A strange thing has begun to happen in digital marketing – people started ignoring the ads. This is, of course, a touch of sarcasm. But the absolute truth. All hooks, copywriting miracle formulas, sales funnels have significantly dipped in their effectiveness. Is it all about new algorithms?
Partly, yes. But more still, satiety begins to be traced, which appears when there are more offers than demand. Advertising on social networks, or rather, especially on social networks, where people come, first of all, to chat with friends, begins to interfere and does not allow you to relax. Well, social networks, realizing that their main capital (for which advertisers pay) – it is users who change the algorithms. As a result, coverage is cut off, the cost of a lead increases, and advertising costs increase. How to resolve the issue? We talked about this with a business consultant, coach – Galina Larionova.
Social media advertising: improve the quality of your content
Improve the quality of content and remove from it everything that may seem to the user to impose and sell. Effective social media content – it is one that helps people make decisions organically, without being pushed. That is, to create the illusion that the purchase will be made because you really want to, and not because you were asked to buy.
Advertising on social networks should not be intrusive and aggressive. Don't ignore your followers when putting content on your page. Make sure that what you post matches the desires/dreams/problems of your audience.
Social media advertising: analyze the content and determine what needs to be changed
To understand how aggressive you are in sales, analyze the content on your business page and determine what needs to be changed:
- You include the cost of a product or service in each post by adding a call to sell. It is better to make a publication about the benefits or results of the application. And add at the end of the text a link to your product, service on the site or in the store. Or write that you will send the details to the messenger.
- Your page feed is like an online storefront, where over 80% of the posts are product or service presentations. This also includes posts with "before and after" photos. Such publications are not recommended for more than 40% of all content. Otherwise, people just get tired. Dilute with usefulness, educational content and, in the end, entertainment or motivation.
- You publicize your benefits by comparing yourself to your competitors. A very dangerous strategy, even if you are considered the best in the market. Tell us more about what results, direct or indirect, customers get from working with your brand or company. But the comparison will sooner or later lead to the fact that there is a smarter competitor who will use your words against you.
- You post screenshots of testimonials from clients. It looks strange, sometimes even deceitful. The best review – this is a client post for their friends recommending and tagging your brand. You can add this to the feed, and thank you in the comments. To stimulate such reviews, you can come up with a contest or add them to the loyalty program (made a post – got a bun).
In addition, I advise you to add work with opinion leaders and bloggers to your marketing plan. Or grow them inside your brand so that through blogs or vlogs (video blogs) you can convey information about your brand in an easy form of communication and build the loyalty of your subscribers and customers.
Social media advertising should not be advertising the way we are used to seeing it.
Social media advertising: keep it simple
A very important point: give examples from people's everyday lives when you post about your service or product. For example, share how a lunchtime routine can help you look great at an important meeting in the evening. That is, be as clear and simple as possible. And add more engaging posts like contests or polls. Don't forget that even non-aggressive social media ads should not exceed 40% of all content.
This strategy of building communication with your subscribers and customers will help increase the level of interest in information on your brand or company page, increase organic reach through engagement and reduce the cost of promoting publications.
If you want to learn more about the possibilities of effective use of content, I will be happy to answer questions, as well as develop a strategy and implement it with the help of effective digital content agency INBED.
Galina Larionova:
• Co-founder of effective digital content agency INBED
• Founder of the project about innovations in business Granyts.NET
• Digital Marketing Business Consultant
• Social Media Efficiency Specialist
• Author of the business course "Employ Facebook"
You can talk more about promoting your business in social networks on May 18 at BusinessShot-3.0 – this is the third conference for doctors, owners and top managers of private medical companies.
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