WHAT REALLY WORKS? |
- Only 20% of Facebook posts generate an emotional response while no ads did.
- Less than 15% of commerce occurs through a website or app.
- For every $92 spent acquiring customers, only $1 is spent converting them.
Wowzer! Kind of shocking isn’t it? Advertising on social media gets mixed results, and people aren’t buying online as much as we thought. There are two good reasons for this:
- People don’t go to social media to shop. They do go to google, which is why pay per click (PPC or AdWords) can be more successful, and why SEO can be important.
- While many businesses may be doing a good job of getting people to their website, they’re not doing much to convert them.
The thing is, a lot of websites and social media communicate to us in a way that is different than the way we communicate to each other in real life. Which means it can be tougher to build trust, especially if communications are too sales-ey or pushy. And, it can be asking a lot to think people will just click and buy because they saw your ad once.
What works is stacking the deck in your favor to build trust:
- Be real, be you, be personable. Give your brand presence some personality. As much as many business owners want to maintain a professional image, they frequently come across cold.
- Ease the path to clicking. It always surprises me to see a “buy now” button above the fold on a home page. Really? I just got there, barely know anything, and they want me to buy already?! Consider changing your call to action to “learn more.”
- I’ve said this a million times, and I’ll say it a million more. Be benefit oriented. Communicate your features in a benefit oriented way. If people know what’s in it for them they’re more interested. When they appreciate the value, they will find the money.
Get started with a complimentary strategy session to discuss a marketing edit for your website.