Want to see better results with your social media advertising campaign? Whether performance isn’t meeting expectation or you just want to see how much better it can be, there are so many things you can do to boost those conversions.
Ready to think outside the box? Here are our top tips for changing up your social marketing strategy:
1. Test different ads against each other
The best way to test how well an ad is really performing is to split test it against multiple variations. Let’s say you’re running a deal for 15% off. Are people more likely to engage with a percentage saving, or will they resonate more with an exact dollar amount? Run two ads and see how well they perform. That way, you can be confident that the ad you settle on really is the best choice.
2. Use customer testimonials
A big part of the consumer choice process is seeking out past customer experiences. People are likely to ask friends and family for recommendations, and even more likely to read online reviews for your product or service. Showcasing positive customer testimonials assures you’re not just all talk.
3. Change up your schedule
There’s more to social advertising than just targeting the right people. Try running your ads at different times of the day to see when people are more likely to engage with them. That way you can target your ideal customers when you know they’re going to be on social media— whether that’s when they’re Facebooking late into the night, checking their Instagram on the way to work, or checking their notifications while waiting to pick the kids up after school. This is a great way to use your media budget more wisely.
4. Give something away for free
Who’s going to say no to free stuff? Offering freebies is a great way to provide incentive to buy other products or build your email list. For example, offer a free downloadable guide in exchange for their email address. Or bundle a free product in with every purchase.
This is particularly important when retargeting previous website traffic on social media. You need to give them a reason to convert on your site, and therefore offer something they haven’t already seen.
5. Try a different platform
Social media advertising isn’t just about who you reach. It’s about where you reach them. There are far more platforms than Facebook and Instagram, and your ideal customers may very well not be using both (or even either!) of these platforms. Twitter, Snapchat and LinkedIn are not only distinctly different to Facebook and Instagram, but can be far more suitable for certain target markets .
6. Start the clock
Buyers these days are sensible. They’re not going to buy every single appealing product that crosses their path. This is why it’s important to remove the option to delay buying. Let the customer know that they only have a limited time left to grab a deal. Or try having a tally of how many products are left to create urgency. A consumer is much more likely to buy something if they know there’s only 10 left.
7. Try a different format
Nothing catches the eye quite like a video. Video ads have the included benefit of needing much less text. This means a social media user will stop scrolling and watch your video to learn what it’s about, so the chance of them skipping over your carefully-written caption isn’t a big deal.
Video ads also work great with Instagram stories. According to HubSpot, 54% of consumers wanted to see more video content from a brand or business they support.
8. Use the Facebook machine
Machine learning is cleverer than the human brain, and so there are a series of tactics that can allow you to get Facebook to do all the legwork when it comes to devising your strongest ads and audiences. To learn more about this, get in touch.
The tips and advice in this article only scratch the surface when it comes to the world of opportunity in social media advertising. If you wish to learn more about unlocking the most from your campaigns, be sure to download our free guide to 3 audiences you didn’t know you could target with Facebook advertising!