Converting Product Ads for Social Media

When it comes to cold audiences that might not have seen your brand or heard about your product before, it is important to cover most aspects of your market and product.

We want the ad copy to be as clear and complete as possible, so that the viewer 100% understands what you do and how it benefits them.

To aid us in the process, we are going to use the open source framework for product marketing made by the guys at FletchPMM.

A general rule of thumb when it comes to messaging and ad copy, different people care about different things. Even if they work at the same company you are targeting. 

A universal message will not be as effective as a message tailored to a specific persona and their problems.

We want to target the main message to those closest to the use case for your product, the users & champions.

Always start with a strong, clear headline that communicates the main value proposition and who it is for.

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1. Understanding the Persona

Job titles/roles:

Identify specific job titles or roles that your product targets. For example, if your product is a project management tool, focus on roles like Project Managers, Team Leads, or Operations Heads.

Psychological insights:

Understand the decision-making patterns of these personas. For instance, Project Managers often value efficiency and clarity. Use language and imagery that resonates with these values.

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2. Specify Company type

Industry-specific needs:

Tailor your ad to address industry-specific challenges. For example, a software targeting the healthcare industry, emphasize compliance and data security.

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3. Context / alternative / competitor

Before-after approach:

Paint a clear picture of the current challenges faced by the persona. Use real-world scenarios, like the struggle to manage multiple projects simultaneously.

Specific challenges:

Enumerate specific problems, like “difficulty in remote team collaboration.”

Emotional connect:

Use emotional triggers. Stress on feelings of frustration or inefficiency that your target persona might be experiencing.

Behavioral approach:

Use the principle of 'loss aversion' to highlight what they are potentially losing by not using your product.

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4. Highlighting Problems and Pain Points

Example:

Focus on issues like difficulty in forecasting sales and managing customer relationships.

Emotional connect:

Discuss the stress and inefficiency caused by current methods. Use language that connects emotionally, addressing fears, aspirations, or frustrations.

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5. Product Category Clarity

Clear categorization:

Ensure that the product is easily identifiable in its category. For example, if it’s a CRM tool, make that clear.

Differentiation:

Highlight what sets your product apart within its category, perhaps through a unique feature or capability.

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6. Explaining Capabilities

Showcase applications:

Provide examples of how the features translate into real-world applications. For example, show how a feature simplifies a complex process.

Testimonials:

Use quotes or case studies from current users about these capabilities.

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7. Detailing Features

Technical specifications:

List key features but avoid jargon and buzzwords that might confuse or generalize - keep it simple.

Visual demonstrations:

Use images or diagrams to show how these features work in a real-world setting.

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8. Articulating Benefits

Quantifiable outcomes:

Use data and statistics to demonstrate the value, like “reduces project delivery time by 30%.”

Emotional benefits:

Highlight how it makes the user's job easier, less stressful, or more enjoyable.

Call to Action:

Make the call to action (CTA) clear, actionable, and easy to find.

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9. Building Trust and Credibility

Social proof / credibility:

Use client names, logos, testimonials, expert endorsements and numbers/statistics from case studies.

Transparency:

Be clear about features, pricing, and any limitations.

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So how would it look in practice?

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Example 1: My client Trivec

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"Restaurant owners and managers: [Persona] [Company Type/Industry]. It's time to move away from old siloed [Problems] POS systems [Product Category] that hinders growth, to an efficient way to manage orders, payments and reporting [Context].

Trivec offers the one of the most versatile POS system [Product Category] designed to meet the high demands of the restaurant industry. [Company Type/Industry]

Our POS offers:

- Easy table and payment management [Capabilities] with handheld POS devices [Features}

- Accurate order taking and checkout [Capabilities] with our integrated QR solutions [Features}

- Custom made integrations [Capabilities] with finance, personell and loyalty systems [Features}

- Real-time reporting [Capabilities] through our web interface [Features}

These tools help increase table turnover, gain valuable insights, and happier guests. [Benefit/Value]

Trivec is trusted by over 8000+ premium restaurants [Trust and Credibility]. Our POS system is not just a tool; it's a partner in enhancing your restaurant's performance, revenue and growth [Benefit/Value].

Ready to try out our POS? [CTA]."

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Example 2: My own B2B Paid Ads Business

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"Hey CMOs and Marketing Managers! [Persona] Tired of unengaged agencies, low-quality leads and stagnant campaigns? [Context & Pain Points]

It's time for a change - scale your B2B startup or scaleup [Company Type/Industry] with paid marketing that actually delivers. [Product/Service Category]

With my expertise in PPC and CRO, I will turn your paid marketing into a lead-generating machine working for you 24/7. [Features & Capabilities]

I specialize in Google- and LinkedIn Ad campaigns [Product Category] developed specifically for the long and complex customer journeys in B2B. [Pain Points]

I have worked closely and long-term with over 30+ successful B2B companies benefiting from tailored, high-impact paid marketing strategies. [Trust and Credibility]

My approach isn't just about creating ad campaigns - it's about creating a sustainable pipeline of real customers. [Benefit/Value]

Are you ready for real growth? Book Your Free Consultation Today [CTA]"

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Example 3: My client Bitlog

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"Streamline Your Warehouse with Bitlog WMS [Product Category]

For warehouse managers and logistics coordinators [Persona] looking for a smart solution: Bitlog WMS offers a cloud-native system perfect for businesses of all sizes, from small warehouses to large-scale operations. [Company Type/Industry]

Address warehouse challenges like inefficient space utilization, complex order management, and error-prone manual entry systems. [Context & Pain Points] Bitlog WMS is designed to tackle these issues by providing seamless integration and real-time inventory visibility.

With features like automated picking and restocking, order integration, and mobile device accessibility [Features], Bitlog WMS simplifies your warehouse operations and allows easy scalability for growing businesses. [Capabilities]

Achieve significant improvements in space optimization, accuracy in order fulfillment, and a marked increase in overall operational speed. [Benefit/Value] Our users report over 40% increase in picking and packing speed! [Benefit/Value]

Join companies like Care-of-Carl and Nordic Nest who have optimized their logistics with Bitlog WMS. [Trust and Credibility]

Learn more about Bitlog WMS and how it can grow your business. [CTA]"

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