Needless to say, social media has grown at a frenetic pace and even goes beyond its initial purpose as a communication tool.
Coming with that development trend, social platforms, as a matter of fact, turns into an indispensable part of modern businesses’ strategies.
However, not every business knows how to use social media to strengthen their competitive advantages. Read on to find out how you can take advantage of social media to boost your business’s conversion rate.
How social media can improve conversion rates
Lots of today’s businesses take social media platforms to be a reliable advertising tool, nothing more.
The difficulties for being a market leader have increased as your business not only competes with one but thousands of competitors all around the world. Why?
Social media is more like an open world that connects people anywhere on earth. And with ecommerce continuing to rise, the need for brands to approach customers on-the-go is vital.
Two points need to be made clear:
- Social media can be a goldmine for marketers to approach with a broader audience group, not limited by time and geographic distance. Hence, increase marketing effort for a higher conversion rate
- Sometimes social media harms a business’s growth if it’s used in the wrong ways
With 3.48 billion social media users worldwide (around 46% of the entire world’s population), social platforms become a playground for thousands of businesses trying to get to normal users — their target customers.
So how can you maximise the potential of social media to improve your business conversion rate in 2020? Let’s find the answers in the next part of this post.
Best social media platforms for business
Before diving deeper into specific tips and tricks on improving social media conversion rates, let’s get through some of today’s most popular social media platforms.
With over 2.7 billion monthly active users, it’s no surprise that Facebook is the biggest social platform worldwide. Because of its popularity and influence, advertising on Facebook goes with expensive costs for even larger businesses.
- Pros: Facebook has a massive audience reach, powerful analytics, and audience targeting options for highly effective ads
- Cons: Require a large budget and little-to-no control power if your page or advertising account is suspended
Reaching 854.5 million users worldwide, Instagram has proven its popularity among modern Internet users. However, following a different development path, Instagram initially started as a sharing photo platform. It has become where brands literally show their value (via stories and photos).
- Pros: Provide a highly attractive visual aspect and has higher coverage in youth users than Facebook.
- Cons: Misleading metrics and requires aggressive posting schedule for effectiveness
Youtube is a video-based platform which allows for supporting written content to be included underneath the videos uploaded by its users.
- Pros: With over 2 billion monthly users, this video-based platform can drive more conversion and a perfect place for business to showcase their brand’s personality via private channels
- Cons: It takes more time to produce video content than photo or text content. SEO tactics to rank video content can be more challenging
Twitter chooses to be different through their character limit feature. It’s an ideal platform for engagement, with over 330 million active users monthly.
- Pros: Audience diversity with ads bringing 1-3% more engagement than Facebook. Free targeting with # and @
- Cons: Require multiple tweets per day and genuinely enticing content to capture people’s attention. Easy to drive traffic but hard to make sales on Twitter compared to other platforms. The character for each tweet is limited
Other widely used platforms you should consider incorporating into the conversion strategies:
- Quora: A platform with a lot of potential for generating traffic. Businesses can turn themselves into experts and provide answers to ordinary users regarding your brand’s market, then link them to your written content
- Pinterest: The top traffic driving platforms for small businesses that focus mainly on visually appealing and engaging content (suitable for home decor, travel businesses, photography webs, hotels, etc)
- LinkedIn: A professional landscape used for networking, sharing news, and connecting with coworkers. LinkedIn works exceptionally well for B2B lead generation and ranking up point for recruitment
7 ways to improve conversion rates with social media
Social media allows you to connect and engage with your audience: but how can you use this platform to generate sales?
In this section, we discuss seven ways to improve conversion rates using social media:
Understand and optimise each platform
When it comes to optimising content for better conversion rate on social media, what comes first in your mind?
The answer might be an engaging caption with beautiful shots and attractive photos. This can be one of the main reasons for your failure in your attempt to drive conversions using social media.
As mentioned above, each platform has its advantages and disadvantages in different fields of marketing.
For example, engaging photos can have higher efficiency on Instagram and Pinterest than on LinkedIn or Youtube. Or video content can get at least 59% more engagement on Facebook rather than other content types.
Different platforms will work best with varying content types and require different approaches from digital marketers to their fullest potential.
Before planning any social media strategy, just start with research for your desired platforms so you can have a comprehensive assessment of them.
Make use of social proof & user-generated content
As a regular customer, do you choose to buy a product with so many negative reviews?
In fact, according to Oberlo:
- 56% of consumers read at least four reviews before making purchase decisions
- 62% of online shoppers decide not to buy from a brand if they censor reviews
Apparently, today’s consumers only buy from brands they already use, or that are at least trusted by lots of other customers.
If consumers require social proof for a product’s quality or brand’s reliability before purchasing, just give them what they need by enabling/publishing user-generated content.
Two main advantages of user-generated content:
- Customers tend to search on the Internet for product reviews of ones who have bought and used before making a purchase.
- An opportunity for businesses to educate potential customers about products value and how to use it
Penelope Cruz posted pictures on her Instagram using Lancome skincare products. Being tagged on her post, Lancome can (potentially) reach a huge number of followers
Some things you can do to build social proof for your brand on social media:
- Display company reviews on Facebook
- Consider creating content that showcases customers testimonials and reviews that have a high star rating
- Give your customers incentives for leaving reviews for your products.
- Post testimonials from experts in your industry
- Consider running a customer referral program
- Collaborate with the right influencers
In such a huge world like social media, user-generated content is more powerful than ever in widening a brand’s coverage and boosting conversions.
Track the results
There’s no point in sharing content across social networks if you even don’t know what type of engagement you’re getting back. By tracking critical social metrics such as likes, comments, shares, retweets, you can know what’s working with your target audience and how to tweak your strategy to boost performance.
Some value insights you could gain for social result tracking like:
- The best time to post for each platform
- The frequency to post that creates more engagement
- The type of content that your target audience cares about (photos, videos etc…)
- What topics your customers are talking about on the social networks
Most importantly, when it comes to tracking tactics, you’ll be able to set realistic targets to work toward for your social media. These results can be the key to how you can maximise your social media platform for better conversion rates.
Some popular tools that help you track your social presence like Buffer, Google Analytics, HubSpot Social Media Software, and so forth.
Take a quick look at the interface of the Hubspot Social Media Software:
Credit: Hubspot Social Media Software
Create valuable contents
Content is the soul of any marketing strategy. You should focus on creating truly valuable content that is useful to your target customers.
The more benefits customers get from the content, the better it will be for your social media conversions. In order to create content that engages your audience and helps convert readers to customers, consider using the 5 W’s and 1 H in content marketing.
Write attractive and interesting headlines
What happens when you already have high-quality content, but it gets lost in the sea of thousands of posts on Facebook or Twitter.
If you are in this situation, the problem might come from the headlines.
This is because it is the first thing people look at when scrolling through their newsfeed. And your headlines only have a few seconds to make people engaged with your post among thousands of other posts.
Some tips for irresistible headlines:
- Use headlines that contain “DIY,” “How to” to let people know that this post can teach them something useful
- Make your headline specific like “How X can increase 15% on revenue in 30 days”
- Use as few words as possible
- Include interesting adjectives. Instead of writing “6 tips”, say “6 proven useful tips”
- Remember the main keywords for a better SEO result
- Make use of headline in your ad visual
Make sure that your headline stands out before publishing any post on your social networks. Let’s see how Upworthy gets millions of pageviews via social media with their outstanding headlines:
Invest in social media ads
Social media ads are one of the most effective marketing tools to help you reach your ideal audience or a vast number of clients.
When you put ads on Twitter, Instagram, or Facebook, you can determine exactly what type of users you want to target and place your content directly in their newsfeed. Compared to traditional advertising, social media ad campaigns are much more cost-effective.
Some helpful advertising tips and tricks to keep in mind:
- Never forget the call to action to let customers know how to respond to your ad
- Put the most attractive information first to draw users’ attention
- Use clear, crisp visuals
- Avoid using many words in your visuals
- Consider putting user-generated content in your ads to add a personal touch to it
- Prepare a landing page for your web for social media users clicking your ads
- Track the report for your ads regularly for not wasting your money unnecessarily
When your campaigns are customised, you can then approach potential buyers and convert them into sales.
Run promotion & offer discounts
Promotion is not a new tactic but it’s still useful in driving traffic and conversions. And social media makes it easier for businesses to create direct communication with their customers.
The most crucial factor that makes successful promotion campaigns is a sense of urgency. It’s like a must-have element to entice customers to take immediate action and make the purchase in just a few minutes.
Social media has come a long way to become an indispensable part of business marketing. Only those with a strong social media presence can increase conversion rates and become market’s leaders.
It’s time to take action and get the most out of social media for your business!