It’s imperative for businesses to be on social media today, after all, that’s where all of your potential customers are. In fact, according to Hootsuite, 3.48 billion people now use social media. In other words, 45% of the total world population are using social networks. And people aren’t just using social media sites like Facebook and Instagram to keep up with their friends, they’re using these platforms to look for products to buy.
Marketing on social media is a great way to increase brand awareness, build trust, and promote your products to social media shoppers. But what about actually making sales?
If you want to generate more customers from social media, here are 5 ways to boost your social media conversions.
1. Know Your Target Audience
First, if you want to boost your social media conversions, you need to know your target audience. Knowing who your target audience is will help you:
- Figure out which social media platforms your audience is using
- Create social media content that’s relevant to your ideal customers
To determine who your target audience is, create a buyer persona. A buyer persona is a semi-fictional representation of your ideal customer. It includes information like their age, job title, pain points, motivations, publications they trust, and so on. You can use Digital Marketer’s free Customer Avatar Worksheet to easily create a detailed buyer persona.
After filling out your buyer persona, you’ll be able to optimize your social media marketing strategy. For instance, if you determine your target audience is teens or tweens, you can step up your strategy on platforms like Instagram, Snapchat, TikTok, and YouTube—where many younger users hangout online. By knowing exactly who your audience is, you can tailor your social media marketing to the people most likely to buy from you.
2. Use Video to Grab the Attention of Users
With so much engaging content on social media feeds, it can be hard to stand out from the crowd. So, if you want to grab the attention of users and increase your social media conversions, you need to use video. Video is the most popular type of content on social media. In fact, according to HubSpot, social media posts with videos in them boost views by 48%.
And don’t worry, you don’t need to hire a film crew or buy expensive equipment to create quality videos for social media. You can easily create eye-catching videos with your smartphone. Or, simply turn your product images into an animated GIF with a tool like GIPHY.
With video, you can grab the attention of social customers and show off your product in action at the same time, which will do wonders for your social media conversions.
3. Write Better Calls-to-Action
Of course, on your social media profiles and post captions, you need to add a link to your product page or landing page and encourage users to click on it and buy. But, if your call-to-action reads “SHOP HERE,” you need to write better calls-to-action. Simply telling people to buy from you isn’t the most effective strategy. In order to get more social customers, your call-to-action needs to be compelling.
For example, clothing brand J.Crew’s call-to-action in their Instagram bio isn’t “SHOP NOW”, it’s “Shop our feed.” This subtle difference lets users know that they can find the stylish clothing they’re seeing in Instagram posts by clicking the link. A call-to-action like this encourages shoppers to buy without being pushy.
4. Share User-Generated Content for Social Proof
When social media users see with their own eyes that other people are buying from your business—and that your customers are super happy—it makes them more likely to become a customer themselves. That’s social proof in action. The most common form of social proof is online reviews but for social media, you need to gain the trust of users with user-generated content.
User-generated content (UGC) is content like images and videos that have been created and shared online by users. For instance, when a customer buys a pair of shoes, snaps a photo of themselves wearing the shoes, and uploads it to social media, the shoe company can re-share that image to promote their product. UGC is so effective at driving social sales because it’s real and authentic; people trust glowing reviews from their peers. The added bonus is that UGC is created by your customers, so it’s an incredibly low-cost social media marketing tactic.
5. Pay Attention to Your Analytics
You can’t just post your content to social media and hope for the best. Rather, you need to track your results so that you can discover which strategies work best and which ones are performing poorly. Using data from your social media analytics, you can then tweak your strategy to perfection and skyrocket your social media conversions.
You can check your Google Analytics to see which social media platforms are driving the most traffic to your site. If Instagram is the number one driver of traffic, you can put more focus on Instagram to improve your results even more. Platforms like Facebook, Instagram, and others also offer their own analytics that will tell you which of your posts are the most popular along with other important insights. Use these insights to your advantage to adjust your strategies for maximum conversions.
Over to You
While likes and shares are nice, social sales are even better. With these tips for boosting your social media conversions, you can start turning your social media followers into social media customers.