Website Development | FREE Website Tips

3 Things You Can Implement on a Website RIGHT NOW!

Laptop with statistic on.
Website Development Ideas – Increase Website Traffic 

We believe 95% of websites are not fit for purpose. No matter how big or small a business is, website development is considered one of the most important factors within a marketing strategy. 

Business owners and web design companies have made website development one of the biggest opportunities for small businesses. Why is this? Business owners build or get a website built for them that doesn’t work correctly. This is because they are focusing on design rather than generating traffic, leads, and conversions.

This is why it is important for business owners to understand how they can do this themselves. Here are three of our most important tips for upgrading a small business’ website. 

3 FREE Website Development Tips for Small Businesses:

1. Get Found in the Main Service Location 

With this 2-minute task, you can effortlessly rank a website by optimising the homepage SEO in three steps. 

Firstly, complete the following: 

  • Know what your search terms/keywords are 
  • Identify the main location you provide your service in 
  • Decide on your strongest USP (why should people choose you) 
  • Decide on a strong CTA (e.g. offering a free quote or phone call) 

Now, optimise the following SEO factors: 

  • Page Title – You have 70 characters to include your keyword + location (e.g.” Apprenticeships in London”), if you have remaining characters enter your business name (e.g. “Apprenticeships In London – Apprentice NOW”). 
  • H1 Title – Make sure your H1 title on your homepage says the exact same words as your title does (e.g. “Apprenticeships In London”).  
  • Meta Description – Edit your meta description (max. 240 characters) do this in 3 stages: 
  1. Long-tail keywords -Extend your initial search term with relevance (“Recommended Apprenticeship Company In London”). 
  2. Service USP – The benefits of your business (“Offering government approved apprentiships with qualified experts.”). 
  3. Call To Action – Make them want to click on your link (“Visit our website for FREE career advice.” ). 

2. Optimise Website Headers 

Rather than using headers to boast about the business, use them to create attention and customer value. 

A website displaying all about ‘you’ in the headers will not draw attention. Headers are intended to entice potential consumers by explaining how their problems can be solved. 

So, how do you do this?  

Spend time reviewing and editing all of the headers. These should be relevant to the page’s content yet address the customers directly. 

Important: If you don’t already have headers, you should add them right away! 

Website Design with Solution Focused Header
Website Development Ideas For Small Businesses 

3. Improve Call To Actions 

Improving call to actions is not about providing a better sales pitch, but rather adding value to the customer. 

How can you do this?  

Change the call to action buttons to offer something of value for free e.g. a free introduction call or a free piece of advice.  

This allows customers to get a free taste of the business and they’ll come flooding back because they know what they are getting is of value. 

Get inspired by some of the best call-to-actions here.

Don’t wait around to implement these, customers are ready and waiting for you! 

If you found this helpful and you’re interested in finding out more about digital marketing, click here.

The Seven Principles of Marketing

The marketing mix is another name for the seven principles of marketing. They are a set of key principles that are an essential part of a marketing strategy. It includes product, price, promotion, place, people, process, and physical evidence.

A hand holding a lightbulb in front of a blue to orange background

Product

Fundamentally, the product is at the heart of any marketing campaign. It is the thing that your customers will be buying so it is important that they see its value and worth.

Research on the current market, the competitors that are relevant to you product and the target audience needs to be carried out prior to any product development. This so that you are able to create the best product and have a good conversion rate, thus creating profit.

In order to create a suitable product for your target audience, you need to think about many things. For example, what problem does the product solve for the customer? Why is your product the best in the market? Is your product up to standard?

Price

The pricing strategy is very important as it will determine your profits.

The price of he product must be higher than the cost of producing it, in order to generate profit. However, it needs to be priced competitively and fairly so that a customer will be willing to make the purchase.

The price you charge will also dictate the expectations a customer has about the product. For example, if it is a low price then this will make a customer think that it is a standard product with not much extra benefit(s). However, if it is a high price then the customer will expect the product to meet or exceed their expectations and have some added value.

Place

Where and how your customers will buy your product should be carefully considered.

The product should be available to purchase wherever the customer expects to find it. For example online retailers or supermarkets. And the placement in both of these places need to be relevant to the product, so you need to consider which aisle of the supermarket it should go in or where on the website it would need to sit.

On the other hand, placing a product in an unsuitable environment will create negative connotations with your brand and could have a lasting negative impact on it.

Promotion

The marketing strategy needs to factor in all the promotional activities that will be carried out. This includes advertising, paid/earned marketing and in-store promotional activities.

It is essential that a variety of channels are considered when running a promotion. This includes social media platforms, print and online.

People

Your employees are an important part of your brand and customer satisfaction.

Staff should have adequate training to give excellent customer service to all customers and provide them with all the information they need. This will not only help sales but could also help with referrals, thus increasing your customer base.

Process

The customer experience involves many different processes and it will have a direct effect on customer satisfaction. For example:

  • Website user experience
  • Communication with the customer
  • In-store experience
  • Delivery service
  • Interactions with staff

It is important to ensure that all points of contact with the customer are pleasant and helpful to make sure that your brand always delivers to a high standard.

Physical Evidence

The last marketing principle is ‘physical evidence’. This relates to what your customer ‘sees’ of your product relates to ‘physical evidence’. For example:

  • Your website
  • Your shop
  • Photos of your product
  • Physical/digital receipts
  • Business cards

The physical aspect of your business needs to create the right impression with your customer base as they are able to infer a lot from it. This means that it should all align with your brand and be consistent throughout all channels.

Five people in a room looking at a computer screen

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6 Reasons Why a Career in Digital Marketing Would be Perfect for You!

Social Media

Everything is going online! Companies in all sectors are focusing on developing a digital online presence.The digital economy is growing much faster than the offline economy, and so you should use this to your advantage and get the Digital Marketing skills you need to get hired!

Here are 6 reasons why

1. There are so many different diverse roles

There are a lot of different area’s in marketing today, including the following;

  • Social Media Marketing: Using an array of social media platforms such as Instagram, Facebook, and Twitter to target audiences.
  • Offline Marketing: This includes physical marketing techniques such as ads, billboards, radio, and print media.
  • Email Marketing: Developing relationships with clients by creating newsletters which bolster your brand.
  • Influencer Marketing: This involves creating endorsements and sponsorship’s to promote your brand.

If you are unsure as to what area of marketing would suit you best, some good questions you could ask yourself are: Are you a more analytical or creative person? Do you enjoy thinking about the campaign or executing it?

2. It’s a fast growing industry

Marketing Hiring Trends found that about 69% of companies are in the demand for marketers. They also found the big gap between the supply and demand of those with the right skills for digital marketing. The demand stood at around 59%, but the supply was only 19%. These figures can show you the demand of digital marketers and that qualifications will not go to waste!

According to LinkedIn, the “Digital Marketing Specialist” role is among the top 10 most in-demand jobs, with 860,000 job openings. The most requested experience in digital marketing includes social media, content strategy, SEO, analytics, and more.

These figures can show you the demand of digital marketers and that qualifications will not go to waste!

3. It is fun and creative

A career in digital marketing allows your creative side to flourish. Creative thinking can be a powerful and important tool in the marketing industry. Did you know that creativity has loads of benefits that can have a positive impact on your daily routine?

  • Creative thinking helps you see new original opportunities
  • Helps you be innovative
  • Creates unique solutions
  • Helps your campaign stand out
  • Helps you create a meaningful connection with your customer
  • Helps your leadership skills
  • Let’s you be more agile

Creativity is one of the key factors of success in the marketing world, and therefore a Digital Marketing Apprenticeship allows you to put your skills to the test.

4. Marketing salaries are higher than the national average

Digital marketing jobs tend to be well paid. The average starting salary for a digital marketing job on the Indeed website is around the £24,000 – £26,000 mark.

When a job is in demand, that means there’s more opportunity to negotiate remuneration whether you are working in-house or as a freelancer. So long as you show how hard you work and how intelligent you are through the job search process, you’ll be able to bid higher and higher the more experience you get!

5. It’s very social

In digital marketing jobs, you’ll have the opportunity to work with several different teams & individuals. There is always something new to do and new people to talk to.

Whether it’s a new client, a college, or finding fun ways to engage and expand your audience, anyone with an interest in working with people will love working in digital marketing.

6. Working in digital marketing gives you versatile skills

 If you choose a career path or specialization in this field and you decide to pivot later, you’ll likely only need a little training in order to make the switch. You will have created a well-rounded skill set with Technical skills, digital copywriting, editing, data analysis, for example.In this sense, you can build on existing skills while still learning new ones, but still stay in the same field.

There’s plenty of choices, here, and ongoing learning opportunities, where different skills fit together in different ways.

Conclusion

As you can see there are so many reasons why a career in digital marketing would be beneficial for you. Whilst it’s fun and creative, it also gives you the opportunity to have a competitive salary in one of the largest growing industries.

Find out more about Digital Marketing Apprenticeships here

Organic vs. Paid Social Media

Young people sitting on stairs using smartphones for organic and paid social media

Weighing up the options between paid and organic social media? Not sure where to start? We’ll save you some legwork: you’ll find everything you need to know in this expert guide.

As a digital marketing apprentice, social media implementation is crucial. For instance, you’ll need to show that you have a variety of skills and the ability to run digital campaigns across different social media platforms. In this guide we’ve outlined the main differences between organic and paid social media, as well as including some examples to help you understand better. We’ve also chucked in some useful links to help get you started to becoming a social media wizard!

The key to social media is being social

Eli Fennell

What is Organic Social Media?

Organic social media refers to the free content that all users, including business and brands, share with each other on feeds. For example, this could include posts, photos, videos, memes and stories.

As a brand, when you post organically to your account, you can expect that people who see it are:

  • A percentage of your followers (also known as organic reach)
  • Your follower’s followers
  • People following any hashtags you use

Brands use organic social to:

  • Establish their personality and voice
  • Build relationships through informative, entertaining or inspiring content
  • Engage customers at every stage of the customer life cycle journey

Example of typical organic content from a business:

Pantone leveraging user-generated content

Pantone excels at the strategic use of user-generated content to build a stunning feed. For example, the brand uses aesthetically pleasing, high quality content to grab the audiences attention. Additionally, the short, punny copy doesn’t detract from the image.

What is Paid Social Media?

Paid social media involves brands paying money to social networks such as Facebook and Instagram to have their content shared with specific audiences. Paid social posts will show up in the feeds of whichever audience you decide to target and can be filtered by demographics, likes, interests and more.

Cost-per-click (CPC) is one of the most common methods of charging for this type of promotion.

Businesses and organisations use paid promotion on social media to:

  • Raise brand awareness and attract new followers
  • Promote new deals, content, events
  • Generate leads
  • Drive conversions

Example of typical paid content from a business:

example of paid social media
Moz stands out with colourful ad creative

Similarly to the the organic social example, Moz uses bright colours to stand out in the audience’s feed. It grabs the reader’s attention with bold colour choices. However, this ad is targeted to people who like marketing and marketing agencies, so a case study link makes sense here. Moreover, the strong, minimal copy gets the point across quickly and efficiently.

While paid social and organic social vary in their scope it is useful to know the benefits and drawbacks of each.

The verdict on Organic vs. Paid Social Media

Both organic and paid social media suit different businesses with different priorities in different situations. If your business doesn’t have the budget to implement a paid social media strategy, then try focusing on organic social media. Write thoughtful content and actively engage with your customers online. However, if your business has a sizeable marketing budget, prioritise your paid social media efforts to immediately spread brand awareness and draw specific audiences to your profile.

Ideally, you will be able to find a way to incorporate both methods into your overall social media strategy to improve your online presence. To take your social media marketing skills to the next level, take a look at more of our digital marketing blogs to become a social media pro!

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10 Pro Email Marketing Tips for Beginners

email marketing, email creation, women, laptop, notebook

Whether you are a new Digital Marketing Apprentice ready to take on Email Marketing or simply want to know how to develop your content as a starter, here is your guide to ensure the maximum results from your campaigns. By creating email marketing campaigns, you can reach more customers and grow your business heavily by putting your company’s name on the radar. In order to achieve your desired results, here are the Top 10 Email Marketing tips which new email marketers should take into consideration.

1. Pick a suitable email marketing platform

The first and probably most obvious would be to decide on which platform best suits your email marketing requirements. The things to take into account are your budget, recipient size, email design and so much more. HubSpot is an amazing tool that allows you to easily redesign and configure your emails for your audience, however, it is a paid feature. A free version that would be suitable for large email lists and designing opportunities would be MailChimp. So as previously mentioned, research heavily into which platform is the best for your company.

2. Segment your audience

Segmenting your audience is the practice of grouping customers who have certain attributes together. You may ask why this would be beneficial, the first reason being personalizing content becomes much easier for future campaigns. Also, measuring results for particular contacts is more accurate and precise.

3. Designing your content

It is extremely important that your email campaigns reflect a similar style to your brand colors and website design. This as a result creates more brand awareness surrounding your company and makes your content look professional and easily identifiable.

Ways to Improve SEO content writing

4. Personalisation

Personalizing aspects such as Subject Titles/Lines, Intro Texts and more, causes higher open rates as recipients are more likely to open emails that are addressing them directly. This tip also aligns closely with Segmentation as you can increase the relevancy your emails have to your receivers by making your content more personal for different groups.

5. A/B Testing

Also famously known as split testing, A/B testing allows you to test certain elements of your content to help improve your campaign as a whole. Changing small things like one word in your Subject Line can go a long way in terms of measuring the results and seeing which performs better to adapt your future campaigns and see which best suits your audience.

6. Optimising campaigns for Mobile Users

Considering the percentage of users who are more likely to check their emails on their phones, it is crucial to make sure your content is optimized for their device. 70% of users are more likely to open emails on a mobile device so make sure your links work, your font size is readable and your email loads quickly on mobiles.

young woman using laptop, email creation, marketing tips

7. Make sure you have an unsubscribe button

As soul-crushing as it can be to have a dedicated contact unsubscribe from your content, it is crucial you give them the option to opt-out. This ensures you stay in GDPR regulations and also makes sure you stay on the good side of your target audience.

8. Do not spam

Creating a marketing campaign plan before releasing your batch of emails over the next month is very important. This ensures you are not overloading your recipient’s inboxes whilst also creating excitement for your next campaign release. Weekly campaigns are a great way to dive into the email marketing sector as a beginner.

9. Make your CTA contextual

Recipients should know exactly what action you are pushing them to take with one small message as your CTA. Clearly defining your wording such as ‘Read More’ or ‘Buy Now’ pushes the reader to take those desired actions. Another benefit is, good CTAs will drive traffic to your other platforms if the links work correctly.

10. Measuring Metrics and KPIs

The top 3 email metrics to look out for are: Open Rates, Click-Through Rates, Bounce Rates, and Conversion Rates. By measuring these KPIs over a period of time you can develop reports to see which campaigns settled better with the recipients and what sort of content pushed for the best results. With this information, you can cater your future campaigns for their stronger interests.

email creation, women typing on laptop

To reach customers in the most effective manner, follow these tips so you can ensure you get the maximum results for your company – whether you are an apprentice for a start-up or large organization. New and improved email campaign platforms make it easier for you to personalize your content, so you ensure CTAs are perfect and your content focuses on what your audience wants to hear rather than what you want to tell them. See better results, reach more potential customers around the world, and make a memorable impression with our top email marketing tips.

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Keyword Match Types For Digital Marketers

Google ads background photo

You’ve almost certainly heard of Google Ads. After all, it’s why you’ve come. However, you may be perplexed as to how Google Ads generates customers for your company and how exactly do they work. Google Ads is a paid ad platform that falls within the pay-per-click (PPC) marketing channel, in which advertisers pay per click or per impression (CPM) on an ad. This guide will explain the different keyword match types digital marketers utilise to reach their goals.

Keyword match types

Keywords are words or phrases that are used to match advertisements to the terms that people are searching for. These ads are found at the top and bottom of SERPs. The keyword match types specify how closely the term must match the user’s search query for the ad to be considered for the auction. You may utilise broad match to offer your ad to a broader range of user searches, or exact match to target specific user searches. You can choose a broad match, phrase match, or exact match for your keyword match type when designing a text ad in your PPC campaign. Each form of match type in your Google Ads account has its own set of benefits and drawbacks.

Broad match

While Googles machine learning and Algorithms have got smarter, broad match provides the least amount of restriction, matching your ads with a wide variety of search terms. When you choose broad match, your ad will show up whenever a user’s search query contains any word from your key phrase, regardless of the sequence. If you use broad match on “wedding guest dress,” for example, your ad may appear when someone searches “occasion dress,” “wedding outfits,” or “jumpsuits for weddings.” Google may also use synonyms to match your ad to searches such as matching “sundresses” to the keyword “summer dresses”

The broad match type is a great way to drive traffic however you should keep a close eye on your search terms report as costs can rise quickly.

Phrase match

Phrase match gives you a little more control than broad match but not as much as exact match; your ad will only appear if someone searches for your key phrase exactly as you typed it, even if there is other text before or after it. There has also been a recent adjustment, with broad match modifier being deleted and phrase match being simplified by merging phrase match’s control with broad match modifier’s wider reach. If you select phrase match on “summer dresses,” your ad can show up when someone searches for “mini summer dresses” or “summer dresses.”

Exact match

Exact match is the last of the three match types and thus provides the most control. It has evolved over the last few years and has become smarter in matching user internet. Previously, if you were bidding on the term “black maxi dress” it would only match that specific term and not a search like “formal black maxi dress”. Now the algorithm allows for plurals and variations of the keyword. Exact math can help with keeping conversions and ROI high due to a closer search intent but can have less traffic.

Person using google on laptop.

Negative keywords

Unfortunately, most campaigns end up spending more money on search terms that do not convert than we intended. Negative keywords use the same three match types as positive keywords. The big distinction is that if you want to eliminate a keyword, you must include all synonyms and nearby variations. By tightening up ad groups and campaigns with negative keywords, you can significantly enhance CTR and conversion rates and improve your paid search strategy.

Conclusion

Google Ads should be a component of your paid strategy because of its reach and authority. Start with doing your keyword research by using tools such as keywordtool.io and Google trends and test different keywords match types and strategies to find what works best for your business.

If you found this article useful, click here for more digital marketing guides and blogs.

How Canva Can Help You Shine As A Level 3 Digital Marketing Apprentice

Level 3 Digital Marketing Apprentice

Introduction

Learn more about our favourite marketing tool Canva, and how it can help you shine as a Level 3 Digital Marketing Apprentice.

Like many occupations, Digital marketing is, well… Digital. We’re almost certain you’ve seen a plethora of advertisements for various task management services, designed to streamline workflow within a digital environment. Asana, Microsoft Teams and Google Meet are examples of these services. These platforms excel at what they do due to the need of a stable method of communication and task management within a digital organisation.

It’s safe to say, demand for these platforms has increased dramatically in the past 15 months, with the current times having a huge effect on everyone’s working situation. Infact, Microsoft teams alone saw a 50% increase in daily users in the first 6 months of the global pandemic, most likely due to the large percentage of employees working remotely.


Using Canva As A Level 3 Digital Marketing Apprentice

With over 30 million active monthly users, Canva is a well established, industry standard web tool primarily used for content creation and digital marketing strategies. It’s been made even more accessible recently with the addition of a downloadable app version I can access from my desktop and mobile device. 

Used to create social media graphics, presentations, printable documents, animated and other visual content, Canva offers users a platform for marketers to create digital content easily with in-built assistance.

Because of its unrivalled ease of use and low stress, this is a perfect tool for learners, as well as professionals.


What Is Canva Pro?

“It is essential to have good tools, but it also essential that the tools are used in the right way” – Wallace D. Wattles

Digital tools are absolutely vital for a level 3 digital marketing apprentice, and professionals. One of the most popular has unquestionably been Canva Pro, a digital marketing tool used by new and established businesses as an alternative to heavy, expensive software with a much higher skill ceiling.

Canva Pro is the paid-subscription version of Canva, which brings a number of additions at a reasonable price of £99 per year, including:

  • 75+ million premium stock photos, videos, audio and graphics
  • 420,000+ free templates with new designs daily
  • Create 1 Brand Kit and upload your own fonts and logos
  • Unlimited use of Background Remover
  • Resize designs infinitely with Magic Resize
  • Save designs as templates for your team to use
  • 100GB of cloud storage
  • Schedule social media content to 7 platforms
Digital Marketing Apprentice

Top 5 Uses For Canva Pro


75+ million premium stock photos, videos, audio and graphics

Finding the right stock photo for a project can be a time consuming and sometimes pricey investment, however with Canva Pro’s large bank of stock images, you’ll be able to find the perfect image, 100% of the time. By entering simple keywords into the search bar, you can find exactly what you’re looking for all in one location.


Unlimited use of Background Remover

Want to be able to remove an entire background from an image? Well Canva gives you the option to do that with 1 click…pretty good right? Well Canva Pro removes the limit cap on this function, allowing you to remove as many backgrounds as I want!


Upload your own fonts

A disadvantage about the regular Canva compared to Canva Pro, is the inability to upload user fonts. This can be particularly problematic when a client has specifically requested a font for a piece of marketing, ruling Canva out of the question as a resource tool. Canva Pro removes this issue by allowing users to create a Brand Kit, adding logos and fonts to the application without restriction.


Instagram Stories

With 1 billion monthly Instagram users and over 500 million daily story users, engagement has never been more important on the platform. With the sheer amount of traffic, incorporating stories into your strategy is a great way to advertise to consumers, and take up all that screen space. Stories aren’t the easiest thing to design, that’s where Canva comes in. With tons of story templates you’ll be able to harness this digital tool to save me time, and create relevant content.


Content Planner

Exclusive to Canva Pro and Canva Enterprise, introduced in 2021 is the content planner feature. If you’re familiar with content planners such as Buffer and Hootsuite, then this feature needs no explanation. However if you’re not familiar, we will provide an explanation here at ApprenticeTips.

This feature turns Canva from a tool which focuses on content curation, into a platform capable of publishing content directly to social media accounts from the application. By simply linking an account to the right project folder, with a few simple clicks we can add images to a calendar, picking and choosing the dates and times for our freshly created content to be published out to the world wide web. 


Conclusion

If you’re an aspiring or professional digital marketer, I advise this tool over many of the others. It combines versatility with ease of use, removing the stigma that good visual content can’t be achieved without heavy duty software. While Canva is a free to use application, the amount of assists and benefits the Pro Subscription brings will certainly help you shine as an apprentice!

To learn more about the Level 3 Digtial Marketing Apprentice course in its entirety, click this link.


To discover more about Canva Pro, you can visit the website here.

Not what you were looking for? We at ApprenticeTips publish regular blogs about tools and best practices for learners. We also offer training programs and apprenticeships from a huge library of options, including the level 3 digital marketing apprentice.

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Digital Marketing: Do’s and don’ts of Facebook ads

There is few a tool more powerful in any digital marketer’s arsenal than Facebook. Despite the rise of newer social media channels, Facebook and Instagram (which are integrated on the same ads manager) remain unbeatable social media giants. 44% of the UK population have a Facebook account and 32.4% are on Instagram. That’s a lot of people to potentially reach! Therefore, a key component of digital marketing is running an engaging and impactful Facebook campaign. I’ve compiled this list of do’s and don’ts to help you make the most of Facebook and maximise your campaigns.  

Digital Marketing mobile

The do’s of digital marketing on Facebook  

DO define & refine your audience 

With almost half the UK population on Facebook, you don’t want your brand message to be lost into the ether. Instead, take time planning who you want your ad to reach and what stage of the customer lifecycle they are at (see Understanding The Customer Life Cycle). Facebook’s targeting options are the best in the digital marketing industry, so make sure you play around with narrowing your audiences based on location, age, gender, interests and language.  

DO carry out split tests  

Split testing is the simplest way of improving your campaign performance. Often referred to as A/B split tests, they allow you to change variables (e.g. creative, copy, audience) to see which variation of your ad delivers the best results. Although it may be tedious at first, split tests can boost your ROI by 10x when done properly. Best practice is to focus on a single metric to determine success of your split test and compare performance accurately.   

DO report weekly & optimise 

Campaign optimisation is a necessary step if you want to decrease costs, increase ROI and boost engagement. The easiest way to do this is to check your campaign consistently by pulling a weekly report and analysing your metrics. Is one audience segment engaging with your ad more than the other? Optimise toward them. Are one of your creatives underperforming? Turn it off and shift spend to a better performer. Facebook is incredibly competitive so optimisation is essential to compete with big brands.  

Digital marketing desktop

The dont’s of digital marketing on Facebook 

DON’T stop organic social posts  

While Facebook paid ads are a great method of driving engagements and sales, they should be seen as an addition to organic posts. When someone sees your ad, they will most likely view your other social media before they make a purchase. You should post regularly on organic channels and also use non-paid social to interact with your audience in ways that you can’t with paid ads. This maintains your brand image and builds a sense of community that paid ads cannot.  

DON’T use engagement bait  

Engagement bait is a tactic used to goad users into interacting with your post (think “share this post to win ££”). Facebook has a strict policy in place against engagement baiting and there are rules to ensure that it is not done. Not only does this deceive the customer, but it also harms your brand. The key to good digital marketing is to keep your posts authentic and then your target audience will engage with you without being goaded.  

DON’T overdo it on the copy  

It’s easy to think that because you’re paying for your ad, you want to get the most bang for your buck and fill it with copy. However, the average human attention span is only 8 seconds and on Facebook people spend an average of 1.7 seconds looking at a piece of content. Don’t waste your time writing long copy for no one to read, instead invest in your creatives. An engaging, thumb-stopping creative will be more impactful than lengthy copy.  

Conclusion  

When done correctly, paid ads on Facebook can reach your target audience and boost your ROI. Facebook and social media are always evolving so what works one week may not work the next. You should consider these do’s and don’ts as a general guideline of Facebook paid social best practice to navigate this ever-changing landscape. Now you’re ready to explore Facebook ad manager for yourself!