advert Archives - Digital Marketing Devon

Most brands usually have one of two goals when they post on Facebook: engagement or conversions.

Both metrics matter, but depending on what your goals are, one will typically matter more. If your goal is to increase website traffic, a Facebook post with a high like count, while nice, isn’t necessarily helping.

When do you want conversions? Basically, whenever you want someone to take a specific action after seeing your Facebook post. Maybe you’d like people to subscribe to your newsletter or join a membership club. Or maybe you want them to visit your website, or buy a specific product.

It’s true that every good Facebook post will have some things in common. But if you want your posts to have a high conversion rate, you’ll need to use a different strategy from the one you’d use to achieve a high engagement rate.

1. Content that Stands Out

A Facebook post without creative is like a store without a window display. Nothing has the power to stop people in their tracks (or stop their thumbs from scrolling) like a good visual.

Remember, every Facebook post competes with whatever else is in someone’s feed. And it only takes about 2.6 seconds for their eyes to choose what to settle on.

So make sure your visual is eye-catching and attention-worthy.

Whether you use static images, GIFs, or videos, here are a few things to keep in mind when choosing visuals for Facebook:

Get the right specs: Check Facebooks specifications to make sure you deliver high quality images. Low-res images reflect poorly on your business and no one likes to click on them.

Limit text: According to Facebook, images with more than 20% text have reduced delivery.

Skip stock images: If you can afford to commission a photographer or illustrator, do it. Stock images are easy to scroll past and may be too generic for your brand.

High contrast: Contrasting colors will help make your images pop, even in low light or black and white conditions. A colour wheel can help you make the right choices in this area.

Think about mobile: 88% of Facebook users access the platform from a mobile device. Test your images on a mobile device before posting them to ensure your text is legible and the focus is clear. Consider trying vertical video for maximum effect on mobile.

2. Catchy Copy

The next aspect of high converting Facebook post if gripping copy. Keep your writing simple, clear, and to the point.

Avoid business jargon and promotional language. In addition to deterring readers, too much marketing speak can put your post out of favour with the Facebook algorithm.

Copy should convey your brand personality, whether it’s witty, friendly, or professional. No matter the personality, aim to be personal and connect with the reader.

Conventional wisdom holds that short copy tends to win out. While it’s true that social media users tend to have eight-second attention spans, posts with long copy can perform well, too.

Ultimately it depends on your audience. Analyze your top performing posts and see if there’s any correlation between text length and performance.

3. Smart Call-to-action

The most important element of a high converting Facebook post is the call-to-action, a.k.a CTA.

Ask yourself what you want someone to do when they see your post. If you’re not sure, no one else is going to be either.

Whether you’re looking for website traffic, sales, or even engagement, you’re not going to get it if you don’t invite it. Power verbs like Sign up, Download, Subscribe, Reserve, and Click put Facebook users into action after seeing your post.

But those verbs are also pretty commonplace these days, so don’t be afraid to spice them up a little.

Adding urgency can help. For example, “Only a few places left. Reserve your trial today.” If the trial is free, that might be worth mentioning, too.

A CTA should give your post, and its readers, purpose. But don’t overdo it. Too many CTAs can lead to decision fatigue. One CTA per post is generally a good rule to abide by.

4. Give an Incentive

A call-to-action is only as good as its incentive. If you can’t give someone at least one good reason to visit your website, download your app, or subscribe to your newsletter, then you shouldn’t ask.

An incentive can mean a few things. Maybe it includes the benefits of membership to your rewards program. It could be the opportunity to learn more about the cool features of a product you’ve launched. A travel company may want to highlight the attractions of top destinations. Showing a little sun and sand during the winter can go a long way when it comes to inspiring wanderlust.

A good marketer should already be in touch with what their audience and customers want. And the incentive you choose to share should appeal to these needs and desires as much as possible. If you’re not sure where to start, look at the posts that have performed the best in the past. Dig into your audience insights and explore the interests of your customers.

A good teaser for a blog post leaves viewers wanting to know more. But don’t oversell it. Clickbait, while sometimes irresistible, can come across as gimmicky and disingenuous.

5. Targeting your Market

Facebook is known for its ad targeting capabilities, but there are many ways to target an organic Facebook post, too.

First of all, be conscious of your Facebook audience demographics. Don’t take for granted that your followers on Facebook are the same as those following you on LinkedIn, Twitter, Snapchat, or other social media platforms.

For instance, what is the largest age group?

Are they mostly male, female, or gender non-binary?

Where does most of your audience live?

What are their interests?

Tailor your posts around these insights. If your Facebook audience is mostly female, for example, it may make more sense for you to showcase your women’s clothing line versus men’s.

Timing is another important factor. When is your audience usually online? Function28 research finds that the best time to post on Facebook is between 3 pm and 8 pm.

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THE BATTLE OF THE CHRISTMAS ADVERTS 2019… IS IT TOO EARLY?

WHICH COMPANIES HAVE TAKEN WHAT APPROACH TO GET US IN THE FESTIVE MOOD THIS CHRISTMAS?

Tis the season where certain adverts hit our screens and we start to think about loved ones and how we will treating this year. This year the companies have had us scratching our heads even earlier than normal. With Halloween makeup still stained on our eyelids, we now get bombarded with Christmas ads, yes the competition has started. The competition for the best advert has commenced, with last years Iceland advert being deemed too political, but also the best campaign, the frozen food company take an entirely different approach this year.

This Christmas companies have stepped up the game with some more ridiculous than others, and there is also a return to the screen for ‘Kevin the Carrot’. Everything from animated Christmas elves, singing parcels, Disney characters, and even Mariah Carey looking like she has never eaten a crisp before. Different approaches for campaigns mean a range of feels, that mainly head straight for our hearts.

Although some major players in the advert game seem to be holding off with there release of adverts. The most anticipated advert every year is John Lewis, with last years Elton John addition going down like a lead balloon and having as much relevance as an Easter egg at Christmas, it will be a case of can they step up their game and get the audience back on the retailers side. Tesco, M&S and Sainsburys are also yet to air adverts with timing being key for sure. There must be some reason to why… with money no doubt being a key reason for releasing later than others.

The pick of the bunch that have been released has to go to Visa on their take on supporting high streets this Christmas, when purchasing gifts for family and friends. Where as every other advert is coming from retailers saying the complete opposite. There is so much truth in this ad and hits home about the high streets being bare and looking unloved. How will small business owners provide for families this Christmas with no customers? Food for thought…

On the subject of food, most of the adverts contain plenty of this and with the frozen food giants Iceland trying to pocket from starring the Disney characters from movie ‘Frozen’, very on brand, I like it. There isn’t much of a story but, it is mostly about timing with the second film coming out in December, good move by the company. But came at quite a cost by my reckoning.

Aldi brought back ‘Kevin the Carrot’ with a short episode of the ‘Leafy Blinders’ where he defeats the vegetable that rules Christmas, yes the sprouts. Kevin is kidnapped by the ‘leafy blinders’ a gang of flat-capped Brussels sprouts, but escapes with the help of a tomato. Yeah, really. It quickly turns from an dark episode of Peaky Blinders to the Greatest Showman in the matter of seconds, maybe trying too hard to engage with the audience. For some this will be a fave for others? Meh.

Asda looks at a brother and sister who look to spread Christmas magic around the town, letting everyone have an extra special Christmas. A very cute, heart warming, right in the feels advert. LIDL bring Christmas alive with their animated elves who seem to want to be centre of attention all the time, very cheesy, but one for the kids.

The Cheesiest of Cheesiest advert goes to Amazon, with a very smiley, happy, all singing, all dancing advert. They even brought back singing parcels. But can definitely see this as being one of the most successful with how it makes everyone feel. It does what its meant to, it makes you feel happy. It features a whole host of people singing and dancing to Solomon Burke’s classic track, “Everybody Needs Somebody to Love”. Job well done.

Argos looks at the ‘book of dreams’, not like anyone looks at the catalogue these days. Parents struggling with gift ideas, give your child a ‘book of dreams’ and see what is circled in a few weeks. Lets all hope its not a drum kit like the advert though. Wouldn’t want to be their neighbour on Christmas Day.

Last but not least, it looks like Walkers have been given a bigger budget this year. They have cooped Mariah Carey as their lead in the advert, with a comedic approach to sharing crisps, if that’s a thing? Although the most comedic thing is probably seeing her try and eat a crisp like its a cockroach on I’m a celebrity. Anyway it’s not like she needs the money anyway, Mariah cashes in 400 grand a year on one Christmas song every year just from royalties. All I want for Christmas is some Bacon crisps… Oh sorry I mean Pigs in Blankets (same thing isn’t it?).

To conclude, yes it is maybe too early for Christmas adverts. But it gives us something to talk about.

Our favourite so far? Probably got to go with Amazon, how can you top singing parcels! 🙂