Advertising on Facebook and Social Media Gives Unprecedented Reach into prospects In Melville
If you are hoping to reach new prospects, Facebook has to be in your playbook. Facebook and Social Media advertising and marketing will provide you with access to people In Melville, with the interests and geographic targeting you seek.
Of course, everything comes at a price. You do need to pay Facebook for the traffic you receive. The question becomes, can it be worth the cost?
After you connect with people In Melville, then what? It genuinely depends on what you would like to achieve. Are we driving visitors to your website? Are we looking to get people In Melville to be fans of your page to generate "authority" status and brand reputation? Are we going for registrations?
Before launching your marketing campaign, we can help you to determine what it is that you need to accomplish.
Reaching Your Prospects In Melville on Facebook
There are a variety of ways to reach an "Audience" on Facebook:
- Focusing on people who have been to your web site previously (retargeting);
- Potential customers who are fans of your page;
- Potential customers that have related passions (including other pages on Facebook);
- Prospects who meet demographic criteria;
- Individuals who are currently your customers;
- and the list goes on...
With Facebook, we can easily target individuals - by gender, age, salary, occupation, job title, location, hobbies and even more. These people become part of an "audience" which may consist of any number of people. Facebook does not give us that list, but it will display our ads to individuals on that list that we have created.
We can pay for clicks, leads, ad impressions ... they will enable you to 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
Pro: Facebook's Advantage Over Google: No Search Necessary
The main advantage Facebook offers In Melville is its capability to appear in front of prospects who are not actively searching for what you offer. This does not mean they will not be interested. It just means they aren't actively conducting a search when they see your ad. However, they most likely were hoping to find something similar to what you offer very recently.
The search engines are restricted to individuals actually searching. A person may be in the market for an attorney, but if they aren't performing a search for one, those advertising in prospect pay per click do not reach that prospect.
Pro: Facebook is Perfect for Reaching Out to Regional Niches
- Are you a lawyer? Doctor? Home renovation company? A restaurant or store?
- For any business who conducts business locally In Melville Facebook is an excellent method to appear in front of your target audience.
- We are able to focus on your prospects in many ways.
- Only need to reach women 35-65 in 3 zip codes? No worries!
- Want to have a special offer on Thursdays? We are able to do that.
The beauty of Facebook is the capacity to target. You can operate a small advertising campaign that functions in huge ways, simply by focusing on the right prospects, in the right geo, with the appropriate message.
Facebook Costs are Lower, but So are Conversion Rates...
In general, Facebook marketing is less costly than Google and the other engines. They charge significantly less for each click. If you are opting to pay per ad impression (spending money on ads to be shown, rather than paying for clicks), that is likely to cost less too.
However, in our experience, clicks from Facebook vs. Google tend to be of a reduced quality. It is certainly not there is a problem with Facebook. Rather, the person is in some other state of mind.
Users from Google just performed a search (such as "personal injury attorneys in XYZ"). It is apparent what they want, and they're searching since they have a genuine need. They have a tendency to convert from surfer to qualified prospect at a greater rate, since they have a current need that they must satisfy (finding legal help).
In contrast, an ad on Facebook may catch someone's interest. They might or might not be actively shopping for an attorney, but still have the need.
For these reasons, Facebook visitors often convert at a lower rate than Google visitors... which is alright for the reasons you will discover next.
So is Social Media Advertising Worth It?
Whether Facebook is a "good deal" for your advertising and marketing dollars really will depend on the numbers.
Suppose Bing clicks are $14 and Facebook clicks are $1. Which one is best? It depends.
- If 5% of Google actions 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 actions convert, that's $500+ for a new customer - ouch!
The point is... there isn't any "right answer." It all depends on your strategy, your offer, and the way the marketplace reacts to you. The "correct answer" is to test, adjust, and test yet again.
Just remember to have your design strong before running ads like these. For info about our Suffolk web design experts, our graphic design services in Suffolk or our marketing consulting services call us today.
Facebook Promotions Must Be Managed and Improved
Because of challenges with Facebook - and all of the variables at play - marketing campaign management is essential. Within an advertisement we test images, headlines, ad copy and more. We also test the effectiveness of the pages individuals reach after clicking on your ads. Are they staying? Joining? 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 management is the critical component in making the most of your advertising and marketing dollars with all internet advertising, but especially with Facebook.