Welcome back! Let’s get stuck straight into part 2.
Have you been taking full advantage of the holy grail of marketing opportunities? If so, are you 100% sure you’re doing everything to maximize ROI?
Facebook is the mac daddy of the social media world and quite possibly your avenue to a much larger income. Ad campaigns on Facebook allow you to not only build a larger audience faster, but to also propose offers to the loyal followers that you already have.
In part 1 of this series, I provided a step by step methodology to creating boosted posts. Today, I’ll be expanding on that by showing you how to tweak your campaigns so that they absolutely CRUSH it.
Some have asked me why I’m not discussing sidebar ads. Though sidebar ads on Facebook can be profitable, the use of “ad blocker” apps has been rapidly increasing over the years. Sidebar ads won’t even appear to these users because their app will block them upon opening the web page, costing you money.
To me, that is an issue. However, boosted posts are still killing it!
Here is EXACTLY what I’m going to show you today;
- How post length can influence how people interact with your ad
- Why the first words matter the most
- Why videos are the future
- Why you need photos
- 3 simple steps to becoming profitable from day 1
Post Length Matters
If you look online, you’ll probably find a ton of different case studies that discuss experiments that tested the performance of ads based on the length of text.
Here are the results of just a few;
SocialMediaToday reported that posts of 0-70 characters dramatically outperformed pots of 141- and over when it comes to audience engagement.
The shorter posts received over 1,000 “response score” points higher when analyzed by the tracking platform, Track Social.
BlitzMetrics published an outstanding study that they performed by analyzing 120 billion Facebook impressions. The results?
This study shows that posts ranging in the 80-119 range did better than posts that were shorter, which conflicts with the previous chart. So where is the “sweet spot” when it comes to Facebook post length?
Well, there is no general consensus on the “perfect” Facebook post length because there are too many variables to factor in. What does the post say? Who is the post for? What action are you trying to get the audience to take? It may even differ from post to post.
Taken directly from the study:
“Longer posts tend to perform poorly. The ideal interaction being driven by posts is between 100 to 119 characters. Questions tend to drive interaction up by 10 to 20 percent.”
Although companies may not be able to agree on the exact length, what we CAN surmise from these studies is that they generally agree that short posts engage the audience better than long posts.
Grab Your Audience’s Attention with the First Words
According to a study conducted by the National Center for Biotechnology Information, the average human has an attention span of only 8 seconds (down from 12 seconds 15 years ago). To put that into perspective, a goldfish has an average attention span of 9 seconds…
Yes, that means humans have difficulty focusing on one thing at a time. In a digital world like Facebook, where users are inundated with information ranging from blogs, to posts from friends, to videos, etc. it’s become increasingly important to stand out.
Craft your Facebook ads for skim readers by making it short and compelling, and in a way that the first sentence stands out so that they have no other choice but to continue reading.
Let’s take a look at marketing superstar, Frank Kern’s Facebook post;
Look at the first line; “YOU CAN’T BUY THIS (and neither can I)”
That is the perfect way to intrigue readers. I’m willing to bet, that as soon as you read that, you immediately asked, “Well why can’t I buy that car?” or “Frank is a wealthy marketer. Why can’t HE buy that car either?”
He’s got you. In order to satisfy your curiosity, you’ll be compelled to continue reading.
Videos are the Future
In 2014, it was reported that Facebook had surpassed Youtube for monthly video plays with an outrageous 12 billion total views in the month of August.
This is undoubtedly in part to Facebook adding autoplay to videos, which causes them to immediately start playing as a user scrolls down their timeline. This provides marketers with an outstanding opportunity to stand out.
A study produced by the Univerity of Sydney, suggests that unexpected changes in direction of motion attracts attention. This is good news!
As a viewer scrolls down (their otherwise static timeline), and your video begins to play, their eye will automatically be drawn to the movement. Whether they continue to watch the video is dependent on the post and the viewer’s interest in the information, BUT this is an easy way to get your foot in the door.
Of course, this was to be expected…
Facebook CEO, Mark Zuckerberg once stated that Facebook will mostly be video in 5 years, during an interview in 2014.
It seems to be coming true.
Photo Posts are Still Top Dog
Socialbakers analyzed 30,000 brands to find out what types of posts they use to drive the most interaction.
Unequivocally, photos dominated the rest. 75% of all posts contained a photo.
Here’s what they had to say about the “Average Interactions for All Posts”
“By examining the average number of interactions that the different post types received, photos’ dominance becomes even clearer. Firstly, it is essential to segment the monitored pages according to page size. Much larger pages have a wider reach (and often, higher budgets), so it logically follows that each post type would increase its average number of interactions as the size of the pages increase. Photos garner the highest average number of interactions per post for all three page sizes, but it is not until the largest group of pages (1,000,000+) that the difference becomes extreme.”
So what does this mean? Although photo posts and video posts seem to be similar in popularity among smaller brands (photos winning out by a smidgen), larger brands seem to favor photos.
However, if you read Part1 in this series (which I know you did), I mentioned that brands like Nike have completely shifted their marketing endeavors to include videos. Go ahead and look at their Facebook page….ALL videos.
Photo posts are much more affordable and less time consuming than creating a video to share your message and are still the most successful, but it definitely seems as if there is a sort of marketing paradigm shift taking place that favors videos.
Humans process visual information much differently than text.
In the end, what your ads contain will depend solely on how your audience interacts. Some will prefer videos while others will prefer images. As long as you add a visual component into your ad, you should be fine.
The Most Important Info in the Series
Up to now, you’ve been bombarded with a TON of information on how to create a successful Facebook ad. What I’m going to give you next is not backed by studies, does not include fancy graphs, but is 100% actionable info that can make your ads profitable from day 1.
As mentioned in Part 1, some companies, like Nike, create ads for brand awareness. Others link to blog posts. You’ll even see some that take viewers directly to their product page.
There really is no right or wrong way, BUT I am about to show you how a small business with a small budget can make big bucks in a short amount of time;
Step 1: Create a lead magnet
This is an ethical bribe where your target audience trades their contact info for information that you have. This could be anything; a report, ebook, a lesson, exclusive software, etc.
Digital Marketer gave away a swipe file containing headlines for social media.
Within 45 days they had collected over 28,500 leads. That’s insane!
Create something relevant with your niche that you believe your target market would be willing to give up their email address for (which isn’t as easy as it sounds). I’ve found, that instead of guessing what your audience wants, it’s best to simply ask them.
You can do this from your own social media page. If you haven’t built an audience yet, then go to forums where people in your niche congregate and ask. It’s incredibly easy. Just pitch an idea;
Step 2: Create a kickass landing page
Otherwise known as a squeeze page. Use compelling copy to entice viewers to quench their insatiable need for your lead magnet. Creating one is incredibly easy if you use Leadpages. You can literally design a supercharged, functional squeeze page in minutes.
Here’s one that Amy Porterfield created with Lead Pages.
Notice how the copy creates a sense of allure? This is important for the success of your Facebook ad campaigns.
Imagine if Amy said “Hey, I have some Facebook strategies you should give me your email for.”
Even if the strategies were AMAZING, no one would sign up!
So, a stellar landing page is not only necessary for capturing email addresses, but also helps persuade the viewer into accepting your lead magnet.
Step 3: Link your ad to the lead page
This is pretty self-explanatory. You can create diverse ads promoting your lead magnet. Once the viewer signs up, they are part of your sales funnel and you will have the opportunity to market to them via email as much as you’d like.
This will dramatically cut down on marketing costs and improve the chances of acquiring a sale. Without capturing the potential consumer’s email, you’ll have to create an ad for every offer and hope that they make a purchase. That sucks! Once you have their email, it costs absolutely nothing to send them offers daily.
It’s smart business!
There is a lot involved with Facebook marketing. Much of the minutia can be figured out with a bit of testing. Hopefully you enjoyed this series. I plan on creating many more like it just for you. My goal is to help you make money, while cutting down on the learning curve. Right now, you should have everything you need to create a profitable Facebook ad. Good luck!
Let me know what you think in the comment section below…