Concise copy sells
It’s all very well being able to target the very people at the core of your business model but are you doing it well? Google (and myriad other) adword sites have been taking vast quantities of money from you for some time now to get your ad in front of your desired audience… facebook and linkedin are quickly catching up… and even twitter is getting on the act but how good is your aim?
The trick of course is identifying who they are and you can sit down and work that out by yourself or with the help of a business coach like Dave Griffin of Business Growth CoPilot or Kyle Newman of Kyle Newman Inc… then see what they are looking for on-line for your goods and services. The google search tool is a great indicator of this so try it and see what they are really saying… you may be a little too close and know your subject far too well to make a true judgement call… (in fact I sincerely hope you do).
Once you know what they are searching for.. think about what they need… or want… and how you can grab their attention with the small number of characters you have… this is your first glance… the 7 second opportunity to get a favourable impression on them that may initiate a click through to what you want to share…
Facebook is great at profile raising within your target market as you only pay when they click but if you have targetted well… a huge chunk of your target market will see your brand and name and it will be once of your 7 or 8 touches of your company before they may be ready to buy. That could be seeing something, hearing something, an advert or logo, talking to you or someone recommending you. Now on the latter… if they are ready to buy now… by placing your advertising in the social sphere you have the opportunity for someone to see and recommend you which is infinitely more powerful than your ad alone…. some research is suggesting social media sky rockets your chances of a sale from 7% to 71%…
There are discussions about whether facebook is less powerful for a business to advertise on than say linkedin which is seen as a far more professional world… but actually I think it does depend on what you are offering. In a relaxed mode (which people are likely to be on facebook) they may be far more receptive to something that is relevant and targetted…. and of course it is a very noisy arena on-line with serious filters a must…
1. Getting the right message is always a good thing… pick just one… it’s much easier to target.
2. Be concise & precise think about what you are saying, keep copy tight, eye catching and relevant
3. Make it visual… pick a great picture to go with the words
4. Make it trackable… there is absolutely no point if you can’t say what came from where… email address, code, telephone number… whatever you use..
5. Try a few variations… then you can pick what worked best… and do it again
6. Try different times of the day, again it gives an indication of what works best
7. Monitor responses regularly to get a picture of what is normal for you then tweak accordingly
8. Follow up all responses in a timely manner… an autoresponder is a great thing to set up
9. Be consistent… we are creatures of habit and like re
gularity… but back to the 7 touches before someone may be ready to buy… if your content and look is consistent you will be nudging your potential client closer each time…
10. Get in to a routine… make your monitoring as regular as your morning coffee or afternoon tea break then it will happen…
Shout if you need a hand or fancy sharing some of the great success stories there are out there… these are very powerful tools if used regularly…
Related articles
- Has social media changed the way we organise our social lives? #socialmedia (essexsocialmediamanagement.co.uk)
- Using Ads within Social Networks – Which Site Works Best? (brighthub.com)
