How to Increase Your Social Media Conversions

Harnessing the power of social media advertising

Ever since the creation of Facebook business pages, it has been advised that most companies need to establish a presence on social media. In recent years, social media has grown beyond its starting point of creating conversations and engaging consumers. It’s now a premiere way to increase sales. In 2019, Social media was the fastest driver of e-Commerce sales with a 60% increase in traffic. As a result it now accounts for 8% of all website traffic and 4% of all conversions. So what does this mean for your eCommerce business? Simple, if your social media presence isn’t strong enough then your business will be losing out on thousands of dollars in revenue every year.

When looking at the Irish market, a recent izest insights survey revealed that 98% of Irish participants use social media every day and that 25% of them are paying attention to advertising on social media platforms. Utilising social media advertising, is the leading way to grow your business.

However, increasing social media conversions is no simple task. A proper strategy needs to be established to achieve the goals that are set forth. The five tips outlined below are essential to creating a successful social media advertising campaign.

1. Get Tracking

Before setting up your advertising, the most important step is to ensure that the results are being tracked. Both Facebook and Google provide tools that allow you to track how users interact with your ads and your website. Prior to launching ads, install Google Analytics and Facebook Pixels on to your website. This can be done by placing a simple piece of code that both companies provide onto your website.

Google Analytics allows you to track where your website visitors are coming from, how long they spend on the site, their user journey, and if they are converting. Along with the regular Google Analytics, you’ll also have to install their eCommerce tracking code. 

The Facebook Pixel allows you to focus on retargeting for your Facebook ads. You can create audiences based on your newsletter database, website visitors, and even people that have abandoned their cart. Through retargeting you’re able to create more specific ads to people that are further down the customer journey funnels.

After all of these tracking tools are in place, don’t forget to monitor the performance of your advertising campaigns. We’d recommend daily checks and weekly updates for optimization.

For advanced tracking, use UTM parameters on all advertising campaigns. This would be useful for seeing which campaigns convert more whether they are from newsletter marketing, social media, or Google Adwords.

2. Optimise Your Landing Page

Creating a compelling advertisement that gets people to click to your site is only the first step in the battle. The next step is to design a landing page that is optimized for the User Experience. These three tips are what should be considered when designing a landing page.

Every Second Counts: Did you know that Google recommends that a landing page should load in less than 3 seconds? For every second longer that it takes your page to load the bounce rate increases by 32%. Having a fast loading time prevents users from leaving your site before the page is even able to load.

Have Remarkable Images: Use a mix of lifestyle and product images to showcase your products. People tend to be visual thinkers and having strong compelling imagery can create the impact that will get people to notice your advertisement and click through to your site.

Think Mobile First: The last decade has seen mobile usage dominate. In the last year alone, revenue on mobile devices increased by 69%. People are shopping more on phones than ever before. Design a site that uses a mobile first approach.

3. Use Video

People are watching more video content than ever before. 45% of people watch more than an hour of Facebook or YouTube videos a week. Creating a short compelling video for your advertisement is a great way to reach your audience. The myth that video content needs to be professionally done is also untrue. Depending on the product and campaign, simple videos shot well on an iPhone can be equally as productive. To create compelling videos for advertisements, these are a few of the best practices.

Put Your Brand First- Your brand should be displayed within the first three seconds of an advertisement. This can be in the form of a logo or use of strong brand visuals that will let people know who is creating the product.

Solve the Problem Early- Traditional advertising uses a model of introducing a problem and then creating a narrative that displays how the product can solve or simplify the problem. Video advertising on social media is shorter than the typical 30 second TV spot. Facebook recommends that videos be shorter than 15 seconds. Given the limited amount of time, this means that brands should get straight to the point. Show how your product offers value and display the unique value proposition as soon as possible.

Be More Educational- While an advertisement is a sales pitch, consumers don’t want it to feel like one. Considering that social media advertising is usually placed directly into people’s feeds, you would want it to appear as naturally as possible. Similar to solving the problem early, the ad needs to give value to consumers.


4. Think of Your Placements

Social media marketing is no longer only Facebook and Instagram. Other social media platforms like LinkedIn, Twitter, Pinterest, and Snapchat could all be potential ways to promote your business. To best use your advertising budget, create a plan to distribute your budgets across all relevant platforms. If you’re trying to reach Gen Z, then LinkedIn ads will not be effective. However, a B2B company will be able to generate many leads through reaching the millions of professionals on LinkedIn.

The trick to social media marketing is realising that it’s better to be where your audience is instead of everywhere. Don’t be swayed by new social media platforms that are creating a lot of buzz. If it’s not your audience, then you don’t need to focus on it.

5. Don't Forget About Organic

While it is true that organic feeds for businesses are reaching less users, having a strong organic presence on social media is still important.

Having a good organic feed can help with retention. Plus it’s free. These posts can be used to share User Generated Content, promote offers only for followers, and community management. If users are having a problem with your product or service, there are very likely to reach out through Twitter or Facebook. Ads can even be run to followers or people that have engaged with your page so you know they are already interested in your brand.

In 2020, social media is going to continue being a large driver of website traffic and conversions. These tips are only the beginning of what’s needed to help use social media to drive conversions for your business. 

izest Marketing is an award-winning agency that has helped eCommerce companies drive sales and conversions through social media and content marketing. If you’re looking for strategy and guidance on how to improve your online presence, then reach out to the team at [email protected]