Three ways to boost conversions without Facebook (sort of)
It’s a familiar scenario: Your Facebook followers are steadily increasing, you’re posting regularly and engaging with your audience, and then it happens – some posts are getting little to no engagement. Other posts are still seeing a wide reach and getting plenty of the coveted likes, comments, and shares. What happened? Why doesn’t your audience care about this awesome new product? Simple. Your content is dead, and it’s time to move on.
I manage social media accounts for a large national nonprofit with nearly 18,000 likes on Facebook. We see our followers steadily increase by two percent each week, and engagement is on the rise. I use Facebook’s new tool to better target posts towards the intended audience, have analyzed the best times of day to post for our followers, experiment with the content that we post to evaluate engagement, and so on and so forth (you get the idea). Through all of my deep social media analysis, I’ve learned that our followers just do not engage with certain content. I have a theory on why that is, but for the sake of this blog it all boils down to one thing – it is time to stop posting content that our followers just don’t care about.
In the technology age, “just post it on Facebook” is often the first solution to any marketing problem. I’m here to tell you that that just isn’t the case. It doesn’t matter how great your product is, if your audience never sees it and/or doesn’t engage with it, then you’re wasting valuable resources.
So now you’re asking me, “If Facebook isn’t working – what’s next? I still have to find a way to build awareness, find leads, and get conversions.” You’re absolutely right, and it’s time to shift your focus to other digital marketing tactics:
1. I want to specify that up until now I’ve been referring to organic reach on Facebook through regular posting. Before you completely write Facebook off, you may want to consider utilizing a Facebook ad campaign. Facebook advertising is super easy to set up, just follow the prompts – create your expected outcome, target audience, select your budget, add artwork, make sure it translates across devices, etc. For $50, most campaigns can expect to see a considerable rise in engagement, reach, and leads. If those leads still don’t turn into conversions, then Facebook may not be the best place to reach your audience and you should consider tactics two and three.
2. Are you looking at social media as your number one marketing tool? You’re doing your business a disservice. Of all marketing tactics – not just digital – email still reigns king. Email produces a 44 to 1 ROI and is 40x more effective at acquiring new customers than social media. Surprised? You shouldn’t be. Customers willingly give businesses their email addresses, so it’s not unusual for the consumer to expect to hear from you. Get the best out of email by creating a targeted campaign geared towards your product. General email rules apply like keeping the email short and to the point, but also be sure to create engaging subject lines, target your email lists based on customer interest, and consider utilizing A/B testing to ensure your email campaign is a hit.
3. I must make a confession: I’m a blog junkie. I subscribe to several blogs from marketing insights to food to yoga to beauty tips. (And I do my best to read them all.) Chances are, whether you realize it or not, you also are in tune with the power of blogs – after all, you’re reading one right now. Make this fun and informal type of content work for you! Don’t think it’s worth your time? Consider this, after friends and family, blogging comes in as the most trusted source of information. If you don’t have the time or resources to curate a blog yourself, consider reaching out to a guest blogger. Guest bloggers help add authenticity to your product. This person could be an established customer or someone who knows your industry and competitors well. A positive review from a guest could help sway your customers to convert.
If you’re looking to boost conversions to your product, I suggest trying one or a combination of the three strategies outlined here. If something worked really well, make note and use that strategy in the future! After all, marketing is all about reaching out to your target audience in the method they prefer to be reached – not how you think they should be reached. So, maybe your content isn’t exactly dead – it just may need a revival.