5 Useful Tips for Driving Conversions on Social Media

Social media has now become more than just a platform for socialization. Recent studies have shown that modern consumers are increasingly looking into social platforms like Instagram and Facebook to discover, research, and buy products—a term aptly called social selling.

In order to effectively convert social media followers into paying customers, certain strategies need to be put in place. Here are five ways to drive conversions on social media:

1. Tell a story

Considering the narrowing attention span of today’s consumers, it’s essential for brands to catch the attention of their target market at first glance. On social media, this means crafting a compelling brand story through your visual content: your photos and videos. 

Telling a story means focusing on one aspect of your brand or your product/service that appeals to the emotional needs of your target consumers. For example, a certain chocolate bar that has been in the market for years can focus on how eating their chocolate can bring back fond childhood memories.

Be creative on how you craft your brand story through your visuals. Make your messaging personal and consistent. For more tips on how to craft a brand story, refer to our article here.

2. Don’t forget the call to action

One of the mistakes that social media sellers usually commit is the lack of a clear call to action (CTA). Consumers need to be ushered onto the next step if you want to convert them further down the sales funnel, and a compelling CTA here is crucial.

Luckily, there is an option on Facebook and Instagram to add calls to action to your posts. You can refer to their guides here:

• Facebook call-to-action ads
• Instagram call-to-action buttons

CTAs may also be as simple as adding a sentence or phrase at the end of your social media post and not an actual button. For example, phrases like “Check out our new arrivals!” or “Shop now!” can work well into prompting consumers to take the desired action; that is, to convert them into paying customers.

3. Landing page

Calls to action go hand in hand with the landing page; after the CTA, a link that leads customers to your sales/product page should follow. The key here is to make your landing pages consistent, mobile-friendly, and seamless.

Consistency here means that your landing page should take customers exactly where you want them to be. For example, if you’re advertising a certain shoe that’s for sale, you take them to the product page of the particular shoe, not the main product page. Your goal is to make the shopping experience as seamless and as easy as possible.

Mobile-friendliness is also key to an effective landing page. As you can expect, consumers buy things online mostly through their mobile phones, and much more when they are using social media as their entryway for shopping. Make sure that your landing page and business website are mobile-responsive; you can use Google’s tool here to check.

4. Branding consistency

Another essential component of successful social selling is branding consistency. This means that all creative elements—from your color palette, typefaces, imagery, to the tone of voice—should be consistent through all your selling platforms.

When customers approach the point of purchase (that is, when they have responded to your CTA from your social media post and been led to your landing page), they need to feel secure that they are in the right place. Otherwise, if the branding is inconsistent, customers may second-guess your landing page and ultimately bounce out of your sales funnel. 

5. Provide social proof

Social proof is one effective way to increase social media conversions. Put simply, social proof is when people are influenced by the actions and/or views by other people to take the same course of action—that is, the notion that if someone else is doing it, then it must be correct.

When selling online, social proof in the form of customer testimonials is paramount to boosting your brand’s social selling efforts. Making use of user-generated content is a great way to provide social proof. For example, if a recent customer posted a photo of your product, you can share their post on your page. 

The key here is to listen closely to what other social media users are saying about your brand, and then you share their positive thoughts/posts as a way to thank them and to subtly prompt other users to check out your brand as well.

Need Help with Your Social Media Marketing?

Social media is such a versatile marketing tool. As such, it’s important for brands to come up with a social media conversion strategy to make the most out of your social media marketing efforts.

If you need help with any of your marketing needs—from graphic design, branding, strategy, video production, and more—Ilfusion is here to help. Give us a call at 888-420-5115, or send us an email to [email protected].

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