Social Media Marketing Tips: 4 Mistakes That Hinder Social Media Conversion Rates

So you have invested time and effort on social media to generate leads; you have even implemented some strategies but to no avail. To your best knowledge, social media is one of the best lead generation tools available today yet, your conversion rate is not encouraging. Here are five mistakes you could be making that may be limiting your conversion rates:

Your Unique Selling Point Is Hardly Visible

There is a high chance that your industry may be highly-crowded leaving your potential customers with plenty of options to choose from. This will only be a case of the survival of the fittest as only the fit brands will come out successful while the weaker ones will fail or die off. One mistake you could be making is not adopting a quality that will differentiate your personal brand and give it a powerful edge over others. Consumers will only go for the best products that resonate with them and if you’ve not succeeded in creating a unique selling point that can be associated with your brand, your content won’t resonate with potential customers. This is how big brands such as Apple and Nike generated their leads. They went all out by advertising something new and different which other brands in the same industry as they didn’t have.

Your Audience Has No Idea What They’ll Benefit From Your Brand

No one likes guessing, especially when his or her purchasing decisions are at stake. Most people who have bought a product must have thought of how it will add value to them before paying for it. If your conversion rates are low then there is a possibility that your audience has not been properly oriented on how they will be benefiting from your brand.  To do this effectively, you need to be clear on what problems you’re solving and how you’re going to create an outcome that can be beneficial to your audience. Once you’re aware of how your audience will benefit from your brand, you can then share it with them through the content you put out there and even your online conversations. Also, ensure that all  your posts are straightforward with a clear call to action. It is essential that you don’t leave your customers confused about the benefits of connecting with your brand or they may assume wrongly.

Your Content Is Not Educating Enough

You should not just post content solely to get clicks but also with the aim of providing answers to your audience. Start conversations about the things that matter most to your audience and capture their attention by assuring them of your ability to meet their needs. If you are not sure of what to talk about, you can identify those questions your audience ask over and over again and find answers to them. For instance, if you run social media page for food and one of your customers needs some information about a particular recipe, you can say something along the lines of:

“Hey Tayo, I understand your predicament over [so and so] recipes. I was once in your shoes when I started out but I eventually found the way through experimenting. Read my next blog post (or whatever platform you may be sharing this information) as I’ll be sharing how I discovered the best way to use this recipe and how you can too”.

When you do this, you create the impression that you’re not just a promotional brand but actually a resourceful one.

You Don’t Add Creativity Into The Mix

Despite the fact that your primary goal should be to provide solutions to a problem, you don’t also want your brand to come across as bland and boring. Share content that is both appealing and resonates with your audience. One way to avoid stunting your creativity is by exploring other people’s content. You can share trending topics or funny memes and videos that have a message relating to your brand. Remember, its all about the message your brand is passing so don’t just share content but look for content that relates to this message. In this way, you’re not only informing your audience but keeping them entertained.

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You might also like:

• How Does Social Media Fit Into Your Growth Plan?
• How Does Social Media fit Into the Buying Journey?
• How Do Companies Make Money from Social Media?
• Integrating Social Media into Strategic Marketing

This article was first published on 13th June 2018

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