Social media is often seen as a conversion assistant rather than a primary conversion tool. While that’s the case in a majority of situations, social media, when done right can be a seriously powerful tool for lead generation! It’s no secret that affiliates struggle with social media conversions. I’ll let you in on a secret, we ‘social media experts’ struggle as well.
Nowadays promoting your brand, increasing awareness and interacting with potential customers is the easy part; it’s the selling that’s hard! Realistically liking a photo, or retweeting a post is not necessarily an indication of a potential lead, so what can be done to convert traffic? Here are three ways you can boost your social media conversions.
In order to improve your conversions, you need to know what works and what doesn’t. Here at MoreNiche we use UTM tags for all our content as a means of gathering data. If you’re not familiar with the term, a UTM is a bit of code attached to a custom URL in order to track a source, medium, and campaign name. This simple practice links our tagged social media content to Google Analytics and will provide insights on traffic, conversions and devices (to name a few). If, like me, your Analytics knowledge is at a beginner level, you can find data from these tags in the ‘all campaigns’ section (acquisition > campaigns > all campaigns).
To fully understand how UTM tagging can effectively track and measure your content, it’s worth knowing what each metric that makes up the code means. This is one of the tags we use for organic Twitter content:
To break it down (and because it looks nicer) i’ve colour coded the 3 different sections that make up the UTM code.
- ‘utm_source’: this is where the traffic is coming from. All content tagged from our social accounts will have the source tagged as social so that it can all be seen in one place.
- ‘utm_medium’: this tag tells us the type of traffic this is. We have two different ‘types’ of traffic on Twitter, organic and paid. Organic traffic from our social accounts will be tagged as ‘twitter’ where as paid traffic will be tagged as ‘twitterads’.
- ‘utm_campaign’: this is the name of what you’re tracking. Again, this is just another metric to make it easier to track specific content.
The UTM above is just an example of the tags you can use, and if you’re looking to track organic Twitter traffic, use it by all means. To implement the link, you simply attach it to the content as you would with any URL. Oh, and it’s worth knowing the UTM code goes at the end of the organic URL, not in front of it. Needless to say, you can track any kind of source or medium with this code, so if you want to build a UTM tag of your own, head to Google’s URL builder.
Almost all the paid ads we run on Facebook go through a very simple split testing process. Without testing, it’s almost impossible to understand what works and what doesn’t. Luckily, Facebook make it very easy for us to do so. I’ve said it before, and I’ll say it again; blog content is exactly the type of stuff you want to be posting on your socials (4 Ways to Use a Blog as a Successful Marketing Tool). The content from Bauer Nutrition’s blog makes up the majority of paid ads that go out on their Facebook. This type of content is very easy to test. You’ll see why below:
The content for both these posts are exactly the same, just the copy and visuals are (ever so slightly) different. In Facebook ads manager, having let these ads run for a few days, we will end the least successful ads. The main reason we cut our ties with an ad is its relevance score. For those of you not familiar with Business Manager, this out-of-ten score is quite literally how relevant your post is to the audience who are receiving it. If your ad has a relevance score of 6 or under, you’re probably promoting it to the wrong people!
If need be, you can go back and tweak the ‘winning’ ad variation, optimising it for conversions! I keep the useful data (audience, ad copy and image) in a spreadsheet so that next time I run an ad i can use a variable that I know will work (and most importantly, convert).
#3 ADDED EXTRAS
Once referred to as the ‘pound symbol’, the term ‘hashtag’ is synonymous with Twitter. Twitter’s character limitations has allowed the hashtag to thrive, not to mention it was one of the first social networks to actually adopt it as a means of grouping information. Tweets with one or two hashtags attract twice as much engagement, and 40% of Tweets with them get Retweeted. Instagram follows closely behind in the pecking order, primarily because of how effectively the humble hashtag has been integrated into the network. With both platforms, hashtags can expand the reach of content way beyond your followers. They categorise your content, helping people searching for relevant keywords to find what they are looking for.
With so many contradicting arguments it’s hard to know whether we should be using hashtags outside of Twitter and Instagram. Many statistics highlight user engagements increase when a Facebook post is accompanied by a hashtag, and other information suggests engagement decreases. I wish I could tell you a definitive answer but quite frankly it’s up to you to test it out!
This is the EASIEST way you can boost engagement (therefore your chances of conversions), and a foolproof way of doing so! In case you wanted some statistics to back this up; Tweets with images, videos or vines can get up to 200% more engagement compared to text-only tweets. I almost exclusively tweet with an image or gif attached; it makes the feed way more interesting and actually fun to browse! Don’t be fooled into thinking you only need to get visual on Twitter; social media, by nature, is designed for visual content. Image based posts on Facebook can attract 39% more engagement, and sticking an image on a LinkedIn post can get you 98% more comments!
First and foremost, adding social sharing buttons to your blog posts, website etc. make your content much easier to share – more sharing generally means more traffic! From an SEO perspective, search engines include the strength of a link in social media as a ranking factor. More shared content equals better links which equals better ranking (theoretically). By using the native plugins from social networks you’ll be doing yourself a massive favour. Twitter, Facebook, LinkedIn, Pinterest (to name a few) all have their own sharing widgets. They are branded and recognisable, so users are immediately more likely to use them to share your content.
The important thing to know about social media is that there isn’t a ‘one ring to rule them all’ formula. High conversion content on Facebook might not convert the same way on LinkedIn. People’s needs on different platforms change, so what works on one won’t necessarily work on another. If you haven’t already gathered, boosting your social media conversions is down to testing, testing and more testing (oh, and posting highly-valuable content also helps)! Hopefully with these simple yet effective hacks, you’ll be able to finally convert that traffic into leads.