Social media conversions are the actions that your audience takes on your social media platforms that lead them to your desired outcome. They are the ultimate goal of your social media marketing strategy. But how do you achieve them you make your social media posts so irresistible that your audience can’t help but click, share, comment, and buy
That’s what this blog post is all about. In this post, we share with you five tips on how to use social media to boost your conversions. These tips are based on my eight years of experience as an SEO writer and a social media enthusiast.
By the end of this post, you’ll learn how to:
- Set smart goals and metrics for your social media strategy
- Know your target audience and their preferences
- Create and share valuable content that educates, entertains, and engages your audience
- Optimize your call to action and landing page for maximum conversions
- Leverage social proof and influencer marketing to build trust and credibility with your audience
Define Your Social Media Goals and Metrics
The first step to boosting your social media conversions is to define your social media goals and metrics. Without them, you’ll be shooting in the dark and wasting your time and money.
Your social media goals should be SMART: specific, measurable, achievable, relevant, and time-bound. They should align with your overall business objectives and answer the question: what do you want to achieve with your social media marketing.
For example, your social media goal could be to:
- Increase your website traffic by 20% in the next three months
- Generate 100 new leads per month from your social media platforms
- Grow your email list by 500 subscribers in the next six weeks
- Increase your sales by 10% in the next quarter
Once you have your goals, you need to choose the right metrics to track your social media performance and conversions. These are the numbers that tell you how well you’re doing and what you need to improve.
Some of the most common social media metrics are:
- Reach: the number of people who see your posts
- Engagement: the number of likes, comments, shares, and clicks your posts receive
- Traffic: the number of visitors who come to your website from your social media platforms
- Leads: the number of people who show interest in your products or services by filling out a form, subscribing, or contacting you
- Sales: the number of people who buy your products or services from your social media platforms
There are many tools and resources that can help you measure and analyze your social media data, such as Google Analytics, Facebook Insights, Twitter Analytics, Instagram Insights, and more. You can also use tools like Buffer, Hootsuite, or Sprout Social to manage and monitor your social media accounts.
Know Your Target Audience and Their Preferences
The second tip to boosting your social media conversions is to know your target audience and their preferences. After all, you can’t sell to someone you don’t know.
You need to conduct audience research and create buyer personas for your social media marketing. Buyer personas are fictional representations of your ideal customers, based on their demographics, psychographics, behavior, and needs. They help you understand who your audience is, what they want, and how they make decisions.
For example, a buyer persona for a yoga studio could look something like this:
- Name: Yoga Yogi
- Age: 35
- Gender: Female
- Location: New York
- Occupation: Accountant
- Income: $80,000
- Goals: To reduce stress, improve health, and find balance
- Challenges: Lack of time, motivation, and guidance
- Social media platforms: Facebook, Instagram, Pinterest
- Content preferences: Inspirational quotes, yoga tips, success stories, videos, images
You can use tools like HubSpot’s Make My Persona or Xtensio’s User Persona Creator to create your own buyer personas. You can also use surveys, interviews, feedback forms, or social media polls to gather data from your existing or potential customers.
Once you have your buyer personas, you need to use social media insights and analytics to understand your audience’s behavior, interests, and pain points. These are the data that tell you how your audience interacts with your social media platforms, such as when they are online, what they like, what they click, what they share, and what they say.
You can use tools like Facebook Insights, Twitter Analytics, Instagram Insights, and more to access your social media insights and analytics. You can also use tools like BuzzSumo, Social Mention, or Mention to monitor your brand mentions, keywords, hashtags, and competitors on social media.
By knowing your target audience and their preferences, you can tailor your content and messages to their needs and desires. You can also segment your audience and personalize your communication to increase your relevance and conversions.
Create and Share Valuable Content
The third tip to boosting your social media conversions is to create and share valuable content. Content is the king of social media marketing, and it’s what attracts, engages, and converts your audience. But what makes content valuable. Valuable content is content that educates, entertains, and engages your audience. It’s content that solves their problems, answers their questions, satisfies their curiosity, or makes them laugh, cry, or smile.
Valuable content is also content that showcases your brand and products in a subtle and authentic way. It’s content that builds trust, credibility, and authority with your audience. It’s content that makes them want to know more about you and what you offer.
To create valuable content, you need to use different types of content (such as blog posts, videos, infographics, etc.) and formats (such as stories, reels, live, etc.) to suit your audience’s preferences and your social media platforms’ features. You also need to use a consistent tone, style, and voice that reflects your brand personality and values.
Some examples of content that can drive conversions are:
- Testimonials: These are the stories of your happy customers who share their positive experiences with your brand and products. They are a powerful form of social proof that can persuade your audience to trust you and buy from you.
- Case studies: These are the stories of how you helped your customers achieve their goals or overcome their challenges with your products or services. They are a great way to showcase your expertise, value proposition, and results.
- User-generated content: These are the content that your customers create and share about your brand and products, such as reviews, ratings, photos, videos, etc. They are another form of social proof that can boost your credibility and conversions.
- Contests and giveaways: These are the content that offer your audience a chance to win something from you, such as a free product, a discount, or a gift card. They are a fun and effective way to increase your engagement, reach, and conversions.
Optimize Your Call to Action and Landing Page
The fourth tip to boosting your social media conversions is to optimize your call to action and landing page. These are the two elements that can make or break your conversion rate.
Your call to action (CTA) is the part of your content that tells your audience what to do next, such as click, sign up, buy, etc. Your landing page is the page that your audience lands on after they click on your CTA, such as a product page, a subscription page, or a thank you page.
To optimize your CTA and landing page, you need to:
- Craft a clear and compelling CTA that motivates your audience to take the desired action. Use action verbs, urgency words, and benefits to create a sense of excitement and value. For example, “Buy now and get 50% off”, “Sign up today and get a free ebook”, or “Join now and get access to exclusive content”.
- Optimize your landing page to match your CTA and provide a seamless user experience. Use a clear headline, a relevant image, a concise copy, and a visible CTA button to guide your audience to the next step. Avoid distractions, such as pop-ups, navigation bars, or irrelevant links, that can confuse or annoy your audience.
- Test and tweak your CTA and landing page to improve your conversion rate. Use tools like Google Optimize, Optimizely, or Unbounce to run A/B tests, multivariate tests, or split tests to compare different versions of your CTA and landing page and see which one performs better.
Some best practices and examples of effective CTAs and landing pages are:
- Netflix: Netflix uses a simple and powerful CTA that says “Watch anywhere. Cancel anytime.” It conveys the value proposition and the risk-free offer of the service. The landing page is also simple and sleek, with a clear headline, a relevant image, and a visible CTA button that says “Join free for a month”.
- Spotify: Spotify uses a catchy and creative CTA that says “Music for everyone. Millions of songs. No credit card needed.” It appeals to the universal love for music and the free offer of the service. The landing page is also colorful and attractive, with a clear headline, a relevant image, and a visible CTA button that says “Get Spotify Free”.
- Airbnb: Airbnb uses a compelling and personalized CTA that says “Find adventures nearby or in faraway places and access unique homes, experiences, and places around the world.” It taps into the wanderlust and curiosity of the audience. The landing page is also interactive and user-friendly, with a clear headline, a relevant image, and a visible CTA button that says “Explore”.
Leverage Social Proof and Influencer Marketing
The fifth and final tip to boosting your social media conversions is to leverage social proof and influencer marketing. These are the two strategies that can help you build trust and credibility with your audience and persuade them to take action.
Social proof is the phenomenon where people tend to follow the actions or opinions of others, especially when they are uncertain or unfamiliar with something. It’s the reason why we look at reviews, ratings, endorsements, testimonials, etc. before we buy something.
Influencer marketing is the strategy where you collaborate with relevant and authentic influencers, such as bloggers, vloggers, celebrities, experts, etc., who have a large and loyal following on social media. They can help you reach new and niche audiences, increase your brand awareness, and drive more conversions.
To leverage social proof and influencer marketing, you need to:
- Use social proof, such as reviews, ratings, endorsements, etc., to showcase your brand and products’ popularity, quality, and value. You can also use tools like Trustpilot, Fomo, or Proof to display real-time social proof notifications on your website or landing page.
- Use influencer marketing, such as collaborating with relevant and authentic influencers, to promote your brand and products to their followers. You can also use tools like BuzzSumo, Upfluence, or AspireIQ to find and work with the right influencers for your brand and goals.
Some tips on how to find and work with the right influencers are:
- Choose influencers who have a similar target audience, niche, and values as your brand. They should also have a high engagement rate, a good reputation, and a genuine interest in your products.
- Define your goals and expectations for the influencer campaign, such as the budget, timeline, deliverables, metrics, etc. You should also provide clear guidelines and creative freedom for the influencers to create authentic and engaging content.
- Build a long-term relationship with the influencers, not just a one-time transaction. You should also respect their opinions, feedback, and suggestions, and reward them for their efforts.
You’ve just learned five tips on how to use social media to boost your conversions. These tips are:
- Define your social media goals and metrics
- Know your target audience and their preferences
- Create and share valuable content
- Optimize your call to action and landing page
- Leverage social proof and influencer marketing
By following these tips, you’ll be able to attract, engage, and convert your social media audience into loyal customers. You’ll also be able to grow your brand awareness, reputation, and authority on social media.