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How to Optimise Your Facebook Business Page

How to Optimise Your Facebook Business Page

How to Optimise Facebook Business Page

Now that you have mastered the basics of how to create a Facebook page for business – it is time to think about ways to optimise your page.

These strategies will help maximise engagement so you meet your Facebook marketing goals.

Here is a quick video overview of the steps you can take to optimise your Facebook business page.

We will dig into these components and more in detail below and show you how to optimise your Facebook Business Page.

Accurate Operating Business Hours

It is essential to enter your business hours and it is equally important to update them whenever they change.

When adding new location pages, always ensure that the correct opening hours and days are reflected.

Unlike Google My Business Facebook does not let you customise hours for holidays or other special events.

Accurate Opearting Business Hours

If you have custom hours for holidays and special events then take advantage of utilising Facebook posts or advertising to convey this message.

For example if you are experiencing unpredictable weather or have a special event or promoting a new product you now sell then create a visually appealing post and pin them to the top of your Facebook page so it is seen by those visiting your page.

Custom Username

Having a custom username or short, user-friendly URL for your page makes it more convenient for users to find your Facebook Page in search when it has a unique username.

When you start out your Facebook domain will have various numbers after it and look something like:

http://www.facebook.com/pages/your-brand-name/857469375913?ref=ts

This is definitely not very friendly or memorable name to remember. However you will need at least 25 likes before you can amend this username.

Create Custom Username

You should keep your brand’s name at top of mind. If you are optimising a Facebook location page then we highly recommend using the brand name plus the location in the username.

Facebook Pages with usernames are also allowed to create custom URLs that enable people to quickly visit and message them.

Add Call to action on Facebook

There are hundreds of reasons why people visit your Facebook Business Page and you may not be able to provide them with all the information they need on your page.

But you can provide them with a way to get it by setting up a call to action (CTA) button.

Facebook’s built-in CTA button makes it very easy to give the consumer what they are looking for including allowing them to engage with your business in real life.

The right CTA button will encourage visitors to learn more about your business, shop, download your app or book an appointment.

To add your CTA – click the blue box that says + Add a Button then choose which kind of button you want.

You can choose the suitable destination for your type of business and direct your followers to it.

The full list includes 7 types of actions:  

  • Sign Up – mailing list or webinar sign up page, join the tool.
  • Book Now – hotel or restaurant reservations   
  • Contact Us – contact form
  • Use App
  • Play Game
  • Shop Now – e-commerce store
  • Watch Video
Add Call To Action - CTA

For each type of CTA you will be given several text options to choose from. Select the option you prefer and then click Next.

Depending on the button you chose you may be asked to select some additional options. Once you are ready click Finish and your call-to-action button will go live and this is another way how to optimise your Facebook Business Page.

Just recently Facebook officially launched Messenger for Business to let users chat directly with the companies.

Some U.S. businesses can already have a personal, real-time conversation with their customers.

Messenger For Business

Is there important information you want all visitors to your page to see?

A promotion you do not want them to miss? A top-performing piece of content you want to show off? Put it in a pinned post.

A pinned post sits at the top of your Facebook business page just under your cover image.

It is a great place to put an attention-grabbing item that will draw your visitors in and make them want to stick around and another way to optimise your Facebook Business Page.

Start by publishing a new post or scrolling down your feed to find an existing post you want to pin to the top of your Page.

Click the three dots on the top right of the post then click Pin to Top of Page.

Add a Pinned Post

Once you have pinned the post then you will see a blue thumbtack icon in the top right corner.

Example of Pinned Post

Engaging and interacting with your customers is an integral part of social media.

Facebook is a great platform where you can provide great service like responding and assisting customers and also discover new ways to improve your business.

You need a strategy around triaging and managing comments and reviews so do not take this section lightly.

Examples of reviews and comments

If you are prepared to not only respond to your comments on posts and ads then you can implement reviews on your page.

To do this you simply:

  • Go to your Facebook page.
  • Click on Settings.
  • Under General > Reviews.
  • You can then Allow visitors to review this page or if you are not quite ready for this then simply click on Disable Reviews.

Reviews are a great way to show off how well your business is doing.

If you get a less than great review always be sure to respond. This shows consumers that your brand is engaged and cares about making their customers happy.

Facebook Messenger

Facebook Messenger like reviews is another great way to show off how well your business is willing to provide great service and support in various mediums.

Messenger is just another way your consumers can connect with you.

Once again you need to know your bandwidth. If you are willing to implement this step then it requires a strategy. You must consider how quickly you can respond to your messages.

Facebook Messenger Optin

Your responsiveness rate will appear on your page. It shows how efficient you are at responding to customer inquiries.

If you are ready to implement this step then go to:

  1. Go to your Facebook page.
  2. Click on Settings.
  3. Under General > Messages.
  4. Then click the button that says Allow people to contact my Page privately by showing the Message button.

This is another way how to optimise your Facebook Business Page.

Tabs are the different sections of your Facebook page like the About section and photos.

You can customise which tabs you want to include and the order in which they appear in the left menu of your page.

If you are not sure which tabs to include then check out Facebook’s various templates.

Facebook Business Page Templates

Each template has a set of buttons and tabs designed for particular types of business.

For example in the Restaurants & Cafes template includes tabs for offers, reviews and events.

To access templates and tabs – click Settings in the top menu then Templates and Tabs in the menu on the left.

While this is obvious if you end up implementing Facebook location pages over and over then this step has to be repeated.

Not only can you arrange these tabs but there are some you can even turn off and on.

The reason why you want to take a look at this section is that some tabs may be more of a priority for your business depending on what you do.

You can also utilise the templates that Facebook provides which can also take the guesswork out of how to organise your tabs.

  • Go to your Facebook page.
  • Click on Settings.
  • The on left – click on Edit Page.
  • Once in the Edit Page area you will be able to see the various templates and also place various tabs in order by dragging the three-lined icon to the left of the tabs and move them around.
Edit Page Tabs

Since Facebook is a social network it is a good idea to use your page to build a community for your business.

One way to build community is to connect with other pages that are relevant to your business but not competitors.

For example if you run a shop in a popular shopping area or mall then you could connect with other shops in the same area.

Think of this as an online version of your local business improvement association or chamber of commerce.

If you have a virtual business then you could connect with other businesses in your industry that could provide additional value for your followers without competing directly with your products.

To follow other businesses – navigate to their Facebook page then click the more icon -three dots under the pages cover photo.

Click Like as Your Page. If you have more than one Facebook business page then choose which one you want to use to like the other business then click Submit.

Like Other Pages

This business will now appear in the Pages Liked By This Page section on the right of your page. Here’s how this looks in practice:

Pages Liked By This Page

Pages will receive a notification when you like them and may check out your page or even give you a like in return and will also optimise your Facebook Business Page.

Payments via Facebook

Facebook launched a payments feature on its Messenger app available on mobile and desktop.

Payments can be made with a debit card and the best part is Facebook will not charge you for it.

Payment Via Facebook

At the moment payments are only available for United States’ users and are limited to circles of friends.

We hope that it will soon become accessible in other countries and useful for businesses as well.

Facebook is currently testing a new feature called Saved Replies which is going to help business page owners’ speed up communication with templates.

This will save you precious time from repetitive customer service inquiries. Saved Replies enables you to create a message and save it for later use.

It will be accessible via the messaging interface within a particular message view.

When the message pops up – the Saved Replies will appear on the left sidebar with the Manage Replies button at the bottom.

Saved Replies

Prepare generic replies for all of your frequently asked questions and always personalise them before sending.

This functionality is targeted for small business including start-ups and e-commerce shops that are not using any helpdesk platforms like Zendesk.

Your Facebook page settings allow you to get into some pretty fine detail about who can administer the page, where your posts are visible, words banned from the page and so on.

You can also see people and pages who have liked your page, control your notifications and so much more.

Think of the Settings tab as your behind the scenes console for every adjustable parameter available to you.

Take a few minutes to go through each setting and make sure that it is optimised for how you want to manage the Page and how you want your audience to interact with you.

To gain access to your inner folders – just click Settings at the top right of your Facebook page.

Review Your Settings

Check your settings regularly since your preferences and requirements may change as your business and social following expand and grows.

For even more control over who can administer your page and to control the roles filled by team members, contractors and agencies consider setting up Facebook Business Manager.

This will allow administors to fulfill their respective roles thus optimising your Facebook Business Page.

The more information you have about your audience the more content you can create to satisfy their needs.

Facebook Page Insights makes it easy to gather data about how your fans are interacting with your page and the content you share.

To access Page Insights click Insights in the top menu of your Facebook business page.

Facebook page Insights

Facebook Insights gives you information about your page’s overall performance, including some data on audience demographics and engagement.

You can see metrics on your posts so you can understand how many people you are reaching. You will also see how many comments and reactions are gained from specific posts. This data will help you plan future content.

A key feature of Insights is the ability to see how many people have clicked on your call to action button, website, phone number and address.

This data is divided by demographics such as age, gender, country, city and device – making it easier for you to tailor future content to your audience.

To access this information click Actions on Page in the left menu.

For more in depth information – check out the post on how to use Facebook Page Insights.

No optimisation tactic can save your Facebook page unless you update it often and engage with your audience.

There are a few audience-building hacks you can try:

  • Ask questions to engage your followers in discussions.
  • Post curated content with the help of tools like DrumUp which saves tons of time.
  • Upload short, well-annotated videos.
  • Stream live videos from virtual events.
  • Tag other business pages your industry tools and non-profits.
  • Upload images, collages, quotes, team photos, etc.

You can use visuals to further market your business without being to sales orientated or intrusive.

One can also create visuals in several sizes at a time and brand those images using your logo. Bulk editing is a lifesaver!

Backlinks help boost the credibility of your Facebook business page and may help improve your search engine ranking.

They also help direct new potential followers to your page. Always include a link to your Facebook page at the bottom of your blog posts and where appropriate on your website.

Encourage other companies and bloggers to do the same when you collaborate so both of you benefit the maximum exposure and returns in followers, likes and shares.

Conclusion

Of course the overarching objective of Facebook is to stimulate engagement and produce valuable and exciting content.

Therefore tailor your language to your audience, be personal and use fresh and simple wording. 

Executing these optimisation tips will improve your Facebook Business Page visibility and user experience which are crucial for your success.

These are effective ways how to optimise your Facebook Business Page to stay on and ahead of your targeted audience.

However if you are finding it difficult then seek an experienced marketing agency like Best–Digital Marketing Services to help you set up strategies to optimise your Facebook Business Page.

Contact us today and see how we can help you increase or boost your Facebook Business Page through strategic optimisation.

For full Social Media Marketing package functionality

and select the package that suits your business needs.

If you prefer to discuss your requirements first just

or fill your details with a message of your requirements at

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Hope you are enjoying and learning a lot with abundance of information about:-

How to Optimise Your Facebook Business Page

How to Increase Engagement With Video Content Marketing

How to Increase Engagement With Video Content Marketing

Increase Engagement With Video Content Marketing

Video content marketing is not what it used to be a few years ago. Today it has become a lot more serious and more effective especially for businesses that have already managed to build an audience.

A large number of small businesses are taking advantage of video content marketing to stand out from the competition in order to achieve their goals.

Why video??

Because it works and nearly everyone is watching video these days in one way or another using different devices like mobile, tablets and laptop.

How Video Content Can Help Businesses

You will notice that video content is being consumed like never before. YouTube has become the second biggest search engine in the world.

Yes – not Bing or Yahoo but YouTube is where people are searching on after Google for everything. Product demos, how-to videos, Tutorial videos, Explainer videos – you name it they are searching for it.

Here are some more video content marketing stats to convince you about the power video holds on the web:

  • 82% of Twitter users watch video content on the Twitter.
  • 92% of mobile video viewers like to share them with others.
  • 87% of marketers leverage video content as a marketing tool.
  • 93% of Twitter videos are watched on mobile.
Video Content Marketing Statistics

This means that as a business you should not take video content marketing for granted.

With time your competitors will be leveraging video which means you need to start your video content marketing strategy now.

The content value of your video should not be underestimated if you want to succeed with your video content marketing efforts.

Visual Means High Impact

Storytelling Using Video

How can you use video content marketing strategy? It is important to understand what make videos click. One reason is that videos allow you to tell stories.

How do ….

Stories allow you to connect with your target audience. You as a marketer can leverage stories to create powerful impressions and long lasting relationships that deliver.

Video has the potential to help your prospects and customers understand your business and create a ground for future promotions.

Audience with Video Storytelling

It is also an amazing way to spread your ideas with meaningful exciting stories.

Consumers are more likely to engage to a narrative video that tells you the value of the product rather than a sales pitch.

What’s more …..

They are more likely to be connected emotionally to a brand if they feel that their lives will change once they use it.

You can use video to experiment with new and brave content to touch the emotional side of your target audience.

Because videos are a mixture of sounds, visuals and motion so they allow you to create a deep and meaningful connection with your target audience whilst positioning your brand in the best possible way.

Visual Means More Retention

In order to make the most of video content marketing you as a business should be aware and understand how to use it correctly.

Until you realise the true power of video content marketing strategy and take the right steps to leverage it you will not see the results you would like to see.

What is Video Content Marketing?

Video content marketing is nothing but the production and online distribution of content that is educational or informative in nature.

The aim of this content is to convert online content consumers into leads and customers.

What Is Video Content Marketing

It should also provide enough information to current customers and convince them to become repeat customers.

Video marketing can be used across various social media platforms with the help of different types of video content marketing strategy.

Obviously video is a big part of this strategy and not just limited to text.

Visual Content Statistics

Since video is a strong and effective way to spread your marketing message it can take your content marketing efforts to the next level.

This depends on how well you execute your video content marketing campaign and what do you want to achieve from it.

Why Use Video Content Marketing

Now you should know what video content marketing is and how it is growing rapidly.

It is a video content marketing tactic that your business needs to incorporate in order to get a higher return from your online marketing efforts.

Why Use Video Content Marketing

Below are a few reasons why you should invest in video content marketing ideas and make it a part of your core business strategy.

1. More Conversions

When it comes to video content marketing campaign the ultimate metric that matters is the conversion rate.

Yes …

So if you are not converting your prospects into leads or customers then your business is not growing.

By leveraging video content marketing you will be able to get more people to sign up for your newsletter or purchase your product or services.

Video content can give your prospects the clarity they need to make the final decision.

It gives you a certain edge over competitors and since quality video is not as easy to produce it can take a while before others catch up with you.

More Conversion with Video Contnet Marketing

A recent research shows that 70% of marketers have found video content marketing more conversion-friendly. It can help you get better results with minimal efforts when done correctly.

Studies have proven that visual content works great when it comes to engaging with your target audience.

Customers like to consume content that is visually appealing and engrossing not just pictures or photographs. Video content is proven to be a big part of the visual content movement.

Video or Visual vs text

With ever increasing consumers watching more video content on social media platforms like YouTube, Facebook, Instagram and Twitter you can see how video is helping generate strong engagement from target audiences.

When you create and share video content with your social followers you have a 10X chance of them engaging with your video that often translates to more shares, likes and comments.

Think About It - People Remember

Keep in mind that the quality of video content marketing matters to a huge extent and has a direct impact on the results you are able to generate.

Looking around social media platforms you will find that videos are being shared the most in comparison to other content types.

Why are they …

There are many reasons why people like sharing videos and one of them is that people connect to the right video content on an emotional level.

By creating videos that appeal to the emotions of your target audience you will give them a reason to consume your content and also spread it across their own network.

Video Content- Emotional Content

Just look at a traditional blog post you will not find the emotional cues that come with video content.

Everything can have a positive impact on the viewer – from the tone of voice to the sound effects or music being used. This makes your content stand out from the rest and also memorable.

When consumers watch your video that evokes their strongest emotions like happiness, awe, anger, sadness and more it may not push them towards taking action immediately.

Internet Traffic Is Video Content

However it will help them make a buying decision later on when they see more such content from you.

Therefore if you are in the B2B or the B2C market -impressing the emotions of your target audience with video content marketing can and will help you bring in more business.

4. Higher Accessibility

Let us be honest now video production is no longer a difficult task compared to a few years ago.

Really ??

You do not need to spend a lot of time on creating a video or have a huge budget to achieve studio level quality.

Video Content Marketing - Click-Swap-Render

Yes – previously video content was only for the big guys who were able to produce it.

Today – thanks to the advance technology and with new or innovative tools available creating and launching video has become much more affordable.

Creating video is much easier

In fact it will keep getting easier as more and more businesses jump into producing their own videos and starting their own channels.

5. Easier SEO Results

Can video content marketing have an impact on SEO? Do videos help you rank higher in the search engines for keywords that are hard to rank for? The answer is – YES provided it is done correctly.

There is no doubt that Google and other major search engines love video content and would not hesitate to rank it higher than traditional articles.

Videos increase Conversion Rate by 80%

Recent studies confirm that by just adding video content to your site: 

  • You are 53 times more likely to reach the front page of Google if it includes video. (Insivia)
  • On your landing page this can boost your conversion rate by up to 80%. (Unbounce)
  • Video increases organic search traffic on a website by 157%. (Conversion XL)
  • On average people spend 2.6x more time on pages with video than without. (Wistia)
  • Video is expected to make up 82% of internet traffic by 2021

This shows you that quality video content can make a big difference on your conversion rate and also generate organic search traffic.

Using video for marketing is more effective when you take a prospect though a well-defined video content marketing funnel.

By implementing video you will be able to generate more sales with your video content strategy.

Video Marketing Funnel

With the help of a proper video content marketing funnel you can:

  • Create more awareness among your target audience about your product or service while creating a positive impression on them. This is the first and the most important stage of content marketing because without awareness it is impossible to build trust.
  • Focus on the problem and the solution you offer, clearly explaining the benefits of using your product and educating your audience. This is the second stage where you help your prospective buyers understand how your products or services can help them.
  • Stand out from the competition and make it easy for prospects to reach a buying decision and do business with you. This is the final stage of the funnel where you can expect to actually close the sale.
  • Obtain thank you and success stories to help you with new releases and retain your current buyers.
Video Marketing Funnel equals Higher ROI

To make the most of your content marketing funnel it is important that you use the right type of content to take potential buyers through it.

When using video content marketing funnel – you become stronger by getting a higher return on investment (ROI).

You will find that video is the perfect medium to get more of everything from building brand loyalty to increasing your conversion rate.

Should you wish your video content marketing to deliver results then you need to take consistent approach to it.

How…..

Below are seven proven tactics or ways to help you make the most out of your video content marketing efforts to increase engagement.

There are in no order or importance since all of them are equally important in their own way.

Consistency plays a big role in any competition.

Why?

Because videos are visual which means you are free on how you present the content.

Every video you create can help your viewers resonate with your message by being consistent.

Your brand’s personality, design and look matters to a great extent in keeping your consistency high.

For example if your videos have a voice-over always ensure that the colours and designs in the videos you use stay consistent.

Create a Video Content Calendar

Similarly if you are creating videos with people in them then keep using the same cast so that your viewers are familiar with them.

You may also want to plan your video content well in advance by creating a video content calendar to ensure you are consistent with timing.

Your videos need to be customised to fit across all the relevant video platforms. The one size look fits all approach does not apply here.

So when posting on Instagram then it helps to create videos that look more natural, unedited or spontaneous. However on YouTube and Facebook people expect a professional feel and that is what you give them.

There is no doubt that your video content marketing plan has many other valuable video sharing channels or platforms that you can tap into besides YouTube.

No way …

Your aim is to reach out to your target audience in the best possible way and that is by focusing on all shareable platforms.

video marketing by platforms

The obvious reason why you need to consider other platforms is because of the potential to connect with various audiences.

For instance Facebook users discover video content in a different way compared to You Tube users and the different platforms have people from various age groups using them.

This is why it makes sense to leverage as many video platforms as you can and make sure to spend time on platforms where your target audience are watching most of the time and increasing engagement.

YouTube and other social media platforms such as Facebook, Twitter and Instagram tend to auto-play videos without sound.

The user may or may not choose to watch the video with sound. Statistics show that up to 85% of videos viewed on Facebook are watched with volume down to zero.

The simple reason for the silence revolution in the video world especially on social media is that consumers are increasingly watching videos on their mobile devices during office hours.

optimise for silence

Especially with people around them and this has become the norm that many users prefer to view videos with sound turned off on their social media platforms.

So how do you impress users when they are only watching and not listening?

By creating attractive, relevant and quality visuals that make the video feel engrossing. If there is dialogue in your video then add subtitles.

In short – have sound in your video but also optimise for silence and add subtitles for increased engagement.

Powerful video content marketing is all about giving immense value to the viewer in any form you choose.

Your content strategy should focus on adding value to the lives of your target audience.

How you provide this value is subjective depending on the different type of audiences.

video content Subjective Quality

You can give value by creating and publishing entertaining and informative videos or choose to create videos offering specific niche or industry related knowledge.

Just remember that any videos you produce must be watchable and enjoyable.

It should not be a drag, irrelevant or not valuable so be interesting, stay relevant and seek ways to increase engagement.

Today it is all about finding the best piece of content and internet users are not as patient as they used to be.

So do not be surprised if people jump your video to look for another one if they do not find it enticing enough.

online video attention span

The solution is to hook your viewers without wasting their time and delivering on your promise. You only have a few seconds to impress them which is less than 10 to be precise.

So start creating an interesting, relevant and quality video to reach out to your target audience.

Whatever your video is – long or short just give your viewers a reason to watch it without skipping it.

If you are investing in video content marketing then you need measurable results.

Having a clear Call to action (CTA) makes real business sense and it should not be ignored.

What is the use of video content marketing if there is no proper call to action in place?

CTA in video Content Marketing

Call to actions in videos can be complicated. Simply prompting viewers to visit your website or subscribe to your newsletter at the end of the video is usually enough.

But if you want to go further then why not have a call to action come up right in the middle of the video when the viewer is deeply engrossed in the video thus increasing engagement.

prompting CTA in middle of the Video

Over stuffing your videos with multiple call to action is a definite no. The last thing you want is to annoy your viewers who will then bounce away from the video and avoid sharing it with others.

Keeping up with quality is extremely important on any social media platforms because they are moderated by real communities.

Users will not think twice before giving your videos thumbs down if they do not see quality.

video content quality

So say hello to HD video content that people like to view and share with others and no to low-definition video.  

As video platforms improve in quality and service they expect to give their users a better experience whilst improving and increasing engagement.

Remember – quality over quantity is the number one rule of creating amazing video content.

To create amazing video content marketing ideas can seem challenging but it is not impossible.

What you do with video depends on your goals and if you are clear about them then it should be easy.

Below are a few video content marketing ideas that you can use in your business depending on your marketing goals.

Re-Purpose Your Content
  1. Share your business’s value using videos which can be anything from repurposing blog posts to staff testimonials.

The idea is to create video content that makes your brand stand out.

Just remember the more your audience sees your brand as unique and trustworthy the better it is.

Share Content On Social Media
  1. Deliver company news and making important announcements with videos must be shared through your social media channels.

Use a video explaining the benefits of a new feature on a product or create a video detailing the ins and outs of a special event that is coming up soon and how viewers can become a part of it.

Run a video Facebook ad and share it with your target audience when running a special promotion.

  1. Provide a product demo for those who do not want to read so they can see your product in action.

When prospective customers see your product in good running condition – you have position yourself as a trusted brand.

Show your audience what your product is about so it sells itself.

Make the video demo powerful enough to remove any doubts from your prospective customer’s minds.

Demonstrate With product demo video
  1. Show that your brand or business is a thought leader by creating videos about your industry and about evergreen topics related to your subject matter expertise.

Help your audience understand the difficult areas of your market.

Make their lives easier with your videos and in return they will give you more business.

Create Evergreen Content

For bigger brands especially those with technical products – animation videos are a great way of breaking down complicated subjects and features into an easy to digest medium that anybody can understand.

Because of that reason it is no surprise that animated videos are most often used as explainer videos which works well on a sales landing page.

Conclusion

Now is the time to start using video content marketing ideas to showcase your business, brand, product and services.

If not you would be missing out on massive opportunities to engage with your target audience and losing ground to your competitors.

No matter what type of business you run – video content marketing can and will help you grow.

However if you are finding it difficult then seek a great video content marketing agency like Best–Digital Marketing Services with a solid vidoe content marketing strategy.

Contact us today and see how we can help you utilise your brand, your audience and your goals – to start creating video content that gets the best results.

For full content marketing package functionality

and select the package that suits your business needs.

If you prefer to discuss your requirements first just

or fill your details with a message of your requirements at

Further Reading: Benefits of SEO

For more information about our services and how we can help you with your Video Marketing needs:-

Hope you are enjoying and learning a lot with abundance of information about:-

How to Increase Engagement With Video Content Marketing

 

23+ Productivity Time Saving Hacks for Content Marketing

23+ Productivity Time Saving Hacks for Content Marketing

Productivity Time Savings Tips For Content Marketing

Most of us wish there was either more time or fewer things to do in a day.

This has been a worsening problem for years but even more so now since we entered a global pandemic.

Content marketers face the same problems at work like everyone else and job stress is one of the most common types of stress according to the American Institute of Stress.

The most common cause is workload and it is clear we need less on our plates.

Do you want to increase your productivity and reduce your stress levels?

A few simple changes in your work habits can make a huge difference.

How many of us work in a company culture that prioritises mental health and self-care enough to give us fewer projects when we are burnt out?

Save Time & Be Productive With Content Marketing

Unfortunately – not enough therefore we need to come up with solutions to streamline, organise and optimise your marketing processes to get the same results without working so many hours.

If you are one of those who can never find enough time in the day to finish everything you want to then this article is for you

There are ways to do this at every step of the content marketing process and for every type of work you do which can add up to saving hours per week.

Here are a few tips to help you save time and make the most of your working hours.

How to Plan Content More Productively

Let us talk about setting the idea stage. Planning and idea creating can be done more productively without compromising any cost to creativity or effectiveness.

Here we will be providing you with some of the most essential tips or hacks how to increase productivity whilst saving time when creating your  content marketing strategy, plan or ideas .

1. Plan Before You Create Content

Jumping into content creation without an outline or overview of what you want to achieve will result in you having to do more revisions later or even re-do some of your work from scratch.

Save yourself time in the long run by investing a few minutes in making an outline when you start working.

When you know which points you want to cover you will be able to produce the piece more quickly and easily.

Always plan in advance how you are going to promote and repurpose your content.

Plan Before You Create

That way you are not scrambling or wondering what to do next once you hit publish on something new.

This planning can include:

  • Where you are going to post or promote your content.
  • What format that promotion will take.
  • When will the promotion take place and it can be both short-term and long-term.
  • How are you going to repurpose that content?
  • When is that repurposing going to happen?

In fact there is more planning and project management at this point in the content lifecycle than there is in the writing process.

2. Know Your Audience.

You can save yourself time and revisions by knowing who you are creating content for in the first place.

Make some audience personas if you have not already and keep them in mind as you work.

Know Your Audience

Think about what kind of tone and approach will be most effective with your existing and future target audience. 

3. Set Clear Goals.

Goals give you a road map to follow which means that you will spend a lot less time fiddling around with any unimportant work thus saving you time.

Set weekly, monthly and yearly goals for your content marketing strategy and make a step-by-step plan to achieve them.

Set Clear Goals

If a job on your to-do list does not help you to move toward your goals then rethink whether you really need to be doing it.

4. Use To - Do Lists.

To-do lists are a great productivity tool – they let you organise your priorities and see at a glance what you still have to finish.

Be realistic with your to-do lists. If you try to cram a week’s worth of work into one day then you probably would not get half of it done and you might end up discouraged at yourself.

To Do Lists

All the day-to-day customer feedback and insights need to be captured in an idea file to reference when it is time for your next dedicated brainstorm.

Focus on finishing two or three main tasks every day where possible without putting any pressure or stress on yourself.

5. Brainstorm Content Ideas in Batches

When you or your team sits down for dedicated brainstorming or idea sessions make the most of that focus on creative thinking.

Once you get into the zone do not stop at one idea. Come up with as many as you can as this will save you time in the future.

For example – sit down and come up with the appropriate content marketing ideas until you run out not just for a post at a time or for a week.

Brainstorm Conetnt Ideas In Batches

Because if you have ever had a deep brainstorming session you will know that the first idea is the hardest one to come up with.

Take the first idea and follow it down whatever path it takes you since this will help you plan and come up with content marketing ideas for a whole content marketing campaign rather than one by one.

6. Capture Ideas as You Have Them

Even with dedicated brainstorming sessions you are still going to come up with a lot of ideas on the roll.

In fact – we recommend it.

We have dubbed it living in practical idea mode and you need to be sure to capture those ideas as it pops into your head.

Capture Ideas As You Have Them

For example – say when you are chatting to a colleague or customer and you realise that this could or should be a blog post then write that down immediately.

So when your brand receives a social media mention that makes you say the same thing – screenshot it and save it for later use for content marketing on social media.

The content creation process is still a lot to streamline to save time. And is still the continuation of productivity time saving hacks for content marketing.

Let us talk about a few of the ways you can do that.

Know what kind of worker you are and take advantage of it.

If you are a morning person then tackle your tough jobs as early in the day as possible.

Work While You are Alert & Active

Outlines are essential and a lot of people think it is a waste of time to think and map out what you are going to say before you tackle the task.

This is like saying it is a waste of time to figure out your route or look at a map before starting a road trip.

Use Outline As Skeleton

Realise that for every five minutes you spend outlining your content you are more likely save 10 or 15 minutes during the writing process.

We call outlining content as developing a skeleton before adding meat to the bone.

Multitasking might make you feel productive but according to neuroscientists it is actually just distracting you from both of the things you are trying to do.

It also depletes your energy, leaving you with less will power and motivation for later.

Do One Thing At A Time

No matter how full your to-do list is – do not be tempted to multitask. Always knock out one task at a time as this will save you time in the long run. 

4. Do Similar Tasks In Groups

Try to do similar tasks all at once instead of spreading them out over the day or week.

Once you hit your rhythm with the first task then all the rest of them will be easier.

For example – if you need to make several phone calls – block off half an hour to get them all done.

5. Separate Research from Writing

Another way to save time on the actual writing is to perform any research and collect any links you need before you start forming full sentences.

This research can include:

  • Pulling the links to any existing blog posts you want to reference.
  • Finding examples that prove your points.
  • Interviewing experts or asking for written quotes.
Separate Research From Writing

You want to do whatever you can so that once you get into the zone and start creating without opening up Google in a new tab to look anything up later.

Research is like rabbit holes and is another way to get distracted from focusing on writing.

6. Take Comfort Breaks.

Pushing yourself too hard is counterproductive and you will get mentally fatigued, make more mistakes and need longer to recover later.

Keep your energy levels up by pacing yourself.

Take A Break

Take a few minutes every hour or two to get up and stretch, make a cup of tea or read a few pages of a book and drink lots of fluids.

If you tend to forget to take breaks then remind yourself by using a timer or an alarm of some sort.

7. Divide Long-Form Content into Short Sessions

Finally when it is time to start writing – do not spend hours and hours on writing if you can help it.

If your content is going to take more than a few hours to produce then break it up into shorter sessions with breaks in between.

Divide Task Into Short Sessions

And feel free to extend your writing sessions to what works best for you.

As we mentioned earlier there is still a lot to do once you press publish and yet so many of us lack some sort of system or process for doing it.

Therefore any method of organisation or systemisation will save you time and effort in the long run.

And since this has a compounding effect so the sooner you do them the more time you save.

First get the overall content distribution and promotion process organised.

Create Repeatable Process

Decide on an overall checklist or system to use as a starting point for each piece of content and that includes things like:

  • Where and when to post on social media.
  • Where to schedule those social media posts.
  • List of communities or forums that can be used in distribution.
  • Relevant influencers to email with outreach.
  • How to email your newsletter subscribers about the content.

This can be customised for specific campaigns or pieces of content but having a system to start with will save time spent scrambling.

Do you hate spending time on repetitive or monotonous tasks? There is probably an app out there that can make your job simpler.

For example HootSuite and Buffer are two popular tools that can help you streamline and automate your social media accounts.

Automate Repetitive Tasks

All you need to do is search the web for any repetitive tasks that can be automated and try to use it to your advantage thus reducing and saving some time.

Not all the things on your to-do list are equally important so weight them accordingly and try to complete tasks with the highest return on investment –ROI first.

If you are not sure what to prioritise then look at your data.

Priortise Tasks With Highest ROI First

Notice which types of content drive the most traffic, leads or conversions and put most of your energy into those.

Delegate the less important jobs – if possible or do them after the bigger tasks are finished.

If you are not getting any results from something you do on a regular basis then stop doing it.

Put that time towards something more useful instead that produces a sense of accomplishment.

Evergreen content marketing is a long-term asset so creating it is a smart investment of your time.

Create Evergreen Content

It is still fine to create some seasonal or time-bound content but make sure some of your content will stay fresh and useful for months or years to come.

Do not try to write all your social and promotional copy from scratch. Take advantage of copy and paste.

What….

Yes – you will need to customise the copy a bit after you paste it from one platform to another and it will still take less time than starting from scratch.

Great content is hard to create so why not get all the use you can out of it?

Re-Purpose Your Content

Look for ways to repurpose your best pieces so they will keep on working for you.

For example you may want to turn a how-to blog post into a slide share presentation or turn the information from a chapter of your e-book into an infographic for your website and more.

If you need an idea for a quick blog post or email newsletter then pull together some of this week’s best content in your field and publish the collection of links with your commentary for your readers to enjoy.

Curate The Content

This is a good way to fill a gap in your posting schedule and it is also an easy way to network with your peers and thought leaders in your field.

Everyone appreciates a good inbound link and a shout-out.

Social media is a crucial part of content marketing strategy so make sure you are using it for maximum returns.

Focus your efforts on platforms you know your target audience are using most of the time.

Best-Digital Marketing - Choosing your social media channels

Do not waste your time on platforms that are irrelevant since too much work will result in too little or nil returns.

For example there is no point in crafting your tweets every week if your target audience is mostly on Facebook, Pinterest and Instagram.

Give yourself some time to block out say a month to three months after a piece of content has gone live.

This gives you time to re-promote, repurpose and update or optimise things to keep them fresh.

Build In Buffer Time

Optimising and repurposing tend to be one of those things that easily get pushed to the back burner or tomorrow’s to-do list because we do not plan for it in advance.

These buffer time blocks can change that.

There are tons of productivity tools and apps that will help you stay on task and work more efficiently.

Content-gathering tools like Trendspottr can help you stay on top of breaking news in your field whilst apps like StayFocusd and RescueTime can help you track your work hours and avoid distractions.

Creative blocks can be a real time-waster.

To prevent your mind from going blank when you need a good idea- always keep a small notebook with you all the time.

Create An Idea Bank

Write down all the ideas that cross your mind -big and small. You never know which one will be just what you need later.

Keep your stress levels down by staying ahead of your content marketing posting schedule.

Have A Backlog Of Content

If you have got an emergency content stash then you will be covered if something urgent comes up the day before your next blog post is due.

So you do not have to pull an all-nighter to get everything done.

Usually finding good ideas for content is as simple as checking in with your audience.

Listen To Your Audience

Poll your readers on which topics they would like you to cover or pay attention to what your target audience is talking about amongst them.

Use that as your jumping-off point for your next email or blog post.

If you work with others then make sure you have a clearly defined schedule and everyone knows what is expected of them.

Stay With Your Team on The Same Page

Communicate as often as possible so that you do not hit any unexpected snags or get held up waiting for someone else’s feedback or edits.

Know which jobs you need to do yourself and which ones you could outsource to somebody else.

Delegate Where Possible

When you have a task that falls into the latter category, do not feel guilty to pass it on especially if you have a lot of other things on your plate.

Be Productive and Start Saving Time

Content marketing is a busy and often stressful job. If you are not careful then your work can eat up all your time and still leave you feeling like there are no hours left in the day.

Good time management can go a long way towards fixing this problem and improving your work-life balance.

So while you might not see a huge immediate difference – just be aware that you will be saving your future self-days and weeks of stress over the next few years or more

Use these tips as a starting point to save time and see what works for you of productivity in content marketing.

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5 Trust Badges That Reduce Cart Abandonment for Businesses

5 Trust Badges That Reduce Cart Abandonment for Businesses

Trust Badges Can Increase Conversion Rate for E-commerce

Trust badges are the key to increasing your conversion rates for any business websites.

What are trust badges and how can you utilise it to your advantage from your competitors?

A trust badge is a badge or seal that you place on your website that is meant to inspire or induce trust in your potential customers.

These are usually visible during add to cart and checkout stages but placing them directly on the home page is also gaining trend. 

They provide website visitors that your page is legitimate and any data customers share will be secure through third-party service providers.

When trust seal companies have agreed to place their badge on your website customers can be assured that all the processes taking place are safe and secure. 

Trust badges come in different shapes and sizes and signify different things to potential customers like security features that keep credit cards and other private information safe.

Global Cart Abandonment Rate

For e-commerce retailers this is a huge lost opportunity especially when you consider all the costs and effort it takes to get consumers interested in your product or service in the first place.

This is a huge toll on your bottom line if you let 75% of visitors leave without making a purchase after:

  • creating content
  • social advertising
  • referral marketing,
  • investing into branding
  • SEO and SEM
  • optimising their journey with smart UX and CRO strategies

What is a Trust Badge?

trust badge is a symbol or icon placed on your website that assures your visitors and customers that the page is legitimate and all processes are safe and secure.

How to Calculate Shopping Cart Abandonment Rate?

To calculate the cart abandonment rate- you need to divide the total number of completed purchases by the number of created carts.

Subtract from one and then multiply by 100. 

How to calculate Shopping cart abandonment rate

For example – if you have 300 carts created and 100 completed purchases then your cart abandonment rate is 67%.

How can we stop abandoned checkouts?

You can help reduce the number of people who abandon their shopping cart on your site:

  • analysing your current checkout funnel
  • email remarketing
  • SMS remarketing
  • retargeting ads
  • by using exit intent overlays
  • live chat and chatbots and more

Do Trust Badges work?

Actualinsights* asked study participants two key questions to see how trust badges has had an impact on them.

Here is the first question.

Impact Of Trust Badges -Q1

Over 75+% of consumers did not buy because they did not recognise the particular logos – which show the importance of recognised trust badges is paramount.

Here is the second question.

Impact Of Trust Badges -Q2

As you can see – over 60% of consumers did not make a purchase because there were no trust badges.

Consumer’s still had a significant amount of doubt regarding a brand’s security measures when trust badges were not present.

Failure to use or include the right ones could be a potential deal breaker.

Can Trust Badges Improve Conversion Rates?

In today’s digital world it is normal for consumer to be cautious of online shopping since a lot of people have been losing their identities, security, cash and more simply buying a product online. 

When customers come to your e-commerce website for the first time they are being introduced to your brand.

You want to ensure that they know your e-commerce website is a safe, secure and trustable for them to complete their purchase.

On average over 75% of potential customers who visit an e-commerce site abandon their carts. Trust badges may be the answer to battling shopping cart abandonment.

Cart Abandonment Rate By Industry

There are numerous reasons why almost three-quarters of customers do not complete their purchases.

A study from the Baymard Institute outlines the major factors:

  • 17% of respondents said that they did not trust the website with the credit card information
  • 21% of them pointed to the lack of trust or complicated online checkout.

It is clear that building that trust is an integral part of increasing your conversion rate.

Cart Abandonment Rate During Checkout

There were a lot of different elements that play a role in building trust but the most important factor was having trust badges displayed on the website.

A whopping 48% of respondents said that trust badges reassure them that the site is secure and trustworthy

Trust Badges - Sense of Security & Trust

The same survey found that:

  • 76% of respondents said trust seals affected their sense of trust in a website.
  • 61% said that they had not made a purchase because there were no visible trust badges or logos when they went to a website. 

There are five main types of trust badges that you can add to your website.

Each one has a different meaning and is used for a different purpose.

They are in no order or importance since all of them are equally important for their intended purposes.

Examples Of Trust Badges

You can either use a couple or all of them on your website simultaneously and it depends on what you are trying to achieve.

This is the most important type of trust badge the safe checkout badge is a seal given when you sign up with a company that provides an SSL certificate.

Secure Socket Layer -SSL protects the internet connection and the information that is shared across that connection.

Safe Secure Layer - SSL

This badge indicates that your checkout process can be trusted, the information is encrypted and your customer’s credit card information is safe and secure. This kind of trust can help to improve your conversions.

There are many safe checkout badges out there but the most trusted and recognised badges quickly alert your customers that your site is trusted.

Paypal Secure Payment

The most well-known SSL badge is from Symantec and you may recognise them better as Norton, VeriSign or LifeLock.

You can also get trust badges that are recognised around the globe from PayPal and Shopify. 

Safe Checkout Badges are most effective when displayed near your Add to Cart buttons and on your checkout page

2. Accepted Payment Badge

When consumers see a recognisable brand it helps them feel more confident and that is why accepted payment badges are so effective.

Having MasterCard, Visa and PayPal badges as your payment options can boost the level of trust in your website.

Most Familiar Brand vs Most Trusted Brands

A study conducted by cxl.com found that consumers are familiar with a brand they have a perception of security. The study says – For the most part -greater familiarity also meant a greater feeling of security. 

It also confirmed that a whopping 42% chose Visa-MasterCard as the most recognised brand while PayPal was voted as the most trusted brand with 25%.

You can place these buttons in the footer of your website and also on your payment page.

3. Free Shipping & Free Returns Badge

By letting your customers know that they can receive and return any products ordered without any additional fees – you eliminate some of the perceived fear and risks of ordering from an online store.

This can be introduced through trust and safety for your customers with a Free Shipping and/or Free Returns badge.

Free Shipping - Delivery & Free Returns

This badge is flexible in placing and can be used effectively at different places across your website.

We recommend having a Free Shipping and Free Returns badge on all Add to Cart and Checkout pages.

It can also be effective on your homepage, header and on you Frequently Asked Questions page or a dedicated Shipping and Returns page.

By offering free shipping and free returns you are letting your customers know that you believe in the quality of your products, their happiness and satisfaction. 

This trust badge is a perfect match to a Money-Back Guarantee Badge if you are choosing to use one.  

The money back guarantee badge is possibly the most effective trust badge of all.

It completely eliminates the fear and perceived risk of buying a product or service online whilst assuring your potential customers that you have their best interests in mind.

Money Back Guarantee Seals-Badges

This badge is completely free you can make it yourself to match your brand or find a free downloadable version online. 

If you have a Money Back Guarantee Badge you should display it loud and proud so every single customer sees it.

It should be in the same places as your Safe Checkout Badge near the Add To Cart button and the Checkout button

These trust badges are about showing that your business is credible because it usually involves an application and review process which signals to consumers that you are an established business.

Better Business Bureau - Accredited Business Badge - BBB

If you cannot think of any third-party endorsement badges then think about the Better Business Bureau Accredited Business and Google Customer Review badges. These are two of the most trusted examples.

Best-Digital Marketing Services - google verified customer reviews badge

A third-party endorsement badge can take a lot of work but the extra work is worth the extra payoff as these badges can have a immense impact on your conversions.

Just think about when you shop on Amazon – you look for highly-rated items with lots of reviews and even an Amazon Best Seller badge. Think of these third-party badges in the same way.

Amazon Best Seller

Consumers are more likely to buy from you if they know that other customers have had a great experience buying from your store.  

These badges are usually placed in the footer of your website and should be more prominent than the accepted payment badges.

Each trust badge has its advantages and disadvantages but all of them have shown to increase trust and conversions so how do you know which badge is most effective for you?

With regards to safe checkout badges the brand that you choose has a large impact on how much reassurance it gives to your customers.

In a study conducted by cxl.com the three most recognised branded trust badges for safe checkout were McAfee (79%), Verisign (76%) and PayPal (72%).  

Most Recognisable Trust Badges - Heatmap

Brand recognition is important since it is correlated with the logos that give customers the most reassurance.

PayPal, Verisign and McAfee topped the list in that order and the results show the gap between the recognisable brands and others.

Most Recognisable Trust Badges

If you are in a position to offer a money back guarantee then do so since it is a powerful trust badge that you can implement.

There have been instances where – just by adding money back guarantee trust badge on website have seen sales increased by 32%

Free shipping badges and offers have been shown to increase sales between 16% and as much as 90%.

The best solution is to use a few trust badges together so this will have the biggest impact on your conversion rate.

Crunch the numbers to find out which badges are most cost-effective for your business. 

There are many options when it comes to trust badges. Some of the most esteemed badges are expensive example – McAfee Secure starts at $15/month but scale up as the size of your business grows. 

If PayPal is one of the ways you accept payments then their free trust badges are a perfect way to start increasing your conversions. 

With downloadable PNGs or as source code available you can have a PayPal badge up on your e-commerce store today.

Click on the image below to view full list.

They have three different types of badges available:

  • Return Shipping is On Us
  • Backed by PayPal
  • Support Small Businesses 

If you have a Shopify E-commerce store then this app is available through the Shopify App Store and it is a perfect addition to your website.

Click on the image below to view full list.

You have access to 670 different accepted payment badges in a variety of design styles that you can easily drag and drop to your product pages.

If you upgrade to premium then you can have your accepted payment badges on your cart page, homepage and the footer.

Convertful’s free downloadable PNG badges are great for any e-commerce store with 60 different free badges that cover 6 major sales objectives.

Each badge comes in five different styles so you can choose something that works with your store’s design.

Click on the image below to view full list.

Convertful are looking at the problems that customers identify that lead them to abandoning their carts and tailor their badges to solve those problems.

Badges include:

  • Secure Payments for those worried about sharing their information online.
  • Money-Back Guarantee to inspire trust in your product and services.
  • Express Checkout to avoid losing the 35% of people who abandon carts when they have to create an account.
  • Free Shipping & Free Delivery to combat the extra costs that are too high.
  • Fast Shipping & Delivery for those worried about slow shipping times.
  • Payment Options to list the variety of payment options you accept.

TrustLock.co has over 120+ free website trust badges that you can use on your e-commerce store.

You must link back to their homepage to use them for free but that is a small price to pay for a somewhat recognisable badge.

Click on the image below to view full list.

The free badges include:

  • 30-Day Money-Back Guarantee 
  • Credit Card Processor Logos
  • Fully Secured SSL Checkout
  • 100% Satisfaction Guaranteed
  • 100% Money-Back Guarantee
  • Guaranteed Safe Checkout
  • AES 256-BIT SSL Secure
  • Best Price Guarantee
  • Free Shipping
  • PayPal Logos or Stripe Logos

The free badges do not have the TrustLock logo featured on them. To access badges with the logo you need to pay for a premium account which costs anywhere from $9 to $20 per month. 

Conclusion

You have approximately 5 seconds to build trust with your potential customers.

Displaying trust badges on your website is definitely a cart abandonment solution whilst creating trust with your customers and increasing conversion rates.

However if you are finding it difficult then seek an experienced marketing agency like Best–Digital Marketing Services to help you set up strategies to recover sales through shopping cart abandonment.

Contact us today and see how we can help you boost your lost sales through cart abandonment.

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How Emotional Marketing can Boost Facebook Ads

How Emotional Marketing can Boost Facebook Ads

Ways to Increase Your Facebook Ads using Emotional Marketing

Facebook advertising is like an auction with both winners and losers.

And you want to be on the winning side – don’t you?

Therefore you need to create Facebook campaigns that finish the race as champions whilst collecting new customers in the process.

An effective move would be creating ads that catch consumer’s attention before any other Facebook post or ad can get to them.

While there are many tips and hacks written across the web –here is one that is highly promising – playing on consumer’s emotion.

What is Emotional Marketing?

Emotional marketing refers to marketing and advertising efforts that primarily use emotion to make your audience notice, remember, share, like and buy.

What ….

These emotional marketing values typically taps into a singular emotion, like happiness, sadness, anger or fear to elicit a consumer response.

There are four basic emotional categories – happy, sad, afraid/surprised and angry/disgusted.

Robert Plutchik’s wheel of emotions” illustrates some of these emotional spectrums using colours.

Plutchik Wheel Of Emotions

Depending on your product, industry and audience you cannot always target general happiness.

How come …

Just like with your marketing goals you must dig deep and define precisely what feeling you are aiming to elicit.

This will influence the details of your marketing — your copywriting, media, graphics choices, etc. and help you to be effective as possible.

Why Emotional Marketing Works

Trend Hunter Marketing analysed 55 emotional marketing campaigns and found the average popularity score to be 8.0 — higher than in other categories.

By spicing up your Facebook campaigns with emotion and thrill you can allure your Facebook audience to make them click and purchase.

An analysis of 1,400 successful ad campaign case studies found that campaigns with purely emotional content performed about twice as well (31% vs. 16%) as those with only rational content.

There is no limit to the importance of emotional marketing that you can bring into play – excitement, melancholic, shock, fear, happiness – just to name a few.

Emotional Marketing

Emotional Marketing Strategies

This post will teach you how emotional marketing can boost your Facebook ads and celebrate a great victory over the competitors.

Below are different ways how emotional marketing can increase your Facebook ads with some examples of emotional marketing.

There are in no order of importance since all of them are equally important. You may choose a few or all of them or mix and match as you like.

1. Make the offer about the buyer.

Make sure your offer is one that speaks to your audience and not just a list of your product’s features. Make it about them.

Why ….

Remember that your offer and ads should not be a long list of your product’s features or new user experience – UX updates.

Google manages to turn their rather technical offer into something that is actually about the reader.

Think About Your Buyers

Google’s Facebook ad makes it crystal clear that it is all about you, nothing but you.

  • New domains that tell your story
  • Get your domain today
  • Find a domain name for your story

2. Use memorable symbols

People are quick to build new associations between everything they see. That is why you should include positive symbols in your ad design to make your audience remember you with positive emotions.

Positive symbols can include:

  • Checkmarks
  • Smiley emoji/s
  • Celebration emoji/s
  • Stars

Asana’s Facebook ad creative displays a growth curve together with a checkmark icon.

What does it make you feel? If you are a prospect for Asana then you are likely to feel the relief of completing work in time.

Use Memorable Symbols

You probably noticed how colourful all the Facebook ad examples in this article are.

There are two reasons for that:

  1. We are in love with colourful ad designs because our brain loves colours.
  2. Your target audience will also love colourful ad designs because all their brains love colours.

Research has discovered that consumers make up their minds within 90 seconds of their initial interaction with either people or products and anywhere from 62 – 90% of their decision-making is based on colours alone.

You should be able to make colourful Facebook ads align with your branding as a go-to strategy and it is an easy win.

3. Learn to Handle Negative Feelings

A Facebook ad sparking negative feelings is not always a bad thing especially if it first ignites the negative thoughts and then offers a solution to cheer you up.

Really…

Do not overdo the negativity in your ads. The key to successful Facebook ads lies in just the right amount of negativity.

A study by  Stanford GSB and Tel Aviv University discovered that small doses of mild negative information also called blemishing effect might actually strengthen a consumer’s positive impression of a product or service.

Contently’s ad headline makes many marketers worry: If the future of content isn’t blogging, what am I going to do?

But just as the ad’s negative headline has grabbed the reader’s attention it also offers a solution: More videos. More downloadable content. More infographics.

Deal With Negative Feelings

According to the viral content study – some negative emotions contribute more to going viral than others especially the negative emotion of anger.

No Way…

Emotions like sadness is less likely to be shared but where it inspires high-energy emotions like awe, anger and anxiety it is more likely to be shared.

Anger wins the award as the most viral emotion. Note that anger is typically directed at the topic – not the author or publication.

Inciting anger in readers requires some tolerance for dealing with controversial topics.

The study also found that controversial blog posts receive twice as many comments on average however this could alienate customers and partners.

Negative Emotional Analysis

Awe will be the safest and most reliable path towards viral content. Awe is more than surprise – it is the reason we cannot stop watching movies with big explosions and larger-than-life heroes.

Creative inventions, completed labour-intensive projects, stunning design and novel are all ways to fill viewers and readers with awe.

Here is how to put negative feelings to good use in your Facebook ads:

  • Capture your audience’s attention with a negative headline.
  • Let your audience know about a small default about your product to show you are not hiding anything.
  • Remind the readers of a negative fact or situation they encounter on a daily basis.

It is absolutely amazing to see how emotions affect buying behaviour in consumers across the spectrum.

We all hope that we are going to be funnier, smarter and prettier.

That is why we buy new things — to improve our lives. While deep inside, everyone knows that most of the time material things would not make us happy but we still keep hoping they will.

Aaahh Guilty …

Shopifys Facebook ad plays on the emotion of hope by using aspiring language and brilliant copywriting.

Make Emotional Connection

Start your journey and Get more out of life are both great slogans and talk to Shopify’s target audience and it offers hope.

Emotion of hope can be activated by masterful copywriting and also provide a platform or a solution to reach a better future.

If you promise to double a company’s revenue then also be clear about how you will do it.

5. Nail the Ads-Audience Match

Make sure your ad’s offer, design and messages match with your Facebook target audience.

Johnathan Dane from KlientBoost likes to divide Facebook audiences into three distinct groups:

Facebook Ads Audience Match
  1. Ice cubes – people who have never heard of you and have not visited your website before
  2. Lukewarm audience –people who know who you are but cannot exactly tell what it is that you do
  3. Volcano lava traffic –people who have bought something from you before or are way down the conversion funnel on the path to becoming a customer.

Each of these temperature levels needs a dedicated Facebook ad emotional campaign if you are going to reach them effectively with a different offer and approach to ensure emotional advertising effectiveness.