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Four Ways to Convert Browsers Into Buyers

Sep 01, 2015

Young business woman drawing a business strategy concept of Attract, Convert, Retain

Ask yourself this:

  • When is the last time you personally responded to a customer on Facebook?
  • Re-tweeted something interesting from one of your followers?
  • Shared something personal on your businesses’ Instagram account?

If the only approach to social media that you’ve been taking is the hard sell, then you’re missing the point. Social media is a conversation. Listen. Share. Engage. When you do that well, your browsers will turn into buyers more quickly.

How? You’ll create demand for your product by giving value back to your followers, readers, customers, and other industry insiders.

Why? Communication, when done responsibly, builds trust between you and your social media friends. If someone trusts you enough to buy your product, they’ll also be more likely to refer you to friends. This Small Business Administration article explains the power of the trust factor.

Still in the dark with your social media marketing strategy? Here are four tips that we hope will show you the light.

Talk It Out

Creating a dialogue with customers is easier than ever thanks to platforms like Facebook and Twitter. These social media sites allow you to not only promote your own product updates, but also share non-product-related stories and images that might evoke a positive emotion or spark a conversation. Then the real magic happens when your followers ‘share’ that exchange and the seedling blossoms into a flower.

Facebook and Twitter also give you the ability to get your customers insights and opinions, and share their own stories. This trust-building exercise generates loyalty by helping your customers feel connected and valued by you, and builds sales by inspiring purchases.

With more than 1.44 billion active monthly users, Facebook is as far-reaching a social media tool as you’ll have at your disposal. Now that we’ve given you the why, here’s a dynamic post you can read that offers nearly a dozen amazing ways to engage your Facebook followers, and one surefire post to avoid.

Twelve-Hour Rule

This type of automatic communication will mean you’ll have to ramp up your customer service response time. That’s a good thing. Patrolling your social media pages and responding to any customer issue or complaint within 12 hours will show the rest of the people watching your due diligence in meeting their needs. Providing a follow-up resolution is a smart move, too. As much as people like to spread bad news, they also like to share good news. That’s just as valuable as a standard word-of-mouth referral, if not more, because you get twice the coverage by sharing it on your social media pages, too.

Learn by example kind of person? Here’s a list of 10 companies that rock customer service on social media.

Practice Adding Value

We’ve mentioned this phrase before, but what does it really mean and how do you execute it?

Unlike sales where the end goal is to add value to your company with the old Sell! Sell! Sell! mantra, adding value to your social media posts means helping people solve their dilemmas. You provide valuable information that bolsters customer’s confidence in you by demonstrating that you care about them and want to help them solve their problems.

There are a variety of formulas you can follow to implement value added social media campaigns. Leading Results heralds the 10:4:1 Rule of Thumb while Constant Contact says to follow the one-in-seven rule…promote your business in one out of seven posts. Focus the other six on sharing valuable content. That doesn’t mean you cannot promote your business in the other posts, it just means to pair it with great valuable content.

This blog post highlights how a Houston, Texas coffee shop accomplished this with just one tweet. Follow its winning formula and you can capitalize, too.

Calls to Action

You’ve done all this work to improve your social media marketing and now you want to start converting more of your followers into customers. What do you do? A call to action is a wise choice. LeadPages says, “A call to action (CTA) is vital to the success of your product. It is an instruction to the audience to provoke an immediate response.”

This post gives you 10 CTA tips, but when it comes to small business, you have one main objective with your call to action – getting email addresses or conversions. Why is this so important? Email addresses are assets that you own and they give you direct access to a captive audience. Social media engagement is powerful at churning up interest in your product, but email-marketing campaigns are still the driving force behind turning that interest into sales.

Getting someone to fork over their email address these days isn’t always easy, though. People’s inboxes are crammed with stuff everyday. You need a way to entice them into giving you this precious commodity.

So give them something back. Here are some ideas to help stimulate these ‘transactions’:

  • Offer a resource guide
  • Give people a sneak peek at what they’ll be receiving
  • Incentivize your own employees
  • Create unique Facebook, Twitter or Instagram-only deals
  • Run a promotion on a partner website

Once you have their emails in-house, let Buzz360’s automated email service do the heavy lifting.

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