Social media is the name of the game and you just spent the last 24 hours playing it with your audience, without winning a single round – again. Creating your presence and engaging with your audience on Facebook, Twitter, Instagram, LinkedIn, Snapchat and others has probably helped you with brand awareness. But how many of them actually went beyond chatting up with you regularly and converting into your customers?
According to a study by Pew Research Center, 49% of smartphone owners between the ages 18 to 29, use messaging apps. The remaining 41% use apps that automatically delete sent messages, like Snapchat. Such platforms offer a more private way of socialising than that offered by Facebook or Twitter.
While these numbers seem to be a social media put off, a study by Salesforce reinforces that 77% of B2C businesses acquired their customers from Facebook. Infact, 43% of marketers have found their prospect customer via LinkedIn and Twitter.
So why is that your social traffic isn’t converting? Well, here are 5 common reasons why businesses with thousands of social following are not able to convert most of them (and how to fix that):
1. They chose the wrong platform
Most businesses in the hope of getting more customers, spread themselves too thin over social media. But what they fail to understand is that not everybody on social media is their target audience. So before you start spending hours on a social platform, dig into Google Analytics to figure out where your leads are coming from. The next thing you need to know is the reason why they are there.
Knowing which platform is best suited for you and the interests of your audience, is the best way to convert your social following. Offering them a service or a benefit based on their interest will only get them talking. The more they talk about your brand, the better you can engage with your target audience.
2. They aren’t a part of social conversations
Keeping up with the social image, most businesses lose track of their strategy. And often end up improvising on what they want from the customers in the end. About 77% of brand conversations on social media are by people seeking opinion or advice around a product or service. They might or might not be the ideal buyers. As a matter of fact, Google Research says that social media can drive awareness, not purchasing habits.
Track where and what people are saying about you using social listening platforms like HootSuite, Social Mention and Mention. And then become an active part of their conversations in a meaningful way. Alternatively, you can beyond your own products and services by conversing around industry trends. Sharing knowledge and resolving issues promptly can get you 71% more recommendations from customers.
3. They are targeting the wrong people
Wrong traffic and wrong social platform go hand in hand. While you might be sticking to industry specific content sharing, there are high chances that the ideal buyer is far from it. This usually happens when businesses assume what their customers want, instead of asking them.
Running a quick survey in your target audience using tools like Survey Monkey can be helpful here. You will collect more feedback around your products and services, as well as insights into what they expect from you. Spend some time following your potential customers to understand how they want your brand to fit into their lifestyles.
4. They send the traffic to the wrong place
Where does your audience go after clicking on a link in your Tweet or Facebook post? Most businesses end up linking irrelevant landing pages to their posts. Taking your audience to the wrong page on-site does more harm than any good, by killing their interest.
According to Kissmetrics, here are the 3 possible ideal scenarios for social media lead generation:
Social media -> blog post -> link to landing page -> lead generated
Social media -> gated content -> lead generated
Social media -> blog post -> subscription -> lead generated
And each of these paths need a different content strategy. You need to able to generate enough curiosity in your target audience to be able to make them an active customer. Remember to always link your audience to content relevant to the social media post.
5. They are not convincing enough
Most businesses invest so much time on social media engagement that their on-site engagement strategy takes a back seat. More often than not, an engaged customer from social media might not find what he was looking for on your website. But that doesn’t mean, the rest of your content might not interest him. He leaves only when he is unaware of what else you have to offer.
Offering different types of visual content on your website can boost your social media marketing campaigns. But if your visitors tend to leave your website after seeing just one page, use exit intent overlays to stall them.
Exit Bee makes use of the visitor’s on-site behaviour to convert them with highly targeted messages. The overlay appears only when he is about to leave the website. This doesn’t spoil the browsing experience for the visitor and conveys your marketing message effectively as well.
Camping Mani Beach offered a 10% discount on bookings of 5 days or longer. The Exit Bee campaign was triggered on all pages of the website, offering abandoning visitors a promo code SUMMER15 to use with their booking. The campaign reached a 7% click-through rate, of which almost 60% stayed on the website and made a booking. (Read the case study here)
Turn Lost Visitors Into Customers
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Over to you
Let’s end this post with a few questions for you (which we’ll be glad to discuss on):
- Is your social media traffic greater than your website traffic?
- How many from your social following are your active customers?
- Are the number of visitors on your website a lot greater than those who convert?