How do you attract the maximum number of visitors to your website and turn this interest into conversions?
Well, the answer depends on who you’re prepared to listen to. Some will tell you that if you really want to attract as many potential customers as possible then you have little choice but to go down the social media marketing route: they’ll tell you that Facebook and Twitter are odds on to produce the best ROI. Others will argue that the only guaranteed way of converting online interest is content marketing as good content attracts, engages and resonates with audiences. Both arguments are valid, but do businesses really have to make the choice? Must everything be seen in terms of black and white? What’s wrong with a little colour every now and then? Well, the answer is nothing. There’s no reason why a business shouldn’t use a combined approach to online marketing. Both methods can produce results, but in combination they can really deliver the sort of ROI most online businesses crave for.
Social media and content marketing one are essentially two sides of the same coin.
Both approaches focus on sharing ideas and content, and they are both used to build relationships and develop communities. Therefore it would be better for businesses all round, if they integrated their social media with their content marketing. This would inevitably deliver a better return on investment. But the question is how do you achieve that? Well, here are a few suggestions about how businesses can manage their content marketing and social media activities to maximize conversion rates.
Persistence and presence is critical.
Social media marketing is all about presence. Once you’ve started to spread your ideas online and share your expertise, then you really need to keep it up. There’s no point launching a content marketing campaign, and then retiring into your shell. It doesn’t matter how much promotion you might give a particular campaign, if you don’t maintain an active online presence you’ll soon be forgotten. Yes, it’s onerous and requires work, but if you want to promote your products and services through content marketing on social channels, then you’ll have to make sure users know about it, and keep hammering home the message – but not in an irritating way.
Listen to what your audience is telling you.
The customer is always right: you may find that hard to swallow at times, but it’s a fact nonetheless. It’s certainly true with the social media. If you’ve gone to the trouble of developing relationships with your followers and have managed to build a thriving community, then the best thing you can do is to listen to what they’re telling you and ask for their opinions. You might be thinking of extending the range of products you stock but are unsure whether it will appeal to your audience, so ask them. If it’s a bad idea, then they’ll tell you and save you time and probably a bit of money too.
Use all of the social methods available to find out about your customers and what they like or dislike. It doesn’t really matter whether you do this formally or informally: what you’re trying to establish is what your community thinks of your products. Use surveys if it helps, or just chat to them casually and answer any questions they might ask. If there’s a problem to be addressed, then it’s best to do it quickly and let your community know what actions you’re going to take.
Make all of your content social.
If you want your message to reach the largest audience possible, then you’ll need to share it socially. It doesn’t really matter whether the content is an academic study, a blog post, a video or a simple marketing piece: the message is the same – share it socially. Whatever message you want to spread through your content will be spread more quickly using the social media. So how can you make your marketing more social?
- Add social sharing to your website. Make sure these buttons are included on all of your landing pages and resources pages.
- Create hashtags for your events and trending topics so people can discuss them on Twitter.
- Publish a blog and encourage visitors to leave comments.
- Include your latest Twitter, Facebook, LinkedIn and YouTube content on your website. This makes it easier for your website visitors to find you on social networks.
- Put “follow me” and “share this” buttons in your e-newsletters.