Converting social media traffic into responsive leads and customers can be quite difficult. This is because ,when people go on social media, their mindset is often to browse and have fun and not to purchase anything or take an offer. With the right tactics, however, consistently converting social media traffic to paying customers can be achieved.
The approach has to be spot on from the beginning. You have to attract the right kind of traffic and not just any traffic from social media. After getting the right traffic, your next task is to get leads and nurture them into repeat customers.
It’s easier said than done, but this guide will provide you with tips on how to go about it.
The Right Kind of Traffic
Too often the discussion on traffic stops at quantity. Everyone wants to increase the traffic to their website. The more traffic, the more the sales, or so the wisdom goes.
Bigger traffic stats may make you feel like your marketing is yielding dividends, but in the end, what matters is the number of sales made.
So how do you get the right traffic?
To get the right traffic, you have to understand your buyer persona.
A buyer persona simply means the attributes of your ideal buyer. This includes their likes and dislikes, income, age, the words that motivate them, their challenges, and their objections to your product or services.
The better you know your customer, the easier it’s to create the kind of advert or content that will appeal to them.
For example, you don’t want an advert that will attract young people when your ideal customers are baby boomers.
You have to know which social media they are most likely to spend time on and where they are most likely to share your content. What motivates them and what kind of content they are likely to find engaging.
Once you have selected the appropriate channel, focus more of your energy on that channel. Interact on that channel and create content that your target audience will likely interact with. Don’t just limit yourself to your content but also share industry news and respond to their comments as a human being and not as a sales robot.
When you engage in this kind of interactions, prospects viewing your channel and clicking through to your link will most likely convert faster because they already trust and know you.
It’s difficult to reach any reasonable audience on social media without paying for promotion. If you are offering a paid service, it preferable to avoid the word “free” when you write your advert to avoid attracting too many freebies seekers.
Use a Landing Page
Too many businesses send their traffic to their home page. This is often ineffective. You want to send your traffic to the right landing page.
The right landing page is one that offers your prospect value for their contact information or whatever the goal of your marketing is at the front end. The offer should be something that is hard to resist for your ideal prospect. The landing page should give them the option to either take the desired action or leave.
If you are just sharing content on your channel, your website should have a pop-up that tries to get visitors to take an action, such as to give you their email.
Always try to get your traffic to take an action.
Nurture Your Leads
Too many online marketers think just about short-term goals. If after a short time their prospects don’t make a purchase, they give up on the lead.
Customers are more interested in building a relationship with the company than just making a purchase and leaving. You have to nurture your lead to maturity through you email messages and reap the reward for a longer time.
It may take more than 10 brand mentions before someone finally decides to buy something. This is even more so on social media where people are not actively searching for your product.
The more you keep hitting your audience with the same message, the more likely your message will rise above the noise and get them to act.
Never Stop Testing
To be effective on social media, you have to keep testing what you do. The more you test the better you can optimize your content. Use A/B split testing to test different landing page and see how your social media traffic respond to it. Even if you are already getting great results, don’t hesitate to keep testing.
The more you test the better your results and the more you learn about your customers’ preferences.
Social media traffic is not so much different from other sources of traffic. It’s a little bit more difficult (than, for example, search traffic) to convert but it’s worth it. Customers from social media can be your brand ambassadors when done right. And following these tips will allow you to do it right.
