How can you use social media to attract and convert more customers? Here are
some great tips that can help to grow your business using social media.
1. Make it about Them
Remember, it’s not about you, it’s about your customers. People don’t use social media to buy products. They use it with the purpose of connecting with friends and browsing the latest news and trends.
Put yourself into your target customers’ shoes. What motivates them to use social media? What social platforms do they frequent and why? What content can you share that will add to their experience on social media? What will make them trust your brand? It’s important that what you’re sharing adds value and builds trust with your prospects, both by adding entertainment or informational value, and by demonstrating that you understand your target’s preferences, wants, and needs.
You need to understand your target customers’ natural behaviours and preferences within the culture of each platform in order to fit into the comfortable way that people use that network. Your target customers are probably on Facebook. It’s the most popular social network and that’s where most adults do their cyber-hanging.
What about Twitter? What’s likely attracting your prospects to that platform? Generally, it’s news, politics, and entertainment. Think Trump and Game of Thrones. Depending on your business, your clients are probably on either LinkedIn or Instagram, but maybe not both. People love Instagram because they like to browse fun pictures that help them to feel more connected with their peers first, some celebrities second, and brands third. On LinkedIn, people put on their professional hats and the tone is more serious and specific.
Spend some time considering the nature of each platform and the reasons why your target customers are browsing that platform. The more you understand their behaviour, the better you’ll be able to cater to their desires.
2. Improve your Copywriting
Imagine how much your business could grow if you had enticing marketing copy to attract your prospective customers. Engaging, well-written copy helps to build your brand in the hearts and minds of your potential and existing clients. With the right copy, you can establish trusting and memorable relationships and turn more “browsers” into the customers you’re looking for.
Get personal. Show your readers that your products and services are exactly right for them. Your prospects want to be understood, and good content makes people feel that you “get” them. When a person feels understood by you, they feel confident purchasing from you.
3. Put the “Social” in Social Media
Don’t sell, sell, sell on social media expecting that people will buy, buy, buy. Over-selling on social platforms is alienating and drives away more customers than it attracts. What you actually want to do is get to know your followers and give them a chance to get to know you. Stay true to your brand, but also don’t be afraid to have a little fun. Be conversational. As you become acquainted with your followers, you’ll build trust with them.
When your followers feel sincerity and a human side coming out of your social profiles, they’ll be more likely to buy. Why? Because people are more likely to commit to your product or services if they already know, like, and trust you. When you stay in touch with people on social media, they’ll remember you when they’re ready to make a purchase.
4. Make Better Use of Hashtags
Hashtags have two primary purposes:
Categorization on social media is what’s really important, because when you use a hashtag, your content becomes searchable. Categorization = Searchability. The main reason you’re using social media in the first place is to expand your audience and attract new followers, right? Hashtags expand the reach of your tweet, hook, photograph, or video beyond the people who already follow you. Anyone who is interested in the hashtag that you’re using can use it as a keyword to find you. So, using hashtags that people are actually searching for is the key to expanding your brand visibility.
Hashtags are also used for emphasis, but remember, Emphasis = Limited Searchability. #thishashtagemphasizesmypoint
5. Set a Boosted Advertising Budget
You have to spend at least a little bit of money to make money on social media. If you really want to expand your reach and catch the attention of your existing and potential followers, boosted advertising can be an amazing tool. To ensure that you’re investing in an ad that will reap the best results, use A/B Testing before committing your entire monthly budget to a single ad. Even if you’re a small business, you can achieve great results with Facebook advertising with a minimum budget of $50. Start by A/B testing two ads with a starting budget of $25 to determine which ad is best received, then put the rest of the budget into the stronger of the two.
Of course, increasing your ad budget will also increase your results, so scale your marketing budget accordingly.
6. Target and Tweak your Ads
Don’t rely on simply boosting existing posts. If you want to expand your audience to include the right kinds of customers, you have to learn to hone in on your targets. In some cases, that means being more specific with your ads (e.g.: targeting a narrower age margin), while in other cases, a broad sweep within a certain geographic area might be more beneficial. Test and tweak your ads to make sure you’re getting the most bang for your buck.
7. Get Blogging
When you write content-driven, informative blog posts (that are only indirectly promotional, not full-on sales pitches) you create value that you can share on social media. When you share this value-added content with your followers, you’ll entice them to visit your website. When people learn something new and gain value from what you share, they’ll want to connect with you more often. By keeping a robust blog in tandem with your social media marketing, you can become a go-to source for information (maybe even the go-to source) in your field, and the more often that people visit you, the more that they will come to know and trust your brand. This will ensure that they remember you when they’re ready to make their buying decisions, ultimately leading to more sales.
8. Learn to Understand your Analytics
Figure out what’s working and what isn’t. In order to monitor that data, it’s essential to install Google Analytics on your website so that you can measure your website activity against the data that you collect from each social media platform. You’ll want to learn to understand both the big data that you’re tracking on a monthly basis, and also minute data (e.g.: which tweets have been the most popular in any given day or week). Make checking your analytics part of your regular routine.
9. Use Custom Visuals
Your business page needs visuals. Lots of them! Custom branded visuals, photographs, memes, and especially videos are all significantly more effective than a text post for a brand. Human beings are drawn to visual content. Plus, the algorithms on Facebook don’t pick up on text posts for brands. In one form or another, just about all of your social media content should be accompanied by visuals, whether it’s an uploaded image or video or an accompanying featured image.
10. Focus on Follower Quality, Not Quantity
Having more followers isn’t necessarily better. Having more followers that actually want to hear what you have to say? That should be your goal. When you try to gauge your success by the number of followers that you have, you’re measuring the wrong variable. When you shift your thinking towards quality content however, you can create a social media community that consists of real target customers.
Social media marketing is still a slow burn when it comes to making sales, but so is
most marketing and branding. Just because it takes some time doesn’t mean that
the time isn’t worth it. With the right approach, social media marketing can definitely
build your business.
Mandi Gould is a social media marketer, copywriter, and project manager for Barker Social™. She’s a results-driven planner with an unstoppable ability to churn out quality marketing content. Her creative spirit, project management skills, and copywriting ability make her a marketing dynamo. She is also a bird lover, health foodie, jazz enthusiast, and swing dancer.