If you’re a business active on social media and you aren’t seeing conversions from it, that needs to be fixed. Today. And here’s how.
While social media is fun on a personal level, it’s also a useful tool on a professional level for businesses of any size, in any industry. Whether you’re a one-person show working out of your car, you operate a mom-and-pop retail location, or you’re the CEO of a national brand, social media marketing might be just what you need to reach the next level of growth and success.
That is, a well thought out, flawlessly executed social media marketing strategy may be your key to achieving even greater success in 2018 and beyond.
The Relevance of Social Media in 2018
With nearly one-third of small businesses lacking a website, and great marketing campaigns, some entrepreneurs may fail to understand how social media is relevant to their bottom line.
If you’re skeptical about the ability of social media to boost your conversions, consider the following statistics about Facebook:
- As of late September 2017, Facebook had 1.37 billion daily users and 2.07 billion monthly users
- Facebook is responsible for 53.1 percent of social logins performed by shoppers to access the apps and websites of both brands and publishers
- Approximately five million advertisers are active on Facebook
- More than 65 million businesses have a Facebook page
While the statistics provided above are eye-opening, they only demonstrate the influence of one social media giant.
When you think about Twitter, Snapchat, Instagram, Pinterest and the countless other social networks available for both personal and professional use, the potential that social media has to increase awareness of your organization, goods, and services is limitless.
Using social media to win over your market, and ultimately – conversions.
If you want to tap into the potential that social media has to help you win conversions in 2018, the first thing you have to do is choose the social platforms that you want to use.
If you don’t have the resources to conduct a study of your target market to determine the popular social media sites your audience uses regularly, don’t worry.
You can still get a pretty good idea of the platforms you should utilize by asking your friends, family, and even existing clients about how they spend their time when they’re on the internet.
If you don’t have a retail location where you see a broad swath of customers regularly, send an email to your client base.
Ask your customers to share insights on the social media sites they use most often.
Ask them what types of posts grab their attention. What types of photos or copy do they typically respond to?
What are the actions usually taken when they actively reply to a post?
You’ll also want to know if they primarily use social networking websites on a mobile device or desktop.
These questions will enable you to figure out which platforms you should use and help you create content your typical social media follower will respond to.
Creating a content-focused social media marketing strategy
Just posting away won’t do it.
And just seeing awesome social stats such as follower growth and engagement rate won’t do it.
So, what will?
Understanding your target market, and engaging with them (not just them engaging with what you post.)
Maintain a blog that is useful, share it on social – even tweet it to people who you think could use the information inside of it. If you’re just starting out and haven’t attracted a loyal base of customers yet, you should still attempt to engage prospects on social media for lead generation. It can be done organically or through paid social media marketing.
There are many channels that have historically been effective for businesses of all kinds. Below are just a few of the top platforms every business should be active on:
Once you identify the social media channels you’re going to use to gain conversions, it’s time to develop and implement a social media marketing strategy. Below are some tips that will help:
Creating a schedule: Write it down
If you want to win conversions (and who doesn’t), it’s vital for you to create content. Begin by documenting and planning your marketing strategy, including your processes and specific goals.
According to CoSchedule, people who write out their marketing strategies are nearly 540 percent more likely to be successful.
There are many software/programs/etc. to help you. I’ve tested a good bit of them, and my favorite marketing calendar – also the only one I’ve stuck with is the SEMRush Marketing Calendar.
The same source reports that marketers who document their processes are 466 percent more likely to achieve success and 88 percent of the individuals who record their goals will reach them.
I don’t know about you, but I like those numbers.
Tie Social Posts in with your other marketing campaigns
While you may post almost anything on your personal social pages, the posts you share on your business pages should have a purpose. You can better ensure your posts will have a defined goal if you tie the social posts you create for your business to a specific campaign or marketing effort.
The introduction of a new product or service, a special event or promotion that’s available for a limited time are some of the specific things you can promote on social media to drive conversions.
Use Videos and Infographics
Even if you’re an adept writer capable of drafting posts that flow and have expertly worded calls to action, it’s quite likely that you’ll gain significantly more conversions by using videos and infographics on your organization’s social pages. According to the Aberdeen Group, businesses that use video marketing generate 66 percent more qualified leads and 54 percent more brand awareness than organizations that don’t incorporate videos into their marketing pushes.
While it’s clear that using videos on your social media pages can help attract attention to your business, infographics are another essential tool you can use to win conversions. With an average engagement rate of 41.5 percent, infographics have the second highest return on investment behind videos.
Work with a Digital Marketing Agency
If you’re concerned about your ability to put together and implement a highly effective social media marketing strategy, you should work with an experienced digital marketing agency. Direction Inc. has been helping small, and medium-sized businesses gain conversions through social media for years, and we can help you, too.
Contact Direction Inc. to get started today!