Most brands often have one of two targets once they post on Facebook: engagement or conversions.
Both metrics matter, but depending on what your targets are, one will typically matter more. In case your goal is to grow website traffic, a Fb post with a high like count—while nice—isn’t essentially helping.
When do you want conversions? Basically, whenever you want somebody to take a particular action after seeing your Fb post. Maybe you would like people to subscribe to your newsletter or join a membership. Or maybe you want them to visit your site, or purchase a particular product.
It’s true that every good Fb post will have some things in common. However, if you need your posts to have a high conversion rate, you will need to use a different technique from the one you’d use to achieve a high engagement rate.
Read on to learn 5 key methods to prime your Facebook posts for conversions.
5 key factors of a high converting Facebook post
All high converting Facebook post have these 5 elements in common.
1. Standout visuals
A Fb post without creative is like a store without a window display. Nothing has the power to stop people in their tracks (or stop their thumbs from scrolling) like a great visual.
Keep in mind, every high converting Fb post competes with whatever else is in somebody’s feed. And it takes around 2.6 seconds only for their eyes to select what to settle on.
So be sure your visual is eye-catching and attention-worthy.
Whether you utilize static photos, GIFs, or videos, here are a few things to remember when selecting visuals for Fb:
- Get the right specs: Check Facebook’s specifications to ensure you deliver quality photos. Low-res photos reflect poorly on your business and nobody likes to click on them.
- Limit text: According to Facebook, photos with more than 20% text have reduced delivery. Utilize Fb’s Image Text Check before posting a picture with text in it.
- Skip stock images: When you could afford to commission a photographer or illustrator, do it. Stock photos are simple to scroll past and might be too generic for your brand.
- High contrast: Contrasting colors will help make your photos pop, even in low light or black and white conditions. A color wheel could help you make the right choices in this area.
- Think about mobile: 88 percent of Facebook users access the platform through a mobile device. Test your photos on a mobile device before publishing them to make sure your text is legible and the focus is clear. Think about trying vertical video for maximum impact on mobile.
2. Sharp copy
The next aspect of high converting Facebook post if gripping copy. Keep your writing short and sharp.
Keep away from business jargon and promotional language. Along with deterring readers, too much marketing speak could put your post out of favor with the Facebook algorithm.
Copy needs to convey your brand personality, whether it’s witty, friendly, or skilled. No matter the personality, target to be personal and connect with the fan.
Ultimately it depends on your fan. Analyze your top-performing posts and see if there’s any correlation between text length and performance. Or experiment with some A/B testing to see what works greatest.
3. Compelling call-to-action
An important element of a high converting Facebook post is the call-to-action, a.k.a CTA.
Ask yourself what you need somebody to do when they see your post. When you are unsure, nobody else is going to be either.
Whether you are looking for site traffic, sales, or even engagement, you aren’t going to get it when you do not invite it. Power verbs like Sign up, Download, Subscribe, Reserve, and Click on put Fb users into action after seeing your post.
However, these verbs are also pretty commonplace these days, so do not be afraid to spice them up a little.
Including urgency could help. For instance, “Only a few places left. Reserve your trial today.” If the trial is free, that may be worth mentioning, too.
A CTA should give your post—and its readers— goal. However, don’t overdo it. Too many CTAs could result in decision fatigue. One CTA per post is generally a great rule to abide by.
Here are a few examples of creative CTAs:
4. Irresistible incentive
A call-to-action is only as good as its incentive. When you cannot give somebody at least one good reason to go to your site, download your app, or subscribe to your newsletter, you should not ask then.
An incentive could mean a few things. Maybe it consists of the advantages of membership to your rewards program. It might be a chance to learn more about the cool features of a product you have launched. A travel firm might want to highlight the attractions of top destinations. Showing a little sun and sand during the winter could go a long way in terms of inspiring wanderlust.
A great marketer should already be in touch with what their audience and customers want. And the incentive you select to share need to appeal to those needs and desires as much as possible. When you are unsure where to begin, take a look at the posts which have performed the best in the past. Dig into your audience insights and discover the interests of your customers.
A great teaser for a blog post leaves viewers wanting to know more. However, do not oversell it. Clickbait, while sometimes irresistible, could come across as gimmicky and disingenuous.
Of course, there are also more active incentives like promo codes.
5. Strategic targeting
Fb is known for its advert targeting capabilities, however, there are many methods to target an organic Fb post, too.
Firstly, be conscious of your Fb audience demographics. Don’t take for granted that your followers on Fb are the same as these following you on Twitter, LinkedIn, Snapchat, or other social media platforms.
For example, what’s the largest age group?
Are they mostly male, female, or gender non-binary?
Where do most of your audience live?
What are their interests?
Tailor your posts around these insights. In case your Fb followers are mostly female, for instance, it might make more sense for you to showcase your women’s clothing line versus men’s.
Timing is another essential thing. When is your audience often online? Hootsuite research finds that the perfect time to submit on Fb is between 9 a.m. and 2 p.m. EST on Tuesday, Wednesday, or Thursday.
However, this could vary. In case your audience is largely based on a particular time zone, you will want to adjust accordingly. Make sure to utilize Facebook Analytics to confirm the peak times for your page’s traffic.
More Facebook post tricks
There are a few more tricks you could utilize to enhance your post’s performance. Try pinning the post to the top of your Fb page to make sure all visitors will see it. If you wish to improve the reach of your post and have room in your social media budget, consider boosting it. Or launch a full advert campaign with these high-converting tips and tricks.