CRO (Conversion Rate Optimization) has been a major buzzword in the digital marketing world for the past half-decade or so. Marketers are actively searching for more effective ways to improve the conversion rate mainly on the website, but also on other marketing channels.
On the other hand, we all know how social media is now an integral part of our lives: over 3 billion people are active social media users, and so focusing our marketing efforts on social media is fairly obvious.
However, not many marketers understand that social media and CRO are interconnected with each other.
Here are seven important things you should know about the connection between CRO and social media.
1. Eliminates FUD (Fear, Uncertainty, and Doubt)
Fear, uncertainty, and doubt (FUD) are among the biggest obstacles preventing conversions: whether it’s an eCommerce purchase, free-trial registration, newsletter sign-up, and so on. When you experience any one or all three of the FUD, it’s obviously going to create a trust issue.
When for example, people fear that our product is going to be faulty, it’s going to be a significant obstacle for them to make the purchase.
Social media engagement and communication can be a great bridge in such cases. For instance, social media can be a platform where prospects can talk to your brand (and also to each other) about your brand, product and/or service. If a lot of people talk positively about your product, then it can effectively eliminate FUD. Slowly but surely, this can tackle the prospect’s trust issue and thus, contributes to CRO.
2. Establishing Uniqueness and Authenticity of the Brand
It’s no secret that nowadays, people prefer to buy products that are authentic and original. This trend demands more creativity from manufacturers to continuously innovate in developing new products, publishing new and attractive designs, and if possible, create new trends in the marketplace.
Being unique and authentic in social media can be a great start for this. Post authentic content, create a unique voice and engage with your prospects and customers. Also, social media is a two-way channel, so you can also actively listen to your audience’s conversations and concerns, and base your innovations and product designs from these insights.
Use social media to distribute content about your latest innovations, new installations, new products, and so on. Make it easy for prospects and customers to learn about the authenticity of your brand, and encourage conversions.
3. Social Media To Establish Social Proof
One of the most significant consequences of the rise of social media is how we are now very reliant on social proofs in our purchase decisions. We check online reviews and monitor social media conversations about a product or service before we decide that it’s worth purchasing.
Let’s pretend that there are two brands with two great websites (both have implemented CRO really well), but only one of them has an active presence on YouTube and Instagram with great engagements. Which between these two brands are you more likely to purchase from? Most likely the one with better social media presence.
With that being said, we can see that maintaining a healthy and engaging social media activity is going to be very important in assisting CRO. Our social media crowd is the best social proof: people are more likely to be interested in products that already captures the interest of others.
Combine this with point number two to drive these people to your site and convert them.
4. Encourage Advocacy: Let Your Crowd Market Your Brand
Again, since social media is by nature a two-way channel, we can use the social channel to evolve our sales and marketing funnel into an advocacy loop.
That is, when we convert a prospect into a purchasing customer, we can use social media to engage them post-conversion. This allows us not only to maintain your relationship and encourage repeat purchases but also to effectively transform them into advocates. When they talk about your brand and product (in a positive way) on their social media platforms, it’s free and effective promotions.
Keep these advocates engaged and join their conversations from time to time, especially when they mention your brand. Again, this can be a very effective way to build social proofs and improve conversion rates.
5. Providing Smoother Experience for The Buyer’s Journey
Social media platforms like Instagram, Facebook, and Pinterest among others, allow us to post photos and videos to showcase our products/services and also our brand identity as a whole. This allows us to showcase our brand and products without disrupting their buyer’s journey, and so, can provide a smoother experience for them in learning about your brand.
A seamless experience is a very important aspect of CRO, and a proper social media presence can help with this fact. Think of ways how you can seamlessly drive your social media audience to your website/eCommerce store, and how you can provide the easiest possible navigation throughout the whole purchase process with minimal interruption.
For starters, include the URL to your website on all of your social profiles, and promote your site within your social media content.
6. Collect Insights About Your Target Audience
Defining the right target audience and understanding their pain points are the most important elements of CRO. The more specific and segmented your target audience is, the better you can maximize the conversion rate.
With that being said, social media (where the consumers are active on), is a really good place to gain insights about your ideal audience, as well as to find and experiment with new customer segments. There are various social media monitoring tools that can help us in this aspect by monitoring conversations, mentions, engagements, and other factors.
Also, all of the major social media platforms offer their own insights/analytics tools. You can use them to analyze your current audience’s demographics data, the content they engage most with, and others. You can also use various tools to conduct surveys on your social media followers to gain more qualitative insights.
In turn, we can use these insights to develop more effective marketing campaigns to drive higher conversion rates.
7. Run Giveaways, Contests and Special Offers
Last but not least, we can effectively use our social media channels to run contests, giveaways, and special offers to engage with existing customers and prospects, as well as to generate leads.
The secret here is to make sure your offers and the prizes are valuable and attractive enough for them but at the same time must be relevant for your business. For example, offering a grand prize of flight tickets worth $5,000 would surely gather a lot of people, but would all the generated leads be relevant for your business? Probably not.
It’s generally better to offer a prize and a contest that is directly relevant to your business. For example, the prize can be your product, a free month trial (for SaaS products), a free download of your ebook, and so on.
On the other hand, this can be a good way to build your social media followers, while at the same time we can drive the new social media followers to our eCommerce site and encourage conversions.
Above, we have discussed 7 important things about how social media and CRO are interconnected to each other. Social media can help the performance of your CRO efforts, while CRO can also improve the conversion rate of your social media marketing campaign.
This is obviously not an exhaustive list, and there will be more ways we can use social media to improve CRO and grow your presence. However, these 7 are good foundations to set up your overall strategy in the future.
Guest article by Mike Khorev
Mike Khorev is a B2B and SaaS marketing consultant who helps small and mid-size companies generate more leads and sales and grow revenue online. He also offers expert advice on marketing your company the right way through performance-based digital marketing, web design, SEO, social media, search engine marketing, and many other online practices.