Advertising on Facebook and Social Media Gives Unprecedented Reach into prospects In New York
If you are hoping to reach new prospects, Facebook must be in your playbook. Social Media and Facebook advertising will give you access to people In New York, possessing the interests and geographic targeting you seek.
Obviously, everything comes at a price. You need to pay Facebook for the targeted visitors you get. The concern becomes, is it worth the cost?
When you reach people In New York, then what? It truly depends on what you want to accomplish. Are we pushing people to your site? Are we hoping to get people In New York to be fans of your page to generate "authority" status and brand recognition? Are we looking for sign ups?
Prior to launching your advertising campaign, we are able to help you to identify what it is that 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:
- Targeting those who have been to your web site in the past (retargeting);
- People that are followers of your page;
- Potential customers who have very similar pursuits (including other pages on Facebook);
- Prospects who meet demographic criteria;
- Individuals that are currently your customers;
- and the list goes on...
With Facebook, we can easily target individuals - by gender, age, salary, occupation, job title, area, hobbies and even more. These individuals end up part of an "audience" which can include any number of people. Facebook does not provide us with that list, but it will show our ads to people on that list that we have created.
We can pay for clicks, sales opportunities, advertising impressions ... they will enable you to pay in many different ways. In the end, it is about getting exposure to and connecting with your prospects.
Pros of Advertising on Facebook
Pro: Facebook's Advantage Over Google: No Search Required
The main benefit Facebook offers In New York is its capability to reach prospects that are not actively looking for what you offer. This does not mean they won't have an interest. It just means they are not actively conducting a search when they view your advertisement. However, they most likely were seeking something such as what you provide very recently.
The search engines are limited to individuals actually searching. A prospect may be in the market for legal counsel, but if they aren't doing a search for one, those marketing in pay-per-click do not reach that prospect.
Pro: Facebook is Perfect for Reaching Out to Local Market Places
- Are you an attorney? Physician? Home services business? A restaurant or merchant?
- For any organization who does business locally In New York Facebook is an excellent technique to reach your audience.
- We can concentrate on your prospects in several ways.
- Only need to reach women 35-65 in three zip codes? Not a problem!
- Want to have a special offer on Wednesday? We are able to do that.
The beauty of Facebook is the capacity to target. You can run a small campaign that functions in huge ways, simply by concentrating on the right prospects, in the right market, with the appropriate message.
Facebook Costs are Lower, but So are Conversion Rates...
In general, Facebook marketing is less expensive than Google and the other search engines. They cost less per click. If you are opting to pay per ad impression (paying for advertisements to be shown, rather than paying for clicks), that is likely to cost less too.
However, in our experience, clicks from Facebook vs. Google are usually of a reduced quality. It is not that there's a downside to Facebook. Rather, an individual is in some other state of mind.
Users from Google just performed a search (such as "personal injury lawyers in XYZ"). It is apparent what they want, and they're browsing since they have a true need. They tend to convert from surfer to lead at a higher rate, simply because they have a current need that they must satisfy (finding legal help).
In comparison, an advertisement on Facebook might capture someone's attention. They may or may not be proactively searching for a lawyer, but still have the need.
For these reasons, Facebook visitors often convert at a lower rate than Google visitors... which is OK for the reasons you will learn about next.
If you would like to discuss the services of our Nassau County PPC ad agency, our local advertising professionals, search engine optimization company or retargeting agencies on Long Island
please contact our offices.
So is Social Media Advertising a Great Deal?
Whether Facebook is really a "great deal" for your advertising and marketing spend truly depends on the numbers.
Suppose Google clicks are $12 and Facebook visitors are $1. Which of these is superior? 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 "correct answer." It will depend on your campaign, your offer, and the way the market responds to you. The "right answer" is to test, adjust, and test again.
Just remember to have your visuals strong before launching ads like these. For info about our Long Island website design company, our graphic design or our marketing consulting services in Suffolk County contact us today.
Facebook Strategies Must Be Managed and Optimized
Because of challenges with Facebook - and all of the variables at play - marketing campaign supervision is vital. Within an advertisement we test pictures, headlines, ad text and even more. We also test the strength of the landing pages individuals reach after clicking on your advertisements. Are they staying? Registering? Purchasing? We test the demographics, the targeting and the audiences.
Some modifications can yield 2x-10x benefits, but until we test, you will not know. Our exceptional marketing campaign operations is the critical component in making the most of your marketing spend with all internet advertising, but particularly with Facebook.