Social media marketing has become one of the go-to tools for businesses large and small to market their products and services to potential customers. The driving force behind social media marketing’s popularity is two-fold. First, the advertising options for platforms such as Facebook, Instagram, and Twitter are extremely effective. Because of the amount of personal information and behavioral data users give to these platforms it is easy for their algorithms to match advertisers with individuals who are most likely to become customers. Take for example a Hotel located in Los Angeles. Those who participate in travel groups, like or follow California travel pages, or watch associated content are the exact individuals that will end up seeing ads related to Los Angeles hotel advertisements. Secondly, social media platforms allow businesses to interact with their customers and create a sense of community around their brand, product, or service. This is one of the truly unique aspects of social media that other forms of marketing do not offer.
While it is no secret that Social Media Marketing can be very effective in attracting qualified leads; there are a couple of simple steps one can take in order to improve conversion rates. Here we will go over these items in brief.
Paid Ads: Having a strong social media presence does not always lead to new leads and, as most business owners will say, the best way to improve conversion rates is to increase leads. As stated in the introduction, paid ads allow businesses to target customers who are most likely to purchase one’s product or service. “Paid ads do not have to have the pitch in the advertisement, it could simply be a way to draw an individual to one’s website or social media profile,” writes Mark Hunt, a marketer writer at 1Day2write and Writemyx. For example, instead of having an ad that states ‘Affordable New York Hotel’ something more along the lines of ‘10 sights to see while visiting New York’ could do more to entice customers to click the ad.
Provide Quality Communication: Social Media platforms such as Facebook and Instagram offer a level of communication between business and client that traditional email communication does not offer. Customers enjoy the easy going, yet intimate, nature of social media chat as a communication channel. Being available to respond promptly to customer inquiries has shown to improve conversion rates. If this were not true large companies around the world from retailers, financial institutions, and tech providers have a team of customer service reps dedicated solely to responding to social media inquiries.
Create Quality Content: There is really only one reason why people follow accounts on social media, it is because they offer unique, quality, content. Content usually comes in the form of articles, blog posts, videos, or podcasts. Different mediums work better on different platforms. For example, long-form articles are much more likely to be effective on Facebook and short, multi-line, text posts are more effective on Twitter.
Maintain Multiple Social Media Accounts: Dedicating time to just one social media platform is not enough. “LinkedIn is a good source of high quality leads that many people ignore. While it does not have the traffic levels that social media giants such as Facebook and Instagram do they have a concentration of higher quality traffic. This is especially important for those who are selling professional services,” writes Bradley Fowler, a social media writer at Britstudent and Nextcoursework.
Seasonally Focused Advertising Spending: This may not apply to all businesses, but it will too many. In many industries, certain times of the year are much busier than others. For a local resort or hotel it is much more effective to focus a large part of one’s marketing budget during times that are historically busier. This will provide higher value for one’s money and also result in a higher number of conversions. Conversion rates differ greatly across different markets and niches, but it can be said that the more one spends on marketing the higher the conversion rates will be. To maximize this, picking the best time of year is crucial.
Hotels and resorts rely heavily on seasonal advertising campaigns to fill their beds. It is important to consider that while most of one’s advertising budget should be focused on high season there are often other times of the year worth investing in.
Michael Dehoyos is a content marketer and editor at Phd Kingdom and Academic brits. He has helped many companies develop a personalized marketing plan with an aim to improve brand awareness, improve their customer funnel, and improve conversion rates. Michael has also written extensively on several topics. His writings can be found at Origin Writings.