There’s always a lot of buzz around social media marketing, particularly as it refers to maintaining active profiles on sites like Facebook and Twitter. While a lot of traction can be gained doing this the “free” way, it may be worthwhile to invest a portion of your marketing budget into some of the paid advertising options these platforms offer. Before you do so, however, make sure you take into account the following guidelines to help you get more bang for your buck.
A/B Test – The fact is, no matter how flashy and well-designed your ad may be, it simply may not appeal to everyone. Rather than take the chance of limiting your reach, try different variations of your ads. Use different content, play around with various color schemes and switch up the layout. Then, measure results of each to see which ones performed best and hone your approach from there.
Always Include a CTA – Whatever it is you’re trying to get your prospects to do, whether it’s visiting your website, signing up for your newsletter or purchasing your product, don’t just assume they’ll take that next step. When you’re marketing – especially when you’re paying for it – help guide people through the funnel by always including a clear and compelling call to action in all your ads.
Use Custom Landing Pages – For maximum ROI, create custom landing pages that are tied exclusively to your social media advertisements. This allows you to better track your leads and optimize your strategy to get the best possible results. It also makes it easier for your prospects to do whatever it is you’re asking them to do.
Be Upfront – Avoid participating in what’s known as “click bait,” which is a shady tactic that involves using copy that is less-than-forthcoming in order to get people to click on your ads. While you may get a few curious clicks this way, overall this strategy is viewed as dishonest and can be a turnoff to many. Instead, be open, honest and upfront about things like terms and prices. People will appreciate it and you’ll get more optimized traffic to your site.
Make it Worth Their While – Give your prospects something of value in return for clicking on your ads and completing the desired steps. Don’t underestimate the power of discounts and sales. These things make people feel as though they’re getting something in return for doing business with you. For best results, try using copy that creates a sense of urgency, such as “limited time only,” “exclusive offer,” or “act now, before it’s too late”.
Advertising on social media can be a very effective way to grow your business, but only if it’s done right. Applying the above techniques will help you avoid wasting your precious marketing budget and get the types of results you’re after sooner rather than later.