Social media use continues to grow, with global penetration rates now in excess of 30%. With more than 2 billion social network users, it’s obvious that every business owner should consider how to make the best use of their social presence. While there’s overlap, every social network reaches different audiences and fulfills unique needs. Each one has it’s own potential to boost yours brand awareness and sales.
Facebook or Twitter popularity may be an ego-boost, but social media popularity doesn’t necessarily translate into profit. ROI on social media marketing is notoriously difficult to achieve, especially when compared to other forms of online marketing.
The amount of traffic you manage to attract from social media and the level of engagement you manage to drive from it depends largely on how you structure your social media posts and the share worthiness of your content.
If you don’t want to fail at social media, here are a few steps to take that will increase your conversions.
1. Become familiar with link posting.
One of the main purposes for a business brand page on social media is to make people familiar with your products and services. Link posting is a great way to direct your audience to a special offer or incentive on your website. Sharing relevant links to specific content on your website saves your followers time and can indirectly contribute to conversions.
2. Align your offer to specific platforms.
Not all social media platforms are created equal, and different approaches are needed. Facebook is the easiest platform, in terms of growing engagement, because of its huge user base.
Twitter is particularly well-suited to businesses offering special discount codes to their followers. The main objective is to engage your followers and make them feel like they are part of an exclusive online club.
3. Use social media management tools.
Collecting the right data is key to defining your social media marketing strategy. To start, look into social media management tools such as Crowdbooster, HootSuite and free tools such as Bitly (which also shortens your Twitter links) that allow you to plan posts in advance and select specific channels for select content.
Many tools also provide real-time analytics and allow you to track clicks, number of likes, comments, shares, retweets, replies, reach and more. However, to build a stronger online presence, pick tools that are specifically tailored to social channels that allow you to gain more insight.
While most of them are not free, the investment can be beneficial as you’ll be able to manage all your social accounts at once and save plenty of time.
4. Use high conversion keywords.
Certain keywords generate more engagement than others. They appeal to certain audiences and can drive more clicks and discoverability. By applying the right keywords to your social media updates you can certainly boost your social media traffic referrals, as well as the visibility and effectiveness of your posts.
Here are some of the high conversion keywords for leading social networks:
Facebook – Where, When, Tell Us, Inspire, Submit, Deals, Discount, Warns, Amuses
Twitter – ReTweet, Follow, Social Media, New Blog Post, Check Out, Help, Top
LinkedIn – Created, Improved, Increased, Developed, Reduced, Researched
Google + – Share, Promote, Increase, Create, Discover
This article has been edited and condensed.
Marco Sacca is an Italian journalist based in London, where he works as a digital marketing executive and freelance writer. He loves writing about business, entrepreneurship and digital marketing. Connect with @accuracast on Twitter.