When posting ads on social media the first thing I tell people is that you’re “clogging” people’s feed. That means people are scrolling through photos of friends, family and loved ones. Users are relaxing and destressing from a hard day at work or school and want to unwind. Therefore, direct hard selling whether it be Facebook or Instagram or LinkedIn doesn’t work.
Provide An Offer
One strategy is to write an ad that provides an offer. Whether it be a virtual coupon or a free resource guide you are giving something away, which provides value. Every industry is different, but think what you can give away in order to entice or build trust with a stranger. If you are a software offer a free trial, if you are a real estate broker, offer a buyer or sellers guide. The possibilities are endless, but think about what you can give away that would catch your attention if you were anxiously scrolling through your feed.
How To Write The Ad
There are different ways to write an offer ad. If you are offering content, you can use what is called a “lead ad”. In a lead ad, you can create a contact form and have user’s fill out the form in exchange for your content. You can collect that information and call or email at a later date to follow up.
You can also use a message ad. In a message ad, you have people message you for a coupon code or offer. It can then open up a dialogue. This helps the user’s feel connected to your brand.
Another way is if you have a printable coupon on your website. You drive traffic to your website and optimize towards coupon downloads. What strategy you use is determined by what is the best fit for your business. If you can’t be on your phone answering messages all day, then a message ad may not be the best fit. If you don’t have a strong website with a clear offer action, then driving traffic to your website may not be the best fit.
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