Too many marketers believe that the practices that work best in some mediums are ideal for social media. Unfortunately, that simply isn’t the case. If you got a great ad working on Google Adwords, you can’t expect it to work on social media.
Here are some reasons social media marketing is different and what practices you should follow.
1. Ads Must Grab the User’s Attention
When someone is looking for information on Google or Bing, they know what they want. They are going out of their way to find your content, so you don’t have to work hard to get their attention.
On the other hand, social media marketing is a form of interruption marketing. The user isn’t usually expecting to see your ad, so you need to really to work hard to grab their attention.
This is why ads you see on Facebook and Instagram tend to use more emotionally charged language and unique images to grab the user’s attention.
For example, if a user was searching for a company offering health insurance quotes on Google, the following ad copy may work:
“Most Affordable Health Plans in TX”
However, with social media marketing, you may find that the following ad copy will work better:
“TX Residents Save $100s on Health Insurance With One Simple Trick!”
Okay, that headline is probably a little longer than advertising platforms would allow, but you get the point. You have to use copy that really plays to people’s emotions instead of simply highlighting the benefits.
2. You Must Work Harder to Build Trust
With interruption marketing, people aren’t usually in the same decision-making mindset as people that are actively searching for the product. They may not know that they want it yet, so you must work harder to build their trust.
This process is two-tiered. First, you need to create a landing page that focuses on generating leads. Rather than getting someone to make a purchase, it is usually best to encourage them to opt-in to a mailing list or request a quote. After that, you can gradually nurture the lead.
Your ad copy must be consistent with your conversion goal. Rather than trying to get people to make a purchase, you will want to encourage them to signup or submit a quote on the following page.
3. Use Social Proof
Keep in mind that people tend to have a tribalistic mindset on social media. They enjoy feeling like they are part of an in-group. Your ad copy should make them feel as if all of their friends are interested in what you have to offer. Of course, you can’t be blatantly misleading, but it’s a good idea to use copy that makes them feel like they are part of the pack.