5 tactics for Facebook ads that bring results
Football and community management are the two things that everyone seems to be an expert in. But while ad writing for Facebook looks as easy as feathers, many captions on Facebook go unnoticed, with only a few likes. What's the issue?
To prevent your brand from getting only a few likes from followers, you can use techniques to improve copywriting and thus improve the engagement of your Facebook posts.
Without further ado, we present you with some proven tips from content writing workshops.
Your target audience is not everyone: address a specific person
When creating an ad or a post, keep in mind the vision of the target audience you are addressing. „Everyone“ is not your target group. On the contrary, it is a person with precisely defined interests and preferences. They have gender, age, and they belong to a specific demographic group.
We identify it with the brand person in marketing jargon - an imaginary person who represents a brand, uses its products and fits into its philosophy and values.
Let's take the following example. You sell quality garden furniture through a web store, and your ideal customer is a woman in her thirties, a professional who loves to enjoy her life. She chooses the best for her family and herself.
According to the above characteristics of the brand persona, you will also tailor the sales message, as did our digital agency for a series of sales announcements of the first garden furniture specialist in Croatia, Globero.hr.
Use intriguing language for your sales announcement. For example, add a great photo of the product to your compelling copy. And let your designer play with graphic elements that will further ignite the imagination of your Facebook followers.
Fortunately, Facebook Ads Manager allows you to target people very precisely. Target your ad to the exact age and gender of your target audience as well as their interests. For example, if your customers live on the Adriatic coast, target your ads to larger coastal cities. Play with different copies in the ad, test them to see which will achieve a better result. With so many precise options, it would be a miracle if your ad didn't get a significant number of likes.
Don’t bother fans with long-form captions, highlight the values of your product
You're willing to put some money (say a dollar or two) on Facebook advertising and you think you deserve 15 minutes of fame because of it? That's where you're wrong. You only have a few seconds on Facebook before the customer scrolls past your post in their crowded newsfeed.
So don’t explain at length what your product is. Instead, present it as briefly and effectively as possible. Again, be guided by the values valued by your potential customers.
Ask yourself the following: what does the customer get from my product. What can it mean to him? Once you’ve cleared that up, convey the experience in words in the shortest or most exciting form.
Take Nutella and their great photo ad for a new hazelnut-filled cookie for example. Their marketing experts know that Nutella is not only another snack to eat along the way, but also has the power to connect people into a unique experience, such as watching movies together and snacking alongside them.
The ad you see in the visual tells the story of moments of relaxation with friends who turn off the lights, turn on the movie, and enjoy nibbling on their favorite snack. In this case - Nutella biscuits!
Don't forget a call to action: encourage followers to click
Listen to the advice of Emma Siemasko from the WordStream blog, who says that the best Facebook posts have a specific goal and a call to action.
Ask yourself if you want to increase awareness of your brand, introduce the customer to your product, or encourage them to make a purchase. Whatever your goal is, turn on the click to action button (CTA) wherever possible. If you do not direct followers to view or order the product, you will miss a chance to sell.
When creating an ad in Facebook Manager, be sure to place a button for your site where followers will be able to click and learn more. The button should be graphically nicely highlighted along with the main visual of the post to entice the followers to click.
Follow the example of the Daruvar Tourist Board. When they encouraged people to vote for the Daruvar ginkgo in the European Tree of the Year competition last year, they cleverly incorporated a Learn More button into their post with a link to a page where people could cast their vote directly. The repercussions were so significant that the Daruvar ginkgo almost won - it won the runner-up title for the most beautiful European tree of the year! A compelling video also helped the success of the publication in motion graphic animation with a clear message.
Use language that everyone can understand
On the WordStream blog, you’ll also find advice on how copywriting isn’t a testing ground for a poet in you. Forget your literary aspirations when creating posts on Facebook. Instead, follow the principle: what you post on Facebook will be read by ordinary people. So be, before everything else - clear and legible.
When someone sees your ad on their newsfeed, it should immediately be clear to them what you are offering and how it fits into their world.
Take, for example, a summer post from the Facebook page of the famous music streaming service Spotify. With simple and compelling words, they managed to evoke a moment close to everyone: "The sun is shining, the beach is waiting for you, and your summer playlist starts with ..."
The visual with simply worded copy contained a minimal title: "Summer Song 2018?". The content writer cleverly framed the copy, inviting followers to get involved by commenting and quoting their favorite song. Thousands of people left their likes, and hundreds of them suggested their favorite summer song. Proof that simplicity and effectiveness raise the engagement rate!
Give yourself another chance: test what works best with fans
You have mastered all the above steps and defined the brand person perfectly. You write great and understandable copies for everyone. You have an eye for visuals. Still ... the clicks are missing?
The best way to improve the success of your post lies in testing! Fortunately, Facebook has made life easier for all of us and made it possible to place A / B ads. This means that you can try out what goes best with fans for a minimal amount of money (a dollar or two).
Instead of breaking your head over whether a better humorous or seriously intoned status passes, whether fans prefer a video, a photo, or an illustration, you can place two ads for the same post at the same time. If you suspect that your followers are less responsive to your choice of visuals, place an ad with the identical copy and different illustrations as MailChimp did in this example.
MailChimp fans reacted much better to the ad with the photo than the cute illustration with the monkey! Didn't expect that? Audience opinion is the law in the world of digital marketing and social media!
Test and you will succeed ... perhaps the best advice we can give you for success in Facebook advertising. Constantly try combinations of texts and images and discover what brings you comments, likes and shares. If you get stuck with your ads, there is always an elegant solution: seek the help of a content and digital marketing agency such as LOGIC marketing!
Further reading:
https://www.wordstream.com/blog/ws/2016/06/29/best-facebook-ads
https://klientboost.com/ppc/facebook-ad-testing/
https://www.wordstream.com/blog/ws/2016/06/29/best-facebook-ads
