your Prospects In Long Island on Facebook
There are a variety of approaches to appear in front of an "Audience" on Facebook:
- Targeting people who have been to your web site previously (retargeting);
- Prospects that are fans of your page;
- Individuals that have very similar interests (including other pages on Facebook);
- Individuals who meet demographic factors;
- Individuals that are already your clients;
- and the list goes on...
With Facebook, we are able to focus on people - by gender, age, income, profession, job title, area, passions and more. These people become part of an "audience" which may include any number of individuals. Facebook doesn't give us that list, however it will present our advertisements to individuals on that list that we have created.
We can pay for clicks, leads, advertising impressions ... they will let you pay in various ways. In the end, it is about purchasing exposure to and connecting with your prospects.
Pluses and Minuses of Advertising on Social Media and Facebook
Pro: Facebook's Edge Over Google and Bing: No Search Needed
The main advantage Facebook offers In Long Island is its ability to get to prospects that are not proactively trying to find what you offer. This does not mean they won't be interested. It just means they aren't actively conducting a search when they view your ad. However, they probably were seeking something such as what you provide very recently.
The search engines like Google are limited to the people in fact searching. A prospect may be interested in an attorney, but if they are not performing a search for one, those marketing in pay-per-click do not reach that prospect.
Pro: Facebook is Fantastic for Getting to Local Areas
- Are you a lawyer? Health care provider? Home repair company? A restaurant or store?
- For any organization who does business locally In Long Island Facebook is a great technique to appear in front of your target audience.
- We can concentrate on your prospects in many ways.
- Only want to reach women 35-65 in three zip codes? No worries!
- Want to have a special offer on Thursdays? We can do that.
The great thing about Facebook is the capacity to target. You can operate a small advertising campaign that functions in huge ways, by just concentrating on the correct prospects, in the right geo, with the right message.
Facebook Pricing is Lower, but So are Conversion Rates...
In general, Facebook marketing is less expensive than Google and the other engines. They cost less for each click. If you are choosing to pay per impression (paying for advertisements to be shown, instead of paying for clicks), that tends to cost less too.
However, in our experience, clicks from Facebook vs. Google tend to be of a reduced quality. It isn't that there's a downside to Facebook. Rather, the user is in a different mind-set.
Users from Google just performed a search (for example "personal injury attorneys in XYZ"). It is clear what they need, and they are browsing because they have a true need. They tend to convert from surfer to qualified prospect at a greater rate, because they have a need that they have to satisfy (finding legal help).
In contrast, an ad on Facebook might capture a person's attention. They might or might not be actively searching for a lawyer, but still have the need.
For all of those reasons, Facebook targeted traffic tend to convert at a lower rate than search engine visitors... which is fine for the reasons you will learn below.
If you would like to talk about the services of our Suffolk PPC advertising agency, our local ad professionals in Nassau, search engine optimization agency in Nassau or remarketing agency on LI
please contact our offices.
So is Social Media Advertising on Facebook a Good Deal?
Whether Facebook is a "great deal" for your marketing and advertising dollars genuinely depends on the numbers.
Suppose Bing clicks are $10 and Facebook clicks are $1. Which one is superior? 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 "right answer." It will depend on your marketing campaign, your offer, and exactly how the market reacts to you. The "correct answer" would be to test, modify, and test all over again.
Just remember to have your visuals strong before running ads like these. For info about our Nassau web design gurus, our graphic design services in Suffolk or our online advertising consulting services in NY call us today.
Facebook Strategies Have To Be Maintained and Improved
Because of challenges with Facebook - and all of the variables at play - advertising campaign supervision is critical. Within an advertisement we test pictures, headlines, ad text and more. We also test the effectiveness of the pages individuals reach after clicking on your ads. 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 won't know. Our great marketing campaign operations is the essential component in making the most of your marketing and advertising dollars with all online advertising, but particularly with Facebook.