Due to the potential Social Media has, such as viral spread, many companies are pouring large amounts of money into advertising, only to become frustrated due to the low conversion rates and/or purchases.
If we look at some of the statistics we find on Social Media, 92% of people trust recommendation from a peer and 70% trust a recommendation from someone they don’t even know.
Yet what many companies are not considering is that an Advert is a forced recommendation, it is pushed out in front of them; Advertising and other PAID Social Proof have less than 40% trust level due to this.
Also, when companies advertise we see them mainly redirect people to their website, this adds to the reduction of trust, as if you can keep people within the Facebook platform, it helps retain the trust of that environment.
With website pages (Landing Pages) people are sent to, we find the following mistakes:
- Landing Page
Don’t use your Homepage as the Landing Page, as it will usually have too many distractions reducing your conversions and action taken. You need a dedicated page with One Call to Action, this allows you to measure
Social Media platforms such as Facebook allow you to track traffic on your website, meaning you can track what action or in-action they have taken, and you can re-advertise to those who previously clicked on your advert yet didn’t take any action.
- Landing Page Relevance
You need a dedicated page that is customised to the advert, especially using keywords specific to the advert as this will help reduce the price of the Ads.
You should have testimonials as it adds a level of trust, not as much as Social Media recommendation, yet it may be close.
- Associations/Media Mentions
If you are part of any associations or mentioned in any media, add their logos; this again adds a level of trust especially if the people can recognise the Logos.
This is just the start of optimising your marketing campaigns, always Split-Test, Measure and Repeat to determine what your audience reacts to the best, as one method may work for others, yet not your business, yet the above if a good basis to start with.