Advertising on Facebook and Social Media Gives Unprecedented Reach into prospects In New York
If you're trying to find new prospects, Facebook must be in your playbook. Social Media and Facebook marketing will give you access to people In New York, with the interests and geography you seek.
Obviously, everything comes at a cost. You must pay Facebook for the targeted traffic you receive. The concern becomes, is it worth the money?
After you reach people In New York, then what? It really depends on what you would like to achieve. Are we driving people to your web site? Are we looking to get people In New York to become fans of your page to build "authority" status and brand recognition? Are we going for sign ups?
Before starting your marketing campaign, we are able to help you to identify precisely what you really need to achieve.
Reaching Your Prospects In New York on Facebook
There are numerous methods to appear in front of an "Audience" on Facebook:
- Focusing on individuals who have been to your site before (retargeting);
- Individuals who are fans of your page;
- Prospects who have related pursuits (including other pages on Facebook);
- Individuals who meet demographic considerations;
- Prospects who are already your customers;
- and the list goes on...
With Facebook, we will focus on people - by gender, age, income, career, job title, location, hobbies and much more. These people end up part of an "audience" which can consist of any number of individuals. Facebook doesn't give us that list, but it will show our ads to people on that list that we have created.
We can pay for clicks, leads, advertising impressions ... they will enable you to pay in various ways. In the end, it is about getting exposure to and connecting with your prospects.
Pluses and Minuses of Advertising on Social Media
Pro: Facebook's Edge Over Search Engines: No Search Necessary
The primary advantage Facebook offers In New York is its capacity to get to prospects that are not actively searching for what you offer. This doesn't mean they will not be interested. It simply means they are not actively conducting a search when they view your ad. However, they most likely were looking for something like what you provide quite recently.
The search engines are limited to people in fact searching. A person may be considering a lawyer, but if they aren't performing a search for one, those advertising and marketing in prospect pay per click do not appear in front of that prospect.
Pro: Facebook is Wonderful for Reaching Local Market Places
- Are you a lawyer? Health care provider? Home repair company? A restaurant or merchant?
- For any business who conducts business regionally In New York Facebook is a great way to appear in front of your target audience.
- We have the ability to focus on your prospects in several ways.
- Only want to reach women 35-65 in a few zip codes? No worries!
- Want to have a special on Thursdays? We are able to do that.
The appeal of Facebook is the ability to target. You can run a very small advertising campaign that behaves in very big ways, by just focusing on the correct prospects, in the right geo, with the right message.
Facebook Pricing is Lower, but So are Conversion Rates...
In general, Facebook advertising is less expensive than Google and the other search engines. They charge significantly less per click. If you are opting to pay per ad impression (paying for advertisements to be presented, instead of paying for clicks), that is likely to cost less as well.
However, in our experience, clicks from Facebook vs. Google are generally of a reduced quality. It is not that there's a downside to Facebook. Rather, the person is in a different mind-set.
Users from Google just did a search (such as "personal injury lawyers in XYZ"). It is obvious what they need, and they're browsing because they have a true need. They tend to convert from web surfer to prospect at a higher rate, simply because they have a need that they must satisfy (finding legal help).
In contrast, an advertisement on Facebook may capture a person's interest. They may or may not be actively looking for a lawyer, but still have the need.
For all of those reasons, Facebook targeted traffic often convert at a lower rate than Google visitors... which is OK for the reasons you will discover below.
So is Social Media Advertising on Facebook a Great Deal?
Whether Facebook is really a "great deal" for your advertising and marketing budget really will depend on the numbers.
Suppose Bing mouse clicks are $12 and Facebook visitors are $1. Which 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 campaign, your offer, and how the marketplace responds to you. The "right answer" would be to test, modify, and test yet again.
Just remember to have your visuals strong before launching ads like these. For info about our web design agency, our graphic design companies on LI or our online advertising consulting services on Long Island call us today.
Facebook Strategies Must Be Maintained and Improved
Because of challenges with Facebook - and all of the variables at play - advertising campaign management is essential. Within an ad we test pictures, headlines, ad text and even more. We also test the effectiveness of the landing pages people reach after clicking on your advertisements. Are they staying? Registering? Purchasing? We test the demographics, the targeting and the audiences.
Some adjustments can yield 2x-10x results, but until we test, you won't know. Our outstanding campaign management is the essential component in making the most of your advertising spend with all online marketing, but especially with Facebook.