Today, people mostly get their news, information, and entertainment via social media. People use social media to do research on items, make purchases, and share their experiences with a particular brand, as stated in the Global Web Index’s Trends 19 study.
HubSpot’s infographic reveals that 71% of consumers trust recommendations from friends and family on social media and trust user-generated content published by influential people more than any other source.
It goes without saying that bolstering your presence on various social media platforms is a must if you want to propel your company to the next level.
However, converting social media users is a difficult task that requires patience and persistence. You can only reach your goal if you motivate your audience to take an intentional and beneficial step, like spreading the word about your business or clicking the call-to-action buttons on your page.
In what way is that possible?
Here are a few suggestions that will increase your social media conversions and interest your audience.
Develop Content Per Platform Requirements
Different types of users frequent various social media sites. Therefore, you should know who you’re talking to and how they talk to each other on each of these channels. Take a look at the data in this table to get an idea of the various social media options open to advertisers today.
According to a recent article by Axios’s media reporter Sara Fischer, some topics do better than others on different platforms. This is because people’s motivations for using the platforms and the platform’s native format are unique. Example: political posts do particularly well on social media platforms like Facebook and Twitter. However, Instagram and Pinterest are great places to share posts that are mostly visual or video in nature.
To whom do you intend to appeal?
In what medium do we find them most often?
So, what exactly do they want to see more of? Do they favour pictures or movies? White papers and reports, if any, are more popular downloads.
I need help making stuff that flows naturally.
If you want to know what kinds of things you should be posting to different social media sites, check out this handy advice from Digital Firefly Marketing.
If you want to know what kind of material is performing well on a specific social network, you can use reporting tools specifically designed for that purpose. You may use the data to refine your content strategy for each channel on social media.
Thus, you should refrain from sharing the identical material across many social media platforms. You may use the answers to these questions to create engaging content for each of your audience’s preferred social media channels.
Apply The 10:4:1 Rule To Your Social Media Posts
With the 10:4:1 rule as a guide, you may improve your social media presence, content marketing, and consumer engagement strategies.
As a ratio, the rule goes as follows:
You should share ten links to third-party publications for each 15 social media postings, four links to your own material, and one sales promotion or call to action.
Here’s how you can apply this proportion to make and spread engaging content on social media that leads to sales.
Incorporate Outside Content By Providing Links To Relevant Articles
Ten of your fifteen posts should point to content created by others, such as that produced by subject matter experts or important thought leaders in your sector. Pick articles that will appeal to your niche’s demographic. Your social media credibility will increase as a result of sharing content from certain reliable sources.
Connect Your Blog
Your corporate blog should be mentioned in at least 4% of your entries. Since your readers know they can always count on you for excellent work, showcase four of your very finest posts by selecting among them. Visual material like videos, infographics, and other visuals can help you connect with your audience and convince them to spread the word about what you’re sharing.
Finally, one of your fifteen posts on social media should be a call to action asking followers to do something, such as visit a landing page, subscribe to a blog, shop at an ecommerce website, or acquire a white paper. More information on this topic is forthcoming in the remainder of the essay.
The content you create and share is the backbone of any social media marketing strategy. In order to increase your authority and trustworthiness as well as your conversion rates, you should use a social media planner tool to schedule your social media publishing in accordance with the 10:4:1 ratio.
Put Quality Of Connections Ahead Of Quantity Of Followers
Metrics like the number of followers, likes, comments, and shares are easy to obsess about if you’re a marketer. These are, however, mainly cosmetic indicators. Engaging your audience and strengthening your connection with them should be your first priority.
Simply respond to this inquiry.
Which do you think is more valuable: 15 thousand inactive followers or 200 active ones?
The former is preferable because you’ve already established a rapport with those 200 followers, making them more likely to become loyal customers and promote your brand. This active group can promote your product and increase your visibility in social media.
Here are some quick pointers for establishing a loyal following.
Practice Active Social Listening
Understanding your target market’s thoughts, tastes, and purchasing habits can be achieved through attentive social listening. Reading their evaluations, comments, and articles can provide you with valuable knowledge. In addition, it can assist you in enhancing your customer service, the cornerstone of establishing lasting connections with your clientele.
Track keywords, brand names, product names, and competitor mentions with the use of social listening apps like Hootsuite, Google Alerts, Social Mention, and Brandwatch. Using these methods, you can better connect with your current and potential clientele by listening to their concerns and responding to their questions.
To stay abreast of developments in your field and make connections with potential customers, you should also join relevant social media organisations and communities.
Make A Sincere Effort To Address Customers’ Complaints
The vast majority of companies now use at least one social media platform to raise brand awareness and foster customer relationships. Therefore, customers’ ability to contact firms and voice their complaints via social media has increased in significance.
It’s important to accomplish two things when responding to a consumer who reaches you via social media:
Tend to the customer’s qualms
A good message to present and potential customers
Also, remember to encourage feedback of any kind, even criticism. Here are some things to think about before replying to reviews that people find unfavourable.
Respond quickly and courteously.
Acknowledge your part in the problem and offer an apology (even if it was not your fault) to the customer.
Present workable answers to issues raised by customers.
Keep in mind to bring up the issue once more after you have resolved it to provide a good message to your audience.
Assisting a client at a time of crisis demonstrates that you care about what they’re going through and can serve as the cornerstone of a long-term, fruitful working relationship.
Put Some Love On Display
Engaging your audience and fostering stronger relationships may be accomplished through actions as easy as responding with “thank you” or as involved as offering a discount to your most loyal followers. As an example, drawing attention to a follower’s review or comment serves as social proof that you read and value their feedback.
In a similar vein, publishing user-generated content and reviews from your most engaged users is a fantastic way to show appreciation for their support and gain new subscribers. Take a look at the user-generated content zitstick.com has used to build its credibility among consumers and promote the use of its product. Such updates appear genuine and not overly “salesy.”
Make The Social Media Campaign More Personable
If you look closely, you’ll see that the most effective brand campaigns aim to create an emotional connection with their target demographic. Reason being, consumers would rather interact with a friendly, personable brand than one that appears emotionless and uses impersonal advertising.
Putting a face to your campaign increases recognition and confidence in your brand and sparks discussion. Including your name or the name of a team member in social media postings, twitter posts, or status updates shows that an actual person is responsible for them.
Adding a human face to a post makes it more approachable and human, which in turn increases trust and conversation. Take note of how Flo, from the internet insurance company Progressive, manages to make insurance sound like a lot of fun. The tweets they post are always entertaining and worth reading.
Sharing photos and videos from behind-the-scenes is another great approach to put a human face on your social media profiles. Take a look at how Idea Paint keeps their audience interested in what they do by sharing the names, photographs, and videos of their staff, projects, and achievements.
Regularly posting content like this that people can relate to and find interesting will help humanise your brand to social media followers. Several companies also use humour, team-member videos, and direct audience engagement to establish a more human connection on social media.
Make Sure You Have A Strong Call To Action
After putting in the time and effort to capture the attention of your target audience, you would like nothing more than for them to respond positively and perform the desired action. If you want more people to join up, download your report, get in touch with you, or check out your website, a strong call to action (CTA) can help.
If you want your social media call to action to be successful, here are some things to keep in mind.
Specify The Preferred Course Of Action
Which course of action do you hope your target market will take as a result of reading your content? Is the desired action for them to forward the post, visit a link, or connect to your page/blog?
Make It Feel Like Time Is Running Out
The use of time-sensitive language, such as “Offer ends on December 31st,” “Order now and get your free gift,” or “Limited term offer,” encourages customers to take immediate action.
Always Remember The Hook
You need a hook if you want your readers to stay on the page and keep reading. Asking “What’s In It For Me?” can help keep visitors on your website and get them to do the desired action.
Take note of how Muscle Milk advertises its benefits to its target audience by highlighting the enhanced performance and recovery seen by Muscle Milk consumers.
Present An Enticement
Sometimes folks just need a little additional encouragement to do what you want them to do, like share your content. You can encourage your audience and get them to click the call to action by offering them something of value, such as free shipping, the giveaway, or a discount.
Conduct A/B Testing Before Hitting ‘share’
Both the social media algorithms and the people you’re trying to reach are always changing. Therefore, to maximise the impact and reach of your postings on social media it is crucial to divide or Even a test each component.
While split testing (also known as A/B testing) is widely utilised by marketers, it can be difficult to test numerous variants and components.
Just one thing at a time, as the old adage goes.
To avoid having to spend so much time writing and publishing content, you can use planning tools to do it in advance. Popular choices among social media marketers include SocialPilot, Buffer, and Hootsuite; however, I recommend you utilise one of the many free options to Hootsuite due to its clumsiness and the fact that it costs money.
Multiple tests on a single campaign’s elements may produce inconclusive findings. A/B testing the link to a landing page and the landing page itself would not tell you why one group received more leads than the other.
Finally, utilise analytics and optimization tools like Google Analytics, Google Optimize, Optimizely, and AB Tasty to maximise the number of leads your social media page receives.
In Conclusion, No Marketing Strategy Is Complete Without A Focus On Conversion. However, it’s not simple to capture the attention of social media users and motivate them to take action. This is because nobody visits a social media site with the purpose of immediately doing something. If you come across as being too aggressive in your promotion, they may disregard you entirely.
To attract and retain customers in the social media realm, businesses need to employ proven conversion optimization strategies. Put into practise the advice given here to increase your social media conversion rates and expand your brand’s reach.