Facebook is the most popular social media platform, so it’s not hard to see why so many people use it to advertise their businesses. However, with 50 million Businesses using Facebook it can be hard to compete using only Facebook’s organic tools. This is where Facebook advertising can help you!
The Social Media site currently boasts 2.13 Billion Monthly active users across the world. With an average login time of 20 minutes per visit, you need to find a way to make them choose to spend that time reading your advert. Like most advertising, it’s about understanding your audience.
#1 – Low Commitment is the best type of commitment
Calls To Action (CTA’s) are so important when it comes to advertising; they tell your audience what to do next. Without you telling them, they don’t know what you want. The least common CTA buttons used in Facebook ads are ‘Contact Us’, ‘Buy Tickets’ and ‘Subscribe’. Have you ever wondered why?
Imagine that instead of advertising on Facebook, you’re advertising on the busiest street in your local town. Would you stop someone, read them your pitch and ask them for their bank details?
This is effectively what you’re doing when you use high commitment call to actions on Facebook ads. Although this may work for some people, to get the most effective outcome you need to lower the pressure you’re putting on them. If they feel like they’re going to click the link and be taken straight to a page where they have to buy something, they probably won’t click.
Nurturing your customer will always be the best option. Along with a good pitch and an eye-catching headline, providing them with an option to ‘Learn more’ or ‘Shop Now’ on your website will increase the click-through rate of your advert.
#2 – 5 ultimate words for CTA success
When it comes to adverts, it’s all about the wording. We’ve found the best buzzwords to use in your advert to maximise its success:
Make it personal and make your reader feel like you are talking directly to them. Our brains are activated specifically because we hear or think of our own name. This helps marketers to resonate better with their audience and begin to build trust.
Who doesn’t love free stuff? It automatically draws the reader’s eye into the ad and they will read it simply to find out what you’re giving away. Not everyone will be interested, but it will peak the interest of the people who are your ideal customer.
‘Because’ is such a powerful word. It shows your reader that you’re providing answers. Every single customer you come across will have questions that they want answers. Use this buzzword to show that you’re capable of and wanting to give answers to their questions if they want to ask them.
Why would anyone want to wait? If we’re going to do something, we want instant gratification. If someone on Facebook and is interested in your ad, they want to see how it can benefit them now when their interest is peaked. Interest deteriorates over time, so encourage them to take an action with your incentive while their interest is peaked.
As human beings, we are always seeking out new experiences, places and food.
If you’re a new business, advertise yourself as one. If you’re an older one, advertise new offers to make customers see you as fresh and exciting.
#3 – Faces
You’ve probably heard the saying ‘People buy people’ – Looking at the psychology side of it, we found out exactly why!
There’s a part of your brain called the Fusiform Gyrus. This part of the brain is mainly responsible for the recognition of faces, meaning when you see a face, the cells in that part of the brain activate.
What does this mean for marketers? Using a face in an image for your advert makes your audience more likely to stop and read your ad. After they read it, it’s more likely that they’ll want to stop and find out more!
#4 – Emotion always wins
The best way to resonate with people is through the use of emotion. This can be anything from the facial expressions in the image you’re using to the language you’re using. Dependent on what you’re advertising, positive emotions usually work best for Facebook Adverts.
#5 – Fear of Missing out
If you’ve ever worked in sales, you’ve probably been taught this and used it countless times. There’s a reason it’s taught – it works! People really do fear missing out on something.
If I offered you a cookie and gave you 2 options; to have a cookie from the jar that had 10 cookies in, or the jar with 2 of the exact same cookies in, which would you choose?
Stephen Worchel of the University of Southern Maine asked 200 students the same question. Nearly everyone chose a cookie from the jar with 2 cookies in, because they didn’t want to miss out. Although the cookies in the jars were the exact same, the 2 cookies were seen as more valuable than the 10.
Use this technique in your Facebook ads by making what you’re offering scarce. For example, you can give a discount for a limited time offer to make your reader feel as if they’re only going to get the opportunity for this offer if they click there and then, so they’ll be more likely to click.
#6 – Seeing Red
The colour red takes us back to a simpler time when painting on cave walls was the social norm. It’s the first colour that humans perceive after black and white. Red is a dominant colour; it implies shock, love, power and so much more. According to studies, humans have had strong feelings about the colour red for thousands of years, much like bulls.
It’s known as a colour that demands attention, so use it to your advantage in the images – or even emojis – in your ad to draw attention and make your audience stop and read.
#7 – It’s all in the numbers
Whether you admit it or not, a lot of what you do is to fit in with society. Think about it, there’s a reason you didn’t roller-skate to work this morning!
People find comfort in not standing out from everyone else, so they want to know what people just like them are doing. One of the most efficient ways to do this is through the use of numbers. This acts as social proof that however many people are already interested in you and encourages them to be too. Facebook already does this to the extent of how many likes your page or post has.
#8 – Plant a seed of doubt
Everyone has an idealistic version of themselves inside their head, where you’re funny, clever and interesting. How do you feel when you make a mistake? You feel anxious – Your brain can’t cope with the idea that your mistake wasn’t in line with your model version of yourself.
This is called cognitive dissonance. The two conflicted ideas can cause a person to doubt themselves.
You’ve probably seen this in marketing before by people asking questions like ‘Are you making these mistakes?’ or even in the title of this blog post. Although you shouldn’t exactly be criticising your audience directly, planting a seed of doubt in their mind can drive them to want to read your ad further and want to learn more from you.
What are you waiting for? Try using your newfound knowledge on your Facebook ads!