There has been some debate in social media marketing circles about the power of Facebook advertising. Some people have doubted the effectiveness of advertising on the social media giant. However, even these sceptics cannot ignore the large audiences on Facebook. In addition, it is hard to argue that Facebook advertising does not improve the visibility of brands significantly. The best social media strategy is to improve the quality of Facebook advertisements so that their effect is maximised.
The copy can count
Certain Facebook advertisements permit a consultancy to boost performance through better written copy. If the copy is written to the highest possible standard then it can deliver on three fronts. Firstly, it can highlight what a product or service is about more accurately. Secondly, it can bring in more useful data. Thirdly, it can help an advertisement standout from the competition. Standard click and ‘like’ advertisements do enable a skilled producer of copy to gain advantages so going into greater detail is worthwhile.
A targeted approach
As with any form of content production, focusing on the target audience is a great tactic as it is not wise to make assumptions about users. However, it is sensible to make sure that copy is understandable to a wide range of people. Simplicity can be highly effective, and copy should not conflict with the brand. It can take a bit of time to craft advertisements which can be persuasive to the target audience and fit with existing brand material elsewhere. The potential rewards for doing this well mean that making the effort is recommended.
Different approaches for various products
There is no one royal road to success. Different brands have distinct levels of existing consumer recognition. What works for one will not necessarily work for another. An advertisement for a popular brand can simply request a ‘like’ in a bright and breezy manner. A less famous product may need an advertisement which provides users with an incentive to take an interest. For example, the text could clearly state the terms of an advantageous price reduction. Another way forward is to try to get a consumer to register an interest in product-related news with a cleverly worded piece of copy.
The smaller details matter
Writing copy is not straightforward because little details can make a big difference to outcomes. Experience shows that things like punctuation, the presence of capital letters and word count can all have a significant impact on user behaviour. It is sensible tactics to experiment a little to see what has the most positive influence on ‘likes’ and conversions. However, it is the case that advertisements focused on ‘likes’ tend to do well if they are short in length. This tip may save a little time.
Being thorough is essential
As the advertisements are quite small there is little room for error. Users will be able to detect mistakes. This means that checking formatting and spelling is absolutely essential. It is a shame not to get the results of hard work because of carelessness, and an efficient consultancy will be aware of this and will act accordingly.
