One of the biggest mistakes that businesses make with their social media campaigns, in general, is they take the ‘Pay Per Click’ advertising approach. Unlike PPC people are not on social media actively searching for products. Most people may not even be in the mood of buying anything. As a matter of fact, there are an increasing number of people who may actually just be tire kickers. That said social media campaigns both advertising and marketing don’t have to be just about likes, shares, and comments. There are a couple of things you can do to improve conversions.
People who are new to running commercial social media campaigns need to understand that the conversions may not be as good as from PPC advertising. However, social media helps to build brand awareness and puts your products regularly in front of the people who may be interested. The result is that you’re going to see a boost in sales across the board if you use the right strategy.
Draw up a plan
Before you spend a single dollar on social media advertising make sure that you have a plan in place. Your plan should highlight who your target audience is, what they are interested in, where they are located and how you can use their interests and location to push your products.
The best and most foolproof way of getting this information is to run a couple of pilot campaigns on various social media websites. Then use that data to formulate a long and short term campaign outline.
Do not try to sell
One of the biggest makes that business owners make with social media campaigns is that they litter their corporate page and account with dozens of products, prices and ‘buy’ buttons. While all of that may be okay on your website, it’s not going to improve conversions. Most social media visitors will see it as advertising that adds no real value and just click the ‘back’ button.
To help keep people on your page and improve the chances of them converting make your page helpful. Offer tips, case studies, and information that they find useful. This will motive them to return, and that increases your chances of converting.
Add lots of videos
Video grabs more attention than just text and even graphics. Make sure that you do lots of how-to videos, comparison videos, and even video testimonials. However, it is important that your video concludes with a call to action which can be anything from subscribing to your newsletter by clicking on the link to buying a product directly from the page.
The videos you make do not have to be professional, but they need to offer something of value to the person watching it.
Custom tailor your landing page
Not customizing your landing page for each social ad campaign will mean that visitors who want to buy will get lost and leave. For instance, if your Facebook page says ‘get 50% off web hosting,’ the person clicking on it should be taken directly to a page that boldly congratulates them on saving 50% and gives them the option to pay for web hosting or a coupon code. If they are taken to the packages page, for instance, you may lose them right away. In no way should your landing pages be general.
Social media is a great way to promote your business, products, and services. However, you should always have the campaign planned out in advance. This makes it easier to roll out the social media campaign and track how successful it has been.