Many marketers find out the hard way that great content and a hyperactive presence in the social media by themselves do not automatically translate to conversions. The audience may accept and contribute towards making a great piece of content go viral, and even engage with you more, but the intended purpose of the exercise – conversions – may still be hard to come by.
Social media is an extremely powerful tool for lead generation, no doubt, but the key is to do it right. An American Lifestyle 2015 study reveals about 70% of customers read reviews from their peers, about the product, before they make a purchase, and social network is the place where they search for such reviews.
Here are five good strategies to get your social interventions right:
1. Optimise Links to External Content
Any effective social media engagement is part of an overall content marketing ecosystem. Social media is never an end to itself, but rather one of the popular mediums, through which high value content is passed on to targeted audiences. The content itself may be a blog, whitepaper, resources section of the website, or any other landing page. It could be “gated content” where the user may have to log in, or supply their credentials, to gain access. A fair bit of suspense may be in order, to entice the user to click the link and land at the location the content marketer desires.
Make sure the landing page, to which the user redirects himself, is equally engaging, and contributes to advancing the prospect in the marketing lifecycle. Many marketers make the mistake of simply offering enticing content, with a link to the product page or the home page at the end, hoping that the recipient, grateful for good content, would oblige by clicking on the link, and buying something. That isn’t happening.
2. Promote Content Native to the Platform
Many marketers are still struck in a time warp, and continue with a one-dimensional social strategy. The social media is a vast space, with many myriad platforms, each with its own idiosyncrasies. Also, today’s users access the social from various devices, and the different cross-platform content strategies in vogue are just as relevant to the social space as well.
Make sure to promote content that best suits the platform, and delivers maximum entertainment for the users. Users convert only if they get an enhancing experience, and the message adds value to them. They don’t care about your sales targets or your brand reputation.
Native content adapts to the unique language, sensibility, culture, and style of the specific platform. For instance, a compelling story, with an image or video, may work well on Facebook, but is likely to fail in LinkedIn, where a whitepaper offers better chance of success. Similarly, a video heavy landing page may drive away users accessing the link from a mobile device, whereas a link to a lean landing page that loads lightning fast will gain more acceptance from mobile users.
3. Don’t Go Overboard with Links
Posting links is a good way to gain leads, but too much of the same thing can be just as bad. From time to time, offer something of generic value to the user. For instance, at times a corny marketing joke in Facebook, or an inspiring quote in Twitter, with no connotation to the product may be just as effective, to strike a chord, and gain credibility. Once the user gains your trust, links can follow. Using the social media as an RSS feed is a mistake best avoided.
4. Create a Personal Experience
The importance of personalisation can never be understated, but surprisingly, very few marketers attempt it on the social space. The bulk of their efforts are rather on one-size fits all generic posts. Localised content, appealing to Facebook users of a specific location, individual social messages on birthdays, and other initiatives can boost the odds of the recipient following up with the link, and eventually converting.
5. Never Give Up
There is no one good way. Social media is all trial and error, and even when something clicks once, there is no guarantee it would click the next time round. The marketer needs powerful analytics tool to identify the effectiveness of each intervention and measure the social media impact of their interventions. But side by side, they also need to innovate, rather than continue with the same high-impact thing. As the cliché goes, past success is no guarantee for future results.
It has been a pleasure working with Kurt and the team at Creative Ideaz. Professional and dedicated to fulfilling our requirements at all times, they listened to and worked with us, provided us with daily progression updates and they have created exactly what we wanted, a new look, smart, fully responsive website.
We would highly recommend Creative Ideaz to anyone looking for creative website design and we would not hesitate to use their services in the future.Walsall Society for the Blind
We wanted our social media pages to help increase our brand value and improve sales. Since Creative Ideaz handled our account, we have seen this happen.Alt Noir
We came to Creative Ideaz with our vision and they worked endlessly to make this happen. This resulted in a great website and a continued relationship with their team.Merridale Furnishers
I would like to thank Creative Ideaz and in particular Kurt for guiding me through the process for my new website, they made it very simple and smooth. I would highly recommend the whole team and would definitely use them again.DanceMax
TabTime Ltd moved their IT/website business to Creative Ideaz around 5 years ago and are very pleased that we did. The service we get for major or minor changes and requests is quick and efficient, and their charges even when compared to the offers from India and the far east are very competitive. The Creative Ideaz Website Optimisation department is always willing to offer advice and discuss changes and we appear in the first 1-2 pages for all our Keywords on Google UK. Yes, we would recommend Creative Ideaz to anyone or any company looking for a new and reliable web and email companyTab Time
Creative Ideaz helped to set up our online shop website and have gone on to manage our marketing campaign, including Search Engine Optimisation. Not only has this resulted in a first page ranking on Google and an increase in sales, but we have also established a strong ongoing relationship with Creative which I hope will continue for many years to come.My Geex
Thank you Creative Ideaz for your expertise when putting together our MCM website. This is our first website and it's stimulated the campaign to raise our brand awareness and promote our products.
Creative Ideaz's advice and assistance throughout the process has been invaluable. Your experience and dedicated staff helped us to cover all the points that are necessary to have a quality website. Your standard of work is above what we've previously sampled and you are all extremely efficient. We have recently set up a new divisional arm to MCM and we will have no hesitation in using Creative Ideaz as our preferred web design supplier for this next project.MCM Ltd
I would highly recommend Creative Ideaz. I found them totally approachable, helpful and outstanding with support. Highly delighted with the fantastic website created for us, putting me at ease with the latest technology. A company who certainly listens to their clients.Brewers UK
Creative Ideaz have recently helped to revamp our website and have really made a huge difference, helping us to bring our online presence forward leaps and bounds. We would definitely recommend Creative Ideaz to anyone looking for excellent customer service and a great website.Cumbria Park Hotel
We have been working with Sumit and his knowledgeable team at Creative Ideaz for more than 6 months now. Since Sumit took charge of our website and started working with us our website has started to improve in rankings and sales. The Creative Ideaz team is working hard on getting the website ranked, not just using AdWords but also with organic search as well. Overall Sumit and his team have been a credit to us as an online business, they very informative and know how to improve the website as a whole.
We would recommend Creative Ideaz to other online businesses as they have proven experience, skills and qualities.Haroon Nawaz
I am very satisfied with the website design service provided by Creative Ideaz and would like to thank them and Kurt for all the hard work. They incorporated everything we wanted to see in our website better than we could have imagined and followed through from planning to development flawlessly. We are aiming to add more features as our business grows and will be returning to Creative Ideaz to help bring our ideas to life once again. Very pleased with the outcome and I recommend them highly!Incore Umbrella
In a few words, they just get it. We wanted to grow our business and Creative Ideaz knew how to do it and we have seen great results.Footprints Footwear
The most important thing to me was the friendliness and sincerity. Although I knew nothing, I was never patronised nor left feeling incompetent. Kirien is very good at tailoring the information required to the client and taking his time with any misunderstandings one might have. Doesn't rush and nothing is too much trouble. Plus I can only listen to someone I perceive as genuine - this is why I went to Kirien.Blue Lantern Nursing
Just wanted to say thank you to Kurt and the team at Creative Ideaz for the website. Excellent job, professional service, and very quick at attending to the changes we needed done. We are very pleased with the website! Would recommend to anyone looking a professional website.
Thanks againUberfone Ltd
Having used Creative Ideaz for our original website several years ago, I was more than happy to retain their services when our website needed a revamp. The quote we were given was excellent value and the service we received, from the initial meeting and through the planning process with Kurt into the website design and development was faultless. The finished product is exactly what we were looking for, it is clear that Creative Ideaz really know what website users are looking for.
I would certainly recommend for anyone looking for a great quality website for excellent value for money and superb customer service.BCOP