Ads on Facebook and Social Media Gives Unprecedented Reach into prospects In New York
If you are hoping to reach new prospects, Facebook needs to be in your playbook. Facebook and Social Media marketing and advertising will give you the means to access people In New York, with the interests and geo targeting you want.
Needless to say, everything comes at a cost. You need to pay Facebook for the targeted traffic you receive. The concern becomes, can it be worth it?
Once you appear in front of people In New York, then what? It genuinely depends on what you want to accomplish. Are we sending people to your site? Are we hoping to get people In New York to become fans of your page to generate "authority" status and brand recognition? Are we going for registrations?
Prior to launching your campaign, we are able to help you to figure out what it is that you really need to achieve.
Reaching Your Prospects In New York on Facebook
There are many ways to reach an "Audience" on Facebook:
- Focusing on people who have been to your web site previously (retargeting);
- Prospects who are followers of your page;
- Individuals who may have very similar passions (which include other pages on Facebook);
- People who meet demographic factors;
- Prospects that are already your customers;
- and the list goes on...
With Facebook, we're able to focus on people - by gender, age, salary, occupation, job title, location, passions and more. These individuals become part of an "audience" which can consist of any number of individuals. Facebook does not give us that list, however it will present our ads to people on that list that we have created.
We can pay for clicks, sales opportunities, advertising impressions ... they will let you pay in various ways. In the end, it is about buying exposure to and connecting with your prospects.
Pluses and Minuses of Advertising on Social Media
Pro: Facebook's Advantage Over Search Engines: No Search Required
The primary advantage Facebook offers In New York is its capability to get to prospects who are not proactively searching for what you offer. This does not mean they won't have an interest. It just means they aren't actively performing a search when they see your ad. However, they most likely were seeking something similar to what you offer quite recently.
The search engines are restricted to people in fact searching. A person may be in the market for legal counsel, but if they aren't doing a search for one, those marketing in prospect pay per click do not appear in front of that prospect.
Pro: Facebook is Fantastic for Reaching Local Niches
- Are you a lawyer? Medical professional? Home services company? A restaurant or store?
- For any business who does business locally In New York Facebook is a great method to reach your target audience.
- We have the ability to concentrate on your prospects in many ways.
- Only need to reach women 35-65 in 3 zip codes? No problem!
- Want to have a special on Mondays? We are able to do that.
The beauty of Facebook is the capacity to target. You can operate a very small campaign that behaves in very big ways, by just concentrating on the right prospects, in the right location, with the right message.
Facebook Pricing is Lower, but So are Conversion Rates...
In general, Facebook marketing and advertising is less expensive than Google and the other engines. They charge significantly less for each click. If you are opting to pay per impression (paying for ads to be shown, instead of paying for clicks), that is likely to come in less expensive too.
However, in our experience, clicks from Facebook vs. Google tend to be of a reduced quality. It is not that there is a downside to Facebook. Rather, the user is in a different frame of mind.
Users from Google just did a search (such as "personal injury attorneys in XYZ"). It is apparent what they want, and they are browsing because they have a real need. They have a tendency to convert from surfer to lead at a higher rate, since they have a need that they must fulfill (finding legal help).
In contrast, an ad on Facebook may capture someone's attention. They might or might not be proactively hunting for a lawyer, but still have the need.
For all of those reasons, Facebook targeted traffic tend to convert at a lower rate than Google visitors... which is alright for the reasons you will learn about next.
So is Social Media Advertising on Facebook a Great Deal?
Whether Facebook is a "good deal" for your advertising and marketing dollars truly depends on the numbers.
Suppose Bing mouse clicks are $10 and Facebook visitors are $1. Which is better? It depends.
- If 5% of Google actions convert, that's $200+ for a new customer.
- If 1% of Facebook visitors 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 - that hurts!
The point is... there isn't any "correct answer." It all depends on your marketing campaign, your offer, and the way the market responds to you. The "right answer" would be to test, adjust, and test yet again.
Just remember to have your design strong before launching ads like these. For info about our Nassau web design professionals, our graphic design in Suffolk County or our marketing consulting services in NY contact us today.
Facebook Strategies Need To Be Managed and Improved
Because of challenges with Facebook - and each of the variables at play - advertising campaign supervision is critical. Within an ad we test images, headlines, ad copy and even more. We also test the effectiveness of the landing pages people reach after clicking on your ads. Are they staying? Joining? Purchasing? We test the demographics, the targeting and also the audiences.
Some modifications can yield 2x-10x benefits, but until we test, you won't know. Our superb campaign operations is the crucial component in making the most of your advertising and marketing spend with all online advertising, but especially with Facebook.