Advertising on Facebook and Social Media Gives Unprecedented Reach into prospects In New York
If you are trying to reach new prospects, Facebook has to be rrnside your playbook. Facebook and Social Media advertising and marketing will provide you with the means to access people In New York, having the interests and geography you want.
Needless to say, everything comes at a cost. You do need to pay Facebook for the traffic you get. The question becomes, will it be worth the cost?
Once you connect with people In New York, then what? It genuinely depends on what you would like to achieve. Are we sending visitors to your web site? Are we trying to get people In New York to be fans of your page to create "authority" status and brand reputation? Are we going for registrations?
Prior to launching your marketing campaign, we can help you to figure out precisely what you need to achieve.
Reaching Your Prospects In New York on Facebook
There are numerous approaches to reach an "Audience" on Facebook:
- Targeting those who have been to your web site before (retargeting);
- Prospects who are followers of your page;
- Individuals who have related interests (which include other pages on Facebook);
- Potential clients who meet demographic criteria;
- Prospects that are already your clients;
- and the list goes on...
With Facebook, we can easily aim for people - by gender, age, salary, occupation, job title, location, pursuits and even more. These people become part of an "audience" which may include any number of people. Facebook does not give us that list, but it will show 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 purchasing 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 benefit Facebook offers In New York is its capacity to appear in front of prospects who are not actively trying to find what you offer. This does not mean they won't be interested. It just means they aren't proactively conducting a search when they view your ad. However, they most likely were looking for something such as what you provide quite recently.
The search engines are restricted to the people in fact searching. A person may be in the market for an attorney, but if they are not performing a search for one, those marketing in Google Adwords do not reach that prospect.
Pro: Facebook is Great for Reaching Regional Markets
- Are you an attorney? Health care provider? Home repair company? A restaurant or store?
- For any organization who does business regionally In New York Facebook is a great technique to reach your audience.
- We are able to target your prospects in numerous ways.
- Only wish to reach women 35-65 in 3 zip codes? Not an issue!
- Want to have a special on Mondays? We can do that.
The great thing about Facebook is the capacity to target. You can operate a small campaign that behaves in huge ways, by just focusing on the right prospects, in the right location, with the right message.
Facebook Costs are Lower, but So are Conversion Rates...
In general, Facebook marketing and advertising is less costly than Google and the other search engines. They charge less for each click. If you are choosing to pay per ad view (spending money on ads to be shown, instead of paying for clicks), that tends to come in less expensive as well.
However, in our experience, clicks from Facebook vs. Google tend to be of a lower quality. It isn't 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 clear what they need, and they're browsing since they have a real need. They have a tendency to convert from surfer to lead at a higher rate, because they have a current need that they have to fulfill (finding legal help).
In contrast, an advertisement on Facebook may capture a person's focus. They might or might not be proactively looking for a lawyer, but still have the need.
For all of those reasons, Facebook visitors often convert at a lower rate than search engine visitors... which is alright for the reasons you will learn about next.
If you would like to talk about the services of our Nassau County pay per click advertising consultants, our local ad experts, SEO ad agency in Nassau County or retargeting agencies in Suffolk
please contact our offices.
So is Social Media Advertising on Facebook Worth It?
Whether Facebook is a "good deal" for your advertising and marketing spend really depends upon the numbers.
Suppose search engine clicks are $11 and Facebook visitors are $1. Which is best? It depends.
- If 5% of Google visitors convert, that's $200+ for a new client.
- If 1% of Facebook visitors 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 - that hurts!
The point is... there isn't any "right answer." It all depends on your advertising campaign, your offer, and how the marketplace reacts to you. The "correct answer" would be to test, modify, and test yet again.
Just remember to have your design strong before launching ads like these. For info about our Suffolk website design company, our graphic design services in NY or our online marketing consulting services in Suffolk contact us today.
Facebook Strategies Have To Be Managed and Improved
Because of challenges with Facebook - and all of the variables at play - campaign management is essential. Within an advertisement we test images, headlines, ad text and more. We also test the effectiveness of the landing pages individuals reach after clicking on your advertisements. Are they staying? Enrolling? Purchasing? We test the demographics, the targeting and the audiences.
Some changes can yield 2x-10x results, but until we test, you won't know. Our exceptional marketing campaign management is the critical component in making the most of your marketing dollars with all online marketing, but particularly with Facebook.