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PSA: SOCIAL MEDIA IS NOT A POINT OF SALE

SO, WHY ARE YOU FLOODING YOUR AUDIENCE WITH CALL TO ACTION IN EVERY POST?

This scenario brings to mind those individuals stationed in bustling shopping centres, attempting to draw you in with promises of a miraculous red sea salt scrub and exclusive cream, priced exorbitantly at $600 for a 300ml tub – cringe-worthy.

Early in my career, I learned a crucial lesson about striking a balance between “lifestyle” and “promotion” for a brand. They don’t necessarily have to be intertwined; you don’t even have to create overtly promotional content to attract new customers.

REMEMBER YOU DO NOT EXIST IN YOUR PREFERRED CUSTOMERS MIND YET

Keep in mind that consumers encounter your brand 9-10 times on social media before visiting your website and taking action. Why? Because they’re not entirely convinced they want to invest in your offering.

DON’T RESORT TO CLICHES IN YOUR SOCIAL MEDIA POSTS

Offer them a compelling reason to invest without resorting to clichés like “if you’re like me and have pimples.” They won’t care unless you’ve captivated their content consumption in the first five seconds.

That’s perfectly fine; the key is to maintain consistent messaging and art direction while leveraging insights from your analytics.

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