Gaining a strong following is a key step in any social media strategy, but it doesn’t end there! Now you must consider how you can turn these followers into loyal, paying customers of your business.
Social media isn’t just about building brand awareness. When used effectively it can also be utilised to generate leads and make sales. You may be pushing out content to your audience, but to see a return on investment from your efforts on social media you need followers who buy your product, not just like your posts.
Sometimes it can be hard to see the overlap of user engagement and a sales conversion opportunity, but there are several strategies you can utilise from today to maximise the likelihood of converting a like into a sale.
So, how can you turn these followers into customers?
- Know your audience
It’s simple, you can’t find what speaks to or motivates a person to become a customer if you don’t know who they are. Before you can identify and action an effective social media marketing strategy to target your audience, you first need to understand them. By knowing who they are you can identify their pain points and possible barriers to purchase that your communication strategy can address. Ask yourself, how can my product solve this issue for them?
- Share relevant, valuable and varied content
Share content that is relatable and valuable to your audience. But don’t forget to mix it up! By posting a variety of content you will ensure that your audience stays engaged with your brand.
In addition to the product or service promotion posts, a great way to maintain follower interest and engagement in your content is to tell the story of your brand. Share content about how your business started, how your products are made, include your employees in your posts and give your followers a behind-the-scenes look into your business. By offering this unique view of your company your followers can better identify with your brand and are therefore more likely to express their support.
- Engage with your followers
Engaging with your followers by responding to comments and questions is important to help build trust and a sense of community. These interactions help to strengthen your followers’ emotional connection to your brand, help to keep your brand top-of-mind, and will make your followers more receptive to your marketing efforts leading into buying situations.
- Consistency is key
Consistency in your posting schedule is important to keep your followers engaged and your brand top-of-mind and up-to-date. Make sure that you are posting at times when your audience is most active as this is the time they are most likely to respond and engage with your content. Posting outside of these times will see your content get lost in among the ‘older posts’ of a social feed.
- Be different
Attracting leads can often be the hardest part of the sales process, so that is why being unique and standing out from the crowd is very important. With the number of brands that people follow on social media they can often be bombarded with content that isn’t always exciting to read. When a brand is constantly posting the same content over and over again their followers will undoubtedly lose interest. Take the time to develop something innovative and unique that speaks to your audience.
- Include a call-to-action
What is a call-to-action? This is a motivator for your followers to interact with your content, whether that be by clicking through to your website, signing up to a mailing list, or sharing your content for example. I’m not saying that this has to be included in every post you make, but scattered through your feed, otherwise brand awareness is the furthest you will get. Of course, brand awareness is valuable, but these interactions are just getting you that one step closer to making a sale.
- Offer promotions
Sometimes you just need that little extra incentive to turn a follower into a customer, and that’s where offering exclusive promotions comes in! Show your followers that you value them by offering a promotion just for them. Not only does this give your current followers a reason to convert to a customer, but it helps to grow your audience with followers that are interested in your brand and that have the potential to become repeat customers once they have tried your amazing product.
- Refine your digital strategy
Refer to the analytics of your social platforms to gauge which content is working and which could do with a change. By auditing your strategy and addressing your content you will ensure that you are sharing content that is valuable to your followers and in a way that they respond to.
Tap into the full potential of social media for your business. Don’t stop at just having an audience that reads and likes your content. Put in the effort to convert these followers into customers. This is when you will see the real ROI of your online presence.