Newsletters archive

How to use social media content to drive sales?

Written by Loubna Amrani | 3/27/24 4:44 PM

We spend multiple hours a day scrolling on social media to entertain ourselves, discover, learn, and search for valuable information. It feels natural for us to check our mobile phones every 2 seconds to get the latest news and trends. Yet, when it comes to business, some of us still struggle to see the real value social media can bring to their business growth because let’s be honest: tying revenue increase to social media efforts is challenging.😫

Additionally, we focus on the entertaining part of social media and we forget that every purchase decision we make is 80 % influenced by social media reviews, video ads, and influencers endorsements. So how to effectively use social media platforms to increase business revenue?

Does your business really need social media to grow? 

Imagine you are a very skilled chiropractor owning a chiropractic clinic. Your clients are very happy and satisfied with your services, spreading the word to their friends. Your agenda is full, word of mouth is doing wonders for you. BUT, you have competitors, which use social media platforms to raise awareness about the benefits of the chiropractic approach and attract even more clients. What are the advantages they have over you?

→ They reach customers through two channels : offline (Word of mouth) and online (social media).

→ They build brand awareness, associating their brand not only with chiropractic care but also with wellness and wellbeing.

→ They connect with a wider audience, attracting new customers for other services too.

→ They can diversify their services offering and get customers more quickly.

→ They can effortlessly boost sales on special periods.

→ They can scale their business and open clinics in new locations.

To summarize, using social media to market your products or services, gives you a competitive advantage to build a powerful brand, reach wider audiences, boost your sales, scale your business and drive profit.

How to use social media to boost your sales?

You may have asked this question a million times on Google and received nearly the same answer every time: "Build a winning social media strategy."

  • Define your goals: ✔️
  • Define your target audience: ✔️
  • Define your content buckets: ✔️
  • Define the KPIs to track: ✔️
  • Build your content plan: ✔️
  • Prepare your toolkit: ✔️

However, while a good social media strategy with a clear editorial line is crucial, let's dive deeper. Your social media strategy should revolve around conversion optimization, turning every follower into a potential customer. Here's how you can optimize your conversion rate👇

1 - Use conversion content

There are two types of social media content: growth content and conversion content. The first one helps you get more followers and raise brand awareness, the second one helps you turn those followers into customers. To create effective conversion content you need to find the right words to speak to your potential customers, regardless of which stage of the marketing funnel they are in:

  • Content for the attraction stage  ✔️
    • What your product or service is about for people who don’t know you
    • What is your using selling proposition ?
    • Beyond the features, what you bring as an added value for your customer ? Your solution.
  • Content for the consideration stage ✔️
    • What makes your product or service so unique in comparison with your competitors?
    • Why people have to choose your product over others ? List your products benefits
  • Content for the conversion stage ✔️
    • What your customers say about your product or service ?
    • Testimonials and reviews

Your conversion content should consist of 20% up to 25% of the overall content you share, to avoid sounding too sale-sy and disinteresting your followers.

2 - Get the high-selling content in front of your audience

Ensure that the first content your followers see is the content with the highest potential to bring in sales💰

  • Pin the content with the highest chance of bringing in sales to the top of your profile’s feed.
  • Do the same with the highlight stories.

3 - Anticipate seasonal periods

Planning to boost your service sales around International Women’s Day? Keep in mind that sales aren't automatic; you may need 2 to 3 weeks of promotion before seeing the first leads coming in. Craft your campaign in advance by:

  • Defining your messaging.
  • Building your content plan.
  • Creating your content distribution timeline. 
  • Preparing your ad essentials if you plan to use advertising: copies and creatives.

4 - Connect all your online assets

Integrate your website, social media, e-shop, and emails to create a seamless experience for your audience. Consider:

  • Adding links to your other assets.
  • Creating a customizable page on your social media accounts that houses all the important links you want to share with your audience.

5 - Fill your agenda or boost less-selling products

Use special discounts, promotions, and incentives to fill your agenda availabilities or boost sales of less-selling products.

How to measure the impact of your social media efforts on revenue? 💸

It’s not easy to link the revenue generated to a specific content or a social media post. However there are some techniques you can use to determine which channels drove the greatest return on investment and iterate on what's working.

  • Use UTM ✔️: they are bits of text added to the end of a URL to help you track where your website traffic is coming from and pass this information to Google Analytics. With this information, it becomes easier to track which campaign is working best and bringing revenue. 
  • Conversion tracking ✔️: with specific pixels to help you track your website visitors' actions. Did the visitors you sent from your social media profiles actually convert into customers?
  • Ask your customers ✔️: Sometimes, the simplest way to know if your social media efforts are paying off is to ask your customers. Easy and efficient
View full post