Just as we all (secretly) judge books by the cover, customers online will judge the ad (and website!) by the attractive visuals. Why? Don't you also choose your vacation home because it looks good? In a mall, aren't you more likely to walk into an unfamiliar store if the store looks attractive from the outside? It works the same way with social media ads and websites.
Customer acquisition is not possible with catalog sales alone. In this blog, you will read how to increase your advertising opportunities on social media.
To be seen, you first have to stand out
Catalogs are incredibly useful, especially for dynamic retargeting. Your customers see exactly which products they have shown interest in or left in their cart. This creates that boost they may have needed from consideration to purchase.
According to media specialist John Faasse, someone in the Netherlands sees an average of about 377 advertising messages per day. Most of this comes through banners, buttons, and online assets (about 166). So to be seen, you have to stand out.
Social media pages are a "visual-first" platform, think Instagram. Also, most of your new customers come in through prospecting campaigns on social media. As a business, you want your potential leads to stop scrolling to view your products. You do this by attracting attention with a video, a beautiful image, or a collection. In other words, a strong start is half the battle.
Why is strong visualization a good idea?
- Context and visualization
Good visuals give your (potential) customer a good idea of a product. You create context by showing situations in which someone uses the product. Just look at advertisements for garments; surely you would like to know how a garment falls on a body?
- Social proof power
Models, actors, or influencers telling why a product is such a good idea creates social proof. They recommend the product, so then it must be a good idea. Or they exude a lifestyle/class that your customer wants to achieve. Also, this again provides context!
- (Organic) posts with images can increase engagement up to 180%
And ads with high engagement are boosted "for free" among friends of responders.
- Videos on landing pages can increase conversion by up to 80%
- Customers will spend an average of 2.6x more time on a page with a video
- Strong visuals improve CTR (Click Through Rate).
An inviting visual can cause people to click through to your website to see more or learn more. And once they come to your website to view products, they get a better picture of your brand, your products and you can retarget them
- Shoppers who watch demo videos are 1.81x more likely to make a purchase.
- 57% of customers say they are more likely to buy something after watching a video.
So complement your catalog with images for better conversions, higher values to your products and a better customer experience. And even having a catalog with the same color background, insertion and appearance will make for a more pleasant customer experience.
Your built-up visual library will allow you to provide the right customer experience at different points in the customer journey! Use the right visual for the right moment and grow your ROAS and ROI!
Need help?
Would you like to take your advertising to the next level, but don't know how? Or do you really have no time to set up and manage your ads on top of your other duties? Let GMU's social media specialists help you!