For so many, social media is what connects them to the world, current affairs, the people they love, and the things they want. Especially now, in times of lockdown, the internet and social media plays a massive role in how we connect with others. Social media is also an invaluable tool for businesses to connect with their customers and prospects. It can be used as a way to share information with your community, as well as making the user experience on your website much more convenient. Having an active and engaging social media will also boost your brand’s credibility and relatability. All of these factors will result in higher conversions.
This article will break down some of the many ways to capitalize on social media to boost our conversions. Hopefully, it sparks some ideas in you. Let me know in the comments below.
Showcase your company
First, we need to get the most obvious one out of the way. The natural form of social media is to connect and showcase. People use their personal profiles to share about themselves and the things they love to do. Often people see their social media pages as an extension of themselves. A way for others to learn about who they are and what they stand for. Businesses can use social media just like people in this way.
Your social platforms are a common touchpoint with your customers. Therefore, they are a great opportunity for your prospects to learn who you are as a brand and what you stand for. This will be especially important in the “interest” phase of the user journey. In this phase, it is recommended to have information about your brand easily accessible, so that the consumer can build an affinity with your company. Your social media pages are the perfect place for that affinity to grow, especially if you create engaging, transparent and insightful content.
Social media share links
So for the rest of this article we will move away from the social media platforms themselves and focus on how you can integrate social media features on your website to make the user experience more seamless. These social media connections will also enable you to reach more people. For example, by adding social media share links on your product and blog pages.
This will make it very easy for interested users to share your cool products or interesting information with their peers, who are likely to also be in your target market. Not having social media share links might result in many missed opportunities. If a user is on your site reading quite an enriching article, just seeing the social media share links might trigger in them the want to pass this great content on.
Sign in with social media account
Adding the ability for a user to sign in with their social media account will result in a more positive user experience as it is much more convenient than creating a new account with your website. In optimizing the user experience, we must seek to minimize friction in the user journey. The less friction in the user journey, will result in less user drop offs and higher conversion rates.
Include social media reviews on product page
Reviews are the most popular form of social proof. Social proof is the idea that people’s purchasing behavior is influenced on the actions of others. Many people even trust a review as much as their own friends or family. It also reminds people that you have a social media page and there they can get to know your business even better. The more familiar a user is with your brand, the more likely they are to convert and remain loyal customers.
Qreuz carried out a social proof study on 100 of the top e-commerce sites in 2020. The research showed that including product ratings & reviews was the most popular form of social proof on these top performing sites.
Showcase user-generated content
Social media is a great platform to elicit user-generated content from your followers, users and customers. Consider using an interactive hashtag to encourage past users to share images or videos of themselves wearing or using your product.
This is another great form of social proof and a very strong trust signal for other potential buyers.
So hopefully this has sparked some ideas in how you can make the most of social media to boost your conversions. There is ample opportunity to optimize your social media to build trust, showcase your brand values, make the user experience more convenient and to spread the word of your top class business even further.
Let me know in the comments below what other ways social media has helped your business grow!