How to optimize your social media conversions like a dang boss

It’s no secret the power social media wields within the scope of your digital marketing strategy. For many companies however, the enigma lies in how to transform passive followers into eager leads. 

It’s all about your conversion process. Taking your followers on the journey to Mordor from scrolling to shopping takes work, but with a few adjustments, you’ll see better engagement, resulting in the Ring of Power better returns. 

Here’s your content converting crash course– Let’s goooooo!

What is social media conversion?

Conversions are a combination of interactions and actions. The world of social media conversions is fluid. The type of results you’ll aim for depend completely on what you want your audience to do. 

The conversion funnel exists to guide your consumer through the buying process. Stellar, valuable content invites engaging interactions that always include a strong call to act. 

Content → Interaction → Action

For example– If you’re looking to bulk up your mailing list, your conversion strategy would look like this:

‘Subscribe to our newsletter’ post → # of people who saw post → # of people who subscribed

How do I figure out my conversion rate?

You can calculate your conversion rate easily with this basic formula: 

(Total number of actions / Total number of interactions) x 100

We know, we know, you were told there’d be no math. But this formula is essential to your strategic success. 

Understanding and tracking your conversion rate allows you to see how your conversion stacks against your businesses goals, industry-wide benchmarks, and average platform performance. 

What is the average social media conversion rate?

Average conversion rates for social media fall between about .50% to 9%. Understanding the average conversion rate for your platform can fine-tune your overall social media strategy so your content and resources land you right in the sweet spot of success. 

Here’s the breakdown: 

Numbers are important, but the work you put in chasing these numbers is even more important. Here are a few ways that both beginners and experts can optimize social media conversion rates. 

What are the best ways to optimize social media conversion rate?

Don’t freak out– but there is an exhaustive list of ways the all-mighty Internet wants you to optimize your conversion rate. But ain’t nobody got time for that. (Well, Limelight Marketing has all the time for that, but you probably don’t. We see you.)

The point is, there are lots of opinions out there. We’ve done the homework, put the tactics to the test, and found the best conversion catalysts to include in your digital marketing strategy right now. You’re welcome. 

Identify your ideal target audience 

If you build it, they will come. Unless… they don’t stop scrolling. In order to stop the swiping and scrolling, you’ve got to give the people what they want. 

Understanding your target audience is vital. Conversions only happen through impressions– eyes on your content–  or interactions. If your interactions are low, it’s time to regroup.

Give them what they want (what they really, really want)

Mining for insights in your social media analytics is an excellent place to start. Those numbers can provide a holistic view of your followers. Here are just a few of the many audience insights you’ll gain from tracking your analytics: 

• Age
• Interests
• Platform preferences
• Preferred means of engagement 
• Ideal posting windows 
• Buying preferences 

When you narrow your target demographic, you can also narrow your messaging. While a broad messaging approach may appeal to a wider user-base, it’s ultimately the specific, audience-directed content that will translate to conversions. 

Content is king

Content marketing is an essential element of social media conversions. Because it works! If your content is failing to engage, make a change. Revisit your platform analytics with a curious eye. Look for the story behind the numbers for insights into what and how your audience is consuming– then deliver!

Try new approaches, share solutions to problems common to your audience, connect through storytelling, engage through a simple poll or quiz– do whatever it takes to reach your audience. You know, like you would a surly teenager. Are we projecting? It feels like we’re projecting. Either way, we’re not wrong. 

Create engaging content

Keep in mind: Social media isn’t a soapbox. It’s a water cooler. 

Your business social media page isn’t a platform for pontificating, pandering, or pleading for sales. If all you’re doing is talking about yourself and how great your company is– yikes. We say this with all due respect, but you’re the mother-in-law of social media. Don’t be the mother-in-law of social media. 

Social media is a gathering place to exchange thoughts, ideas, and juicy office gossip information. A water cooler approach to your social media strategy invites conversation, engagement, excitement, even escapism. It’s about connection.  

Your followers want to see themselves in your story. Show them how they fit by creating content that adds value to their lives and invites them to take ownership of your brand and messaging. 

Create informative content

One of the best ways to share valuable content is through the simple exchange of information. 

Aspiring authors are advised to “write what you know.” It’s great advice for social media marketing too. 

Draw from the deep well of your industry knowledge and experience to share tips, tricks, inside looks, suggestions, and best practices to your followers. They’ll appreciate your vulnerability, authenticity, and expertise. 

Sharpen your CTAs

Streamlining your calls to action (which you’re including in every single post, right??) can really turn up the volume on your conversions. A lot of times, your audience needs a little guidance on exactly what to do with the great information you’re sharing. Prompting them with a clear and direct invitation is essential to guiding consumers through the conversion funnel. 

Use videos and compelling visuals

Videos are far more engaging than plain text on a page (brb- gonna go make a video for this). Videos keep users on your page longer, giving you the chance to really sell them. 

Using sharable, well-made videos will pay dividends for your conversion strategy.

Videos don’t need to be long, either. Short, memorable, and eye-catching videos are just as effective for conversion and should be a priority for your digital marketing plan. 

If you’re not using videos, be sure you’re including eye-catching images that accentuate your message and add value to your overall message. 

Boost your social content

If after all your glorious, engaging, targeted, informative, and valuable content is still failing to yield the conversions you’d like, fear not. Boosting your content is an excellent tool to widen your reach and spread your message, which equals (you guessed it) higher conversions. 

Organic content

The oldest child. The OG. The Mac Daddy. 62y

Organic content is anything you have created and posted to your page that your audience sees because they follow you. This content is free to post, though it takes a bit of sweat equity to extend its reach. 

Boosted content

Boosted (or paid) content is organic content wearing Nike Air Jordans. Your content will run faster, jump higher, and go further– for a price.

Boosted content is pay to play. The more money you spend (in theory) the more eyes on your content. Boosted content gives you the option to segment your reach by selecting your target audience through a series of qualifications unique to each platform. 

A good social media campaign will include both organic and boosted posts in their strategy to maximize the benefits of both effective tools.

A word of caution: Don’t just throw money at the problem. If you’re not creating strong content, boosting is not going to be the panacea you’ve been praying for. You must elevate the quality of your content (ahem, see above) before you start putting ad money behind it. 

Optimize landing pages

Nothing sexier than a hot, fresh-off-the-(Word)press landing page, right? No? Just us? Well speaking of conversions, we’re about to sell YOU on the exciting world of landing pages. 

Create mobile-friendly landing pages 

It’s highly likely that the majority of all visitors to your site do so through a mobile device. That’s why it’s absolutely critical to design an easy-to-use, aesthetically pleasing, mobile-friendly website. 

If you’re not prioritizing mobile users, you’re going to miss out on sales. Be the mobile site you wish to use in the world. 

Outsource for success

If this all sounds like a lot…well, that’s because it is. But it doesn’t have to be! Outsourcing your social media marketing can be an excellent solution to your social media sorrows. 

And not to brag, but our team is like…really good at it. If your social media conversions have you feeling sour, contact the Limelight Marketing team today to put some zest back into your messaging.