24 Feb 2021

Top 4 reasons to choose social media for online advertising

Social media has become a digital marketing staple. Whether its organic or paid marketing promotions, digital marketers depend on various social media platforms to design and execute campaigns online.

Businesses that are getting started with paid digital marketing will have a lot of options to choose from. Increasing digitization and internet penetration has led to the rise of many types of online adverting platforms. Apart from familiar social media sites, other forms of paid online advertising include:

  • Google Ads
  • LinkedIn ads
  • YouTube ads
  • Content distribution networks
  • Dedicated email drops

Why choose social media for online advertising?

Social media has emerged as one of the most preferred online advertising options for businesses across multiple industries. It offers potential for unprecedented expansion and growth. It’s always a good idea to explore different online channels to generate business, however, social media serves as the perfect starting point due to its many clear advantages.

Social media has become the most preferred online advertising choice

If you are starting from scratch, here are four simple steps to begin Social Media for your Business.

Let’s find out what makes advertising on social media so attractive to marketers.

1. Low budget campaigns

Social media platforms allow businesses to launch campaigns even with a limited budget.  This reduces the risk businesses have to take when testing a campaign’s probability of success. Low budget ads allow businesses to freely conduct test campaigns and use data to identify the strategies that will become the backbone of future campaigns.

Additionally, low budget campaigns enable small and medium businesses to place their products and services in front of their online consumers and compete with larger organizations. Therefore, despite budget constraints businesses are able to strategically expand their marketing efforts and generate revenue via social media advertising.

2. Specificity in targeting

Perhaps one of the greatest advantages of advertising on social media platforms like Facebook is how specific and laser focused targeting can get. Digital marketers have a myriad of targeting options to work with. A combination of basic parameters like age and gender, geographic parameters like city, state and country, and highly specific parameters like interest, behaviour and education allow marketers to create a potent target set designed for high performance.

It is recommended to set up multiple low budget test campaigns to try out different targeting combinations and to add maximum specificity into your targeting. Such a practice helps create efficient campaigns by connecting a specific product/service with its best target match.

3. Metrics for performance & analysis

Performance and analysis metrics eliminate the need to guess whether an ad is performing. Performance data provides a clear indication of whether or not an ad campaign is worth investing in. Social media ad platforms like Facebook and Twitter come with extremely insightful analytics data, detailing the performance of every ad campaign.

Using social media ad performance data to improve future paid campaign results

By carefully studying the performance of each ad, a digital marketing strategist can make informed decisions on which campaigns need to stop and which ones can scale. An in-depth understanding of every campaign allows businesses to structure their online marketing efforts in a manner that results in minimal misapplication of available resources.

4. Goal oriented approach

When you are setting up a Facebook ad, the first thing you will be asked to do is to choose a ‘Campaign Objective’. Such a goal-oriented approach right from the get-go allows the campaign to stay focused on its main objective. A goal-focused approach guides an advertiser to correctly shape the tone and message in the ad creative and ad copy as well as the choice of ad format.

An objective can be anything from a website visit to a product purchase. In digital marketing, the event in which an ad meets its objective is termed as a ‘conversion’. A Goal oriented approach compels an advertiser to have a clear idea of what he/she wants to accomplish with a particular ad. Aligning the ad’s objective with all essential ad elements is crucial to achieve a high conversion rate. Paid marketing campaigns on social media allow you to achieve a wide range of objectives which overtime build a business’s overall online performance. These objectives can be:

  • Brand identity creation & awareness
  • Social media engagement
  • Increase website traffic
  • Increase video views
  • Promote products and services
  • Launch new products and services
  • Sell products on ecommerce store
  • Local business promotion
  • Collect high quality leads
  • Generate low-dollar purchases

Speak to the experts at WebFX, a digital marketing company in Trinidad to plan and manage your business’s social media marketing. The creative team of social media managers and digital content producers at WebFX have worked with many businesses in the Caribbean and are constantly advancing their skills to ensure maximum reach and engagement for their clients.

The increasing popularity of social media platforms in the digital marketing landscape has created exciting and new ways of promoting and marketing businesses online. The introduction of these new marketing channels not only increases the probability of a campaign’s success, but also provides marketers with data to refine and fine-tune marketing strategies with every

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12 Feb 2021

Five types of CTAs your business’s website must have for higher conversions

A CTA or ‘Call to Action’ is a website element that prompts visitors to take a certain action. The most common forms of CTAs are ‘Read More’, ‘Contact Us’ and ‘Buy Now’. Here are some more examples.

Popular CTAs on website

A CTA is an effective technique of ushering website visitors towards the next step you want them to take. Its literally ‘Calling’ website users to take an ‘Action’, that will bring them a step closer to becoming paying customers. An experienced website design company is skilled at strategically placing appropriate CTAs on a business’s website, in order to guide users toward a desired action necessary to meet a business’s online objectives. Let’s go through five CTA types a business website must include in its digital marketing plan.

5 business website CTAs for higher conversions

1. CTAs that encourage visitors to stay longer on the website:

The purpose of such a CTA is to effortlessly move visitors from one webpage of the website to another, so the average time spent by visitors is higher. Not only does this help reduce the website’s bounce rate, but it also indicates to search engines that users find it easy to access information on your website, and that your website is user-friendly.

Increasing the average time spent by users on your site helps them become more familiar with your brand and develop trust. This is necessary to support their buying decision. Such CTAs usually offer additional information related to their search queries and details they are likely to be interested in. Examples include ‘Read more’, ‘Learn more’, ‘Product details’ and ‘Related Blog Posts’.

2. CTAs for lead generation:

In online marketing, lead generation CTAs are a necessary part of a business’s sales funnel. They are designed to match the consumers’ buying journey and are strategically placed to positively impact their buying decision. Digital marketers heavily rely on CTAs to move a cold prospect into their sales funnel and slowly push them towards a profitable conversion. With the help of lead generation CTAs, a business can create many opportunities to continue communication with a prospect. This usually involves offering free consultations, webinars and eBooks. Some of the common CTAs for lead generation are ‘Schedule a call’, ‘Download eBook’, ‘Register for Webinar’ and ‘Book a free consultation’.

3. CTAs to encourage social sharing and engagement:

One of the simplest ways to improve social sharing, engagement and brand interaction is by introducing social sharing CTAs on your website. These can be added to the footer, and also with any piece of information which you think your target audience would be interested in. These CTAs generally encourage social sharing of blogposts, images, gifs, videos and infographics. Here is an example.

Website CTAs to encourage social sharing and engagement

4. CTAs that help build customer relationship:

This type of CTA is designed to prompt website visitors to interact with your business. It’s a technique used to initiate the process of building and nurturing customer relationships. This is done by asking website users to share their feedback and suggestions on how to improve the quality of services and products provided. The users are also encouraged to ask questions and submit their queries and concerns. A simple yet effective strategy, these CTAs create an opening for interaction, which businesses can take advantage of for effective customer relationship management. Website designers add CTAs such as ‘Share your feedback’ and ‘Submit your query’ at appropriate locations on the website to encourage customer interactions.

5. CTAs for low dollar purchase:

Conversions are easier to achieve if the risks are reduced for potential customers. The idea behind low-dollar purchase CTAs is to make website visitors feel comfortable making online transactions on your website by removing risks associated with them. For example, a potential customer will be way more comfortable buying a $5 product on your website rather than a product that costs $500. By reducing financial risks, you are encouraging website visitors to become paying customers.

Learn more about what other website design features help increase conversion rate

The objective here is to let them get used to making online purchases from your website by minimizing their initial hesitance and then building trust and credibility. These CTAs can come in the form of ‘Discount coupons’, ‘Special Offers’ and special discounts for 1st time buyers. A well-designed website that creates a sense of trust and follows strict safety protocols also plays a big part in the success of low-dollar purchase CTAs.

An experienced website design and development team along with a skilled digital marketing team will work together to identify the best CTA placements and types to generate optimum results for their clients.

If you are a business in the Caribbean in need of professional assistance to improve your website performance, contact the website design team at WebFX. With the experience of working with several clients in various Caribbean countries like Trinidad, Antigua, Barbados, St. Lucia and Grenada, WebFX website team is not only outstanding at what they do, but they also understand the specific needs of businesses in the Caribbean.

The best CTA strategy is to combine appropriate CTA placements with enticing offers which provide true value to your website visitors. It must meet its objective and aim at presenting a win-win situation for your business as well as the consumers.

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