How to boost your 'click-through' rate on Social Media posts with photos'Click-throughs' to your landing pages lead to enquiries and sales so much more than likes, comments and shares do.
“In 40 milliseconds, we’re able to draw conclusions about people based on a photo.”
The stats are so conclusive, so significant in their numbers and researched over many years by the top markets that it’s crystal clear that the right photos with links are needed to maximise your all-important click-through rate. Photos are the most engaging type of content on Facebook with a 93% interaction rate and they get 84% more click-throughs. Likes, Comments and Shares are nice but they don’t bring in the money.
Click-throughs mean that your readers, on Social Media, are clicking on the link that takes them to your website, or specific landing page, where you have the best opportunity to convert them from a prospect to a client.
Here are three key ingredients in boosting your click-through rate on your Social Media promotions using photos.
3 HOT TIPS
#1 USE YOUR OWN PHOTOS
As an Entrepreneur, we recommend you use photos of yourself because people are buying YOU as the expert, leader and authority in your field. And this builds the critical Know/Like/Trust factor as was proven in a study which showed that ‘35% of visitors would be more likely to sign up when they saw the real deal’, as in you, not some overused and cheesy stock images promoting your products and services. The types of photos that work really well are of you portrayed in a real and natural way that shows your personality and energy plus you in action delivering your content such as speaking, facilitating, coaching, consulting, etc. Additionally, only post photos you own or have the right to publish.
#2 UPDATE AND REFRESH YOUR PHOTOS
The law of diminishing returns, in respect to your photos, means that the more you keep using and re-using the same photos the less impact and they will have and therefore decrease the effectiveness of your promotions. By offering new content, as in new photos, to your prospects and clients you will keep them engaged for longer.
Think of it this way, photos for business have a Use By Date of about 1-2 years when used on Social Media, less if you use them heavily such as in ramping up a campaign. So you’ll need a reliable source to ensure you have a steady supply of great images.
#3 NOT ALL PHOTOS ARE CREATED EQUAL
There is a massive amount of competition for images on social media, so yours must stand out and cut through the noise. As reported, in an article by ConversionXL, ‘67% of online shoppers rated high-quality images as being “very important” to their purchase decision’. So protect your brand, you will have a certain standard that you will want to maintain with everything your post, especially for your promotions, which you are using to drive sales. This is not the area to skimp out on as your buyers have an expectation of you, in order to attract them.
Keep your photos real, fresh and make sure they are of a high quality so that you maximise your click-through rate and increase your sales!
Here are several examples by our clients on how they’ve used their photos to promote their events and products.
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1. Social Media Examiner: Social Photos Generate More Engagement: New Research
May 13, 2014
2. VIRALTAG: 10 Statistics To Get You More From Your Photos On Social Media
September 29, 2015
3. BufferSocial: 7 Powerful Facebook Statistics You Should Know for a More Engaging Facebook Page
July 23, 2013
4. ConversionXL: Stock Photography vs. Real Photos: Can’t We Use Both?
no date provided
5. BusinessDictiornary.com: Law of diminishing returns