B2B Social Media Guide Part 3

There are four things to focus on when it comes to implementing good imagery into your social media advertising campaigns. Those include an image, ad copy, the call-to-action and the value proposition. With these four things, you want to help your target audience see the value of the product or service you are promoting. You want them to imagine themselves with that product or service in their life. Not only that though, you want them to see how that product or service will give them what they are looking for. If they can’t see this, then they wont be interested.


The image that you use for your advertisement needs to catch the eye of the target audience. As was discussed in Part 2 of this blog series, there are billions of active social media accounts in the world. Next time you scroll through the news feed of one of your social accounts, pay attention to how fast you are scrolling. Billions of people are scrolling through endless amounts of updates in their social news feeds at a fiery pace everyday. Your content needs to catch the target audiences’ attention!

The goal with a good image in a social media advertisement is to get the target audience to engage and click on it. The best images to use are usually relevant to what product or service you are trying to promote. These images should have a good amount of contrast in order to stick out. An image in a social media advertisement should look organic and it should “fit in” the news feed. Avoid using images with too much of a stock photo vibe.

Ad Copy

The first step to constructing a good advertisement copy is to understand your target audience. What are they looking for and how would they phrase what they’re searching for? Use language that is specific to the product or service you are trying to sell.

The main copy should convey the theme and message of the promotion. You want to make the message short and sweet and most importantly, catchy.


These are more than mere “buttons” on an advertisement. These “buttons” are the key to getting your customer to click on the ad and complete a conversion. These call-to-actions should use action-packed text that relate with the offer you are providing. Substitute overused words such as “Enter” and “Submit” for more action packed-packed words like “Get Started” and “Request a Demo.”

Overall, these call-to-action buttons should be simple in design and guide the viewer to click on the ad and land on the landing page.

Value Proposition

Why does the target audience need to purchase this product or service? What is in it for them? If you write this from a salesman point-of-view, you could come off as fake or “sales pitchy.” You want to come off as an expert who knows the benefits of the product from experience. Show that in a quick value proposition! This should validate the ad copy “tagline.”

When a consumer can see basic points of why the product or service will benefit them specifically, then they will more likely find interest. Value propositions should be in line with the theme and message of the company you are promoting. When the viewer reads the value proposition, they should perk up. A good value proposition seals the deal.

Overall, these four attributes of a social media advertisement help prospective customers see this product or service in their life, helping them and giving them exactly what they need. If you get this imagery wrong, they will get confused and the message will be missed and you will have wasted precious advertising dollars. Maximize your spend with good imagery.