5 Tips for Using Social Media to Boost Conversions on Your Site
Is your social media strategy a bit like a rooster trying to fly?
Does it look good but fail to perform? If that’s the word, then this article is for you.
We’ll help tune up your social media strategy in 2017 to increase conversions at every point in the sales funnel.
Virality: Pie in the Sky?
We’ll start with the basics.
Boosting conversions on your site is going to require some creativity and growth hacking. As per Ryan Holiday’s Growth Hacker Marketing, turn 1 into 2 and 2 into 4 and so on.
Making your product shareable can help your customers create leads, leads that lead to more leads. The keyword here is exciting. The product needs to excite people, surprise them, make them want to SCREAM.
Sound too difficult? Savings are really exciting.
Offer discounts or attractive bonus features to customers if they help spread the word to friends and associates. Savings One of the most popular examples is from the daily discount pioneer Groupon. For every friend referred, Groupon would award the referrer $10 when their referral makes their first purchase.
A company does not necessarily have to compensate referrers monetarily. Dropbox, the file hosting giant, gave referrers 500 megabytes for every friend they signed up. Once they did this, they saw sign-ups increase by 60% because of the 2.8 million invites a month from users eager to get free space. Consider delivering free merchandise, gifts, free shipping, anything of value to help take customers from satisfied to eager.
Thousands of companies have developed internal growth hacking departments that leverage the networks of their already happy customers to boost conversions. Word of mouth referrals work better, and the price is worth it.
Target the Right Kind of Traffic
The best way to boost conversions begins at the top of the funnel. Social media allows companies to segment and target leads on a scale that blows other methods out of the water.
If your ideal buyer persona is a male techie between the ages of 22 to 30, you could create a Facebook Ad campaign targeting males between the ages of 22 to 30 who live in San Francisco, New York, or Boston and who like TechCrunch and Product Hunt. You would then receive a detailed report on the click-through and conversion rates.
Similarly, B2B companies can target other businesses by industry, function, and company size on LinkedIn. Each social media channel has its own intricacies, but the underlying concept is the same: targeting based on demographics, interests, and geographic location. Facebook, Twitter, Linkedin, and Instagram all have ways businesses can send a specific message out to their ideal audience.
The ability to specify your paid targeting demographics lowers your cost per lead (CPL) and sends the right kind of traffic to your site.
Utilize High Conversion Social Media Keywords
Changing a single word might be able to influence your conversions drastically. Media companies like Buzzfeed and UpWorthy have built empires on paying extreme attention to crafting titles that get commented on, liked, and shared. Some of the highest converting keywords for the main social networks differ on each platform.
Some of best keywords for Facebook such as “Tell Us”, “Inspire”, and “Deals” might not work as well on Twitter, which has higher success with keywords like “Follow”, “Check Out”, and “Top”. It is important to learn the best keywords for each channel and avoid the ineffective ones.
Understanding that some words tend to be persuasive is only the first step. It is easy to oversaturate your social media strategy with buzzwords and high converting keywords. Each keyword has an intended goal in line with a good social media strategy.
If a business wants to send users with a high converting percentage to your site, keywords like “deals” or “discounts” will work better than brand and community building keywords like “Tell us” and “Inspire.”
And remember what Aristotle said: everything in moderation. Too much targeting of potential buyers can alienate potential leads at the top of the funnel looking who want to get to know your brand a bit better before they buy. Tread lightly, and track performance.
Let’s Get Visual
According to Quicksprout, Facebook posts with attractive images get around 39% more engagement and LinkedIn image based posts get up to 98% more comments.
Visual content is noticed by more people, and it performs better in targeted campaigns. It also gives brands the ability to communicate a message that can resonate with potential buyers much more than a block of text. This is a perfect opportunity to showcase a high quality image of your product, or a graphic that contains an attractive call to action for users to check out your site or subscribe.
Get the Most Out of Your Blogs
Social media is still much like Gary Vaynerchuk outlined in Jab, Jab, Jab, Right Hook: “Give (value), give, give, ask”. The best way to get users familiar with your brand and service is to give them as much value as you possibly can. One of the best ways to do this is by creating spectacular content on your blog and incorporating it into your social media strategy.
Not only will blogs help tremendously with inbound traffic, they can work wonders when used correctly with a smart social media strategy. Learn your users’ pain points and give them enough information to help them either discover their pain points or learn how you can help.
Social media is an extremely powerful tool that when focused and optimized correctly can do wonders for conversions on your site. If you can achieve the combination of infusing your product with virality, creating spectacular content, and distributing it in an effective and efficient manner, you will see a drastic increase in conversion on your site.