Aston Rhodes is an experienced content creator and marketing expert from the software development company JatApp. Aston has been helping authors improve their blogs for over 5 years and turn this hobby into a business. She enjoys sharing her experiences with a like-minded audience and writes about software development, digital marketing, business, career, and more.
Social media can be used not only for communication and budding but also for established businesses to get in touch with their followers and boost their target audience. Not only will a social media presence help you build a solid brand identity, but it will also act as a form of promotion and help you gain new followers, thereby expanding your brand.
By seeking industry expert opinions, we’ve put together a surefire strategy with eight ways to turn your social media leads into clients.
1. Know Your Audience
For your audience to truly connect with you, it’s essential that you know and understand them and their backgrounds. Create different buyer personas at which you can target your social media content. Knowing your audience is crucial for your business; therefore, here are a couple of tips on how to create a buyer persona.
- Fill in basic demographic information of your buyer persona. Naturally, if you sell your product or services in the USA, it is useless to have followers from Honduras. Conduct online surveys or just check profiles of different followers to find out their demographic information.
- Identify the gender and age of your social media followers. If this is important for your goods or services, make sure to learn the age gap and gender of your followers.
- Find out their motivations. Find out what makes your persona be online during certain periods of time, who they want to be, what they want to get, etc. Your key goal is to learn how exactly your company can help your buyer persona.
- Teach your team to interview your buyer persona (or learn how to do it yourself). Find out who they are, what they want, and how to help your audience.
- Learn how to talk to your persona. Different buyer persona needs a different approach. It means that when crafting messages for them, you must learn their likes, dislikes and pick the tone of conversation very carefully. You cannot get social media marketing leads when talking to high school students like to business owners and vice versa.
Here is the example of a buyer persona:
You can also check a thorough guide by HubSpot on how to build a detailed buyer persona.
2. Stay Consistently Engaged
Audiences don’t appreciate a brand that posts once in a blue moon. Like repetitive ad commercials, frequent social media posts remind the audience of the existence of your brand. It is, thus, essential to post regularly.
How often should you post on your social media? Everything depends on what social media platforms you use for your business:
- When using Facebook or Instagram, it is recommended to post at least once per day but not more often than twice per day.
- Studies show that too-frequent Facebook posts lead to an engagement drop. Therefore, do not overwhelm your followers with too much unnecessary information.
- Instagram studies show that people tend to view stories more than read posts. Thus, try to post your stories daily if you do not manage to update your posts often.
- If you cannot stay organized, just use special calendars that would remind you about posting. There are plenty of very helpful SMM tools that will post automatically to all social media platforms you choose.
- If you use Twitter for your business, it is recommended to post at least 1-2 times per day but not more than 5 times a day.
- The same concerns LinkedIn — at least 1 post daily but not more than 5 posts every day.
3. Create Amazing Content
Your content should convey your brand story. Create fun and exciting, emotionally compelling content that your audience will relate to. Don’t limit yourself to static text or images. Play around with videos, GIFS, infographics, podcasts, informative blog links, animations, and question posts.
Studies show that people are not likely to read long posts but pay attention to the videos or photos only. You should visualize your content. If you want to ask for their opinion, it would be great to post a video with specific questions or create pictures where people can clearly see what you want from them. If you just write long texts, you risk being ignored.
You might be inspired by such social media accounts as @GoPro on Twitter. Check how versatile and inspiring their content is.
And here is another example of creative content produced by @GreggsOfficial.
4. Craft the perfect post
Writing copy for social media posts should be like texting a friend or a person you have known for a long time. Audiences will feel better connected to you when you speak to them and ask them questions. Remember, social media is more social than media.
Here are a couple of tips on how to turn followers into customers by crafting great posts:
- Be positive — followers dislike negative content. They turn to social media to relax and get some positive emotions.
- Keep your posts precise. Long reads are not for modern audiences. More and more people tend to pay attention to pictures and videos and cannot read long posts. Therefore, don’t include too much information in your post; keep it as short as possible.
- Add calls to action. Each post should preferably call your audience to act. Think well about what you want to say with your posts and why you post them at all. They should not be posted just for a picture, and they must have some purpose. Posts should engage your followers. For example:
– If you are waiting for the perfect time to catch the chance, it’s the right time to do it now! Click the link to subscribe to the webinar.
– TRY your luck right now and press to see whether you win a free ticket.
– If you care about your health just as we do, follow the link to participate in our survey!
- Use top-quality photos and videos. Photos of poor quality are not likely to grab the attention of your followers. People pay attention to pictures of good quality only. Give it to them.
5. Embrace Mobile-Friendliness
Most people use their phones to access their social media accounts. You must create content that is optimized for mobile. It means that when a post links to your landing page, this page must be mobile-optimized because it is very likely that the user will access it from his/her mobile device. Your landing pages, signups, and regular content should be mobile-friendly and load super-fast before a customer scrolls by.
Social media is about swiping on your mobile device, and no one wants to get stuck and wait until a photo is uploaded. These statistics show how much time people spend on different social media daily. Thus, seven out of ten Americans use social media for communication.80% of users access their social media on their mobile devices.
You can imagine that generating leads through social media will be much easier when your social media posts are mobile-friendly.
6. Test Your Campaigns
A simple look at the analytics report of your Facebook or Twitter page will uncover hidden metrics that you can work with to optimize your content. Brands need to understand what type of content resonates with their audience.
No matter which of the social media platforms you use, you should always be aware of your statistics. Instagram offers great chances to check your campaigns and see how much your audience is involved or interested. You can easily see the reaction of your followers on any of your posts or campaigns.
Checking it is not enough, though. You should take it into account and improve. See which techniques people like more and apply them in the future.
7. Work with an Influencer
When a brand connects with a person that people know, trust and follow, they readily accept the brand and buy from it. People are more likely to buy the product recommended by Bruce Willis than by someone they do not know. However, not every influencer is good for you and your business or product. Niche influencers with smaller audiences usually establish trust and authority with their followers.
Find the right influencers for your business with HypeAuditor Influencer Discovery.
It means you should pick your influencers very carefully. Here are the key aspects to pay attention to when choosing an influencer:
- Content relevance. You cannot ask a breastfeeding mom to advertise your e-cigarettes, naturally. Such campaigns will be useless. Before starting to work with an influencer, check his niche.
- How many followers the influencer has. You should not only pick someone who has hundreds of thousands or millions of followers but check how much this person is engaged with his/her audience. It is crucial to check how many likes and comments this person has, whether he or she communicates with the audience, etc.
- Demographics. If you like a blogger from UAE very much and even if this person has too many followers, you cannot cooperate with this influencer if you need to sell to Europeans or Americans. Pick someone whose followers are from the targeted countries, of the required age, profession, gender, etc. You cannot sell the product designed for 30-45 y.o. ambitious males with the help of an influencer whose followers are young breastfeeding mothers, for example.
- Quality. The content quality matters. See how this person cooperates with others, what this influencer is writing about. Even the simplest things may matter when you try to get your social media lead.
8. Run a targeted PPC campaign
With social media advertising, you narrow your ad target audience based on specific demographics and interests. Your ad is shown only to those people to whom it is relevant. Using pay-per-click (PPC) ads is one of the best ways to quickly convert your social media followers into paying customers.
Below are a few tips for more targeted and engaging PPC campaigns:
- Conduct research. Social media marketing is impossible without investigating the market and target audiences. First, find out who your customers are, what goods they currently buy or what services they use, what their expectations of your product are, etc.
- Identify your target audience. Are you targeting males or females, or maybe both? What is the age category of your target users? What are their demographics, profession, education, etc. is? All these aspects matter for finding out who you target.
- Review your messages. See what exactly you are trying to tell your customers. Before launching any campaigns, you must know what message you want to deliver to your potential customers.
- Set up the objectives. You must know what the reasons for your campaign are, why do you launch it, and what exactly you want to get.
- Pick the right ad platform. Different platforms have their benefits and drawbacks. After you identify your objectives, you can pick the right platform for your campaign.
Food for Thought
Social media stopped being just platforms for communication. They turned into great tools for marketing and promotion, therefore, also for growing your business opportunities. By learning just a few tricks and skills, you can not only advertise and promote your business or startup but turn your leads into devoted customers!