As you develop a social media presence for your small business, where should you put most of your energies? If you’re like most businesses, Facebook ranks tops when it comes to both current ubiquity and future potential, a survey from The Creative Group reports.
More than three-fourths (76 percent) of advertising and marketing executives polled in the survey say their company has an active presence on Facebook. In contrast, only about half report having an active presence on Twitter (52 percent), LinkedIn (48 percent) or Google Plus (48 percent).
The survey also asked which social media site has the greatest potential for business. Facebook beat out other contenders, cited by 45 percent of respondents—far ahead of second-place Google+ with just 13 percent of respondents.
What do the results of the survey mean to you? Three lessons stand out to me.
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“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.“ David Ogilvy
Very simply, online ads need to do three things:
An effective headline, therefore, is critical to having a successful online ad campaign. Here are a few tips taken from writers, famous advertisers and researchers:
Use headline templates, which are based on headlines that have worked in the past:
Be short and to the point. Less is more, so spend the time to cut out extras or swap out ho-hum words. (Who hasn’t at least read the “Cut Out Belly Fat” ads?)
Trigger strong emotion. Include language that appeals to core aspirations or fears. This useful Emotional Marketing Value Headline Analyzer can help you test out several results.
Use questions. Some recent studies show that questions perform better than statements by building intrigue and enticing a response from the reader. So consider leading with “What If you could…?” or “Would You…?”
Use specific numbers. Numbers and percentages (the more specific, the better) automatically lend a feeling of authority and measurable results. Consider “How to” –headlines such as “How to save on average $72.35 on your monthly electric bill”
Highlight real testimonials. Faces and stories have natural appeal. Use a real quote and photo from a happy customer showing how “this product changed my life”.
Show big rewards. For example, “Be the #1 Sales person”.
Run A/B tests. After generating several compelling headlines, run smaller trials to see what performs best with your target group. Ideally you should test a combination of two images and four headlines. While it may add a few weeks to your ad campaign launch date, you will save money and improve click thru results.