Would you like to know one of the most common issues I see occur with advertising on social platforms?
It’s something my team and I constantly teach with my coaching groups and private clients. I’d love to tell you about it because if you’re not careful, it can make or break your social ad performance.
What I’m talking about is how different your approach needs to be with social promotions versus pay-per-click ads.
A lot of people make this mistake. Let me explain. With social audiences, you’re pushing an ad to a “cold” audience because they’re not in the mindset or searching for your product or service. With pay-per-click ads, it’s the opposite. People are looking for a product or service. They want to find a solution to a problem, or find something they need.
I see it happen all the time online. People who create an ad for social media almost always create it as if someone is searching for their product or service. Most social media ads do the same. If your social ads aren’t performing or converting, there is a good chance that this is the reason.
If you’re advertising on social platforms, you have to recognize that you’re pushing your product or service to people, and position your message and content accordingly versus when someone is looking for what you have to offer.
Here’s how:
1. Recognize them and make them feel good.
Have you ever met someone who takes an instant interest in who you are and what you’re about? It makes you feel comfortable and open to them. The same also works with social promotions and cold audiences.
2. State a big problem you know they’re looking to solve.
A lot of brands and people want to talk themselves, but that’s not really why customers buy into things. They’re looking for what it can do for them. Articulate that you know and understand what they need.
3. Tell them about the solution you have for it.
Be clear on how you can help them, the solution you provide. Tell them why it will work for them. Effective ads ultimately connect people with products and services that meet their needs and help them make choices.
The internet combines many people and things in a single environment, but that doesn’t mean the same approach can be used for everything you want to do or achieve, or on every platform. By recognizing this, and tailoring your strategy accordingly, you’ll get far greater performance and results from all of your efforts, including your social ads.
You’ve got this!
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