Social media is an important channel for businesses. It gives you access to a diverse and populous space where you can grow your following, sell your products, and showcase your brand on a rich, creative channel.
But chasing those all-important conversions can be tricky. There are always things you can be doing to improve your conversion rate. So read on to discover four simple tips for increasing conversions on social.
Increasing conversions are just one aspect of a successful social strategy — you also need good, solid growth. Discover four creative ways to grow your social following here.
Provide genuine value in your social campaigns
Social media brings millions of people (and businesses) together, so it’s only natural that there’s a lot of information to work through — not all of it useful. If you want your social strategy to succeed, you need to deliver value.
Whatever the goals of your social campaign — sell a product, increase signups to a mailing list, and so on — you need to provide genuine value alongside it. Customers won’t convert unless they feel as though they’re getting some in return, and it’s up to you to provide it.
The best way to achieve this is by understanding your target audience on a deep, granular level. If you sell security cameras, for example, then your target consumer will likely have an interest in home security — you can then provide tips and advice on securing your home beyond cameras.
The way this value is presented matters too. Blogs are effective for outlining information in short, snappy sentences, but videos are also a great way to explain difficult concepts through visual means.
In the same vein, infographics are great for conveying dense stats and data in an easy to understand way. Use an intuitive infographic creator to easily turn otherwise impregnable facts into simple, understandable concepts.
Create landing pages that your customers can trust
While they’re not hosted on your social media pages, your landing pages play an important role in your social conversion rate. They should continue the visual and stylistic tone of your social content, building a connection between your social ad and your landing page.
From font styles and colors to tone of voice and vocabulary used, a number of aspects go into creating this connection.
Without this semantic link, your customers will feel disconnected. The difference between each element will cause them to lose trust in you, and in turn will lose you that important conversion too.
Your landing page should foster the following qualities if you want to keep customers converting:
- Messages and meaning: your copy, headers, call-to-action, and so on should mirror the message and meaning of the originating social ad or post. If your social copy offers a free discount code, for instance, your header and surrounding copy should offer the same.
- User-friendly design: a user-friendly landing page keeps users onpage and encourages conversions. Minimalist design and easily navigable menus are crucial here.
- Visual style: photos, fonts, colors, design, and other visual elements should be the same across your social post or ad and your landing page.
- Trust signals: build trust with reliable supporting material. Show trust badges to inspire confidence and ensure your supporting material looks professional — use an invoice template for Excel for a quick and user-friendly option.
Use a dedicated landing page builder to create a landing page that is high-specification and delivers results. These tools let you build landing pages that are supported by data and offer accuracy and, crucially, conversions too.
Get laser-precise with your audience targeting
If you’re a novice when it comes to social ad campaigns, it can be easy to simply target your content to every possible customer. The more people that see it, the better results you’ll get, right?
But the truth is, the campaigns that deliver the most conversions are those that are specifically targeted to set audiences. For instance, if you show your ads for men’s cologne to Facebook users aged in their early teens, you’d probably get less response than if you targeted it at men aged in their twenties and older.
Most businesses have established customer personas for their products. They use them to inform everything from product development to marketing copy. These personas include such elements as interests, income, gender, location, and so on.
Use these personas to target specific ads to specific people. Create ads that specifically address customer pain points and then use social media’s built-in targeting features to show them to those audiences that are most likely to respond to them.
Facebook’s Custom Audiences feature is especially good here. It lets you build new audiences using data from your existing customers online. As a result, you can target your ads to customers outside of your follower base but who are still more likely to respond and convert.
Social media is an essential part of your growing business. If you want to increase conversions in 2020, follow the tips above and soon you’ll see your conversion rates soar.