Image: BigstockOn Facebook, the average conversion rate for ads is 9.21 percent.
Your social media campaigns can trigger more conversions by following these actions.
Read: Copywriting secrets to create ads on social networks that generate conversions.
Being persuasive is one of the great talents marketers have, however, when it comes to social media advertising it can sometimes be difficult to achieve. As a clearer sample of this we have the average conversion rate achieved with social media campaigns, for example, in the case of Facebook, Wordstream data indicates that it reaches 9.21 percent for different industries. Although it may seem a not so bad figure, it can always be better, so we will see what can be done with the copies for social media campaigns in order to achieve better results.
According to the Social Media Examiner, the following actions are crucial to developing copies that really attract people's attention and motivate them to generate conversions:
- Ask a question that people are thinking
According to the source, brands have to try to make the consumer say as many times as possible, that way they will be more likely to do so when it comes to selling or converting.
With the above in mind, it is precisely this aspect that should be considered asking questions as part of the copy of the ads, questions that relate to the consumer experience. Thus, not only does the ad resonate better and create a connection with the consumer, it also makes it more likely to execute the desired action by the brand.
For example, if you have a firm that develops websites for other businesses, as part of the copy in the ad you can put: Do you want to launch a professional website for your business ?, this will serve to engage the audience, however the thing does not end ah, this message must be accompanied by the call to action so that they can generate the conversion knowing what they should do or what they will get when they click on the ad.
- Clearly offer a discount or lead magnet
In social media campaigns, discounts can be great incentives to generate conversions, in fact, according to the source, 92 percent of consumers look for offers when they buy so offering something like a discount helps conversion attention.
A discount that can be 5 or 10 percent can be quite reasonable, it does not shorten profit margins and can generate more customers for the company or brand. So when you have a discount, for example, generated through a code that consumers can use, include it in the ad again accompanied by a call to action that is clear.
- Use quotes or testimonials
Nothing like social tests to boost the results of a social media campaign in addition to the trust of potential consumers. Therefore, leveraging testimonials from satisfied or reviewed customers as part of the ads is one of the best elements with which you can work to boost conversions.
As you know, when a consumer is the one who explains how the products or services of a brand benefit them, the rest of the people can identify with their stories on a more personal level, it is an approval stamp that triggers the trust towards a brand and what it sells.
To implement this recommendation, the first thing you need is the testimonials, to do this, you can send an email to customers to request their help to share their experience. Once you have the testimony you should only request your authorization to use it in an advertisement.
- Talk about the benefits, not just the features
The details or characteristics of a product can be important, however, it cannot be said precisely that these are the main reason why consumers acquire a product.
Generally, what triggers purchases are emotional and experience reasons. Therefore, with social media campaigns, you should think about the in-depth benefits of products or services for generating conversions. Think about the benefits of the product and emphasize them in the ads.
- Create a sense of urgency for users to act
According to the source, when there is a limitation over time for issues such as taking advantage of an offer, a product or a discount, the first thing that human nature brings us is to take advantage of these elements.
People do not want to miss great opportunities, so FOMO or fear of missing things can be a great help when it comes to writing copies for social media campaigns.
Creating a sense of urgency will make people more likely to click and meet the planned goal, to generate conversions.
- Create and use a branched hashtag
In some social networks, where hashtags are more relevant elements, such as Instagram or Twitter, it is possible to see how many brands usually use the same or some very similar ones, but why not create their own and use them? That way the competition is eliminated and recognition for the brand can be built alongside the momentum of other goals.
The hashtags can be from the name of the brand, such as # Merca20, to more elaborate issues or related to a particular campaign, such as #PiensaMerca it was at the time for the different phrases that the magazine shares in its different channels.
- Respond to objections in advance
Finally, there are rare occasions when consumers go through the sales funnel without having a question or objection. Therefore, those responsible for the development of social media campaigns should understand having sufficient understanding of consumers, including any objections they may have. Responding to these through advertisements reduce your resistance to convert and promote them to perform the desired action.
Brands should ask themselves aspects of the type: what does the consumer want to know about the product? What can make people not interested in buying or clicking on the ad? And what prevents someone from becoming a customer?
When answering these types of questions, information can be incorporated to create more effective and objection-proof copies.
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