Are you getting clicks & likes but no conversions (sales or leads)?
Clicks and likes are forms of engagement. Whenever a user clicks on a social media post, that user is engaging it in some way. On most social media platforms, there is no way to quantify just how interested a user is in your brand other than counting the number of times they’ve engaged it.
Conversions are the end goal of all social media strategies, whether it’s branding, product sales, or service leads. If you have an online store, one of your conversion goals could be to get people to purchase something from your store. Let’s say someone clicks on your Twitter profile and then purchases something from your store. That’s a social media conversion. If you have a Financial Planner (CFP) or Advisor service, a key conversion goal is to get people interested in your service to fill out an information form on your website. Again, let’s say someone clicks on your Twitter profile that links them back to your website landing page where they fill out their contact information. That’s a social media conversion.
How do you convert on social media? A few basic ways (as stated above) are:
- Add a link in your profile that when clicked, leads to your product shopping page (cart). Make sure your product landing page is mobile-friendly.
- For services, add a link in your profile that when clicked, links them to your website contact submission form. Make sure your website contact submission form is mobile-friendly.
- Use Hashtags. Hashtags are a proven way to increase traffic to your content and to your website. Make sure that you’re using social media hashtags that are relevant to your business. Don’t overstuff with Hashtags (looks spammy). Use 2-3 Hashtags per post.
- Your audience definitely wants to see engaging content from you. They also want to be able to connect with you as well. Your social media conversions will improve if you are commenting, liking, and sharing.
- Include compelling calls to action working on your social media posts. Asking for followers to check out your recent promotions or product/service discounts is a call to action.
Last but not least, track your social media metric traffic back to your website or the product page. Using tools such as Google Analytics, or social analytics tools such as Keyhole, Sprout Social, and Hootsuite also allows you to identify the type of creative and messaging (posts) that performs best. Don’t wait to go viral. Grind. Persistence. Put in the work. Play the long game. Share your content across social platforms. All it takes is one of your followers to share a content post and the conversion amplification may go 2x.
If you’re looking to build your business (or Services) presence online, add a blog to your website and start posting short-form articles.
Once you added a blog section (page) to your website, start posting 1-2 times per week. Where do you start? Some ideas for short-form articles posts include:
- Product (services) centric posts. Try writing around your product (services) features and benefits. The uniqueness of a product or service can set it apart from the competition. Features can communicate the capability of a product or service. But features are only valuable if customers see those particular features as valuable. You want products or services with features that customers perceive as valuable benefits. By highlighting benefits in blog post efforts, you’ll increase your website traffic as well as leads or sales.
- Grab content out of product user guides or white papers.
- Post product hacks (tips & tricks).
- Post snippets from outside product reviews and link to that original article. Linking to an outside product review will create “social proof”.
- Post press releases. Add numerous images to liven up the article. Even though press releases can be very boring, it’s easy to “cut and paste” them into a blog post, and they help with website SEO (keywords in posting PRs).
Once you start posting to your blog, share them across your business social media platforms. If you don’t have a business (services) Twitter, LinkedIn, Facebook, Instagram, or Pinterest page, set one up ASAP.
Whether you own a Financial Services firm or a company that sells XYZ products, adding a blog to your website is CRUCIAL to lead generation or product sales.
To grow your business or service, you must identify and create your sales funnel as a key to your website design. Sales funnels are great, but content ecosystems are better.
Content ecosystems are like deploying tiny salesmen that live on the internet and sell for you 24/7. Content marketing’s goal is consumption, then behavior (leads, sales, new clients).
Content marketing helps businesses prepare and plan for reliable and cost-effective sources of website traffic and new leads that are working for you 24/7. A good content ecosystem “gels” over time and you will see the website traffic increase, SEO benefits (rank higher on Google), and hopefully a conversion (website funnel strategy) in the end. Strong pieces of content can help you become more visible online, both on search engines and on social media. Your social media platforms are one of the best ways to connect and share content with your target audience.
Content creation success is measured in many ways including:
- Spike in visitor traffic and page views on a specific content post
- The number of Shares, Likes, Pins, and ReTweets on Social Media
- Media mentions and stories covering your business or firm
- Website ranking (SERPs) increase
- Conversions. Actual product sales or new clients (example: Financial Services)
The basic purpose is to create content and try to post at least 1 time per week. Content is scalable and you can add as needed or when more resources become available. Content Marketing is important! Without it, you’re going to struggle to attract the attention you need to collect leads and convert them into sales or clients!
Every day, your customers are active on a huge range of channels, including social media. If you’re not present and engaging with them across all of these social media platforms… it’s killing your reputation, lead generation, and your bottom line.
How you define a quality “lead” depends on your industry, campaign, and goals. Generally speaking, a quality lead will include useful information and clear signs of intent to engage with your business.
Social media is now the preferred business contact platform. Use this to your advantage by actively engaging with (and converting) prospects and customers on all modern channels such as Twitter, Instagram, Facebook, LinkedIn, Pinterest, and Reddit. If you’re collecting social media leads, you need to be collecting analytics insights. Whether it’s product sales or new client and services type leads. How do you measure it coming from social media? Here are a few ways:
- Google Analytics. Watch and review social media platform traffic (goals) in Google Analytics to track leads on your website. This will allow you to monitor which social media platform is the best source for your business. If you notice, for example, that Twitter outperforms Facebook, it may be worth redoubling efforts on that platform.
- Social analytics tools. Tools such as Keyhole, Sprout Social, and Hootsuite also allow you to identify the type of creative and messaging (posts) that performs best. Most of these tools offer easy-to-review dashboards that offer metrics such as the number of impressions, reach, posts, and engagements that certain accounts or hashtags you are getting from each individual platform.
- Engagement. Engagement is one of the most valuable metrics in measuring social media lead generation. You need to evaluate if you’re engaging with the right audience, how they are interacting with your brand, and what they are doing to engage with your topic and spread your content. The ideal engagement metrics include the number of likes, comments, shares, and re-tweets.
- Tracking via a specific social media “discount code” or “social shopping”. Many brands offer customers a discount code in exchange for a product or newsletter sign-up. Discount codes or rewards points encourage customers to make a return visit to your site, and ideally a purchase. If you plan to offer one, have a strategy in place for not just generating leads, but also nurturing and converting them.
- Social Media Ads metrics. The main metrics include Reach, Impressions, and Click-Through Rate.
- Link Tracking on Social. Link tracking answers the question – “How did you find us? It involves tracking the number of clicks obtained by specific links on your social media posts. Link tracking is helpful in monitoring if your audience is clicking on links associated with your ads.
The above bullets can help you measure leads coming back through Social Media. In the meantime, what can actually help boost the % Leads using social media? 5 tips are below…
- Optimize your profile. Your profile should provide the means for customers to contact you, sign up for your newsletter, shop, contact information, YouTube channel, etc. Your profile should always include a “link back” to your business website. Make sure to “Add a link” to your bio.
- Create clickable content. Without compelling content, you won’t collect leads (clicks). Clickable content includes social media posts. Social Media posts include clickable content such as blog posts, YouTube channel content, and call to action type of content (landing pages) that can be SHARED.
- Use social lead ads. Call to action ads can be posted on platforms such as Facebook, Instagram, YouTube, Linkedin, etc. Your best-performing Twitter posts can be “boosted” (just like paid ads) across that platform where you can dial in demographics such as gender, age, geography, etc.
- Share testimonials as social proof. Customer stories and testimonials can give you the social proof you need to acquire new leads. Showcasing how clients have benefited from your products and services to demonstrate your brand value. Add these stories and testimonials to your website.
- Leverage social media sponsorships. Instead of using paid ads, you could also attract leads from the social media content that your target audience is already consuming. Consider sponsoring shows, content, and YouTube channels that are popular with your target audience.
Work bottom-up. Start with the basics. Set aside an hour a day. Write blog articles, schedule social media posts, and create images for your Pinterest page or Instagram account. One task at a time. Be “present” with creating content. When you’re on a roll, focus and let it flow. There is no such thing as overnight success in social media marketing.
Don’t wait to go viral. Grind. Persistence. Put in the work. Play the long game. Share your content across social platforms. All it takes is one of your followers to share a content post and the amplification goes 2x. Avoid looking at social media success in terms of volume. Take your time to create quality content. Attention is better than impressions.
So it starts. 2022 will be the year when Marketers will start figuring out creative ways to incorporate branding, and purchasing in the Metaverse. Not only branding and commerce, but incorporating methods of generating leads if your a service oriented business. I will be covering and uncovering marketing tactics all year focusing on the Metaverse. Everyone wants in on the Metaverse. Think new Gold rush. Virtual reality will be a “thing” when Apple finally releases their VR glasses/headset later in 2022 (so the the rumor goes) with a deep splashy dive into the Metaverse. Oculus 2 is already here and sold massive quantities this last Christmas. Major push has no begun. Get ready. Its going to take off.
The term “proof of work” originally came from decentralized consensus mechanism that requires members of a network to expend effort solving an arbitrary mathematical puzzle to prevent anybody from gaming the system. More recently, Proof of work is used widely in cryptocurrency mining, for validating transactions and mining new tokens..
However, you can also apply this “proof of work” example when hiring a digital marketing agency. For example, when evaluating a digital marketing agency firm (bid) for your business, request the following:
- Industry experience. Agency experience in your particular field (niche). Ask for client (roster) names list and testimonials. Review agency clients website layouts, content (blog), social media accounts, etc. Drill down on Agency clients and look for website rankings, social media follower counts, blog content quality.
- What results are they promising (vision and strategy)? Ask Agency what their KPI’s (metrics) are with clients and did they meet them (KPIs)? If Agency guarantees SEO rankings on first page, that’s a red flag. SEO top rankings takes years to achieve and its a “long game” strategy.
- What tools are they using (website & blog building, Slack, Social Media, Google apps, email, CRM, etc) with clients? Id the tools aren’t industry leading, and you never heard of them that’s a red flag.
- Size of agency? How many heads (resources) will they allocate for your marketing effort? How do they communicate (daily, weekly, monthly)?
- Agency website. I needs to be elite. An Agency website needs to look clean, flow well, images top rate, mobile optimized, call to actions (CTA), and downright pleasing to look at. Anything short of that, don’t bother hiring them.
- Communications. Do they speak well on the phone and in person (trust is crucial)? Make sure there is chemistry between you and the Agency’s team. If you feel a conflict in the first meetings (chemistry-wise), move on and don’t bother hiring them. Ask them for an initial audit (free of charge) of all your digital resources (website, blog, social media, etc). Most digital marketing agency’s will send you a quick audit and feedback/strategy when vying for your marketing dollars!
An outsourced Digital Marketing Agency should show you “proof of work” and a strategy on how to best achieve your business success in the digital world.
5 Podcast SEO tips to turbocharge your subscriber following…
- Keywords are crucial. Find one short phrase as your main topic. And add a couple of other important keywords. Make sure to include your most important keywords in the title of your podcast. If your show is already established, you can do this by adding a subtitle. Use the right keywords where it counts, and you should show up for relevant search queries. Optimize your descriptions for search.
- Provide supporting content to your podcast. Write an article or short blog post centered around the Podcast episode. Add episode description, show notes with timestamps, transcript, and summary.
- Promote your show on social media. Show “social proof” and send those social media signals to Google!
- Optimize your podcast RSS feed. A podcast RSS feed is what provides platforms like iTunes, Google Play and Play Music with the vital information about your podcasts like the title and description.
- Submit to Google Podcasts. Get your podcast indexed by Google! This helps with Google SEO as well as content discovery.
- Spike in (unique) visitor traffic and page views on a specific content post.
- The number of Shares, Likes, Pins, ReTweets on Social Media.
- Media mentions and stories covering your business or firm.
- Website ranking (SERPs) increase.
- Time on page (Content). If you’re seeing higher time on page stats, they are […] engaging with your content.
- Bounce rates. If the success of your site depends on users viewing more than one page (content), a high bounce rate is bad.
- Conversions. Actual product sales or new clients (example: Financial Services).
- Geography. Find out where your website visitors are coming from and how many. This helps content marketers optimize for the geographical locations (or geos) that are most important to their business.
- How are the visitors reading your content? Mobile, Desktop, Tablet data can help (understand) trends and how to optimize your website design.
If you lack the resources for generating content, outsource to an agency or freelancer for help. The basic purpose is to create content and try to post at least 2-3 times per week. Content is scalable and you can add as needed or when more resources become available. Content Marketing is very important!