With as many as 4.41 billion social media users projected by 2025, we can safely say that social media commands our collective attention. And the more attention your brand is getting, the more customers you are likely to have. It’s hardly a surprise then that competition for attention is fierce!
But as social media develops, so do users, and the ways in which you can win their interest are also shifting.
So how do you turn followers into leads and customers?
Well, for one, the more you turn your followers into participants, the more likely they are to want to continue engaging with you. What else? Building trust, humanizing your brand, and creating a coherent and trustworthy image are also important. Of course, visually rich posts remain a silver bullet, so let’s not forget those.
Curious to learn more about how to turn heads on social media? Get your notebook out and let’s get started!
1. Make a great first impression
First impressions matter, so it’s essential that you make yours count. Users’ first impression includes both a brand’s coherent visual presentation, their cover photo, logo, and pinned posts and tweets. The latter can be exceptionally efficient in capturing newcomers’ interest, so make sure to pick them carefully.
So, to give you an idea, your pinned post can:
- Be promotional
- Offer a newsletter signup
- Contain a video that presents your latest products or services (video is really effective!)
- Feature a welcome message to newcomers
- Provide a list of your products’ unique benefits to customers
- Feature your latest business achievement as a way to build legitimacy
- Offer a case study or other high-quality content
- Promote an event you will be hosting or attending, such as a conference or an expo
2. Optimize your profile’s main CTA
For your social media accounts to have an effect and help you in converting followers, you need to make sure that they are fully optimized. You need to pay attention to the main aspects of your profiles. These include your call to action (CTA) buttons, your contact information, as well as the links you provide in your bio (this is particularly important on Instagram, which doesn’t allow for the sharing of generic links in posts).
Depending on what you are trying to achieve, your CTA buttons can allow users to directly visit your shop, sign up for updates, make a reservation, and more.
3. Be consistent in your branding
Consistency in branding is another way to make a lasting impression on your followers.
Consistency includes not only your visual brand identity, such as staying within a certain color palette, adding your logo in the corner, using the same photo filter, etc.
It also includes your business’s tone of voice and messaging. It provides a degree of predictability to the customer journey and communicates that your brand is dependable.
4. Set an intention for every post
Posting something on your social media profile is not an end in itself. To convert followers, your posts need to have a clear message. This means that you need to consider the purpose of each post.
Does your post call for greater engagement, or is it purely informative? What is its effect — does it create surprise, or is it predictable? Neither of these is preferable. It’s more of a matter of being clear about what you seek to achieve with any given post and being aware of how each post fits in with everything else that you’ve posted lately.
5. Offer incentives
Social media is perfect for offering incentives to users. These can include giveaways, exclusive promotions, contests, challenges, discount codes, gated content, and more.
Incentives help drive user engagement. They increase your online visibility and grow your follower numbers and make people more willing to share personal information. The latter is an important part of your overall marketing strategy because it will help you identify users and monitor whether they are moving along the customer journey.
6. Provide social proof
Social proof is a highly effective tool in generating greater engagement and conversions on social media. Naturally, as users, we tend to trust others’ feedback and perceptions more than the claims that a brand makes about itself. Social proof also helps us resolve the uncertainty around having too many choices or reinforce our sense of belonging to a group.
Examples of social proof include user-generated content and influencer marketing, case studies, testimonials, and reviews. Content generated by any of your users improves the authenticity of your brand. And by connecting the generation of content by your followers to an incentive, as in the point above, you will be utilizing these two strategies in concert.
On the other hand, working with influencers is a great way to provide greater legitimacy to your brand and driving awareness without being too self-promotional.
Finally, testimonials and case studies help you build a more solid case for why and how your product/service fulfills the needs of your target audience.
7. Promote with video and images
Video-centric posts consistently outperform other types of content. In fact, according to G2, social video generates 1200% more shares than text or image-based content. Moreover, consumers who view demo videos are more likely to purchase than non-viewers.
Your videos don’t need to be long or complex to capture users’ attention. Quite the opposite — shorter videos perform better. Simple product displays, video testimonials (more social proof), and live videos are highly efficient in generating engagement and tipping people towards making a purchase.
But since you can’t produce videos all day long, make good use of images and GIFs. Visuals enhance your posts, and while Instagram is dedicated solely to visuals, images on Facebook and Twitter have also been found to increase engagement and conversions significantly.
8. Split test posts
A/B testing is hardly news but if you’ve run out of ideas on how to improve your social media conversions, split testing your posts is a tried and true method. Testing can help you determine which variation of your post gathers the most attention. Sometimes something as simple as a different hashtag or title can make a huge difference.
Some of the things you can A/B test in your posts include:
- The post’s text, hashtags, and CTAs
- The headline and description in the link preview
- The format of your ads and the text on the buttons
- Your target audience
9. Stick to the 80/20 rule
The 80/20 rule refers to the proportion between non-promotional and promotional content that you post on social media. According to the rule, 80% of your posts should not be promotional but rather useful, informative, and entertaining.
Non-promotional content can be original content (such as the example above) or curated third-party content such as news that is relevant to your audience and industry. Of course, depending on the type of your business, the non-promotional content that you post will differ. The remaining 20% of your content can be promotional in a more direct way.
This way, you will strike a balance that will help you avoid becoming forceful or too self-promotional.
10. Add a CTA at the end of each post
Adding a CTA to each of your posts is a small but meaningful way of generating greater engagement. A CTA doesn’t necessarily have to draw attention to your products and direct people toward making a purchase. It must merely engage people’s attention and invite them to participate.
CTAs, such as in the Tesla tweet above, increase visibility and exposure and, if done right, generate new followers. Moreover, people’s responses also provide you with the opportunity to engage with their content and keep the conversation going.
11. Share behind the scenes content and company news
Sharing what things look like behind the scenes helps humanize your brand, which in turn increases trust.
For example, you could post a picture of your team preparing packages for shipping or some other aspect of your production process. Or you could share a video of how people in your company spend time together. This type of content lowers the barrier and allows people to relate to you.
Similarly, if your company makes it to the news or if you have anything noteworthy to share about your company — let your audience know. This, too, builds connection and it also serves as proof of the value of your propositions.
12. Make it personal
Personalization is a major driver of social media lead generation. According to a 2019 survey by Ascend2, personalization is seen as the key strategy for improving lead quality, whereas according to another study, it is also the most effective in generating leads.
Making your posts personal and targeted increases your chances of converting new people to followers or leads. To do so, you can start by using the targeting tools provided by each social media platform to shape your campaigns in such a way as to have the greatest effect.
13. Social lead ads
If you want to boost your lead gen and conversions, you can always turn to social lead ads as a way to support your organic lead-gen efforts. Facebook, Instagram, LinkedIn, and YouTube all offer ads that are specifically for lead generation.
Thanks to the ease with which you can set up these ads, they’re a great and simple addition to your marketing efforts. While this may sound like a no-brainer, too frequently this type of ad and its capabilities are neglected.
Let’s start converting!
Now that you’ve learned some tricks on how to convert customers on social media, you’re ready to get started. When it comes to creating content and monitoring its performance, a social media management tool is indispensable for the purpose.
It will help you to streamline your content efforts, schedule posts for days and weeks in advance, tailor each post to the network it is intended for, collaborate with others, and much more. Moreover, you will have regular reports to monitor and analyze the performance of your posts so that you can adapt your strategy and convert even more followers.
Curious to know more? Schedule a demo with Falcon to see how we can help you get the most out of your social media efforts!
About the author
Ilia has been writing about digital marketing for over 7 years. He occasionally shares his thoughts on his site. When not blogging, he likes to run and listen to audiobooks.