What should you be focused on when attempting to stand out on social?
Most social media platforms offer so many analytics and features that it can feel overwhelming. You can’t prioritize Facebook video and Facebook advertising and Facebook posts and a Facebook group, let alone track all of the data that come with those platform features. So, what’s a marketer to do? Prioritize.
Here are three priorities you should be focusing on to develop a successful social media strategy.
Conversion to Website Traffic
A large number of followers doesn’t mean much if those followers aren’t purchasing. Once you have the attention of people on social media, you should be attempting to get them off of the current platform and onto your sales page or opt-ins; you can do this by sharing your content. Don’t forget that one Facebook link isn’t going to cut it—due to social media algorithms, you need to post multiple times in multiple places to get your content seen. Sharing links back to your website and trying to shepherd people that way is the number one method you should be focusing on.
The more people resonate with your content, the more they’ll engage with it. What’s your ratio of shares and comments to views on your YouTube channel? How many people are sharing your Instagram posts in their own story? As tempting as it is to try and game the system, keep your content engagement strategy authentic by focusing on creating valuable content. Asking people to share something or participating in Instagram giveaways in which a person is required to comment are strategies that often come off as sleazy. Having a high rate of engagement also shows that your followers truly feel as if you’re a community, not just a brand.
If a follower is engaging you directly with a question, that means he or she is really close to purchasing. Direct messages (DMs) can be some of the best places to have sales conversations that convert, and it’s a higher touch point than a simple comment. It helps followers see you as a real person and gives them a convenient place to get any sales-prohibiting questions answered. Although it’s easy to ignore DMs, they’re actually one of the best features social media platforms have to offer. Ask people to respond to Facebook Lives or Instagram Stories with a DM, and engage them in a meaningful conversation, hopefully leading to a sale.