Social media has enabled brands to connect with potential customers, but it has also made it more challenging to get noticed.
Social media marketing must be conversion-focused for brands to thrive on social media. So how can you improve your conversion rate? These four strategies will help you achieve this goal.
1. Concentrate on engagement
Social media marketing should be an ongoing part of your marketing strategy. Pay close attention to what your audience needs and wants. If you don’t, it can be difficult for your audience to feel connected to you, and they will be less likely to stay with you.
The easiest way to generate engagement on social media is by creating content that provokes a response. Typical examples are polls based on votes and conversation starters. In addition, it’s possible to get your audience to respond by asking them for opinions, discussing relevant topics, or sharing interactive content that aligns with their interests.
Identifying your best content via analytics will help you optimize engagement.
To keep your audience engaged, you must understand their needs and interests — this will enable your team to create the best content possible for them and encourage them to return for more.
2. Post frequently and consistently
It’s difficult for brands to stand out in the sea of social media noise.
Although it can be challenging to post on social media consistently, frequent, regular posts will increase the likelihood of your brand staying top-of-mind for your audience.
It can be challenging to keep up with all of the posts and platforms. That’s okay! Tailoring your posting schedule to your brand is key to publishing consistent content across social media platforms. Keeping up with social media posts can become overwhelming, especially when your team has other vital tasks. You must follow a regular schedule that suits you.
Frequency is an essential variable. How many posts per week can you create for each platform? While making sure that other tasks don’t slip through the cracks, how many can you commit to? It doesn’t have to be a large number, but it should be something that your team can manage.
Timing is another critical factor when scheduling posts. When does your audience use social media? Schedule your posts in the morning if your audience is online in the mornings — this will increase the likelihood that your post will appear at the top of their feeds when they’re online.
[Followerwonk is an excellent tool for determining when your audience is online.]
Once you know the frequency and timing, you can use social media management software to plan your actual posting schedule. That way, your team doesn’t have to wonder if you have enough content or when they should post.
Sometimes it’s too challenging to manage social media internally due to other priorities. If that is the case for you, outsourcing all or part of your social media management could be an excellent option to help you consistently show up for your audience.
If you choose to outsource, it will enable you to focus your efforts on the fundamental things relevant to your company’s growth. As a result, your audience will hear more from you, build trust, and become buyers.
4. Create a high-converting inbound marketing funnel
The customer journey is becoming more complicated — it now takes 5 to 20 touchpoints before a customer makes a purchase.
You can build upon those touchpoints with social media. First, however, you must have a process that converts your followers to customers as they move through these touchpoints. This is where a high-converting funnel can help.
An inbound marketing funnel visualizes your customer’s complete buying journey — how your prospects move through the stages of awareness and interest to become customers (and hopefully brand evangelists).
Although funnels come in many shapes and sizes, there is one thing that all of them have in common: they are designed to convert potential leads.
You can apply this concept to social media conversion. It’s imperative to determine what content you will produce to address each stage of the buyer’s journey. People who stumble upon your content won’t buy something from you immediately. However, they might be interested in reading your blog posts or watching your product videos.
An inbound marketing funnel will help your team decide what content to produce for social media marketing. To convert followers into customers, you need to know what content will add value at various customer journey stages.