Top-5-Content-Marketing-Mistakes on Facebook and How to Fix Them
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Performance on Facebook can be unpredictable, and sometimes the most unlikely ads attract high engagement. However, there are tried and true hacks to winning business through your Facebook campaigns, so let’s discuss some of our favorites.
Not many people stop and read an advertisement’s fine print, and a good headline goes a long way. A study shows that 70% of people only read the headline of a Facebook share before sharing it.
Luckily, Facebook makes it easy to limit your characters with the following restrictions in place:
In order to write good copy, you need to know your target audience. Consider your current customer profile, as well as your desired demographic, including their job title, hobbies, interests, etc.
Keep it clear and concise, and use action verbs like “Get” and “Try.” This is also a great place to highlight promo codes, special offers and unique product value. Don’t forget to make it cohesive with the visual ad.
A hook interrupts and breaks unconscious scrolling patterns.
It’s estimated that 95% – 99% of viewers will only see the first 2-3 seconds of an ad before deciding to click or keep scrolling, so these are crucial moments when constructing a successful campaign.
A hook with great visual qualities should:
The Call-To-Action (“CTA”) is all about telling viewers how to convert. Since conversions are all about motivating actions, a strong call-to-action is essential. Strong verbs like start, discover, find and explore are great if your conversion goal is to have users visit a product page or learn more about your company.
Here are a few tips for choosing the right CTA:
An ad is only as good as its landing page, and it only takes 2.6 seconds for a user’s gaze to settle on a page. When you’re determining where you’d like the conversion to happen (via CTA), make sure you have everything in place to deliver on your ad’s promise.
Here are a few steps you should take to prepare your landing page:
When making a great ad, it’s good practice to put yourself in your audience’s shoes. Make a list of potential motivators to purchase the advertised product, as well as any potential barriers that would keep them from purchasing. This will help create more effective messaging across your campaign. Think of questions like, “what problem are they trying to solve, and how is my product the solution?” or “what part of their life are they trying to improve with my product?”
Make a list of questions your customer base would ask before buying your product or service, and utilize the answers to these questions in your messaging.
So, what is a motivator? Simply put, buying motivations are the underlying factors that come together to influence your potential customer to consider purchasing your product or service. There is a full range of both rational and emotional factors behind purchases, so it is important that you identify considerations on both spectrums.
Some examples include:
On the other hand, it’s important to understand any barrier to purchase, which is anything that stops or slows their purchase of a solution or product.
These include:
Although buyer’s actions are not always predictable, these best practices will increase your likelihood of gaining traction on your campaigns. Don’t forget to test variety and volume, scale and repeat.