Atlantic Online Digital Marketing Blog
"Somewhere, something incredible is waiting to be known."
Shelley Bellefontaine • Feb 02, 2020
The Facebook Ad Types - How to Choose the Best Type for your Ad Goals
Did you know that people in the U.S. and Canada spend 20% of their mobile time on Facebook or Instagram? And there are over 2.3 billion people using Facebook every month?
With so many active users, Facebook Ads are a no-brainer for any marketer looking to reach new audiences in a place where people are already spending a significant amount of time.
Facebook's business platform has grown to be more and more sophisticated, giving advertisers more options to reach new audiences and retarget previous site visitors back to their brand. However, with so many different options, it can be difficult for advertisers to figure out which Facebook Ad type is best for any given campaign objective.
In this post, we'll walk through each of the different Facebook Ad types
and help you figure out which ads you should run for different campaign goals.
Facebook Ad Types
- Post Engagement
- Instant Experience
- Video
- Event Responses
- Offers
- Lead Generation Ads
- Page Likes
- Slideshow
- Carousel
- Collection
- Image
1. Post Engagement
If you regularly post content on your Facebook page, you probably know that some content performs better than others. With Facebook post engagement ads, you can drive more engagement on individual posts and expand its original reach. This helps you generate more activity on your posts and helps you get more organic followers quickly by offering them the kinds of posts they'll see more of if they follow you.
In the example below, the Fashion Stork Club ad promotes an update this company made to their Facebook photos. Notice that the add displays the post engagement (likes, comments, shares) along with the post to encourage viewers to engage with it.
The ad also features a "like page" button which allows the advertiser to generate both page likes and post engagements all in one post.
2. Instant Experience
While app engagement ads are intended to highlight specific features to drive in-app engagements, app install ads are focused on generating new users. Instead of calling out specific features, app install ads are more likely to showcase the app's core purpose and main functionality.
The video ad features help educate your audience about your product features using video.
Videos should be the highest resolution possible in aspect ratios 9:16 or 16:9. They also need to be a minimum of one second to a max of 240 minutes. A cool thing about Facebook's video ads is that you can upload a 360 ad, which is an immersive experience where users can drag their finger or turn their device to see an ad.
In the example above, Spotify's ad uses a creative, colorful video that focuses on finding new music and playlists for users to enjoy. While a user might see the add and decide to sign up for Spotify immediately, Spotify used the brand awareness approach to create compelling content to draw the user's attention.
4. Event Responses
Whether you have a new store opening or just want to boost awareness for one of your store's existing locations, you might consider using the local awareness ad type to drive brand awareness in specific geographic regions. This ad type is largely the same as brand awareness ads, but will be more oriented and targeted via location.
For example, Cold Stone Creamery used a local awareness ad to target people in a geographic area when their store in Bangladesh opened. Notice how in this ad, Cold Stone chose to use a video as the creative asset featured in the ad. This is a great way to engage users and entice them to stop scrolling down their newsfeed.
5. Offers
During the website conversion ads section, we touched on the fact that you could use conversion-focused offers as a landing point for your Facebook ad. That said, Facebook also allows you to set off-site offer downloads as a campaign objective.
Whether you have discounts, holiday deals, or content-specific offers to promote via Facebook ads, the offer claim objective allows you to customize your ads with calls-to-action specific to the offer. For example, you might use a "Learn More" call-to-action if you're offering something that's good only for the first 500 sign-ups, like in the ad example below:
As you can see, the offer claim Facebook Ad type should lead your users directly to a sign-up page on your website where they can claim the offer you promoted.
6. Lead Generation Ads
In a traditional lead generation conversion path, users are driven to a landing page where they fill out a form. For example, you might use a Facebook offer claim ad (like we discussed in the previous section) to drive users to your website and have them fill out a form there.
The downside to this conversion path is that users are required to leave Facebook altogether once they've clicked on the ad to actually claim what you're promoting. Luckily, Facebook offers the lead generation objective, which allows you to collect lead information without forcing your audience to ever leave the Facebook app.
Here's an example that shows the conversion path the user goes through on a Facebook lead ad.
First, the user see a traditional conversion-focused ad:
Once the user clicks on the add and/or call-to-action (in this case, Sign-Up), they see this pop up within the Facebook app:
Next, the user can click the register button and see a form (of your choosing) with their information auto-filled.
Once the user submits the form on the lead ad, they can click out of the ad and go back to browsing on Facebook. It's a great user experience and Facebook will sync with your CRM so your leads are right where you want them.
In some cases, you may want to use Facebook Ads to expand your organic reach. When this is your campaign goal, you should use the page like ad type to encourage new users to "like" your page. Once they do, they'll be able to see your organic content when you post it.
Page like campaigns are best for advertisers who put lots of effort into their social media presence and produce content specifically for their Facebook users to drive engagement.
Keep in mind, you can also ad a "like page" call-to-action option to other ad types if you want to accomplish two goals with one ad.
8. Slideshow
Slideshow ads, in Facebook's opinion, are kind of in the video category, kind of not. Think of them as billboards: they move quickly and can give an immersive ad experience. Slideshows are an affordable alternative to video, and also provide a quick loading time, so you can capture the attention span of someone who doesn't want to wait for videos.
These are a possible option for you if you want to quickly make ads. Facebook gives you the option of choosing from stock images and free video editing tools to make your ad spectacular. You can even choose music.
Slideshows are also great for you if you want to simplify a process that is a little bit more complex. Like Carousels, you can use quickly moving images to tell a story or sequence.
9. Carousel
Carousel ads are very diverse and Facebook hosts them on their website, Instagram, Messenger, and Audience Network. Carousels lets you show up to 10 images or videos in one ad. This expansive ad space embraces creativity.
Common ways to use carousel ads are product demos, product highlights, showcasing specs about a product, and a way to tell stories. Although they're popular on Instagram, Carousels also have a place on Facebook, and can attract users who are into an interactive experience.
10. Collection
If you're releasing a lot of products at once, collection ads may be something you look into, especially at the end of a campaign that drives a lot of interest. This is because collection ads lets interested buyers move from discovering your product to purchasing in a streamlined method.
Collection ads are pretty much like an online store, with a primary image of the product along with four images customers can tap through. If they decide to purchase, they can do so without leaving the platform.
11. Image
For driving visitors to your site, a quick creation process, and keeping things simple, image ads are right up your alley. They are a common form of an ad and come with fewer bells and whistles than other formats. Still, they can be extremely effective.
With a single, stunning image and little text, you can create a stunning image ad, where that picture will be the focal point. Images on Facebook gives you a format to use, with spaces to make sure your photo is incredible and you have the option to include copy.
How to Choose Which Facebook Ad Type to Use
We've covered all of the different Facebook Ad types campaign objectives you can use to meet your specific ads goals. But is that all encompassing? Not really.
In reality, many of the Facebook Ad type campaign objectives overlap, and you could use multiple ad types to accomplish the same objective. Additionally, Facebook has many different options for you to choose from once you pick a campaign objective, which means choosing an ad type isn't even half of the battle.
So how do you decide which ad type to use?
1) Define your campaign goal.
Before you begin any ad campaign, you first need to determine what the goal of your campaign is. Are you trying to drive conversions on your website? Drive attendance for an upcoming event? Simply get more customers to your local store?
Don't just come up with a campaign around which ad type you want to use. Instead, start with your own marketing needs and build your ad around it.
2) Choose relevant types you could use.
Once you've defined the goal of your ad campaign, take a look at the different Facebook Ad types available to you. Luckily, you already know what each of the ad types are.
Choose the type most relevant to your goals. You probably noticed Facebook has multiple ad types you could use for a single objective. If your goal is to drive downloads for an ebook, for example, you could use any one of the following options:
3) Narrow down your options.
Once you've chosen which ad types are most applicable to your needs, choose the one you think will work best for you campaign. Or, use the same creative, copy, and targeting options to set up a campaign test using different ad types and see if one performs better than the other.
4) Write copy and create assets.
One great feature of Facebook's Ads Manager tool is the wide range of creative and layout options you have available to you. Not only can you choose between image, video, photo grid, and carousel layouts, you can also customize your ads for mobile and desktop audiences.
Facebook also has lots of different calls-to-action you can use on your ads, or you can choose not to use one at all! As you run different ad campaigns, make sure to test and analyze what works best for your audience.
5) Use different ad types for different campaign goals.
Don't just stick to one ad type for all of your campaigns. Instead, make sure you're optimizing your ads for the right campaign objectives. Try out different Facebook Ad types and different ad campaigns to optimize your ad strategy for your audience.
6) Target the right audience.
Creating the draft of your ad is only half the battle. The other half is figuring out how to target the right audience for your ads campaign.
7) Test, analyze, and repeat.
Once you've defined your campaign objective, selected your ad type, created your ad, and targeted the right audience, it's time to analyze your results.
Remember: digital advertising is all about testing, analyzing, and optimizing future ad campaigns over time. Make sure you follow this important final important step, and you'll be on your way to implementing a high-ROI ads strategy in no time.
2023: The Year To Market Your Business Like Never Before
How to Choose a Web Design Agency?
Converting website visitors into paying and repeat customers is the goal of e-commerce, but getting there isn’t always easy. In fact, studies estimate the average e-commerce conversion rate is just 2-3%. Sounds gloomy, I know, given all the effort that we go through to build e-commerce websites, and the promotions to get it seen! But, there are things we can do. Follow this simple checklist to optimize your e-commerce website experience, and turn more of your existing website traffic into sales. 1. Attention-grabbing photos (and video, too) Photography needs to do the job of making the shopper feel like they can (almost) touch your product. And the more photos, the better. Include multiple angles of the product standing alone, with people using it, and a shot of the packaging. A short video is great for showing how a product moves, works or how it should be installed. 2. Powerful product descriptions Your product copy should be short and hard-working. Use a mix of action words and sensory words to paint a clear picture of specific product features and benefits. This is also the place to have a little fun if that fits with your brand voice. And don’t forget to spellcheck your text. 3. A clear call to action (CTA) If you don’t ask a customer to buy from you, chances are they won’t. An effective CTA is short and clear, such as Add to Cart or Checkout, and they work best on coloured buttons. Your Checkout button is like a cash register, so don’t make shoppers look for how to give you their money. 4. Reviews and testimonials Product reviews are powerful persuasion tools. A good review can answer a nagging question in the consumer’s mind and give them the confidence to buy from your business. Testimonials, although more effort to obtain because they require outreach, are worthwhile, detailed accounts of the customer experience with your product or service. If you’re able to get media or industry experts to review your products, these are worth featuring prominently. 5. Free shipping With free shipping the norm these days, it’s easy to assume that it’s the only way to go. And while free shipping can increase conversion rates on e-commerce websites, it can seriously eat into your profit margin. Shipping carriers can increase their prices, too, further cutting your profits. Many merchants choose to increase product prices to maintain the same margin, but there is another approach. Free shipping minimums are a great compromise that incentivizes customers to increase their order value while offsetting your shipping costs. 6. Sales, deals, promo codes, and coupons Satisfy the deal hunter in everyone by offering special promotions and discounts. A designated Sale section on your website navigation clearly tells shoppers where to go for the best savings. Ramp up the sense of urgency by using time-limited coupon codes or bundling high-demand products with sellout potential. 7. A straightforward return policy Offering a reasonable return policy is an important part of your e-commerce business strategy. If your policy is too generous, it may be abused. If it’s not flexible enough, customers may choose to buy elsewhere. Post your policy and clearly outline terms for returns, refunds, and exchanges to give shoppers the confidence to place their trust in your business. Ensure returns are handled professionally, and you’ll continue to build customer loyalty for future purchases. Ready to take your e-commerce business to the next level? AtlanticOnline.ca can help promote your business online. Find out more by calling 1-902-717-8496 for a free consultation with one of our eCommerce Account Consultants .
Come see what we're all about
Shelley Bellefontaine, Digital Marketing Architect, is CEO/Founder of AtlanticOnline.ca, a full-service marketing firm operating at the intersection of marketing and digital media. We provide a host of digital marketing solutions including website design, eCommerce storefront websites, content marketing, email marketing, SEO/ SEM, social media marketing, lead generation as well as marketing strategy, branding, and a variety of other marketing programs to mid-sized businesses and nonprofits.
To learn how AtlanticOnline.ca can help your business or organziation grow online, contact us for an enlightening discussion.
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Blog & News
2023: The Year To Market Your Business Like Never Before
How to Choose a Web Design Agency?
Converting website visitors into paying and repeat customers is the goal of e-commerce, but getting there isn’t always easy. In fact, studies estimate the average e-commerce conversion rate is just 2-3%. Sounds gloomy, I know, given all the effort that we go through to build e-commerce websites, and the promotions to get it seen! But, there are things we can do. Follow this simple checklist to optimize your e-commerce website experience, and turn more of your existing website traffic into sales. 1. Attention-grabbing photos (and video, too) Photography needs to do the job of making the shopper feel like they can (almost) touch your product. And the more photos, the better. Include multiple angles of the product standing alone, with people using it, and a shot of the packaging. A short video is great for showing how a product moves, works or how it should be installed. 2. Powerful product descriptions Your product copy should be short and hard-working. Use a mix of action words and sensory words to paint a clear picture of specific product features and benefits. This is also the place to have a little fun if that fits with your brand voice. And don’t forget to spellcheck your text. 3. A clear call to action (CTA) If you don’t ask a customer to buy from you, chances are they won’t. An effective CTA is short and clear, such as Add to Cart or Checkout, and they work best on coloured buttons. Your Checkout button is like a cash register, so don’t make shoppers look for how to give you their money. 4. Reviews and testimonials Product reviews are powerful persuasion tools. A good review can answer a nagging question in the consumer’s mind and give them the confidence to buy from your business. Testimonials, although more effort to obtain because they require outreach, are worthwhile, detailed accounts of the customer experience with your product or service. If you’re able to get media or industry experts to review your products, these are worth featuring prominently. 5. Free shipping With free shipping the norm these days, it’s easy to assume that it’s the only way to go. And while free shipping can increase conversion rates on e-commerce websites, it can seriously eat into your profit margin. Shipping carriers can increase their prices, too, further cutting your profits. Many merchants choose to increase product prices to maintain the same margin, but there is another approach. Free shipping minimums are a great compromise that incentivizes customers to increase their order value while offsetting your shipping costs. 6. Sales, deals, promo codes, and coupons Satisfy the deal hunter in everyone by offering special promotions and discounts. A designated Sale section on your website navigation clearly tells shoppers where to go for the best savings. Ramp up the sense of urgency by using time-limited coupon codes or bundling high-demand products with sellout potential. 7. A straightforward return policy Offering a reasonable return policy is an important part of your e-commerce business strategy. If your policy is too generous, it may be abused. If it’s not flexible enough, customers may choose to buy elsewhere. Post your policy and clearly outline terms for returns, refunds, and exchanges to give shoppers the confidence to place their trust in your business. Ensure returns are handled professionally, and you’ll continue to build customer loyalty for future purchases. Ready to take your e-commerce business to the next level? AtlanticOnline.ca can help promote your business online. Find out more by calling 1-902-717-8496 for a free consultation with one of our eCommerce Account Consultants .
There are plenty of exciting ways to grow your business! More people are using email and social media than ever before, and the result is plenty of new opportunities for leaders and marketing teams across all industries. One aspect of marketing you may be neglecting is your mobile strategy. Over 3.5 billion people own mobile devices globally, which means you’re leaving a lot of money on the table if you’re not doing everything possible to reach smartphone users. If you need more context, consider this; the average person spends 3.3 hours on their smartphone every single day. You can maximize sales and conversions by looking for opportunities to put your business front and center while your target audience uses their phones. The thing is, mobile users have slightly different behaviors and interests when compared to their desktop counterparts. Our goal today is to reveal four effective mobile marketing strategies you can use to help your brand thrive following the new year. Emphasis Personalization In 2021 and 2022, we learned that consumers love personalized experiences. Business owners quickly figured out that catering to their audience’s needs is a great way to generate more sales. You can see personalization aspects across all of the major marketing platforms today, including social media, email, and on-site. Nailing personalization will help you get more mobile conversions in 2021. People are interested in engaging with companies that offer products that help with specific pain points or cater to individual goals. The best way to make this strategy work for you is to understand the customer personas that visit your site. Personas are generalized personality type profiles that define your target audience. For instance, a sporting goods store would have personas for football fans and separate profiles for people interested in basketball. Because your products or services offer multiple solutions, you need to consider these factors when offering personalized content or promotions to smartphone visitors. Using a mobile-responsive design ensures that their experience is personalized to their interests and their device. Leverage the Power of Voice Search Another trend expected to impact mobile sales specifically is voice search. Consumers use smart speakers like Amazon’s Alexa to search the internet, but mobile phones play an equally important role. Android and Apple-powered smartphones have a voice assistant that smartphone users can use to ask questions, browse the website, and make purchases. We know that more people are using their devices to place orders too. A surprising 22% of people using smart speakers, including their mobile phones, used their devices to buy a product. You can improve your voice search visibility by including new keywords throughout your content. The truth is, people rarely speak the way they type. When you’re creating blog posts, use a conversational tone, and include some of these new words throughout your content. Now, when someone is searching for your chosen keywords, there’s a chance your site could pop up in their results. Due to this exposure, they could go to your website and become a subscriber or customer. Mobile users are likely to follow their voice-activated device’s suggestion, so getting this part of your mobile marketing strategy right is essential. Simplify Processes and Empower Users Next, let’s talk about your website’s design and choices you can make to empower users. The people interacting with your brand want a smooth and seamless experience across all platforms. Smoothing out your edges and using each marketing platform to your advantage will help you dramatically boost your mobile conversion rate. For instance, you may want to consider adding a customer support feature to your largest social media accounts. A whopping 63% of people expect customer support options through social media. If a smartphone user is thinking about becoming a customer, not having an additional support option could be a deal-breaker. Your objective is to make things as simple as possible for visitors discovering your company and those interested in the products or services offered on-site. So, improving your page loading times and reducing clutter on your website will ensure that mobile and desktop users alike can find exactly what they need. It’s also a good idea to simplify the big moments in the buying process. For example, fine-tuning your checkout page ensures that more customers stick around and complete their order. As a result, you’ll see fewer abandoned carts and an improved customer retention rate. This part of the process will evolve in phases. Take your time and slowly improve navigation, design, and function availability across all platforms, and you’ll see more mobile engagement. Shift to Visual Content We’ve also noticed a drastic shift in the way people consume content. Mobile users are a big fan of visual content like images and videos. Both of these types of media see more engagement when compared to simple text posts. There’s an additional engagement level that people get from experiencing others doing things instead of writing about them. It doesn’t matter what industry you’re in; there are plenty of ways to mix up your content for mobile users. If you’re looking for a new way to generate more mobile leads for your email list, consider creating an infographic lead magnet. Lead magnets are essentially pieces of content that users can get in exchange for their email addresses. An infographic is a visual piece of content that displays interesting points and facts for people to read. Creating a lead magnet with a nice piece of visual content will encourage mobile users to subscribe, which opens the door to future engagement opportunities. Video content is also extremely helpful in helping brands grow their mobile audience. In fact, video content alone is 50x more likely to drive organic traffic than text-only posts! Think about unique videos you can make that focus on your products or industry as a whole. You can make an opinion piece, guide, tutorial, or even spend some time chatting with your followers. People love video content, and that trend will not change in 2021. Final Thoughts As you can glean from this article, trends will continue to grow. As more people get comfortable using mobile devices, expect to see a continued increase in shoppers. We think that there will be an increased demand for these strategies as brands continue adapting to their customers’ needs.
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Converting website visitors into paying and repeat customers is the goal of e-commerce, but getting there isn’t always easy. In fact, studies estimate the average e-commerce conversion rate is just 2-3%. Sounds gloomy, I know, given all the effort that we go through to build e-commerce websites, and the promotions to get it seen! But, there are things we can do. Follow this simple checklist to optimize your e-commerce website experience, and turn more of your existing website traffic into sales. 1. Attention-grabbing photos (and video, too) Photography needs to do the job of making the shopper feel like they can (almost) touch your product. And the more photos, the better. Include multiple angles of the product standing alone, with people using it, and a shot of the packaging. A short video is great for showing how a product moves, works or how it should be installed. 2. Powerful product descriptions Your product copy should be short and hard-working. Use a mix of action words and sensory words to paint a clear picture of specific product features and benefits. This is also the place to have a little fun if that fits with your brand voice. And don’t forget to spellcheck your text. 3. A clear call to action (CTA) If you don’t ask a customer to buy from you, chances are they won’t. An effective CTA is short and clear, such as Add to Cart or Checkout, and they work best on coloured buttons. Your Checkout button is like a cash register, so don’t make shoppers look for how to give you their money. 4. Reviews and testimonials Product reviews are powerful persuasion tools. A good review can answer a nagging question in the consumer’s mind and give them the confidence to buy from your business. Testimonials, although more effort to obtain because they require outreach, are worthwhile, detailed accounts of the customer experience with your product or service. If you’re able to get media or industry experts to review your products, these are worth featuring prominently. 5. Free shipping With free shipping the norm these days, it’s easy to assume that it’s the only way to go. And while free shipping can increase conversion rates on e-commerce websites, it can seriously eat into your profit margin. Shipping carriers can increase their prices, too, further cutting your profits. Many merchants choose to increase product prices to maintain the same margin, but there is another approach. Free shipping minimums are a great compromise that incentivizes customers to increase their order value while offsetting your shipping costs. 6. Sales, deals, promo codes, and coupons Satisfy the deal hunter in everyone by offering special promotions and discounts. A designated Sale section on your website navigation clearly tells shoppers where to go for the best savings. Ramp up the sense of urgency by using time-limited coupon codes or bundling high-demand products with sellout potential. 7. A straightforward return policy Offering a reasonable return policy is an important part of your e-commerce business strategy. If your policy is too generous, it may be abused. If it’s not flexible enough, customers may choose to buy elsewhere. Post your policy and clearly outline terms for returns, refunds, and exchanges to give shoppers the confidence to place their trust in your business. Ensure returns are handled professionally, and you’ll continue to build customer loyalty for future purchases. Ready to take your e-commerce business to the next level? AtlanticOnline.ca can help promote your business online. Find out more by calling 1-902-717-8496 for a free consultation with one of our eCommerce Account Consultants .
There are plenty of exciting ways to grow your business! More people are using email and social media than ever before, and the result is plenty of new opportunities for leaders and marketing teams across all industries. One aspect of marketing you may be neglecting is your mobile strategy. Over 3.5 billion people own mobile devices globally, which means you’re leaving a lot of money on the table if you’re not doing everything possible to reach smartphone users. If you need more context, consider this; the average person spends 3.3 hours on their smartphone every single day. You can maximize sales and conversions by looking for opportunities to put your business front and center while your target audience uses their phones. The thing is, mobile users have slightly different behaviors and interests when compared to their desktop counterparts. Our goal today is to reveal four effective mobile marketing strategies you can use to help your brand thrive following the new year. Emphasis Personalization In 2021 and 2022, we learned that consumers love personalized experiences. Business owners quickly figured out that catering to their audience’s needs is a great way to generate more sales. You can see personalization aspects across all of the major marketing platforms today, including social media, email, and on-site. Nailing personalization will help you get more mobile conversions in 2021. People are interested in engaging with companies that offer products that help with specific pain points or cater to individual goals. The best way to make this strategy work for you is to understand the customer personas that visit your site. Personas are generalized personality type profiles that define your target audience. For instance, a sporting goods store would have personas for football fans and separate profiles for people interested in basketball. Because your products or services offer multiple solutions, you need to consider these factors when offering personalized content or promotions to smartphone visitors. Using a mobile-responsive design ensures that their experience is personalized to their interests and their device. Leverage the Power of Voice Search Another trend expected to impact mobile sales specifically is voice search. Consumers use smart speakers like Amazon’s Alexa to search the internet, but mobile phones play an equally important role. Android and Apple-powered smartphones have a voice assistant that smartphone users can use to ask questions, browse the website, and make purchases. We know that more people are using their devices to place orders too. A surprising 22% of people using smart speakers, including their mobile phones, used their devices to buy a product. You can improve your voice search visibility by including new keywords throughout your content. The truth is, people rarely speak the way they type. When you’re creating blog posts, use a conversational tone, and include some of these new words throughout your content. Now, when someone is searching for your chosen keywords, there’s a chance your site could pop up in their results. Due to this exposure, they could go to your website and become a subscriber or customer. Mobile users are likely to follow their voice-activated device’s suggestion, so getting this part of your mobile marketing strategy right is essential. Simplify Processes and Empower Users Next, let’s talk about your website’s design and choices you can make to empower users. The people interacting with your brand want a smooth and seamless experience across all platforms. Smoothing out your edges and using each marketing platform to your advantage will help you dramatically boost your mobile conversion rate. For instance, you may want to consider adding a customer support feature to your largest social media accounts. A whopping 63% of people expect customer support options through social media. If a smartphone user is thinking about becoming a customer, not having an additional support option could be a deal-breaker. Your objective is to make things as simple as possible for visitors discovering your company and those interested in the products or services offered on-site. So, improving your page loading times and reducing clutter on your website will ensure that mobile and desktop users alike can find exactly what they need. It’s also a good idea to simplify the big moments in the buying process. For example, fine-tuning your checkout page ensures that more customers stick around and complete their order. As a result, you’ll see fewer abandoned carts and an improved customer retention rate. This part of the process will evolve in phases. Take your time and slowly improve navigation, design, and function availability across all platforms, and you’ll see more mobile engagement. Shift to Visual Content We’ve also noticed a drastic shift in the way people consume content. Mobile users are a big fan of visual content like images and videos. Both of these types of media see more engagement when compared to simple text posts. There’s an additional engagement level that people get from experiencing others doing things instead of writing about them. It doesn’t matter what industry you’re in; there are plenty of ways to mix up your content for mobile users. If you’re looking for a new way to generate more mobile leads for your email list, consider creating an infographic lead magnet. Lead magnets are essentially pieces of content that users can get in exchange for their email addresses. An infographic is a visual piece of content that displays interesting points and facts for people to read. Creating a lead magnet with a nice piece of visual content will encourage mobile users to subscribe, which opens the door to future engagement opportunities. Video content is also extremely helpful in helping brands grow their mobile audience. In fact, video content alone is 50x more likely to drive organic traffic than text-only posts! Think about unique videos you can make that focus on your products or industry as a whole. You can make an opinion piece, guide, tutorial, or even spend some time chatting with your followers. People love video content, and that trend will not change in 2021. Final Thoughts As you can glean from this article, trends will continue to grow. As more people get comfortable using mobile devices, expect to see a continued increase in shoppers. We think that there will be an increased demand for these strategies as brands continue adapting to their customers’ needs.
Helping you navigate the sea of digital since 1999 | © 2024 Atlantic Online Fairlead Marketing Inc. | All Rights Reserved | Privacy