You’ve got your social media campaign underway. You have built a healthy fan base and frequently engage with your followers. Now, what? Once you've gotten into a routine with your social networks, it’s a good time to start focusing your efforts on the transformation of your followers and fans into customers!
The great thing about social networking is that it gives you an inside look at what people want. When you have a strong following, you have a ready-to-go marketing panel you can bounce ideas off and receive comments - without the cost of having it done by someone else.
Unlike some companies that have to rely on cold-calling to generate sales leads, you have a community of fans who are willing to learn more about your products and services. This means you're already on the winning side of the battle! Your foot is in the door, and all you have to do is wow the customer.
Let's go over a few tips that will help you prepare for the conversion of your followers to customers.
1. Make It Easy
You need to simplify the path between being a fan and being a customer. Don’t make your customers look too hard to make a purchase from you. Online shoppers have a short attention span, so if the path to purchase isn’t immediately clear they will quickly move on to someone else.
On your Facebook page, for example, make a tab that lets your fans make a purchase right away. Make sure that each position has a call to action that will encourage your fans to make a purchase.
2. First is Better Than Best
It sounds counter-intuitive because we’re taught that quality is important in business, but in advertising being first is more important than being best.
With social media, you have the advantage of showing your products to potential customers before your competitors.
It pays to have their attention and get on their buying radar ahead of everyone else. Your audience might not need what you’re selling right now, but when they do you’ll be first to come to mind!
3. Promote Customer Testimonials
Use the testimonials you get on social media to promote your business back to the same types of people on social media. There’s no need to waste a tweet or a Facebook post pushing your products and services, just use social proof.
People feel more comfortable buying once they see others have had a positive experience. Use these testimonials on all of your social media platforms as well as your website.
As in any conversation, listening is half the work. Make sure you’re on top of what your followers say and do. Look at what types of content sparks the most reaction and whether it leads to better conversion rates or not.
It’s also a good idea to watch the buying behaviour of your competitor’s audience, how do their customers engage?
5. Monitor Results
Of course, none of this will help if you don’t measure your results! There are an infinite number of reasons why your audience may or may not engage with your marketing efforts and it’s vital that you keep track of what’s working.
To help identify where your prospects are in the conversion process use Google Analytics, it allows you to follow the links you post on social sites and where the drop offs are. If it’s not converting for you, be comfortable to experiment by changing the language, the imagery, etc.
Have you started to convert your followers from your social channels? What steps have you taken to make your efforts successful? Are there things you still need help in this process?
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