PPC and click-through on social media platforms
Social media platforms a often praised amongst marketers for their free traffic, or for PPC marketers, very inexpensive traffic, and ease of operation.
Offering access to millions of different demographics and communities, the sheer quantity of prospective customers and clients available through social media make the most popular platforms a great resource for marketers. However, there is one problem with social media advertising: the click-through rate. While there are large audiences on offer and equally large payouts for great marketers, generating enthusiasm and the “buy reflex” through social media is incredibly difficult. From unclicked social media advertisements to ignored in-tweet linking, marketers are often forced to get by with low audience enthusiasm and lukewarm online influence.
However, there are some quick optimizations to increase click-through rate that a lot of social media marketers can employ right now.
Whether you market through social media PPC platforms or directly
through the service itself, apply these optimizations to your campaigns
and you should see an immediate increase in audience click-through
1) Advertising on Facebook? Use images
Text-only Facebook advertisements are wildly ineffective and a complete
waste of time for marketers. While the occasional interested prospect
might click and view your offer, product, or service, most people will
skim over the advertisement without a second thought.
When you are competing for attention on social media platforms, it is
all about being noticed. Add an exciting image and you'll draw
attention to your advertisement, instead of fishing for views and
clicks from uninterested users.
2) If you are advertising a social website, use ranks, stars, and on-image details
This small change takes five minutes and can boost your click-through
rate significantly. If you are marketing a social website on Facebook,
MySpace, or another social media platform, add some small details to
your image to imitate the look of a social media profile. For example,
if you are advertising memberships to a “Hot or Not” style dating
website, add stars, a rating bar, or other details to your advertising
image to make it appear more like a dating profile.
3) It is all about the headline
Eye-monitoring and click-tracking studies have shown that users
typically do not care so much about body content, and care a lot about
the headline. Whether you are marketing through social media
advertising or the service itself, crafting a good headline can help
you improve ROI, increase the amount of visitors to your off-site web
resources, and prime prospective customers for a sale.
4) Make your social media profile personal
If you are marketing your own business, do not name your profile after
your business, but after yourself. Few people will listen to a profile
named “Cheap Shoes”, but thousands are willing to listen once you add
personality to your profile. Leave bland social media marketing to
other advertisers, and give your profile a name like “Mike @ Cheap
Shoes” that makes direct contact more natural.
5) Build influence within your marketing communities
Twitter is the perfect example of a community website that is built on
influence. Celebrity profiles gain followers quickly, while die-hard
marketers often struggle to generate hundreds of followers. The
difference is that celebrities tend to interact with the community and
share value, while marketers often start selling straight away. Before
you offer commercial links, give something back to the community and
gain valuable influence. It might cost time initially, but as a
long-term marketing method, influence always pays off.