Updated: Jul 6, 2021
The fundamental aim of any activity performed by a social media marketer on social networks is to gain followers. But is that enough? Not quite. Gaining followers is actually just the first step of any social media marketing campaign. What follows is a powerful strategy involving gentle coaxing and convincing to monetize your social connections. Your business could have a huge fan following. But if your followers fail to convert, the entire marketing strategy becomes pointless. Having a tough time converting these loyal followers into customers? Here are 7 tips that will help you increase your social media conversions.
1. Increase Productivity
If your aim is to convert followers into customers, focus on increasing your productivity. Dedicate a few minutes daily for social media marketing. To get your brand noticed, you have to expose people to your updates on a regular basis. Make your followers get used to seeing you on social networks. If posting too many updates on multiple social media networks seems overwhelming, use an automated social marketing and scheduling tool or hire a social media manager.
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Engaging with similar accounts in your industry is just as important as engaging with your followers. By interacting with other users on Instagram, you have a higher chance of being seen. The more you engage, the more visible your account becomes, which in turn leads to more engagement from visitors to your profile.
One important thing to remember is that you want to get as much engagement on your post as possible within the first hour of posting. A lot of engagement right away means the Instagram algorithm will recognize that post as something your followers will likely find interesting.
A great way to generate a large amount of engagement within such a short time frame is to engage with other posts shortly before and shortly after you post something! This increases the chance of people visiting your profile, liking your most recent post within the first hour of posting, and thus boosting your posts visibility on the platform.
Another important thing to remember is that the quality of your engagement is just as important as the quantity. This is why you should focus on finding accounts similar to your own to engage with.
For example, if you run an Instagram account for a makeup brand, engage with content from cosmetic label accounts, fashion and beauty influencers, makeup tutorial accounts, etc. This ensures that you’re putting yourself out there in front of the right audience who will have some interest in your content.
To discover new accounts to follow and engage with, you can:
1. Check out Instagram’s recommendations of content you might like.
2. Find accounts by searching for keywords that are specific to your industry or niche.
3. Search for hashtags relating to your niche to discover associated content and accounts. This will also give you a list of related hashtags to browse.
4. Engage with your competitor’s followers. Simply go to a competitor profile and scroll through their ‘Followers” list.
2. Analyze your Content
Think you’re posting great content but still seeing little to no conversions? Here are a few questions you should be able to answer:
Which of your social networks sends the highest leads?
Which are your best posts?
What are the best times for posting updates?
What are your follower demographics (age and location)?
These analytics do not just represent numbers; they are high-powered guides that help you strengthen your social media plan of action. The results of the analytics could be surprising as well as interesting. Use the performance metrics to channel your marketing efforts correctly and attract (target) customers to your websites for conversions.
Tip - Post at times when your followers are the most active.
3. Track your Competitors
Here again, social media analytics could be vital. Measure the performance of your competitors’ posts and find out where they score brownie points over you. By monitoring your competitors’ post performance, you will get an idea about the ‘audience’ that actually converts.
One way you can easily monitor your competitors is by making use of the Facebook lookalike feature which enables you to create an audience similar to yours. This feature offers a source audience and identifies common qualities like demographic information, other interests, etc. Finally we find people similar to them and create the ‘Lookalike’ audience. It greatly increases the chances of conversion.
4. Tempt your Followers
The first rule of influencing someone is ‘not to try too hard’. You have to persuade your audience to turn into loyal customers; although by not directly asking them to do so. Create stories on social media and make them buy an experience to remember and cherish.
Creating strong conversion rates can be as simple as running contests or creating interesting conversations with your followers. Prizes can be big or small - what matters is that you are engaging your followers. In return, you are also able to get email ids of your customers which you can use later for promotional purposes.
You have to be ‘very innovative’ and provide your followers with a great experience while connecting with your products/services. And once they feel connected, you will be on the winning side of the conversion battle.
5. Set Goals & Plan Campaigns
Another great way to increase your conversion rates is to come up with brand campaigns that are goal-driven. There can be two approaches. Your ultimate aim is sales, but you could experiment with focusing more on brand awareness and give sales a second lead. Or else you could take the conventional approach of concentrating on growing your sales. Both the approaches are fine. You should then measure the outcome of both strategies, like how much traffic does the marketing campaign drive back to your website. Here are some great touches to think about when running campaigns:
Use of images and colors
Include real customers instead of celebs in photos (for a personal touch)
Encourage building of user-generated content
Set your goals, design your social media marketing strategy, choose your key social networks and start working on them.
6. Make your Followers Feel Special
Showing your followers some appreciation is extremely important. They are your advocates and are the reason for the growth of your sales. Need some ideas? Here’s how:
On Twitter, you can select a day and promote a follower - utilize #FollowFriday. On Facebook, you can add a ‘fan of the week’ app to your fan page. Go a step further by mentioning in the comment why they are the fans of the week.
Tip - Mention just that ‘one’ follower. Acknowledging too many fans at once takes away the charm of making that one person feel special.
Another way of making followers feel valued is by fulfilling their requests. Create a poll or ask fans to comment on your posts. Also make sure to respond to their comments in a timely manner. This gesture speaks volumes about how much a company values its customers. If you give due importance to your fans and followers, they will connect with you personally.
7. Are You Loyal to Your Fans?
As a brand, we too have some loyalties to display towards customers. Always fulfill your promises, whether it is introducing a new product on a certain date, offers, coupons and other benefits. Your consistency and concern will make them believe in you. In case you are unable to post for a few days, write a message like - ‘Going on a vacation, won’t be posting for a few days, will miss you loads’. This is another way of showing that you value their precious time. And the best thing that you can do for your fans and followers is to post excellent content. Quality content is the biggest driving force behind a brand’s success on social media. As discussed before, design a strategy that includes what to post and when to post. Make your followers believe that you post exclusively for them.
Overall, brands need to concentrate on conversions more, as it is the ‘actual’ goal of their social media marketing campaigns. Plan your marketing strategies, provide irresistible offers and calls-to-action, share stories with your fans and encourage them to participate in conversations. Once they feel connected with your brand, they will readily turn into customers, as well as refer you to their family and friends.