Content Marketing for Apps
The Psychology of Content Marketing
Classic vs. Evergreen – By Robert Rose
Social media can be a great tool when it comes to raising awareness for a brand, but often you’ll want more a more solid results-driven approach.
When you do, it’s best to approach the campaign with a clear social-media-specific strategy. Posting just a regular ad won’t have the same impact on a social feed as it would on a bus-shelter billboard. But if you create the right content in the right format, the results can be much more powerful (as well as being cost effective!)
Here are five ways you can do just that.
The best way to make sure your business gets the best out of a social media campaign is that its existing page already has a dedicated and engaged following. Check out our ten ways on how you can improve your social media pages.
But on a more specific, campaign-based level, there are several ways you can make sure your conversion posts are more likely to see high engagement levels.
Firstly, visual posts are much more effective than text on its own. Image posts on Facebook receive 39% more engagement, while on Twitter, this number shoots up to 200%.
Posting around trending topics or current holidays and events typically also sees an increase in post engagement.
Higher engagement rates will ensure more people are commenting, sharing and (most importantly) clicking through to your product page, and achieving those rates should be the first step in any sales campaign.
Speaking of engagement, it’s very important to allow feedback on your social pages. When users leave positive reviews, reposting them across your social pages or on your website’s testimonial page is a great way to increase your brand’s ‘social proof’.
Social proof is the very human concept that people will be more interested in something that they know others approve of, and social media has made the word-of-mouth movement all the more powerful.
This also goes for your follower count- those brands with a high follower count may incite others to follow them. Nearly 71% of consumers are more likely to make a purchase based on social media referrals, so leveraging the power of your consumers’ feedback is a great way to increase sales.
Chances are, you already know what kind of people your business or product most appeals to (or you have a good place to start). Where social media analytics excel is that they can give you details you never realized were available, or never thought to use.
Based on these, you can target your audience based on what time of day they’re most likely to be online, what their other interests are and you can even target their friends or similar audiences outside of your usual scope.
By testing these targeting parameters over a few sales campaigns, your business should have a much clearer idea of what works, and can use those learnings to improve conversions in future campaigns.
Another gadget to add to the conversions utility belt is as simple as it gets: finding the right word.
Across the various social media platforms, there are certain keywords which lead to higher conversion rates than others. For example, on Facebook, keywords like “Tell Us”, “Inspire” and “Deals” all see high conversion rates.
You can find a full list here, and when you find the right word to match your campaign, you’ll be better off for it.
Once users are on your website, a huge barrier to entry is having to register or login. In fact, 54% of users say they would rather leave a site than complete a login form.
Thankfully, you can now integrate a site so users can simply log in using their Facebook sign-ins to register, shop and check out. Not only is this convenient for the consumer, but the data you receive from their interactions can then be used to more effectively target them in the future.
All in all, just because social media are both an effective awareness platform as well as being an excellent driver of sales. And if you take the right steps, your sales campaigns will drive more engagement, more sign-ups, and more conversions.