By Lauren | January 2, 2017 | 0 Comment
You’ve been publishing content on social media for some time now, but although you can read your basic analytics that come with these platforms, you don’t really know if people are visiting your website (or wherever you are leading them) and actually converting. For example, if you are leading someone from Facebook to sign-up for a workshop you offer, how do you know that once they get to the sign-up page, they’re actually signing up?
Ensuring that your social media promotions are actually successful and doing something for you is important. What’s the point of wasting so much time on these channels without knowing if they’re actually driving the results you want?
Here are some things to think about to help lead you to success.
A landing page can be a great way to convert leads because it’s straight forward and shows exactly what the person needs to know with a simple call to action. When you direct people to your broad website, visitors can get lost from what they’re actually supposed to do or what they came to your website to find.
For example, if you wanted people to learn more about a new program you were offering, the landing page would breakdown the information they need and you may have a form that they can easily fill out for more information. This way you’re collecting their contact details and you have a better idea of how many leads are actually visiting the page and converting. You’ll also be able to follow-up with the people that fill out the form to have a more personal conversation about your offerings.
When you’re running paid campaigns on social media, you can target your messages to reach exactly your target market. Social media is open to anyone and you can’t guarantee the people who are following you and seeing your messages are exactly who you want to be talking too. Saying that, also running ads or promotions that are targeted to a huge demographic won’t get you very far either. Determine who the right people are your message should reach and ensure that those are the people you are speaking to in order to reach success.
A/B testing can be a great way to determine what messaging works best with your target audience. When you are running ads, come up with a few variations you can run at the same time. This can help you determine what messaging and even photos work best for converting leads. You can even dive deeper to see what ads appealed most to different demographics like what ad copy resonated with females vs. males. You don’t need to A/B test for every campaign you run, but in the beginning, this can be an excellent way to know what works and doesn’t work for future campaigns.
You’ve built a landing page and have collected contact information of people but you may be missing one of the most important things, the follow-up. You should be following up with each new lead you attract within a reasonable amount of time with more information. Nobody wants to fill out a form to learn more, only to hear back five months later when they’ve forgotten what they even signed up to begin with. Ensure that you or your team is on the same page with following up, and tracking the progress of each lead if any. This will also help you determine how many of the leads you converted on your landing page were actually quality leads.
By ensuring you follow the above tips, you’ll have better success with your social media campaigns. You’ll be able to gather information and determine what works and doesn’t work with your audience. It may take some time before you get to this point, but it can be tremendously valuable in taking the time to test the waters in order to continue to reach the right people and convert them into quality leads.