Turn Followers Into Revenue
You can’t take likes and follows to the bank, so using strategies to bring your community closer can increase your bottom line. Vision Critical did a recent survey that found four in ten Facebook users say they have gone from liking or commenting on an item to buying it. Let’s make that process very simple shall we?
Take It To The Bank
You’ve got an adequate social following but now you want to reap the benefits of all your hard-earned organic work of creating those communities. And this makes complete sense.
Your followers already know who you are at least in the sense of committing to following your brand. Of course some are more knowledgeable and aware of your offerings than others but you most likely have some engaged and committed fans in this social mix.
It’s time to take those likes and follows to the bank.
Know Your Audience
By now you should know your audience and what interests them. If you need a refresher, look at the demographics in your page profile. Go through your post feed and see what engages your community. What do they react to? What questions do they repeatedly have? What type of content are they sharing? This is all good stuff.
And ask yourself how can you align this information with the ultimate goal of revenue. You should be able to document one or to profiles from this information that is helpful as you develop your plans.
Get People to Your Site with Help and Knowledge
Hey, you’re in this for the business but you don’t want to turn people off right? So if you’ve built out your user profile(s) correctly you’ve got a pretty good idea what people are looking for. Provide deep information and help on your website whether it’s in the form of a blog or dedicated pages like FAQ sections.
Then keep that information coming with site links on your social channels in the form of post replies and dedicated posts to help people find what they are looking for.
If you have Google Display remarketing on, now your community is getting your ads in their internet browsing. Multiple touch points are golden.
Make It Easy to Purchase With In-App Shops
If you sell products, putting those products on your social channels makes it easy for people to purchase. TikTok Shop generated over $350 billion in 2023. Of course you still have to deliver across the board with all your other marketing initiatives from messaging to value to credibility. But once someone is ready, a purchase is now several clicks away.
Direct Channel Email Marketing
Run in channel lead opt-in ads to get those valuable email address. Targeting your community should bring a fairly high rate of opt-ins. Another very valuable touch point. Always measure the cost of each opt-in to understand your investment. This strategy can tie to your site content as well so remind people of the huge value they will get from opting in.
Add Clear Call To Actions
This sounds obvious but frequently it’s not applied. Don’t confuse your audience – ask for one thing and one thing only. It could be a click to participate in your record store’s live concert this weekend but don’t ask them to buy online with the same post. One action at a time!
This goes for your site too. A blog post without further call to actions can be a dead end. Direct people to another post or better yet, let them know about your offerings at the end of the blog post or in a side bar.
Measure The Results
Keep track of organic traffic from your channels and see if it increases with your efforts. You can even track revenue directly from organic posts in Meta using the Google UTM parameters. Meta provides various source parameters to help you see where the traffic is coming from.
A Warm Lead Is Always Better
People who follow your brand should be easier to convert so get started and measure what works. Just don’t always be asking for sales, people get tired of that!
With consistency in techniques and gaining insights from the data you should be able to convert your community over time. It’s not an overnight approach but it is well worth doing.
