How to Use Social Media Marketing to Create Conversions
Getting a million shares on social media may get you some brand recognition, but if some of those shares don't convert into leads, it won't move your bottom line.
With over 80% of the U.S. population on some form of social media, it's no secret that businesses need to do what they can to leverage these platforms.
Keep reading to find out how you can use social media as a marketing platform and how to get the best lead conversion rates.
What is Lead Conversion?
First, let's define exactly what lead conversion is. Lead conversion is when a visitor to your website becomes an opportunity for you to make a sale. Typically, a visitor becomes a lead when they provide you with an email address so you can directly contact them.
When it comes to social media conversion, the process is a bit trickier as you generally have to get them to your website before you can ask them for their information.
Here are the best practices you can put in place to ensure the best lead conversion from social media platforms:
Create and Share Great Content
Without great content, it's nearly impossible to generate leads through social media. For that reason, your first priority should be to create high-quality content for your website that can then be shared through social media platforms.
The key with content creation is quality. If you're just slapping together a bunch of articles so you have something to share on Facebook every week, then your audience won't get anything out of it and neither will you.
Take your time to make sure that every piece of content on your site will help your audience in some way. It should solve a problem, answer a question, or provide important information.
You aren't limited by what content you create. In fact, you should be sharing content from other websites that you feel your audience would find helpful. It will show them that you genuinely want to help them and can help you network with others in your industry.
Only Give Them a Taste
If you provide all of the information a person needs in a social media post, then they don't have a reason to visit your website. However, if you only give them a taste of what you have to offer, then they'll want to click through to find out more.
It's important to find a balance and have the right amount of information in a post. You want to be able to show that you know what you're talking about and prove that reading the rest of the content will be worthwhile.
Include a CTA
A CTA is a "Call To Action." It's you asking the reader to do something. In most social media posts, you'll want to ask your reader to "click here to read more" or to share the post with their followers.
Always be clear about your CTA so your reader knows exactly what you're asking of them. They should also know what they're getting out of it. In most cases, this will be getting the information they want.
Whenever possible, include the link as hyperlinked anchor text rather than the raw link. This looks far more appealing and professional. Websites that don't, like Facebook, may instead show a page preview that can be clicked so you can remove the raw link from the post.
Have Outstanding Landing Pages
Your landing page is where a visitor is going to end up after they click a link in one of your social media posts. In most cases, this will be the first impression that someone has of your website, so you need to make it a good one.
Successful landing pages need to be visually appealing. They shouldn't look like they were designed in the ‘90s. They should have easy-to-read text and lots of pictures or other visual elements.
You also need to make sure that you deliver on your promise. If your social media post promised "10 Simple Ways to Improve Your Health," then the post should have exactly that.
Near the beginning and at the end of your landing page, you also need to have a clear CTA. Here is where you'll want to ask your visitor for their email address to convert them into a lead.
Offering a downloadable file or special discount are common practices to give someone something in exchange for their email address. If you have an incentive, make it clear to your visitors what they're getting out of it.
Make Sure Your Site is Mobile-Friendly
Out of all the time spent on social media, around 80% of it is through mobile devices, whether it's smartphones or tablets. Because of that, you need to make sure that your website is mobile-friendly before inviting people to visit it.
We've all been there when we're looking for information on our smartphone but the mobile version of the website is such a mess it's not worth it. As a result, we click away and find another website that is easier to read.
Your visitors will do the same to your website if it's not optimized for mobile. Before you start pouring your time and energy into social media marketing, make sure your website will work well for visitors.
Know the Rules of Posting
Knowing when, where, and how to post will save you a lot of trouble and will help you get much better lead conversion. Here are the three main elements you need to master to get your posts in front of the most leads:
When to Post
You need to send out posts when your target audience is active. Otherwise, it'll get lost in their feed and nobody will read it. So, think about when your target audience is most likely to be online, and schedule your posts for those times.
Where to Post
Don't get an account with every social media platform out there. It'll be a huge waste of your time and resources. Instead, pick a couple where your target audience is, and focus on those.
How to Post
Your post should present a problem that your readers have and a link to content that will solve that problem. Images will also get your post far more attention than text-only, so be sure to add relevant images to all of your social media posts.
By putting all of these things together, you'll be on your way to leveraging social media platforms to start converting more leads and getting more sales.
If you need some additional help, we'd love to offer you some personalized advice and help you formulate a plan to improve your lead conversion. Let's get started today for a better business tomorrow.