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Social media is an integral part of a digital marketing strategy for many businesses. Although increasing the use of social media allows companies to interact with potential customers, competition for attention has also increased.
In order for companies to continue to thrive on social media, their social media marketing efforts must be conversion-oriented. So how can you increase your conversion rate on social media? Here are five strategies to help you do just that.
1. Focus on engagement
Social media marketing is a constant part of your marketing strategy. This requires you to pay attention to the needs and desires of your audience. Otherwise, your audience may find it difficult to feel connected to you, and they are less likely to stay.
The easiest way to create engagement on social media is to create content that elicits a response. Voting-based polls and conversation drivers are common examples. You can also elicit audience responses through opinions, relevant topics, or any interactive content tailored to your audience’s interests.
To optimize your engagement efforts, make sure your team understands what type of content best suits your business. Because what makes a great engagement for one brand may not create the same response from your audience for your brand.
So put the needs and interests of your audience first to make sure they stay engaged. This will help your team develop the best types of content for your audience, encouraging your audience to keep coming back for more.
2. Publish consistently
The amount of noise on social networks makes it difficult to separate brands.
While it can be difficult to consistently post on social media, consistent posts mean your brand is more likely to stay on top of your audience’s mind.
Sure, it can be hard to keep track of all the posts and platforms, but that’s okay! The key to consistently posting content on your social media platforms is to create a posting schedule that fits your brand. Otherwise, keeping up with social media can be overwhelming, and your team needs to complete other essential tasks as well. So you have to stick to a schedule that suits you.
The most important variable to consider is frequency. How many posts per week, for each platform, can you dedicate and make sure other tasks don’t go through the cracks? It doesn’t have to be a large number. But make sure it’s a number your team can consistently manage.
Another factor to consider when creating a schedule is time: When does your audience watch social media? If your audience is active on social media in the morning, you should schedule your posts in the morning – to increase the likelihood that your post will be at the top of your followers ’feed when they are online.
When you feel the time and frequency, use a social media management tool like AgoraPulse, HootSuite, or Buffer to plan your actual posting schedule. That way, your team will never have to ask, “Do we have enough content to publish? When should we publish?” and instead they can only focus on showing to the audience.
3. Transfer external management to your social media
Some companies have reached a point where it becomes too difficult for them to manage social media because of other priorities. In that case, external social media management could be a great option to help you consistently appear to your audience.
When you outsource social media management, start deciding how much you want to outsource. You can choose to outsource your social media platforms to create more time for other priorities. You can also choose to outsource posts for just one account and manage content creation for other platforms.
The second factor is frequency: how often does your brand appear on social media? If your brand appears on one platform 12 times a day, you should definitely pass this on to your external partner to determine the scope of work and budget. Depending on your preferred posting schedule, some platforms may need to stay inside the house.
Outsourcing social media management will free up your time to focus on other important items for your organization’s growth. Your audience will continue to respond to your brand, strengthen its trust and become ready for customers.
4. Include Pinterest in your content distribution
Creating interesting content and posting often are important. But distributing your content to a qualified audience looking for your content is just as important. Here comes Pinterest.
Pinterest is a social media platform that also serves as a visual search engine. As of March 2021, it had more than 450 million users, making Pinterest a great place for companies looking to reach a wealthy audience looking to make purchasing decisions on the platform. The content of your brand would reach people who are actively looking for your solution through keywords.
So how do you include Pinterest in your content distribution? Start by optimizing existing content for Pinterest. Pinterest’s search engine works through keywords and a visual lens. So take some of the content you’ve created for another platform and post it on Pinterest with a description rich in keywords and high-resolution images.
Incorporating Pinterest into your content distribution strategy doesn’t take a lot of time or effort, and you can also get great exposure for the small amount needed. Use the power of Pinterest to share your blog posts.
Pinterest can become one of your most powerful tools for distributing content for search engine traffic, so give it a try.
5. Make a funnel with high conversion
The customer path has become increasingly complex. 5 to 20 touch points are required before purchase! Social media can certainly contribute to building these points of contact. But you need a process that can turn your followers into users as they progress through those touchpoints. That’s where the big conversion funnel comes in.
The sales funnel is the process by which your prospects move through the stages of awareness and consideration to become a customer. Streams exist in many different shapes and sizes, but the goal of each stream is clear: to turn visitors into users.
To apply this concept to social media conversion, determine what type of content you will produce to respond to each step of a customer’s journey. Followers who have just encountered your content are unlikely to click on your billing page, but may be interested in reading a blog post or watching a video on your channel.
The sales flow schedule will allow your team to determine the content it will create for social media and best optimize resources for other marketing efforts. Know what kind of content would add value to followers at different stages of a user’s journey, and then pair social media content with different stages of your sales flow to turn your followers into users.
More resources on social media conversions
B2Bs can use social media in seven ways to increase conversion rates and generate leads
From engagement to potential clients: the psychology behind pretending to be a social media fan
How to create compelling social media campaigns that attract attention