Social media engagement is one of the best ways to generate and nurture leads throughout the marketing funnel. But what about converting them into actual customers?
When done properly, social media marketing can be an extremely powerful tool for lead conversion. Not only will you be able to gain higher sales revenue, you’re able to track and measure the results of your social media lead conversion efforts. In saying this, find out below how to convert more leads on social media!
Optimise Your Social Media Profile
Converting your leads on social media requires lots of time and effort. As a business, you have to dedicate plenty of time to collect leads organically by optimising your social media profile. This means that you should provide the customer your business’s website URL and contact details. You should make sure that you’re able to support their enquiries whether this be by phone, email or Messenger.
Additionally, you should create call-to-action buttons within your social media platforms for these options. For example, Facebook offers a Sign Up button for newsletter sign-ups on your business’s FB page. You can even add other kinds of CTA buttons depending on your goal – for example, if you want to provide a registration link for consultations, then you can embed a Reserve, Book or Get Tickets button on your Instagram or Facebook Profiles.
Produce Clickable & Engaging Content
To convert leads, you need to have engaging content that resonates with your audience.
Since social media is flooded with so much overwhelming information and global users are having shorter attention spans, it’s crucial that you create clickable and compelling content to drive their interest and motivate them to make a purchase. This means that you should select captivating images and produce tighter ad copy with powerful headlines or captions. Other features like memes, interactive polls or short surveys, links to relevant articles and the latest news updates will also generate more traction on your social media.
You should also place links and CTA buttons strategically across your social media channels to guide the lead to the final buyer decision stage. Different social media platforms offer various clickable options – for example, Instagram stories have the swipe-up feature along with Shoppable IG posts, Facebook Shop allows you to tag products, while YouTube Cards can be displayed under a video, and Pinterest Look Pins can further the user’s shopping experience.
It’s important to remember that user intent and communication will differ across these social media platforms, meaning your content (images and copy) and linking will have to be native to each platform. This careful consideration of where you link on social media posts can create a seamless customer journey, prompting the lead to visit your website, landing page or webinar sign-up links and registration forms, meaning that there is a higher probability for conversion.
Design User-Friendly Landing Pages
If someone clicks on your link, you’ll need to create a user-friendly and professional landing page to improve your chances of lead conversion.
Your post-click landing page should be relevant to avoid high bounce rates, meaning you should provide all the specific information about a certain product or service that matches the user’s interest. If your content doesn’t meet the lead’s interests or provide a solution to their problem, then there’s a very good chance that they will close the window or forget why they even visited the link.
A good landing page should be visually appealing, seamless and concise. It should provide a clear, personalised experience for the user. This means that if you have a registration form or email newsletter sign-up, then keep the questions to a minimum and avoid asking for overly sensitive personal details like age. If you pre-fill some information, then this will also increase the chances of your lead completing the form.
Offer Desirable & Compelling Incentives
To convert more leads on your social media, you need to tempt people to share information with you. There’s no better way of doing this than offering sweet incentives to get your leads hooked.
There are many kinds of incentives you can offer, including a social media contest or sweepstakes where participants must fill out a form to enter and win a specific prize. You can further maximise your outreach by partnering with influencers or other brands. To boost your social engagement, you can also ask your followers to tag their friends in the contest to be eligible for the special prize.
Another attractive incentive to boost your conversions includes reward points redemption, or discount or promo codes in exchange for a newsletter sign-up. This will encourage customers to visit your site and make a purchase. You can also provide gated, exclusive content paired with lead magnets to entice your prospect. Gated content refers to any online materials (such as white papers, eBooks, articles and videos that require users to fill out a form in order to access.
Social Media Lead Ads
Rather than relying on organic lead conversion tactics, you can also use paid search and display strategies through social lead ads.
Social lead ads provide an effective way for people to fill in their contact information so that businesses can follow up with these leads and potentially convert them. For example, Facebook Lead Ads are basically promoted forms which offer customers newsletter subscriptions, demo requests or free trials, and contest registrations. When someone clicks on this FB lead ad, they encounter a form that’s already pre-filled with info from their Facebook profile, which reduces the chances of them bouncing.
Other social media platforms such as Instagram, also help businesses collect information about their customers by offering pre-filled forms including name, email address and mobile number. LinkedIn’s Lead Gen Ads can appear as Message Ads and Sponsored InMail on the platform. It also automatically pre-populates a form so that users can simply submit in one click. YouTube Ads can also help businesses generate, nurture and convert leads – they have CTA buttons that can link to your website or landing page.
Monitor and Track Analytics
Setting up social media campaigns and display ads can boost your conversions, but how can you actually monitor and track these results?
That’s why using tools like Google Analytics can help your business gain insights into your lead generation and conversion efforts, allowing you to find out which social media platform is actually performing the best. If there are certain platforms which don’t seem to be generating enough traffic or sales, then you can focus on your marketing efforts and retarget prospects with more engaging, relevant ads.
Need to Boost Lead Conversions on Your Socials?
Converting your leads into customers can be an incredibly time-consuming and draining process. With OMDIGI Group’s Social Media Marketing Services, you can launch high performance campaigns to boost your conversions on social media and maximise your ROI. We work closely with your business to build tailored social media strategies that reflect your brand identity and powerfully resonate with your target audience. So what are you waiting for – let’s get social and contact us now!