Advertising on Social Media and Facebook Gives Unprecedented Reach into prospects In New York
If you are hoping to find new prospects, Facebook needs to be rrnside your playbook. Facebook and Social Media advertising will provide you with access to people In New York, having the interests and geo targeting you want.
Needless to say, everything comes at a price. You must pay Facebook for the traffic you get. The concern becomes, will it be worth the money?
After you appear in front of people In New York, then what? It genuinely depends on what you want to achieve. Are we sending visitors to your site? Are we looking to get people In New York to be fans of your page to build "authority" status and brand reputation? Are we looking for registrations?
Before launching your advertising campaign, we are able to help you to determine what it is that you really need to achieve.
Reaching Your Prospects In New York on Facebook
There are numerous approaches to reach an "Audience" on Facebook:
- Concentrating on individuals who have been to your website in the past (retargeting);
- Prospects who are fans of your page;
- People that have related passions (such as other pages on Facebook);
- Individuals who meet demographic factors;
- Individuals who are currently your clients;
- and the list goes on...
With Facebook, we will aim for people - by gender, age, salary, occupation, job title, area, pursuits and more. These individuals end up part of an "audience" which may consist of many people. Facebook doesn't provide us with that list, but it will display our advertisements to people on that list that we have created.
We can buy clicks, sales opportunities, ad impressions ... they will let you pay in many different ways. In the end, it is about getting exposure to and connecting with your prospects.
Pros of Advertising on Social Media and Facebook
Pro: Facebook's Edge Over Search Engines: No Search Necessary
The main benefit Facebook offers In New York is its capacity to appear in front of prospects that are not actively trying to find what you offer. This doesn't mean they won't have an interest. It just means they are not actively performing a search when they see your advertisement. However, they most likely were seeking something similar to what you offer very recently.
The search engines like Google are limited to people in fact searching. A person may be interested in 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 Ideal for Getting to Local Niches
- Are you an attorney? Physician? Home services company? A restaurant or retailer?
- For any company who conducts business locally In New York Facebook is a superb method to appear in front of your audience.
- We have the ability to concentrate on your prospects in many ways.
- Only wish to reach women 35-65 in a few zip codes? Not a problem!
- Want to have a special on Mondays? We can do that.
The appeal of Facebook is the ability to target. You can run a very small marketing campaign that behaves in very big ways, simply by targeting the correct prospects, in the right geo, with the appropriate message.
Facebook Costs are Lower, but So are Conversion Rates...
In general, Facebook advertising is less costly than Google and the other engines. They cost significantly less for each click. If you are opting to pay per impression (paying for ads to be presented, rather than paying for clicks), that is likely to come in less expensive as well.
However, in our experience, clicks from Facebook vs. Google are generally of a reduced quality. It is not that there's a challenge with Facebook. Rather, the user is in a different mind-set.
Users from Google just performed a search (such as "personal injury lawyers in XYZ"). It is apparent what they want, and they are browsing since they have a actual need. They have a tendency to convert from web surfer to qualified prospect at a greater rate, because they have a current need that they need to satisfy (finding legal help).
In contrast, an advertisement on Facebook might capture a person's focus. They might or might not be actively searching for an attorney, but still have the need.
For these reasons, Facebook visitors tend to convert at a lower rate than search engine visitors... which is OK for the reasons you will learn about next.
So is Social Media Advertising on Facebook Worth It?
Whether Facebook is a "great deal" for your marketing dollars really depends on the numbers.
Suppose search engine clicks are $11 and Facebook visitors are $1. Which one is better? It depends.
- If 5% of Google actions convert, that's $200+ for a new client.
- If 1% of Facebook actions convert, that's $100 for a new client - great!
- But of only 0.2% of Facebook actions convert, that's $500+ for a new client - ouch!
The point is... there isn't any "right answer." It will depend on your strategy, your offer, and the way the marketplace responds to you. The "right answer" would be to test, adjust, and test again.
Just remember to have your design strong before launching ads like these. For info about our Suffolk County web design agency, our graphic design services or our online advertising consulting services call us today.
Facebook Strategies Have To Be Maintained and Optimized
Because of challenges with Facebook - and each of the variables at play - advertising campaign supervision is essential. Within an advertisement we test pictures, headlines, ad copy and more. We also test the strength of the landing pages individuals reach after clicking on your advertisements. 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 will not know. Our superb campaign operations is the critical component in making the most of your advertising and marketing spend with all online advertising, but particularly with Facebook.