“If content is king, then conversion is queen.” - John Munsell
Building an online presence is no small feat. It requires a consistent effort in showing up frequently, engaging with communities, researching hashtags, and creating valuable content. It’s a lot of work.
The importance of social media for businesses is undeniable. In Nigeria, for instance, users spend more time on social media daily than anywhere else in the world. Furthermore, there are approximately 76 million online shoppers in Nigeria, with a significant portion favoring platforms like Facebook and Instagram.
However, the challenge lies in translating your social media engagement into sales. This article delves into strategies to turn your followers into customers.
Why Aren’t You Generating Sales from Social Media?
Investing countless hours in building an online presence only to see minimal sales can be disheartening. You’re not alone in this struggle, and the reasons are often straightforward:
Browsing Over Buying: Most people visit social media for entertainment, not shopping. Even your most loyal followers usually don’t log in with the intent to make a purchase. They need a compelling reason to shift from browsing to buying.
Building Trust Takes Time: Likes and follows do not equate to trust. Many people remain skeptical about online purchases, especially due to the prevalent "what I ordered vs what I got" trend. Research shows nearly a quarter of online shoppers have been scammed through social media purchases.
Reaching the Wrong Audience: If your followers don’t match your buyer persona, converting them into customers becomes a significant challenge.
How to Turn Followers into Buyers
Firstly, it’s crucial to define the role of social media in your business. Whether you aim to source leads or engage with the public, clarity is key. Here are four strategies to convert your followers into customers:
Make Direct Offers: While selling shouldn’t dominate your social activity, you should seize the opportunity when you have your audience’s attention. Followers are more receptive to offers from familiar brands than strangers. Utilize limited-time offers and holiday-themed deals to capture their interest at the right moment.
Foster Brand Connection: Customers are more likely to patronize brands they feel connected to. Create educational content that resonates with their pain points, use humor, or a combination of both to build this connection.
Drive Traffic to Your Website/Store: Use engaging content to direct followers to your online store or website. Once there, you have their undivided attention. Whether offering solutions to problems, tips, or live AMA sessions, ensure your content entices them to visit your store. Consistently posting valuable content increases the likelihood they will take action.
Build an Email List: Sometimes, social media engagement alone isn’t enough. Bridging the gap between following and purchasing can be challenging due to the constant barrage of information on social media. A more personal approach, such as email marketing, can be effective. Use lead magnets like free e-books, guides, early product access, or exclusive offers to build your email list.
Bonus Tip: Expand Your Reach
Increasing your followers and engagement enhances your chances of converting them into customers. Here are a few tactics:
Post fresh, regular content.
Utilize targeted ads and promoted content.
Identify the optimal times for posting updates.
Monitor high-performing competitors.
Use hashtags to broaden your reach.
Leverage influencer marketing.
Conclusion
The ultimate goal of any social media strategy is to boost sales, either directly or indirectly. By implementing these four strategies, you can transform “likes” into customers and passive followers into brand evangelists.
