Conversions from social media referrals don’t just happen. The landing pages they take users to must not only need to be designed and built correctly, but they also have to complement all of your other channels so every touch point in a buyer’s journey guides them toward conversion.
Here are six ways to increase your social media conversion success:
1. Create Landing Pages That Speak to the Top of the Funnel
Landing pages are often designed for visitors coming from pay per click (PPC) advertisements. PPC visitors come to your landing pages from the bottom of the funnel. Social visitors, on the other hand, come from near the top of the funnel. Social visitors are not nearly as far along on their buying journey, so the language and layout of the page should presume social visitors are not familiar with your brand or product.
2. Establish a Consistent Theme & Look Across All Channels
Pick a theme and apply it evenly across all channels including Facebook, Twitter, your landing pages and PPC ads. Each channel can be unique, of course, but the color scheme, layout, font selection, choice of images and even watermarks should be consistent enough that it projects your brand image. Your visitors must have no doubt that they have landed in the right place when they encounter different touch points.
3. Create Templates to Streamline Changes & Prevent Errors
After you have created a consistent theme, maintain that continuity by creating templates that can be reused. This way, changes won’t have to be made from scratch each time. Create templates for landing pages and your social ads, but also extend your branding to the physical world by updating shipping label templates and business card templates with each branding change. This is especially important for images.
4. Optimize Images Across Social Networks
Conversions come from well-built social pages with strong images. Conversely, landing pages look clumsy and amateurish when images are distorted, cut off or sized incorrectly. Image requirements vary from network to network: Instagram photos are square, Pinterest favors vertical images and Facebook and most other networks run horizontal images, but with varying dimensions. For best results, reference this guide to social imaging often.
5. Create an Editorial Calendar
Success on social media depends on consistent, reliable posting and updating. Social media editorial calendars can be drawn on a dry-erase board, entered into a spreadsheet or created on collaboration software.
No matter what form they take, editorial calendars give the whole team a snapshot of the entire social campaign and they help the team keep track of important dates and events that require special social promotion. Editorial calendars assign responsibility, create accountability and provide transparency. Here is a good guide on how to build one.
6. Time Your Messaging
Timing is crucial on social media. Tuesday, Wednesday and Thursday, for example, are the best days to post on LinkedIn. Posts made at noon get the highest click-through rate on Twitter. On Facebook, the most clicks occur at 3 pm while the most shares take place at 1 pm. This guide provides a good framework for when to post on which network.
As with anything in social media, consistency is crucial. Make your look, feel, theme and branding the same across all channels, but also be consistent about when and how often you post. Get your team organized, optimize images for each network and create templates to make your campaigns more efficient. Most importantly, tighten up your messaging and make sure it’s framed for top of funnel visitors. Make these six moves now and start improving your conversions from social media today.