Ads on Social Media and Facebook Gives Unprecedented Reach into prospects In Long Island
If you are trying to find new prospects, Facebook needs to be rrnside your playbook. Facebook and Social Media marketing and advertising will give you access to people In Long Island, with the interests and geographic targeting you want.
Obviously, everything comes at a price. You must pay Facebook for the traffic you receive. The concern becomes, will it be worth the money?
Once you reach people In Long Island, then what? It really depends on what you would like to achieve. Are we pushing people to your site? Are we looking to get people In Long Island to become fans of your page to build "authority" status and brand reputation? Are we going for sign ups?
Before launching your marketing campaign, we are able to help you to figure out precisely what you need to achieve.
Reaching Your Prospects In Long Island on Facebook
There are lots of approaches to appear in front of an "Audience" on Facebook:
- Concentrating on those who have visited your site before (retargeting);
- Individuals that are enthusiasts of your page;
- Individuals who have very similar passions (such as other pages on Facebook);
- Potential clients who meet demographic considerations;
- Individuals that are already your clients;
- and the list goes on...
With Facebook, we're able to aim for individuals - by gender, age, salary, career, job title, location, interests and even more. These individuals end up part of an "audience" which can include any number of individuals. Facebook doesn't provide us with that list, but it will show our ads to individuals on that list that we have created.
We can buy clicks, sales opportunities, advertising impressions ... they will enable you to pay in many different ways. In the end, it is about buying exposure to and connecting with your prospects.
Pluses and Minuses of Advertising on Facebook
Pro: Facebook's Edge Over Google and Bing: No Search Required
The primary advantage Facebook offers In Long Island is its capability to reach prospects that are not proactively searching for what you offer. This does not necessarily mean they will not have an interest. It simply means they aren't proactively performing a search when they see your advertisement. However, they probably were hoping to find something similar to what you offer quite recently.
The search engines are restricted to people in fact searching. A person may be considering legal counsel, but if they are not doing a search for one, those marketing in pay-per-click do not appear in front of that prospect.
Pro: Facebook is Ideal for Getting to Local Markets
- Are you an attorney? Doctor? Home repair company? A restaurant or merchant?
- For any company who does business locally In Long Island Facebook is a great way to reach your audience.
- We can concentrate on your prospects in several ways.
- Only wish to reach women 35-65 in a couple of zip codes? No worries!
- Want to have a special offer on Thursdays? We can do that.
The beauty of Facebook is the ability to target. You can run a very small advertising campaign that behaves in huge ways, simply by targeting the right prospects, in the right geography, with the right message.
Facebook Pricing is Lower, but So are Conversion Rates...
In general, Facebook advertising is less costly than Google and the other engines. They charge less per click. If you are opting to pay per impression (spending money on ads to be shown, instead of paying for clicks), that tends to come in less expensive as well.
However, in our experience, clicks from Facebook vs. Google are generally of a lower quality. It isn't 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 attorneys in XYZ"). It is clear what they want, and they are searching since they have a genuine need. They have a tendency to convert from surfer to qualified prospect at a greater rate, because they have a need that they have to fulfill (finding legal help).
In comparison, an advertisement on Facebook may catch someone's interest. They might or might not be actively hunting for a lawyer, but still have the need.
For all of those reasons, Facebook visitors often convert at a lower rate than search engine visitors... which is fine for the reasons you will learn below.
So is Social Media Advertising Worth It?
Whether Facebook is really a "great deal" for your marketing and advertising budget genuinely will depend on the numbers.
Suppose search engine clicks are $10 and Facebook visitors are $1. Which of these 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 - that hurts!
The point is... there isn't any "correct answer." It all depends on your marketing campaign, your offer, and how the marketplace responds to you. The "correct answer" is to test, adjust, and test yet again.
Just remember to have your design strong before launching ads like these. For info about our web site design professionals, our graphic design websites in Suffolk or our advertising consulting services contact us today.
Facebook Strategies Must Be Maintained and Optimized
Because of challenges with Facebook - and each of the variables at play - marketing campaign supervision is critical. Within an ad we test images, headlines, ad copy and even more. We also test the strength of the landing pages individuals reach after clicking on your advertisements. Are they staying? Registering? Buying? We test the demographics, the targeting as well as the audiences.
Some changes can yield 2x-10x benefits, but until we test, you won't know. Our superb campaign operations is the critical component in making the most of your marketing dollars with all internet advertising, but especially with Facebook.