A decade ago, I joined a networking group called BNI. The founder, Ivan Misner, is known for saying, “specific is terrific.” He encourages members of the group to be specific in how they ask other business people for referrals. His advice isn’t just good for networking, it applies to advertising and marketing as well.
We have several clients who offer multiple products and services. It’s easy to think we need to talk about every product or service in every social media post. After all, what if the person who sees today’s post doesn’t need a wellness exam but is interested in botox? If we only promote one, they may never know we do both.
In truth, if we promote too many products or services in one post we lose our customers to the overwhelming number of choices. They either get lost reading through our long list of services or they can’t decide what they want or need so they don’t buy anything.
When it comes to digital marketing, make it easy for your customers to make the decision you want them to make. These six simple design changes will improve your social media ad results and grow your business.
Know Your Customer
Before you ever start designing an ad decide who you want to reach. How old are they? What challenges do they face that you can solve? What type of creative best reaches their interests? If you’re targeting women in their twenties you don’t want to use an image of a man in his sixties. What product is most likely to draw this customer to your website or store? Is your customer more interested in a discount? Free offer? Latest trends? Name brands? When you know what triggers your customer to buy you can promote that one offer which eliminates the chances your customer will get confused before they buy.
Know What You Want Your Customer to Do
Do you want your customer to go to your website? Fill out a lead form? Come into your store? Make a purchase? Request an appointment? You’ve heard a hundred times, we all like to buy but nobody wants to be sold. Make taking action easy. Include a “buy now” or “request your appointment” button on your ad copy. Don’t leave your customer to guess what they need to do next.
Clean, simple design makes it easy for your customer to take the next step. If your image has so many products or design elements that your customer doesn’t know where to look, you’ll lose them to the confusion. The same is true if your call-to-action blends in with the rest of your image. Choose a contrasting color for your CTA button and make it large enough they can’t help but see it.
Know Your Brand
Have you ever looked at a company’s Instagram and marveled at how all their images are different but fit together? It’s usually because they use their brand’s colors and stick with similar fonts for their images. Keeping a consistent voice and image is easier than you think. Programs like Adobe Spark and Canva allow you to upload your logo, choose your main colors, and pick fonts to associate with your brand. Instead of wasting time looking through all the hundreds of fonts and color choices available, these programs make it easy to build your brand identity.
Know Your Ad Options
The easiest ad option is to choose a stock image and add some text to the ad, that usually is the least appealing to your customer and garners the least engagement. Step up your ad game with these creative options.
- Carousel ads work better for businesses who want to highlight multiple options than lumping all those products into one image.
- Video ads increase engagement exponentially. But remember to keep it simple. Don’t ask your customer to do more than one thing and don’t confuse them with multiple options or ideas.
- Marketplace ads put your products in front of customers who are ready to purchase. These ads work great for online sales.
Know The Ad Rules
Facebook reduces reach for ads with more than 20% text. We actually had a client who boosted multiple posts with a lot of text in the image. Facebook banned their ad account. It took us a week to get it reinstated for them. Facebook is serious about this rule.
Also, your logo’s words count. It’s common to want to share an image with a lot of text in it because we all think it will get more attention. Social media images are small. Any text needs to be a large enough font it’s easy to read. When you ad a lot of text, you usually have to reduce the font size which makes it harder to read and reduces the chance anyone will read it. Plus you’ve cluttered what could have been an engaging image with hard to read text.
Playing by Facebook’s rules not only means more people will see your ad, it also means they will be more likely to engage with it. This text rule only applies to ads, although a lot of small text on newsfeed images also make it less likely your audience will respond to your post.
Know What Works
If you knew what worked you wouldn’t be reading this article, right? You have access to everything you need to figure out what works. AdExpresso encouraged marketers to test all their ads. We echo their thoughts. If you aren’t sure whether a graphic or image of a person will give better results, test it. If you aren’t sure which call to action or which color call to action button to use, test it.
They suggest creating two images and two copy texts. Mix those together for four different ads. Run all the ads at the same time in one campaign and let your audience show you what they prefer. Use that knowledge to create fresh images for your next campaign.
Getting the most from your social media ads requires time spent putting together the right images. It doesn’t have to be elaborate, but it does take time to think through what makes the best image and how to test for the best results.
If you’re tired of going it alone on your social media, and you want to work with an agency who will explain how Facebook ads work, give us a call at 662-416-8674 to get started.