You might be an internet marketer looking to promote your products or building your list, either way you must have an awesome landing page and high conversion rate. And if you haven’t found your desired WordPress landing page theme then you have came to the right place for the solution. Themify have built an amazing WordPress landing page theme for you which come with 23 Pre-designed Layouts. Amazing part is it comes with drag and drop builder, you can easily build your desired layout within minutes. Lets explore the theme.
The themes comes in handy if you are not a developer, with the 23 pre-made layouts. Just choose the layout and you are ready to go.
You can more layout Layout
After installing the theme you will see a new menu “Landing” in admin area. Go to Theme Settings->Demo Import menu to import default layout.
In Settings option you will get all the necessary option to setup your layout:
Go to Builders Layout menu to find the pre-made layouts. Just select a page and go to edit to see how you can build page by drag and drop module:
One Minor Con:
Though this might not be an issue for many users, but I found some options a little bit difficult to adjust. Like i feel “Theme options” could me moved over to the Settings page. I found this a little less user friendly specially for the novice.
All in all this is an excellent landing page theme. Go grab this WordPress landing page theme now and be an superstar inter marketer fast.
Craigslist has been around since 1996. It’s one of the most long lived and consistently used websites in the world. But just how popular is it?
The kind of popular that consistently gets 20 billion monthly page views. Yes, that’s billion with a “b”. That number of page views represents over 70 countries around the world and around 700 local Craigslist sub domains. That’s a whole lot of eyeballs that could be looking at your listing and visiting your website, calling your office, or interacting with your brand as a result.
But isn’t Craigslist mostly just adult ads, creepy personals, and crummy job listings? Well, to be fair, yes those things do exist on the site in abundance. However, that doesn’t mean using the site in a smart way can’t generate some positive results.
How to Know if Craigslist is a Good Marketing Option for You
The core idea behind Craigslist is that it provides an online alternative to local listings. It’s important to keep that in mind when deciding whether or not marketing on Craigslist will be good for your business. Some enterprises are just not best suited for that environment. But a lot are!
If you’re wondering whether or not your business could benefit from marketing on Craigslist, you can start by asking yourself, “Would I benefit from a listing in my local newspaper?” (back when those were a much bigger deal) If the answer is yes, great! Proceed to the best practices below. If the answer is no, consider another question, “Would I want the ability to put a local listing in any any newspaper in any country in the world?”
Chances are you’ll find more value in the second proposition that the first. After all, thanks to the internet, many of us work from home and our customers are not necessarily concentrated in our physical location. But everyone has local interests and if they can come across your posting while they’re searching for a relevant listing in their area, then that works just as well!
You can use Craigslist to market in-person or virtual training/tutoring, workshops, consulting, affiliate marketing, and more. You can test different cities or regions to gauge where there is the most interest for your type of product.
To do that effectively, follow the Craigslist marketing best practices below.
Craigslist Marketing Best Practices
Whether you’re selling products/services for a local market or digital products/services for nowhere in particular, there are a few best practices you can follow to get the most out of Craigslist.
Write a Great Headline
Write great copy in general. This site is so heavily weighted towards text that you cannot ignore the importance of precise, even beautiful, language. Granted, you don’t come across those things too often on Craigslist but when you do it really stands out.
I’d recommend checking out this post series from Copyblogger. It’s geared towards writing great blog post headlines but the principles are the same.
Include Keywords in Body Text
The search functionality on Craigslist is first and foremost about recency and then filtered by keywords. That means your title and body text should both be keyword rich. We’ll focus on keeping thing recent in the tips below.
Use High Quality Photos
Adding a photo to your posts, of even average quality, will increase its effectiveness. But using high quality photos will set you above even the other ads who bothered to add a photo at all.
You don’t need to have a great camera to get high quality photos. Most recent smartphones have relatively great cameras. Focusing on simple lighting and composition will go a very long way.
Provide Contact Information
This might sound like a no-brainer but some people just will not respond to the default Craigslist reply email address. So try to also offer a separate email address or even a phone number. If you don’t want to give out your own phone number (or even that of your business) in that environment, then try using a VOIP service to set up a digital voicemail.
Link Out (But Not to a Paywall or Product Page)
Be sure to link out to your website or relevant social channel. Try not to go overboard on the links though, as the less options you have the more likely you are to get just the conversions you want. Also, don’t link directly to a sales page or product page as this may get you flagged as spam.
Pay Attention to Your Post’s Writing Style & Formatting
Any time you are writing for the web–whether it’s a blog post, status update, or Craigslist ad–you should be aware of your text formatting and writing style. Write in short, clear sentences. Keep paragraphs to around three sentences. And keep the insider jargon to an absolute minimum.
Post Often (But Within the Regulations)
A great way to get flagged on Craigslist is to post the same ad in the same place within 48 hours of the original posting. Instead, create a posting schedule for yourself using a spreadsheet or your calendar and create a new ad at the earliest time slots possible within Craigslist’s guidelines.
Clean Up After Yourself
This best practices goes hand in hand with the one last one above. If you want to look like a spammer, then a good way to do that is by leaving all of your old postings up on Craigslist. This will result in anyone who is searching through a category archive to come across the exact same ad over and over again.
Instead, clean up after yourself. Leave day or two’s worth of ads up but delete everything older. This will make your postings seem more urgent (as they’re more recent) and increase the likelihood of getting the response you’re after.
Mix It Up
Don’t write-up just one ad. Come up with a handful of variations on your original idea. This will do a few things for you. First, your copy will get better the more times you write it. The first few ads will probably be pretty bad, but somewhere along the way you will probably hit a good flow and turn out something nice.
Secondly, this will allow you to post more often across different categories without immediately standing out as a heavy poster. Users will be more likely to read your ads and take them seriously this way.
And finally, mixing it up with variant ads allows you to use our final best practice more advantageously.
Track, Measure, Test, & Repeat
Last, but certainly not least, we have our assessment stage. The important thing about this best practice is that it turns everything you did above into a rough draft. A first try.
A lot of times people will experiment with a new marketing strategy and if it doesn’t do great right away they give up and quit using it. To me, that’s like quitting track because you can’t run a fast mile your first try. It’s a process! And processes need refining.
So come up with a way of measuring your success, take notes on which variant ads perform best, and make the necessary changes needed in order to achieve incremental improvement.
Craigslist, believe it or not, is actually a lot more than the internet’s playground for weirdos, broke college kids, and those with too many pieces of old furniture. When used correctly it can yield traffic, leads, and clients across a wide range of interests and professions. Following the best practices above, will take you a long way towards success in terms of Craigslist marketing.
Do you use Craigslist to market your business? If so, we’d love to hear about the tips and tricks you’ve learned along the way. Please take a moment to share them with the whole community in the comment’s section below.
Additionally, feel free to share what you love or hate about Craigslist postings and cite examples of the kinds of ads you would respond to.
Email marketing is a fantastic way for you to keep in touch with your customers, learn about them, and create a loyal relationship between the two of you. It can be planned so that your customers receive your message at a specific time and that message is delivered right into their personal space: their inboxes.
Not many other marketing activities are such good all-rounders. With social media, it’s based on luck whether your message is seen or lost into the abyss that is a homepage feed. Direct mail sent via post is very personal, but it’s hard to measure the results. And your website could be top dollar when it comes to content, but it’s the decision of your customer whether to visit it or not.
So how do you make sure you’re using this fantastic marketing tool to its full potential? I’ve written five tips below that I’ve found to be essential when it comes to effective email marketing campaigns.
1. The Objective Of Email Marketing: Relationship Building Not Spam
If you’ve just discovered the magic of email marketing, don’t get overly excited and blast a message to all of your customers. Email marketing has garnered a bad reputation from spammers: those who send irrelevant emails, or possibly even phishing emails to get your bank details, and those who send multiple emails a day – usually without having sought permission from you to send you information.
Don’t be a spammer. You can segment your customers into lists, which we’ll get into later. This allows you to tailor the content of your email to certain customers, rather than sending all of your customers every single thing you want to say or item you want to promote.
Also make sure the language of your emails comes across as professional but friendly. You want your customers to trust what you’re saying as well as generate a warm feeling toward your brand. The objective is to build a relationship with your customer and you won’t get this if your language is all about sales promotions and how great your company is. Focus instead on how your customer can benefit from buying from you.
2. The Power Of Data
A huge positive for email marketing is the ability to collect data and then use what you know about your customer to build a relationship with them. You only get this chance through direct marketing and email is a great tool since it’s quick and easy to use.
Initially, your customers give you their email address for you to send them information. This first step in the relationship is actually a huge leap, as it signifies that the customer wants to hear more from you. You can obtain a few more bits of information on sign up too, such as their age and gender. You can then use this to send them more relevant communications.
You can also use this data to personalize your emails. The most obvious way to do this would be to add the customer’s name into the subject line or introduction to catch their attention. But be careful about too much personalization, especially early on in the relationship. Customers are wary of spammers or of having their data shared across the internet. So sending a special offer for the customer’s birthday is perfectly fine, but displaying their age might just freak them out a little.
3. The Design And Message: It’s More Than Just A Pretty Template
Looks do count, but you need to put some thought into what you want your email to do. Go back to point one above and think about the objective of your email and then build this into the message. What action do you want your customers to take? Tell them!
You’ll need a good design and engaging copy to get their attention – this includes the subject line to get past the first hurdle of opening the email and the headline or “above the fold,” which is the space you first see upon opening the email without scrolling. But you also need to make sure the main body of the message tells them what to do next. You can even do this visually with a call-to-action button.
This could be a link to a page containing your sales products, a landing page explaining further details about your service, or a blog post updating customers on the latest news. Just make sure that your customers know that you’ve sent them this email to encourage them to visit the page and that the page is relevant to your email. Overall, it needs to be a tailored piece of communication, rather than just throwing out some information in the hope that your customers will visit your website.
A couple of other design points include adding your social media links so that your customers can share your message, which is great for reaching more prospects. It also gives your customers the chance to build your relationship further if they choose to on another platform.
Also, make sure your email includes a message to add the “from” email address to their safe senders list to avoid it jumping into the spam box. And of course, you’ll need an unsubscribe option. This is legal but it also makes it clear to your customers that they’re in this relationship through their own choosing.
4. Learn From Your Results
Seeing the results of your email marketing campaign is the exciting part. There are the basics of how many people received, opened, and clicked through your emails – data which you should record and compare against each campaign to track its performance.
Email service providers like MailChimp and Aweber will go into more detail. You can often see visually where people have clicked, which can inform you how to layout your email and what type of content you should be including on your emails.
You can also drill down into the data for individuals so that you can build up a picture of their behaviors and preferences. Let’s say you’re an outdoor clothing retailer and your emails contain a variety of products on offer. If someone is only interested in biking gear, which you can see from the links that they’ve clicked, then there’s no point in sending them an email specifically about skiing clothes and equipment. You’ll get a much larger response rate and return on investment if you lump your biking enthusiasts into one pot and send them bike-specific content.
This level of detail in the data requires some work by a person with a technical mind and data analytics skill-set, but it’s well worth the investment. Once you know your customers, you can simply segment them into different mailing lists and select which message they are going to receive. It works for price sensitivity, lifecycle stage, and demographics too.
5. Test Away!
Of course you need to test your email on different devices and browsers before you blast it out to thousands of customers, but that’s not what I’m getting at in this point. Just like with your results, I’m talking about creating tests and learning from them.
For instance, if you have a new offer that you’d like to test, you can’t send this offer AND have a different background image on your test email to your original email, otherwise you won’t know if it’s your offer or image that’s created the difference. Similarly, if you want to change your email design, you’ll need to keep the original design and test just one new design at a time to make the test against the old design fair.
Testing also allows you to find out what works best for your brand. Search the internet for “best time to send a marketing email” and your search results will come back with many conflicting answers. The problem is that those times work best for the author or the sample that a study was completed on, but that’s not necessarily best for you.
So set up a test by sending the same email to different sets of data with a similar profile at various points throughout the day or week and this will give you a good indication of your most effective time.
There’s an animation doing the rounds at the moment comparing the 80s to the present, where in the 80s we were sick of receiving paper letters through the door but loved seeing an email pop up in our inboxes. Now, it’s the exact opposite.
As we’ve moved to these digital times, it is trickier to get your email and message seen above everyone else’s. This is especially so when you throw in the advertising and social media messages that your customers see online on a day-to-day basis.
But if you do it right, it’s incredibly an incredibly value tool for not only promoting your message and delivering it right underneath your customer’s nose, but for learning about your offer, brand, and most importantly; your customers. Build that relationship with your customers and they’ll keep coming back for more.
Have you ever landed on a web page, started reading the content only to be interrupted by a pop up or distracted by a link to a landing page advertising a free product if you enter your email address? That’s a squeeze page.
It’s called “squeeze” as the customer is intentionally squeezed through a sales funnel to this landing page. Or alternatively, it’s a way of squeezing customer’s email addresses out of them!
Initially the interruption from what you originally went to the site to read can be annoying. But then you see what is being offered to you and it turns out to be totally worth it. All you need to do is give away your email address – usually with the acceptance that you’ll be marketed to – and you’ll get a free eBook, an email series of useful information, or “subscriber exclusive” video content, for instance.
And for the marketer, it’s a really valuable tool. Setting up the free product will take a little bit of time and investment to make sure it’s a worthwhile product to send out. But then the data you get as a return is like gold. Once you have prospects’ email addresses, you can build a relationship with them through your email marketing, leading to the ultimate goal of a sale.
The Squeeze Page Offer
The free product that’s offered on a squeeze page needs to be something that can be sent via email. The whole idea of the offer is that it is an exchange of information and therefore an email address is required to be able to view the product.
A link to a video that’s freely available on YouTube wouldn’t work, since your readers will be savvy and know that they can simply search for it online themselves. They may question why you’re collecting email addresses when it appears you don’t need to use them. Also, sending something via email rather than to a location where anybody can access it gives the product a feeling of exclusivity. This is a great start to a customer-supplier relationship.
Good examples of squeeze page products are an eBook on a topic related to the product or service you sell online; a white paper that gives insights into the industry that your customer is interested in; a report with industry research statistics; a discount; or a series of informative emails that make up a course.
When so much information is free online these days – from written to video content – it’s important to communicate why this product is different and why it’s worth signing up for.
One of the best ways to do this is to go down the series email route. This allows you to send many emails, which will build your relationship as your reader gets used to receiving information from you. Since the content will be sent out over a series, it makes digesting that content easier than if it were all to be sent in one go. This makes email series more beneficial than white papers (however, bear in mind that certain audiences, like businesses, appreciate the hefty amount of information that’s supplied in a white paper).
The Elements Of A Good Squeeze Page
The design of the page needs to focus your reader’s attention on the offer and the offer only. Distracting pieces of content should be avoided. This includes links to other websites or even other pages within your site. You don’t want to navigate your readers away and risk losing them and their sought-after email address.
Instead, the page should make it clear what you want your customers to do. A squeeze page isn’t about tricking your readers; the exchange of information is a transparent transaction. So the content should almost suggest that the reader take the offer or leave it and move to another page. A time limit to the offer can help with this.
However there are some good ways of adding content that will assist in encouraging sign ups. Adding a widget to social media sites is a great way to show who of the reader’s friends are fans of the site, or statistics that show how many people have already benefitted from your product. Both encourage the reader to join too. You can also add a well-executed video explaining the benefits of signing up, rather than letting the copy do the talking.
Keep the sign up form simple and ask for the bare minimum. Asking for too much too soon is a sure fire way to scare readers off. Instead, lead them to a thank you page that asks for more details and let them add this once you’ve safely got their email address. But do try to get the information as the more you know about your customer, the better relationship you can build by sending them more tailored marketing emails.
Squeeze Page Formats
One example of doing this well is through a pop up squeeze page. The reader is forced to click on the X to remove it from the page they were originally reading, thereby giving them the take it or leave it offer.
Just make sure that it is easy to remove with a large and clear X, otherwise the interruption could lead to a negative user experience. This is especially so if your website isn’t responsive (which, by the way, it should be in this digital age), as it’s hard to move the page to where it needs to be to click on the X.
The alternative is to set your homepage as the squeeze page, also known as a splash page, so that users who first come to your site are greeted with your offer. Make sure you make it clear that the splash page isn’t your “real” home page by using a link to go to the home page in case those who aren’t interested in the offer simply navigate away from your site completely.
It’s also a good idea to add a cookie so that regular readers don’t get to your site via the splash page every time.
However you decide to deliver your squeeze page, make sure the reader receives their free product as soon as possible. It’s an unfair relationship if they give and then don’t get something back until later. This is where an autoresponder tool comes in handy, which you can use with many email service providers or plugins.
How To Create Your Own Squeeze Page With WordPress
One option is to use a specific theme for squeeze pages. SqueezeMe is the only one available on the WordPress theme section. It is a one-page site that’s very simple but has full WordPress functionality, so you can add a blog and other bits to the site. However, the example provided isn’t the best example of a squeeze page as it looks rather “salesy” with a dubious product.
Another theme that includes the ability to add squeeze pages is Current. This is a well-designed theme for any website, however it has the extra benefit of featuring a Page Builder integration. This makes building pages incredibly easy with the drag and drop feature, meaning a squeeze page is an easy addition to your site.
The theme was built with app and software products in mind, but it is equally good for simple websites and blogs. It’s selling point is the large header space, which you can use to showcase a product to customers immediately upon opening your site.
Also check out Estate for similar features. Created by Site Origin, it’s the epitome of their extreme simplicity style – it’s essentially a blank canvas on which to build your website. The options available to customize your site means it’s simple, but powerful. Use the widgets to add videos, images, and price tables, for example.
If you’d prefer to stick to your current theme, you can simply opt for a plugin. As with all plugins, this allows you to build your site as you’d like it by having a base design through your chosen theme and picking and choosing what extra bits you’d like through the plugins.
WP Lead Plus Free Squeeze Page Creator is a really good option as it makes creating and editing a squeeze page a breeze. It has a one-page autoresponder feature, so you just need to plugin the code and you don’t need to worry about sending the communications. You’re able to add your logo or choose a background, plus choose one of the 20 stunning template options. You can integrate with Facebook to allow your readers to leave comments. You’re able to check your conversion results through the analysis feature.
The performance of the squeeze page itself is fantastic. You have multiple choices of where to place your pop up across different pages of your website. The pop up can be unblockable and the opt in can be a two-step process, increasing your conversion. Choose to allow the pop up to appear on exit intention or after a specific amount of time.
A similar plugin for the pop up option is Bueno Gato Free Popup Creator. The creator promises to provide pop ups that won’t annoy people, which can be used to build your email list and offer your newsletter. You can set where the pop up will appear on the screen really easily – you edit the pop up as you see it. The pop up won’t get caught by ad filters as it’s unblockable, plus it’s responsive to any screen size.
Other plugins that have been designed for easily building landing pages and are suitable for squeeze pages include MiniMax – Page Layout Builder. It allows you to track the success of the page, create AB tests, and design pages without coding knowledge that work with your existing theme. It’s particularly great for beginners as it has a drag and drop feature. You can add sliders, galleries, drop-down menus, testimonials, and many more options without any coding or html knowledge.
WordPress Landing Pages is very similar but has the added benefit of allowing you to pre-populate forms. The creators are offering a growing number of third-party add ons to enhance your experience even further. If you have some design or developer knowledge, you’ll be happy to know it’s extendable with a number of actions, filters, and hooks available to use. It’s plugin agnostic, so you can choose whichever form plugin you’d like.
Finally, if you want to build your own landing page, using the plugin WP Easy Columns with an existing theme means you can create a grid layout or magazine style website with a huge number of columns. For squeeze pages, this means you can add a newsletter sign up in the column of existing pages.
For whatever page option you choose, squeeze pages are a great addition to your site if you want to build your email list. Email addresses are so valuable and collecting them should be part of your marketing strategy if you want to build a relationship with your existing readers and customers, and for promoting your product or service to new ones.
Encouraging your readers to part with their email address can be tough. They need to choose to do so, and offering a free product in exchange is good start to your relationship. As discussed, this could be a one-off or a series of information – the important thing to remember is that it has to be useful, otherwise the exchange won’t feel equal.
The other key part of this strategy is to make sure your readers see that this exchange is an offer. There’s no use in spending your resources setting up the product and autoresponder if no one sees it! Whether you choose a separate landing page and use a plugin to build the different features of this page, or a pop up from a plugin, make sure it’s appropriate for your audience. You’ll know if it works by the sign up rate, which you’ll be able to see from the statistics in the plugin.
WordPress has so many options for customizing your site, including plugins, so use this freedom to add a squeeze page and see the start of many new customer relationships.
Now I want to hear from you. Do you use squeeze pages on your site? How have you implemented them? I want the details!
Facebook ads. They’re considered one of the darlings of social media advertisements. Marketers love to rave about their Facebook marketing budgets, droning endlessly on about fan likes, comment numbers, and greater engagement.
Though you can gain a lot of engagement and valuable market information by running Facebook ads, don’t expect to sell much. The dismal conversion rate faced by many businesses advertising on Facebook makes sense – people come to socialize, and aren’t necessarily in business or purchase mode.
More and more marketers are seeing disappointing conversion results with Facebook ads. While they aren’t abandoning their brand pages, it seems like Facebook ads are not living up to expectations.
There are several reports purporting Facebook ads as a colossal waste of money. Several major brands have pulled out in response to these reports during the last few years, while analysts have linked the reaction to the failure of the Menlo Park, California-based social network to drive sales.
So, should you, the web designer, pull out too? And spend your money elsewhere?
If you don’t want to invest time learning about customer persona and how to influence their decision making process with Facebook ads, then I would say yes.
But I bet you don’t want to quit. You want to know why Facebook ads underperform when it comes to getting more paying clients. And you certainly want to know the secret behind influencing purchase decisions with Facebook ads.
Actually, they don’t always underperform.
Tough Mudder has enjoyed a great ROI with Facebook advertisements. Eco-friendly jewelry retailer Alex and Ani increased their ROI by 80 percent and enjoyed a 4338 percent revenue boost within 6 months of using optimized Facebook ad campaigns.
And there’s no secret. If you’re failing to gain clients, you’re probably using Facebook ads as if it’s still 2012. Here’s what you should be doing differently:
1. Use Custom and Lookalike Audiences
With Facebook ads, it’s easy to target a wide range of audiences, but this strategy is ineffective. Facebook Custom and Lookalike audiences help in identifying, enticing, and retaining high-quality clients with more precision.
Custom audiences allow you to create Facebook ads that are targeted towards your existing audiences.
You simply need to upload Facebook User IDs, email addresses, mobile IDs or phone numbers of your audiences in a CSV file or enter them in a custom list. (MailChimp can also be used).
Facebook then matches the file with profiles in its database and presents you a ‘Custom Audience’ set that can be used for ad targeting. This allows for tightly focused advertising to reach current customers as well as attract new ones.
Note: I recommend MailChimp import as Facebook only allows user IDs and mobile IDs of people who use your Facebook application, so you need to create an application using Facebook SDK before leveraging this feature. If you’re familiar with app development and SDK use (unlike me), you can use all the features.
Web designers can also use Custom Audience retargeting. This works after you insert a tracking pixel on your site.
The code needs to be placed before the closing head tag in your web page’s HTML file. If your site has header.php, place the code there. You’ll then be able to create targeted audiences based on web pages visitors have viewed. This option doesn’t require you to know the email address of users. Facebook will then generate different lists to target. Here’s an example of a list of all people who’ve visited your site in the past 30 days.
Lastly, Custom Audiences feature can be used to target ads to people who use your mobile app based on their behaviors within the app.
So with Facebook ads, you can roll out ads to your current audiences, or exclude those audiences to try to attract new clients with marketing campaigns and special deals.
Overall, Custom Audiences are a great way to:
- Lead people down the sales funnel
- Retarget visitors to your sales page to increase conversions
- Convert people who don’t open your emails
- Recover lost customers
- Build interest in your products and services
Tip: It is important to separate lists from all the data before creating Custom Audiences. For example, you could have one list for people who have visited your website and another list for your newsletter subscribers. This will allow you to target different ads to each audience. Therefore, you need to build and import segmented lists right from the start.
Coming over to Lookalike Audiences, this feature allows you to create an audience set that is similar to your existing audience so you can target more people with interests in web design services in order to get more clients. You can use the list created for Custom Audience targeting to create a Lookalike audience target.
Artfinder, an art eCommerce site, managed to drive a 75 percent increase in subscribers and 100 percent increase in sales by using Facebook ads with Custom and Lookalike Audiences. They also reduced their cost per lead by 50 percent using these features.
2. Optimize your ad design, CTA, copy, value etc.
It’s no secret that most of your target audience hate advertising. Your ad needs to be first-glance worthy, because you may not get a second chance at attracting new prospects. Also, you have to make the value clear and as specific as possible to the prospect. Here’s a breakdown of things to optimize in your Facebook ads for highest conversions.
Facebook’s color scheme is white and blue, so don’t apply the same colors to your ad, or it’ll just blend into the News Feed and skip the tired eyes of your audiences. Use a bright color scheme and make sure the background is contrasting the image itself.
As a web designer, use an image of your work or an image of yourself as the ad image. Goofy, attention grabbing images irrelevant to your service offering may also work. You can also use images with filters to help your ad catch attention. Avoid using your brand logo unless you’re well-known. Below are some good ad examples from web development and design companies.
Sidebar ad – good face closeup.
News Feed ad – Simple contrast and smiling human imagery.
The CTA is the second thing people see after an image. While having good imagery draws attention to the ad, the call-to-action plays a significant role in getting people to take action and make a purchase.
With 1.5 million advertisers trying to get attention of Facebook users, your CTA needs to stand out while being clear and simple to grasp at the same time. You can use action words, incorporate urgency or ask questions in the CTA. For example, your CTA can tell companies looking for web design services to hire services of a professional with ‘years of experience’. Or tell individuals to ‘learn the important’ parts of web design as the ad in the imagery example does.
Copy & value proposition
The copy should talk about the benefits of using your product/service. Some people would still see your ad and take your services, but you’ll get more conversions if you talk about exactly what they’ll get when they convert.
Don’t use a vague copy like ‘Our services will make your life easier! Try them now!’ How exactly would they make a person/company’s life easier? And how much easier?
Better would be something like the copy in the imagery example. It claims that people will learn just the important parts of Photoshop in just 4 hours. So they’ll save 4 hours in the future when using those Photoshop features.
Be direct with the copy and let people know the exact value they’ll gain out of your services.
3. Use oCPM ad bidding for conversions
oCPM stands for optimized cost per 1,000 impressions and it’s one of the bidding options you get for Facebook ads. With this option, Facebook optimizes your ad by presenting it to users who are most likely to perform the desired action within the target.
Also, this bidding is automated and changes dynamically based on competition, ensuring advertisers reach their desired audiences. While the oCPM uses a propriety algorithm, Facebook uses its psychographic insight into demographics and user behavior to make intelligent decisions on who to deliver the ad to for highest conversions.
Some of the action types you can set with oCPM include:
- Installing an application
- Completing an eCommerce transaction
- Filling out a form
Since this bidding option is optimized, expect to pay a higher CPM price than a regular CPM or CPC ad price.
However, the ROI makes it a fruitful investment and experiments show that the cost per click in oCPM is far lower than in CPM. So if your objective is more specific (such as getting more paying clients), optimized CPM is a great bid type to use.
4. Redirect the ad to a dedicated landing page
Your highly targeted and personalized ads are resulting in a lot of clicks from audiences who want to become your clients. They reach your home page, and a few minutes later, they leave without even making an inquiry. What happened here?
The problem with using Facebook ads to redirect audiences to any page of your site is that people have a poor attention ratio, and not showing them what they came for at the first glance can distract them from the main goal of the campaign.
For example, if you offer services for social media design and email template design, and you target ads towards people looking for email template design services, showing them your home page, which also talks about social media design services, may turn out to be counterproductive. A better approach would be to create a dedicated landing page for email template design and redirect visitors to this landing page with Facebook ads.
So when someone clicks through, the landing page will demonstrate they are in the right place. Keeping your copy consistent along the landing page and the ad is a great way to do this.
Here’s an ad that appeared in my Facebook account from Shopify. The copy emphasizes a platform that allows you to build a Facebook store with free themes, apps and customer service backing it up.
After the click, it takes you to a landing page where you can directly create your store and start selling products on Facebook.
There are no sidebars or distractions from other Shopify tools. The goal is clear.
5. Test rigorously and stick with what works
It’s important to test different ad creatives to determine what’s getting you more clients. To optimize your campaign, don’t stop at two versions of your ads (just because one outperformed the second doesn’t mean it will outperform the third as well).
The good news is you can use Facebooks’ latest conversion lift measurement feature for the purpose. Furniture retailer, The Land of Nod, gained a better understanding of how Facebook helps in driving client acquisition with conversion lift measurement. They realized a client acquisition lift of 12 percent with seasonal advertising, and established it as a benchmark for future goals.
Conversion lift measurement results will be displayed in real-time under Ads Manager reporting. The concept is based on principles of lift management to determine which of many Facebook ads are working best for gaining clients.
Over to you
Well, there you have it. The key elements to creating effective Facebook Ads that should increase client conversions. These strategies will help your ads draw the attention of your target audience away from all other distractions on Facebook and make them focus on what you have to offer.
Are you using Facebook ads to gain more clients for your services? What ad strategies have worked best for you? Feel free to share your thoughts and suggestions in the comments below.