It doesn’t matter what you do, whether you’re a company PR manager, or a university recruiter looking to up their game, you want to convert people from your social media. Otherwise, why you are you spending all those hours pushing content across the different platforms you’re managing? The thing is, this is often actually harder than we initially realize. How do you get people that are just browsing to become customers?
You’ll be glad to hear it is possible, and probably at higher rates that you’re currently managing. The thing is, you’ve got to apply the right strategies. Those are what we’re going to look at today.
Be on the right platforms
This one kind of goes without saying. The different platforms have completely different audiences. For example, you’re not going to find many 50 somethings on Snapchat and if you’re trying to reach out to men, then Pinterest might not be for you.
Find out where your audience is actual to be found and push your content across those platforms so that you’re not wasting precious time spinning your wheels in the air.
Know what sites your target audience visit
The problem with social media is that you’re going to find a lot more people browsing through your website than the people who are actually going to buy your product. And though it might feel nice to have a lot of followers (and help you establish your reputation) chances are slim that people outside of your target audience are actually going to buy your product.
For that reason, find out where your audience actually hangs out and try to get at them there. This is actually quite easy to do, for example, on Facebook. Just go into your manager, hit’ audience’ and ‘insights’. Then you can specify who your target audience is and find out what are some of the top sites they visit.
After that, it’s a matter of striking up a relationship with those sites. If you can, do a share for share alike (this is where they share your content and you share theirs).
Sure, if you want to be effective in your social media marketing then you want to spend enough money. But don’t start by throwing a huge chunk of your marketing budget at something. Instead, start small.
Take the content that you think has to promise and push it for a few days at only a few dollars. This will give you a huge amount of valuable information about whether the post will actually create engagement, if people will actually like it and whether it will actually convert.
Try out different pieces of content and a few different strategies. And then ramp up.
Remember, you can always add more money to a campaign or expand it, but once you’ve started a campaign it will keep on rolling, whether it’s converting or not.
If you want to be heard above the noise on social media, then your content needs to be better than theirs. This means putting in the effort to create really high-quality content.
As you’ve probably got enough on your plate and you want to avoid social media stress as much as possible, the best way to do this is to put aside some of your marketing budgets to actually hire skilled and capable content creators to help you out. There is a lot of talent out there, many of who aren’t even that expensive.
Also, remember to use different formats. Don’t just stick with text, as when you do that you’re going to miss out on all of those people who don’t actually like reading that much and prefer consuming their media in other forms.
Facts and figures are nice. ‘How to’ articles will spark interest as well. You should certainly use both of those. Don’t, however, forget to tell a story. We’re suckers for stories, often willing to accept information on faith simply because we want to move the story along.
So tell a good story. Find a face to represent your product and show how they overcome problems, become better people or defeat evil by way of using your product.
This will add a much needed human element and people will eat it up.
People love free stuff. For that reason, offer them things to draw them to your website, or to have them spread the word about your product. Offer them ebooks about how to be successful on social media, for example. Or give them a list of unexpected ways that they can use your product that will make it last longer.
All they need to give you in return is their email address. If they do that, then you’ve got a captive audience and you can continue to tell them about the great deals you’re offering.
Social media isn’t something that will work for you overnight. It takes planning, tinkering and consistent revising of your strategies and ideas, so as to make certain that it’s as effective as possible.
Whatever you do, don’t just trust your gut with social media (or anything for that matter). Instead, explore the statistics and numbers that the different social media platforms provide carefully. They’ll offer you valuable clues about where you should take your strategy next.
Janet Anthony is a passionate blogger and content writer at BestEssay.Education. She mostly writes about blogging, social media, and writing tips.