Facebook still stands as the biggest of all the social media platforms. The one with the most users and, arguably, the best chance to reach more customers than anywhere else. However, that doesn’t mean that every ad on Facebook will be a success.
There is a huge amount of competition on the platform to create the best ad, to appear to the right people at the right time, and to actually make a sale. Your ad copy plays a crucial role in this, so read on to discover our 5 top tips for how you can craft engaging copy that will actually convert…
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Know your goal
You cannot create copy that will succeed if you don’t know what it is that you want to achieve. You need a clear picture of what it is that you want to happen and how you will get there.
Are you aiming for immediate sales? To capture your audience’s interest, raise brand awareness or gain leads?
Once you know this, you and your social media marketing agency can craft a strategy to make it happen.
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Know your audience
It is also essential that you know who your audience is and how you can appeal to them. Think about who best benefits from your product or what problems you are solving, and then express that to your target market.
Your copy should be highly relevant to your target audience, not vaguely written to appeal to the masses.
The more specific and personal you can be, the greater the chance of a conversion. Facebook ads can be targeted at certain demographics, people that you have sold to before, or those you hope to entice into your sales funnel. Your copy should reflect the wants and needs of your audience if your ad hopes to succeed.
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Create the right offer
As well as targeting your ideal audience, you should create a compelling offer that will give them a reason to convert. Remember, it is not about you alone in a vacuum. You should be demonstrating why you are good for them.
Throughout the history of social media, the most successful ads have been those that provide a clear offer and value to the customer.
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Remember that less is often more
Truly engaging copy in Facebook ads is often short, clear and concise. You don’t need to write an essay convincing your target audience of your worth, or to use dense language to prove your authority on a subject.
For the most part, your writing should be scannable, with short, to the point paragraphs, and simple language to state your case.
Engage your audience with snappy phrases and bullet points to make it clear exactly what you are offering, and how it will benefit your audience – without using 50 words when 10 would do.
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Include a clear CTA
One of the biggest keys to conversions is to actually ask for them. People are more likely to follow directions if you provide them in a manner that is easy to follow.
You don’t ask, you don’t get, right?
Use short but direct language with immediacy. For example, ‘click here’, ‘sign up today’, ‘watch now’, ‘gain access’ and so on.
Follow these tips for engagement and give people somewhere to click, you are more likely to gain conversions with your ad.
