THE BOARD

A Blog To Help The Business Owner Understand Online Marketing

How To Turn A Social Media Following Into Clients/Customers

by | Advertising, Blog, do it yourself, social media marketing

You might have been spending a ton of time growing your following on Instagram, Facebook, Twitter, Yelp, or other social media platforms like Trip Advisor. But, now what? How do you turn those into record sales or new customers?

Post Regularly and Be Active
This might be an obvious one to some, but it’s worth noting. If you don’t post anything, no one is going to see it. Business insider notes that in 2015 there was a total of 1.3 billion accounts on Twitter alone, but only 320 million are active. This number as since grown to 328 million monthly active users (MAUs) according to Forbes.

Some companies are able to hire a full-time staffer to manage social media. Other’s have a marketing division. But not everyone can enjoy that luxury. 

Smaller companies that typically manage social media accounts themselves, may find it difficult to keep up with the demand for content. But in order to get any kind of measurable results you have to actually use it. That means there needs to be a plan in place for whoever is managing social accounts.

To maximize results focus on a couple of platforms that you know your audience uses. There are also tools out there like https://buffer.com/ to help distribute content to multiple outlets.

Or if you’re not really that into it and want to focus on your business, hire out the work.

 

Always Give Your Audience Somewhere to Go
Audiences generally follow a brand’s social media account for a few reasons discounts & offers or product research. If you need ideas on what to post those are generally good starting points.

But having a social media user aware of your product is only part of the equation. How do you convert them into a customer? You need them to order your product or hire you for your services. This is why it’s important to make it easy for them to do so.

It’s important to make sure that social media post let them know where to go. They need something actionable.

This means you can add a link to your content that leads to a landing page or blog post that gives more detailed, useful information to the customer to help educate them on a purchasing decision or a special offer.

Links significantly increase your chances of converting a prospect into a client. If you’d like more information on Click Through Rates (CTR) here’s a helpful blog post on how to increase yours http://www.outbrain.com/blog/how-to-increase-ctr-in-7-easy-steps.

 

Make Sure the Timing Is Right
Timing is important in a lot of things and marketing is no exception. The more people that see your post the higher the odds are that someone will click on it. That’s how you increase the chances of them getting in your sales funnel. Timing is everything.

Buffer says engagement rates are 18% higher on Thursdays and Fridays and 32% higher in general on the weekends compared to weekdays. They also mention that in general, posts sent at 1:00 p.m. tend to get the most shares while those sent at 3:00 p.m. get more clicks.

Content type also plays a role in when the best time is to post. Videos get more views in the late afternoon or at night. People don’t typically watch videos while they’re at work, but they’ll scroll through their feed on occasion. Using visual content like infographics are pretty consistent on views almost any time.

 

 

Use Engaging Content
This has been hinted at a few times throughout this post but it’s worth mentioning again, use more than just words. Post engaging content that will get viewers to pause and interact with the post. If you’d like to learn more about why images are so important, check out our other article on imagery here.

 

Combo Paid and Organic Posts
So far we have been talking about organic content. Wonderful material that you put out into the world in the hopes that people see it and interact with it. This is a broad strokes approach and is the base layer of any social media presence. But, the reach is not quite as target as paid posts.

To speak in a general sense the organic approach is a sort of shotgun approach while paid posts are laser sighted. You need both to really capitalize and turn social media followers into customers willing to pay for your product or services.

You can use paid advertising to target a specific audience based on interest, likes, location, and more. If used correctly it will line up with people who are already looking for what you are offering.

It’s not necessarily better to use one approach over the other, these are best used in combination.

Conclusion
You should get creative when using social media. It’s not an exact science and it’s constantly in a state of change. Get out there and use it. Have a little fun while you’re at it.

Be sure to track your results and take note of what is working better than the rest. What strategy is working best for bringing customers in?

Take note that if you are generating a lot of traffic but you’re not seeing any sales, this could be an issue with your marketing strategy. Your site may be poorly optimized or it may be difficult for clients to find what they’re looking for.

If you have any questions or comments or think there’s an opportunity to team up, please reach out. If you would like to learn more about turning followers into customers you can read the article that inspired this one here.