Anyone can post to social media, but turning that into lead-driving content is another story.
The key to turning followers into customers is to fix a few roadblocks you've put in place. Once you overcome these issues, you can reverse engineer your lead conversion funnel.
Use these four tips to increase social media conversions by transitioning looky lou's into clicks, subscribers, and sales.
1. Cut down on bad habits (they're killing your productivity).
If you find yourself endlessly scrolling through the Facebook News Feed, haphazardly retweeting on Twitter, or aimlessly double tapping on Instagram, you don't have a conversion issue, you have a productivity problem.
To increase your social media lead conversions, begin by improving your daily productivity. Plan 15 minutes at the beginning of your day and 15 at the end to monitor mentions, respond to questions, and engage in conversations.
Now evaluate your social sales process. Is your content reactive or proactive? To productively manage the sales flow, you need a calendar. Mapping out your content ahead of time helps you stay organized and on track throughout your hectic workday.
Most importantly, it keeps your readers and audience engaged by preventing your content from stagnating which results in reduced lead conversion.
2. Start looking at data.
If I asked you which of your social networks converts at the highest rate, would you know? And how about what social network sends the highest quality leads? I hate to be the one to tell you, but data wasn't created because numbers are pretty. It's there to guide and direct your actions.
If you want to increase the amount of people converting through social media, you need to dig into your analytics. Data provides what Jim Collins in "Good to Great," calls the brutal facts. And as he points out, you can't make good decisions without them.
Look at Google Analytics, Facebook Insights, and your Twitter data. Now make that information actionable by adjusting your content strategy, how you're positioning your product, the length of your posts, timing, and more.
3. Define your audience.
If I asked you who you're writing or posting content for, would you be able to answer? If you've found it difficult to convert leads into sales, it's simple. You don't know your audience.
To learn what they desire, you'll need to do some homework. Begin by reaching out to your current customers and asking one simple (but very telling) question:
"You've tried to overcome [insert their problem here, e.g. fear of failure, weight gain, paralyzing anxiety], what one thing has held you back?"
Open ended questions like this one require introspection and thought, but be careful they're not too open ended. As Vincent F. Hendricks, Professor of Formal Philosophy and Logic at the University of Copenhagen, cautions: "A good question is not necessarily one you can answer 'yes' or 'no' to. The best questions are often those where your answer depends on conditions or qualifications."
Be bold in your question, but specific in context. Help your customer envision this scenario and place themselves into the narrative of your story. Once you learn their pain and struggle, then craft content that becomes the solution. ROI increases when your content targets your exact market.
4. Offer a clear benefit.
People don't buy a product or service, they buy an experience. If you don't take time to share one that expresses your benefit, your competition wins the conversion battle.
Use social media to articulate your solution, value proposition, and the experience it provides. For example, as a pet store, it's not dog food, cat nip, or fish pellets your audience is looking for. They can get that anywhere. What they want to know is how your store will improve their lives and that of their pet.
To do this, share stories about current and past customers. Allow new customers to identify with your benefit and self select into your product.