Social media conversion is a term used to indicate the people who have followed a call to action to sign up, subscribe, or otherwise take some kind of the desired action. People convert across many social channels and usually need somewhere between two and five touch points before doing so. It is worth noting that your efforts on promoting your business on social media may be more effective if you focus on one channel at a time instead of trying to drive conversions from several.
In fact, social media marketing can have a significant impact on business results. According to recent reports from eMarketer, the global ad spend will increase by around 17 percent. That means that brands will continue pumping more funds to increase their brand’s presence online.
It isn’t as simple though since there are a essential things you have to do to remain relevant and increase your social media conversions. To identify how to increase conversions on social media, here are five tips you should make use of:
I. Use a Landing Page
Every time you post on social media, it is a golden opportunity to generate conversions. It’s all too easy to begin broadcasting your posts and engaging with new friends, but if the goal of your campaign is an increase in brand awareness and conversation, then any conversions can just be considered a bonus. The more targeted conversion opportunities become, the greater the possibility for success. Some ways to create these opportunities are by creating BOGO landing pages, promoting contest entries, or simply offering coupons for first-time buyers.
II. Use Social Plugins
Nowadays, many websites use different types of Facebook plugins like ‘Like’ buttons, ‘Share’ buttons, etc., which give users an option of sharing content on their timeline without leaving the site. For example, a website with many posts and articles can use these social media plugins to enable its users to share this information with their friends on Facebook. This will undoubtedly create an impression about the site/business in the minds of people visiting that particular user’s timeline, which will eventually result in higher traffic towards that website.
III. Get Personal
Social media is all about strengthening relationships, and it just doesn’t stop there. If you’re not interacting with your followers every now and then, they may feel neglected. That means they won’t be engaging back with your content either. Make sure you know what each follower likes and how far they go so you can engage accordingly – don’t forget to go beyond merely asking for a follow back. For example, if someone has just started using your product, ask them how it’s working out for them or give them encouragement on its use. If they are an influencer in their group of friends, find ways to get them talking about you by creating content that will make people want to tell everyone else about it.
IV. Look at Analytics Thoroughly
Avoid making assumptions about what your audience is doing and why they’re engaging with you less than usual. You need to know the facts before coming up with strategies that might work against achieving your goals. Use analytics reports regularly and look through trends in conversions broken down by activity, location, demographics, etc., so that you can come up with the right strategy for increasing social media conversions.
V. Take Advantage of Newsjacking
Newsjacking is when you take advantage of breaking news in the social space to create or amplify your message. This technique can be used in any industry, especially for businesses that are timely by nature, like restaurants and retail outlets. For example, if there’s a major event nearby, post on Facebook about an offer you’re running so people can come to pick up something quick for their use. Or take advantage of the excitement around upcoming holidays to promote products related to your brand theme. Remember, not everyone will be at work or glued to their screens 24/7, so plan ahead!
Mistakes you Should Avoid when trying to Increase Social Media Conversions
While using social media for marketing is great, there are a few mistakes that can really affect your bottom line. We highlight some of the common mistakes you may want to avoid at all costs:
- Copying and pasting text from word documents into your online: The major difference between traditional marketing and social media marketing is that conventional marketing has central themes with minor differentiation based on perception, while social media marketing is all about creating specific messages with the same core theme but showing different angles of approach. So it is advisable to avoid just pasting text from word documents into your online posts. This may create a uniform look in your posts and will not be pleasing to the eye for any potential consumers or clients visiting your website.
- Using an inconsistent tone when writing up content for your blog: If you maintain a casual tone in one post, make sure you maintain its style in each subsequent post, or you might end up confusing visitors who do not know what sort of tone they should expect in future posts. It is always good practice to come up with a tone that is consistent throughout your website so that potential consumers or clients can be engaged more easily.
- Not Paying Attention: If you’re not paying attention to analytics and your numbers, then there is no way you can ever know what’s working and where. At the end of the day, this defeats the purpose of increasing social media conversions because if you don’t even know what to optimize for, how will you achieve any results? However, all hope isn’t lost! You can always keep track of users’ behavior with events or by segmenting landing pages – it’s up to you whether you use events or segments based on data gathered from different tools like Google Analytics, Adobe Social, etc.
The Bottom Line
Social media marketing is an excellent way for businesses, both small and large, to generate revenue. However, it is important for companies to understand that social media comes with its own sets of guidelines, like most marketing and advertising strategies. For example: always optimize your landing pages according to the kind of ad you’re running, make sure you pay attention to analytics and overall trends as well as test different kinds of content; all of which can be used as actionable items as means to increase conversions through social media campaigns.