Forget about digital marketing as a strategy aimed simply at increasing your brand awareness. If you can’t generate leads and customers, you’re losing out on significant opportunities.
In fact, an emphasis on conversion optimization should weave and be visible throughout your digital marketing strategy. That means even your Facebook page, which you may not think of as much more than a community-building effort. With the below 5 steps, you can ensure that your social media efforts can integrate into your online marketing and maximize your conversions.
1) Research and Analyze Audience Pain Points
Any marketer knows about the importance of knowing your audience in developing effective marketing outreach. But too often, that audience analysis stops at geographic and demographic characteristics.
Ideally, you should use your Facebook efforts to delve deeper. Your audience, regardless of your industry, converts to leads and/or customers for a simple reason: it helps them solve the solution to a problem they have. If you don’t know what that problem is, you cannot reliably build a Facebook strategy optimized for conversions.
Analyzing your audience’s pain points, in other words, should be a crucial first step to optimize your Facebook marketing. You can do so by taking a close look at the keywords they like and the content they engage with on your page. If, for example, you share a resource about personal budgeting that seems to be particularly popular, you know that your audience would love to see more of that type of content to convert.
2) Connect Your Digital Marketing
Once you know the pain points, it’s time to address them. For any conversion-oriented strategy, that process likely won’t occur directly on your Facebook page. Instead, begin linking your social media efforts to your other digital marketing channels.
To stay with the above example, you may decide to build a piece of long-form that amounts to an in-depth guide on personal budgeting. Now, you can use Facebook posts to link directly to the landing page where your audience can sign up for the content.
Other examples may be more complicated. You may only sell your products in a typical store front. In that case, give your audience very specific reasons to visit your store; the revamped Facebook Offers feature, for example, can help. The more natural the link between the two individual marketing channels, the more likely your Facebook followers will be to convert on your website.
3) Take Advantage of Calls to Action
Your audience loves being told what to do. If you don’t provide them explicit guidance on where you want them to go for conversions, a lower number of them will actually follow through. Fortunately, Facebook has integrated a number of ways in which you can give your audience a natural next step.
Perhaps the most obvious are call to action buttons, which Facebook began offering businesses on the platform last year. Just last month, the feature received a major update, allowing marketers to integrate actions like booking a restaurant and scheduling an appointment more naturally and without having to visit your website.
But not everything on your Facebook page needs to be focused on these buttons. For example, simply changing your text to be more action oriented can help your audience take the action you want them to take. As multiple marketers have pointed out, the single most important piece of digital marketing is the language you use. Tell them what to do, and the chances they will increase drastically.
4) Run Strategic Facebook Ads
If you have the available budget, don’t be afraid to branch out beyond simply managing and posting on your Facebook page. Ads on the platform, in fact, can provide a major boost to your conversion optimization.
The most obvious example consists of Lead Ads, which have been available for marketers since last year. Instead of having to link to your website for lead conversions, you can attach a sign up form directly to your ad that autofills any information available on your audience’s public profiles. Early returns for Lead Ads have been overwhelmingly positive.
But the benefits of Facebook ads don’t end there. For example, you can also include calls to action on everyone one of your link ads, with the same benefits as we described above. Social Media Examiner’s guide on optimizating your Facebook ads for conversions includes a number of other steps you can take for success.
5) Evaluate For More Than Just Engagement
Finally, take a close look at exactly how you evaluate your marketing success on Facebook. It’s tempting to look at statistics related to reach and engagement, but let’s be honest: if you are looking to increase your conversions, it doesn’t matter how many people saw or liked your individual posts.
Instead, focus on more conversion-oriented metrics. Link clicks, for example, are a great start, particularly if the link goes to a conversion page. But you can go further, as well: if you integrate Google Analytics and use tagged URLs, you can set up conversion goals and track exactly how successful each of your posts was in achieving your goal.
Similarly, Facebook allows you to set up a conversion pixel, a few lines of code that you can include on your website to track conversion success on each of your ads. Taking advantage of these possibilities, and emphasizing conversion metrics in your analysis and evaluation, is crucial when building a Facebook strategy designed to maximize your lead and customer generation.
How strategic are your Facebook marketing efforts? If you don’t have them set up for conversions, you may want to take another look. Of course, you can always work directly with us to make sure that you don’t just know, but integrate best practices in conversion optimization. If you contact us today, we can evaluate your current efforts and begin to work with you on making improvements.