Ads on Social Media and Facebook Gives Unprecedented Reach into buyers On Long Island
If you are hoping to reach new buyers, Facebook has to be rrnside your playbook. Social Media and Facebook marketing will give you access to people On Long Island, having the interests and geography you want.
Needless to say, everything comes at a cost. You do need to pay Facebook for the targeted traffic you receive. The question becomes, will it be worth it?
When you reach people On Long Island, then what? It really depends on what you want to accomplish. Are we sending visitors to your site? Are we trying 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 campaign, we are able to help you to pinpoint what it is that you really need to accomplish.
Reaching Your Buyers On Long Island on Facebook
There are numerous methods to reach an "Audience" on Facebook:
- Focusing on people who have visited your site before (retargeting);
- People who are followers of your page;
- Individuals that have very similar passions (such as other pages on Facebook);
- People who meet demographic criteria;
- Individuals that are already your customers;
- and the list goes on...
With Facebook, we are able to focus on people - by gender, age, salary, occupation, job title, location, pursuits and even more. These individuals become part of an "audience" which may consist of any number of individuals. Facebook does not provide us with that list, however it will show our advertisements to people on that list that we have created.
We can buy clicks, sales opportunities, advertising impressions ... they will let you pay in many different ways. In the end, it is about purchasing exposure to and connecting with your buyers.
Pluses and Minuses of Advertising on Social Media
Pro: Facebook's Edge Over Google and Bing: No Search Necessary
The primary benefit Facebook offers On Long Island is its capability to reach buyers who are not proactively looking for what you offer. This does not necessarily mean they will not be interested. It simply means they aren't actively conducting a search when they see your ad. However, they probably were seeking something such as what you provide very recently.
The search engines are restricted to people in fact searching. A person may be interested in an attorney, but if they are not performing a search for one, those marketing in prospect pay per click do not reach that buyer.
Pro: Facebook is Wonderful for Getting into Local Markets
- Are you a lawyer? Doctor? Home services business? A restaurant or retailer?
- For any company who conducts business regionally On Long Island Facebook is an excellent way to reach your audience.
- We can concentrate on your buyers 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 attractiveness of Facebook is the capacity to target. You can run a small campaign that functions in huge ways, by merely concentrating on the correct buyers, in the right location, with the right message.
Facebook Costs are Lower, but So are Conversion Rates...
In general, Facebook marketing is less pricey than Google and the other search engines. They charge less for each click. If you are opting to pay per impression (spending money on advertisements to be shown, instead of paying for clicks), that tends to cost less too.
However, in our experience, clicks from Facebook vs. Google are generally of a lower quality. It is not that there's a problem with Facebook. Rather, an individual is in some other state of mind.
Users from Google just did a search (for example "personal injury attorneys in XYZ"). It is apparent what they need, and they're browsing since they have a actual need. They have a tendency to convert from web surfer to prospect at a higher rate, since they have a need that they have to satisfy (finding legal help).
In comparison, an advertisement on Facebook might capture a person's focus. They may or may not be proactively shopping for a lawyer, but still have the need.
For these reasons, Facebook visitors tend to convert at a lower rate than Google visitors... which is fine for the reasons you will discover below.
If you would like to talk about the services of our Suffolk PPC advertising agency, our local advertising agency in Nassau, SEO advertising agency in Nassau County or remarketing companies
please contact our offices.
So is Social Media Advertising on Facebook Worth It?
Whether Facebook is really a "good deal" for your marketing spend truly depends on the numbers.
Suppose Google mouse clicks are $14 and Facebook clicks are $1. Which one is superior? It depends.
- If 5% of Google visitors convert, that's $200+ for a new customer.
- If 1% of Facebook actions convert, that's $100 for a new customer - great!
- But of only 0.2% of Facebook visitors convert, that's $500+ for a new customer - ouch!
The point is... there is no "correct answer." It all depends on your marketing campaign, your offer, and exactly how the market reacts to you. The "correct answer" is to test, adjust, and test all over again.
Just remember to have your visuals strong before running ads like these. For info about our Nassau County web design professionals, our graphic design companies or our marketing consulting services in Suffolk contact us today.
Facebook Strategies Have To Be Managed and Optimized
Because of challenges with Facebook - and each of the variables at play - advertising campaign management is vital. Within an advertisement we test graphics, headlines, ad copy and even more. We also test the strength of the pages people reach after clicking on your ads. Are they staying? Enrolling? Buying? We test the demographics, the targeting as well as the audiences.
Some adjustments can yield 2x-10x benefits, but until we test, you will not know. Our exceptional marketing campaign management is the essential component in making the most of your marketing and advertising dollars with all internet marketing, but particularly with Facebook.