Do : Create urgency . You already know that Facebook users are on an endless scrolling session when they ’ re using the platform . That means you have to stop them dead in their tracks with your headline and the image you choose , but you also have to make sure they ’ re going to take the action you want them to take . When you ’ re creating the copy for your advertising , make sure to use some sort of urgency to get them off of Facebook , and onto your landing page . Limited time specials , limited availability , and speaking directly to their problem are some of the best ways .
Don ’ t : Use a confusing or salesy title . People run when they realize they ’ re being sold to . This couldn ’ t be any more true than on a platform like Facebook , where you ’ re essentially advertising to cold traffic -- unless you ’ re using a re-targeting campaign .
Don ’ t use sales speak . Figure out who your audience is , and use the words that they would use , so they realize you actually do understand their problems , and are on their level .
If they think you ’ re selling something to them , they ’ re just going to keep scrolling . Remember the old rule . Nobody wants to be sold to . Everybody wants to buy .
Don ’ t : Use unrelated images .
If you ’ re advertising a product or service to 50 year old women , you don ’ t want to use an image of a 25 year old girl in the prime of her life . You ’ re going to instantly turn off your audience , and make your job of getting them to your landing page even harder -- if not , completely impossible . You can reduce your advertising costs by making sure the images are relevant to your audience , and that they actually speak to the problem you ’ re going to be solving .
Don ’ t : Talk too much . A wall of text is a huge turnoff to the people that see your advertisement . The same thing can be said when you just don ’ t stop talking , or typing , and going on about how great your product or service is . Think about it like this , they don ’ t really care about you . At all . They do care about themselves , and the problems that they ’ re having . If you can properly address those problems , and do it with a minimal amount of text , your advertisements will be a lot more successful .
Don ’ t : Bring people to your homepage . It ’ s already been mentioned , but it needs to be stated again . You need specific landing pages for each set of advertisements and audiences you ’ re putting them in front of . The biggest mistake you can make is to send the visitors off of Facebook and onto your homepage . Most times , your homepage is going to be completely irrelevant , and you won ’ t have a chance to make up for it .
The visitor isn ’ t usually going to start browsing around your site after they hit your homepage . They ’ re going to hit back and continue the endless scrolling they were just doing . Facebook advertising is fairly basic , as long as you understand that you ’ re reaching out to cold traffic , need to use your advertisement to begin warming them up , and then your custom landing page to help close the deal . To go one step further , you can use your landing page to actually capture an email , instead of trying to instantly close them on the sale . Doing this will give you a chance to warm up the relationship you ’ re trying to build , and take you one step closer to generating a sale -- even if it feels like you ’ re putting up a small wall between you and the end result .
James Crook - Author , Speaker , Web Marketer - is the best selling author of “ Digitally Enhanced ” and founder of marketing agency Choc Chip Digital . Widely recognised as a confident and articulate communicator , James draws on his love of digital technology to inspire , motivate and educate audiences across Australia .
4 Strictly Marketing Magazine February / March 2017