Most businesses have two main goals when posting on Facebook, engagement or conversions.
Whilst both metrics are important, if you want users to take specific actions after reading your Facebook posts, like sign up to your newsletter or leave a review, it's important to get the key ingredients right in order to create a post with a high conversation rate.
Eye-catching Visuals
Over the last couple of years, businesses have had to work harder to be seen on Facebook by their target audience which is why it's become even more important to include standout visuals, whether that's a static image, video or GIF. Here are a few things to consider when choosing visuals for your Facebook post:
The right size - Low-res images don't give off a good first impression and often results in a lack of clicks. Facebook, like all other social media platforms, have guidelines and specifications that will tell you what the optimum sizes are for different types of media.
Images with limited text - If you're adding text to an image or graphic, remember, less is more. Images with more than 20% text have reduced delivery meaning, fewer people will see and interact with your posts. Facebook has an image text checker that will tell you the percentage of text on a given image.
Avoid stock images - Posts that include original images or graphics always preform before than stock images. Stock images are usually easy to spot and can be too generic for your brand or message.
Be bold - If you're creating graphics to accompany your Facebook post, make sure to be bold with your choice of colours. Contrasting colours will help your image to stand out from the crowded newsfeed result in higher engagement and a higher conversation rate.
Mobile is king - The vast majority of Facebook users use mobile devices to access the platform,. Whatever visuals you choose, make sure to test on a mobile device before posting.
gripping Post Copy
In order to create a high converting Facebook post, you need to make sure the post copy is gripping. Ok, so we're not all content writers but always keep post copy, simple, clear and to the point.
A big mistake a lot of businesses make is using industry jargon that doesn't make sense to the average joe. On top of putting off users from reading and clicking onto your post, too much industry terminology or marketing talk can result in your post being pushed to the bottom of the pile by the Facebook algorithum.
It's also really important to capture your business tone of voice whether that's friendly, informal or professional. Your target audience will feel more connected and engaged when reading the copy.
Always think about the length of the post copy. Traditionally, shorter posts have always performed before as social media users tend to have shorter attention spans, however, posts with long copy can perform well too. Ultimately, it all depends on the post and your audience. If you want to find out the preferred post length by your target audience, test and measure!
Strong call-to-action
The most important part of a high converting Facebook post in including a strong call-to-action. If you write a post and don't make it clear what you want your target audience to do, they won't know what to do either.
Whether you’re looking for sales, website traffic or even engagement, you’re not going to get it if you don’t invite it. Power verbs like Sign up, Download, Subscribe, Reserve, and Click put Facebook users into action after seeing your post.
Adding urgency can help. For example, “Only a few places left. Reserve your trial today.” If the trial is free, that might be worth mentioning, too.
A call to action should give your post and its readers purpose. But remember not to overdo it. Too many call to actions can lead to decision fatigue. One call to action per post is generally a good rule to follow.
Irresistible incentive
A call to action is only as good as its incentive. If you can’t give someone at least one good reason to visit your website, download your app, or subscribe to your newsletter, then you shouldn’t ask.
An incentive can mean a few things. It could include customers receiving benefits for becoming a member. It could be the opportunity to learn more about the unique features of a product you’ve launched or maybe your customers gaining access to educational content upon signing up to your newsletter.
Before creating your Facebook post, you should already know your customer's needs and wants and the incentive you choose should reflect that. If your incentive appeals to specific pain points or desires of your target audience, it's more likely to work!
If you're not too sure what those needs and wants are, look at your best performing post and look into your audience insights to see what their interests are.
Thanks for reading my Avem blog! If you need any help with your social media or content marketing, get in touch! You can call us on 01423 714984 or drop us an email: hello@avemmarketing.com.
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