Want to grow your brand, generate higher converting leads and increase your website traffic? It’s time you worked on your social media presence. As great as our affiliates are at affiliate marketing, not all of them have managed to nail social media.
For this article, I’ve enlisted the help of our affiliate managers, to highlight some of the main things our affiliates get wrong on their social media pages, so that you can learn from their mistakes.
1: NOT FOLLOWING ADVERTISING POLICIES
One of the biggest issues both affiliates and non-affiliates face is compliance. Facebook especially, has strict advertising policies that regulate what content is allowed to feature on the platform. Unfortunately, as an affiliate, many of the niches you work in aren’t always Facebook compliant, making it hard for you to set up an ad.
We regularly hear from frustrated affiliates who have spent a great deal of their precious time producing artwork and creating ads on Facebook, only for their ads to be rejected. To ensure you don’t go through the same pain, I’ve rounded up the most relevant guidelines you’ll need to check out before you try running your ad.
TEXT ON AN IMAGE
This is perhaps the easiest thing you can check. Facebook won’t approve an ad with more than 20% text on the image. Use this handy tool next time you want to check.
It goes without saying that illegal products or services are strictly prohibited on the platform, but since you won’t be able to promote anything illegal from the MoreNiche network, this one shouldn’t affect you too much. Here’s some prohibited content that you might have tried to promote:
- tobacco products or related paraphernalia
- adult products or content – our SizeGenetics and MaleExtra affiliates will know this from experience. It’s also worth noting that your ad might not get approved if you’re linking to your site and it has links to adult products/content on it.
- sensational content – nothing shocking is allowed.
- personal attributes – this is most relevant for people in the weight loss niche; Facebook won’t approve any images that directly imply ‘weight loss’. That means no scales, no tape measures, etc.
- misleading or false content/ personal health – Facebook won’t approve any ‘before and after’ images, or images that contain unexpected or unlikely results. You should also know that ads for health, fitness or weight loss must only be targeted to people aged 18 and over.
- non-functional landing page
- low-quality or disruptive content
Discriminatory practices – this policy will often catch people out. Facebook prohibits the use of discriminatory language such as, ‘do you want to lose weight?’ or ‘sick of being fat?’. Such phrases that call out or disparage a specific type of person will be knocked back!
I’ve highlighted a selection of the guidelines that I think are most relevant to our affiliates, but it’s definitely worth checking out Facebook’s full Advertising Policy document yourself.
2: COPYING CONTENT
Don’t want a slap on the wrist from our compliance team? As well as making your page look unoriginal, directly copying content or artwork from merchants or other affiliates’ socials could seriously ruffle some feathers. You’ll be asked to take blatantly stolen content down, and in extreme cases your affiliate account could be frozen if you don’t comply!
It’s also important that your social pages don’t look directly connected to the merchant’s official pages. To get around this, try giving your page a generic name such as ‘Weight loss reviews’ (as opposed to directly mentioning the merchant), don’t use the official merchant logo in your profile picture, and make it clear your page is a review page.
3: POSTING LOW-QUALITY UNOPTIMISED CONTENT
Now you have more of an idea of the content you can’t put money behind, what about your posts in general? Affiliates often think of social media as an afterthought, as opposed to a crucial marketing tool, which can lead to posting low-quality content that no one will interact with. Follow these tips if you want to get it right:
- Use images – statistics confirm that tweets with images receive 150% more retweets than tweets without images. Similarly, posts on Facebook with images see 2.3 times more engagement than those without. However, it’s equally important you use high-quality, relevant images.
- Include a CTA – many Facebook users aren’t aware that the images on your posts are clickable. Try adding a ‘Call to Action’ button on your image to boost your post’s click-through rate. You should also consider adding a clear ‘Call to Action’ in your text (Twitter especially), so your readers know what you want them to do.
- Spell check – want your page to look credible? Proofreading your posts will stop you from publishing silly mistakes which might put people off your brand.
Check out this post from DigitalMarketer: it’s a great example of the standard of content you should be aiming to achieve.
4: BEING TOO SALES FOCUSED
It’s important for affiliates to regard social media as an awareness tool, as opposed to a direct sales tool. The best way to generate sales on your socials is to actually build a relationship with your followers. You can do this by posting engaging, shareable and varied content. Try following the 80/20 rule – 80% of the content you post comes from others while 20% is your own content (with links to your site).
Posting a good variety of content will make it easier for you to post regularly and keep the content on your pages fresh and engaging. Struggling with content ideas? You could post memes and videos, start a discussion with your audience or post relevant industry articles. Tagging authors or brands in the content you post could also help boost your pages’ and brand’s exposure.
5: NEGLECTING YOUR PAGES
How often you post content, and when you post it are two important factors in the success of your social media pages. If nothing else motivates you to maintain an active social media presence, knowing that it can actually boost your rankings should. In particular, Facebook shares, comments and likes can help improve your website’s position in the SERPs.
Unfortunately, there’s no magic formula to determine how often you should be posting content to your pages. I’d recommend that you post daily, and the volume of posts you should do would depend on the platform, for example 1-2 posts on Facebook daily would be fine, whereas you could post 3-5 times per day on Twitter.
The easiest way of making sure you are actively posting on your socials is by using a scheduling tool, like Hootsuite or Buffer. If you only wanted to dedicate a few days a week to your socials, a scheduling tool will ensure that you post regular daily content, enabling you to maintain a consistent social presence.
This point also applies to the time you spend growing your social media following. A large social media following improves social proof, allows you to promote to more people, and builds brand trust and loyalty.
If you’re posting sharable, high-quality content, it’s likely that consumers will find your social media page organically. Nevertheless, you should dedicate some time to setting up ‘like’ campaigns (on Facebook), or using social growth tools to boost your following.
6: NOT USING SOCIAL MEDIA BUTTONS ON YOUR SITE
Making it easier for people to share your content is a hugely effective way to boost your social media presence and brand exposure. If those two points alone don’t make you consider adding social media buttons onto your site, maybe these will:
- Improve search engine rankings – the strength of a social media link is now included as an algorithm ranking factor. The more a piece of content is shared and engaged with, the stronger the link is.
- Social proof – people like things that are popular. That’s a fact. Share buttons that show the number of shares the content has received can actually encourage people to share it as well; this is good for building trust too.
- Boost site traffic – one of the biggest benefits of adding sharing buttons is that it can help you drive more traffic to your site. And more traffic equals more potential sales.
The simplest way to implement a social media button onto your site is to use a plugin. There are lots of free and premium plugin options available for your WordPress site. All you need to do is to find a suitable one and test its effectiveness on your site.
7: SPREADING YOURSELF TOO THIN
In an ideal world, you’ll have a strong presence on every social platform. But as you know, being an affiliate can be a demanding full-time job and you might not be able to dedicate serious time to maintaining six different accounts. So you should try to match the platforms you choose to your target audience as this will help to avoid spreading yourself too thin.
With 1.87 billion active monthly users, you can assume a large number of your demographic is on Facebook, making it a good place to start. It is then up to you to decide whether you want to work on your Twitter, Instagram, Pinterest, YouTube or Google+ presence. If you’re struggling to determine which channels are right for you, Pew Research’s Social Media Update provides some really interesting data on usage and demographics.
8: POOR CUSTOMER SERVICE
According to a survey carried out by global marketing company, J.D. Power, 67% of consumers have used a company’s social media channels for customer support. Social media might be your main point of contact for your customers, so it’s important you take the time to interact with them. Not only that, but responding to people’s comments on your Facebook page could actually increase your click-through rates! One of the biggest customer service faux pas you can make on social media is to ignore your customers. So remember, take the time to reply to wall posts and comments (good and bad) – it might even help you make some sales!
9: NOT TRACKING LINKS
If you want to boost your conversion rates, you need to know what’s working and what isn’t. The easiest way of doing this is by attaching UTM tags to your content and then monitoring them in Google Analytics. Tracking your links will also help you decide which platforms are worth investing your time in and which ones should take a back seat. Want to know how to create a UTM tag? I explain how in this article.
It’s important to remember the value of quality over quantity on social media. You don’t need to be on every social media platform. Instead, choose the ones that are right for you, and make sure you can dedicate time to working on them. Regularly post high-quality, engaging and shareable content, and your followers will do the hard work for you!