Writing by Brick Marketing in Social Media
Social media followers may “Like” you, but is that enough? Not really. Social media followers are only valuable if they eventually turn into something more. If they are just passively noticing your social posts, but never taking any action- it’s time to change that. Here are some tips to help improve the rate at which social media followers turn into actual customers, clients, or leads:
Get the Right Followers
What kinds of people are following you in social media? Are they the type that will actually convert? If you find that a lot of your followers are competitors or others in related industries using social media as a networking tool there’s less of a chance for conversion. When it comes to social media followers, quality is always more important than quantity. Businesses that get so consumed with the number of followers end up with the wrong ones because they do things like give away prizes to people to “Like” their Page or even worse, pay for followers. These kinds of followers probably don’t care about you and may not even be human.
Show That You Care
In order for social media to be effective as a sales and marketing tool, you need to use it the way that it was intended to be used. Have a conversation with your followers. Show some personality and take the time to respond to and interact with social media followers.
Create an Easy Path to Conversion
The first step is to get social followers to click over to your site. Share website content (like a great blog post) with social followers. Social landing pages should include clear call to actions that tell the visitor how to buy, fill out a form, sign up for a newsletter, etc. Conversion points should be no more than two clicks away from a social media Page.
Think About Follower Types
All of your social media followers aren’t exactly the same. They may be interested in your business for different reasons and are all at different stages of the buying cycle. It’s important to post content that caters to all of these types. You don’t want to focus so much on those that are in research mode because you will miss an opportunity to sell. At the same time you can’t concentrate your effort on making the sale because some followers are still just looking for information. Post content should be a balance between the two types.
Keep It Interesting
Social media is often a noisy place with lots of distractions. In order to stay top of mind and to keep the attention of followers, and improve chances of conversion, it’s important to post different kinds of content. Don’t limit it to simply links to your blog posts. Add photos, videos, and interactive posts that encourage follower response.