Most brands usually have one of two goals when posting on Facebook: engagement or conversion.
Both metrics are important, but depending on what your goals are, one will usually be more important. If your goal is to increase website traffic, a Facebook post with a high number of likes – while nice – won’t necessarily help.
When do you want conversions? Basically, when you want someone to take a certain action after seeing your Facebook post. Maybe you want people to subscribe to your newsletter or join a membership club. Maybe you want them to visit your website or buy a certain product.
It’s true that every good Facebook post has some things in common. But if you want your posts to have a high conversion rate, you need to use a different strategy than the one you use to get a high engagement rate.
Read on to learn five key ways to prepare your Facebook posts for conversions.
5 key elements of a high-converting Facebook post
These five elements are what all high-converting Facebook posts have in common.
1. Featured images
A Facebook post without ads is like a store without a showcase. Nothing has the power to stop people in their tracks (or stop their thumbs from scrolling) like a good visual.
Remember, every Facebook post competes with other things in someone’s feed. And it only takes 2.6 seconds for his eyes to choose what to decide.
So make sure your image is eye-catching and eye-catching.
Whether you’re using static images, GIFs or videos, here are a few things to keep in mind when choosing images for Facebook:
- Get the right features: Check Facebook’s features to make sure you’re offering high-quality images. Low resolution images reflect your business poorly and no one likes to click them.
- Limit text: According to Facebook, distribution of images with more than 20% text has decreased. Use Facebook’s Visual Text Check before posting an image with text in it.
- Skip stock images: If you can afford to hire a photographer or illustrator, do it. Stock images are easy to scroll and may be too generic for your brand.
- High contrast: Contrasting colors help your images stand out, even in low light or black and white conditions. A color wheel can help you make the right choices in this area.
- Consider mobile: 88% of Facebook users access the platform from a mobile device. Test your images on a mobile device before submitting them to make sure your text is legible and the focus is clear. Consider trying vertical video for maximum impact on mobile devices.
Find more Facebook photography tips here.
2. Sharp copy
The next aspect of a high-converting Facebook post is if it’s cheating. Keep your writing simple, clear and to the point.
Avoid business jargon and promotional language. Besides deterring readers, too much marketing talk can discredit your post with the Facebook algorithm.
The text should reflect your brand personality, whether it’s witty, friendly, or professional. Whatever the personality, aim to be personal and connect with the reader.
Conventional wisdom holds that short copy tends to win. While it’s true that social media users have an attention span of eight seconds, posts with long copies can also perform well.
Ultimately, it all depends on your audience. Analyze your top performing posts and see if there is any correlation between text length and performance. Or experiment with some A/B testing to see what works best.
3. Impressive call to action
The most important element of a high-converting Facebook post is the call to action, the CTA.
Ask yourself what you want someone to do when they see your post. If you’re not sure, no one else will either.
If you’re looking for website traffic, sales, or even engagement, you won’t get it if you don’t invite it. power verbs like Become a member, download, Subscribe, Reserveand click Mobilize Facebook users after seeing your post.
But these verbs are pretty common these days, so don’t be afraid to spice them up a bit.
Adding urgency can help. For example, “There are only a few places left. Reserve your trial today.” If the trial is free, it might be worth mentioning as well.
A CTA should give purpose to your post and its readers. But don’t overdo it. Too much CTA can lead to decision fatigue. One CTA per post is usually a good rule of thumb to follow.
Here are a few examples of creative CTAs:
4. Irresistible incentive
A call to action is only as good as its incentive. If you can’t give someone at least one good reason to visit your website, download your app, or subscribe to your newsletter, you shouldn’t be asking.
An incentive can mean several things. Maybe include the benefits of membership in your rewards program. It can be an opportunity to learn more about the great features of a product you are launching. A travel company may want to highlight the attractions of top destinations. Showing off some sun and sand during the winter months can go a long way when it comes to inspiring travel passion.
A good marketer should already be in touch with what his target audience and customers want. And the incentive you choose to share should address those needs and desires as much as possible. If you’re not sure where to start, look at posts that have performed the best in the past. Examine your audience’s insights and discover your customers’ interests.
A good teaser for a blog post will make viewers want to learn more. But don’t oversell. Clickbait can seem deceptive and disingenuous, although at times irresistible.
Of course there are also more active incentives like promo codes.
5. Strategic targeting
Facebook is known for its ad targeting capabilities, but there are many ways to target an organic Facebook post as well.
First of all, be conscious of your Facebook audience demographic. Do not assume that your followers on Facebook are the same as those who follow you on LinkedIn, Twitter, Snapchat or other social media platforms.
For example, what is the largest age group?
Is it mostly male, female or gender non-binary?
Where do most of your audience live?
What are their areas of interest?
Organize your posts based on this information. For example, if your Facebook target audience is mostly women, it might make more sense to showcase your women’s clothing instead of men’s clothing.
Timing is another important factor. When is your audience usually online? Moyens I/O research reveals that the best time to post on Facebook is between 9:00 am and 2:00 pm EST on a Tuesday, Wednesday or Thursday.
But that can change. If your audience is largely in a certain time zone, you will want to adjust accordingly. Make sure to use Facebook Analytics to verify your Page’s peak traffic hours.
More Facebook post tricks
There are a few more tricks you can use to improve the performance of your post. Try pinning the post to the top of your Facebook page to make sure all visitors will see it. If you want to increase the reach of your post and make room in your social media budget, consider increasing it. Or start a full ad campaign with these high-converting tips and tricks.
Manage your brand’s presence on Facebook with Moyens I/O. Engage with followers, track results and schedule new posts from a single dashboard. Try it for free today.
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