You know the rule: NO TO RED FLAGS!
Business owners and social media managers often resolve to watch tutorials and hire copywriters to make engaging contents that will drive positive and rewarding conversion rates.
These “rewards” are business goals or aims that match or exceed the brand’s expectations. It can be as simple as getting over fifty thousand organic reach and fifty thousand reactions for an ad or post on your social media page- to each his own. It can be hitting monthly sales targets or driving traffic for a specific market.
The bottom line, your business grew. But most brands would attest that not all days are rewarding, and a longer duration of harmful conversions is highly alarming; one particular reason is the competition from other brands that may offer similar products or services or more collaborative optimization. However, most social media managers need to be more knowledgeable about how to see this, by extension, resort to inefficient solutions.
As we ponder the red flags and find out what’s not clicking, let’s first remind ourselves what conversion is all about.
Convince First Before Converting
A conversion occurs when a social media user or visitor to your website takes a particular and desired action like making a purchase. But sale is not just the only one.
One important matter is how to first drive potential and current visitors to make such action. Conversion doesn’t happen until you master the power to convince, and you can’t convince if you don’t have your audience’s attention- your brand has to stand out, and take control of the attention from the target audience.
If your brand is not merely making a scene then there should be signs that your brand is not doing well and these are its red flags.
Red Flags to Watch Out for:
1. Decrease in Customer Retention
Various reasons are attributed to businesses losing regular customers or patrons. These could be in-brand issues like the quality of your products or services or after-sales service delivery. Another is when your website could be more user-friendly and easier to navigate.
A sign like this could be easily spotted when you have a digital performance report to provide insights indicating how many people have unfollowed your page, visit your website, did not complete a purchase, or had a decrease in messaging activities.
You may say these “unfollowers” can be replaced by new ones. However, research suggests acquiring new customers is more expensive than retaining existing ones since it is easier to reach out and convince a person already familiar with your business than those unfamiliar with it.
2. No Fresh Leads
In an attempt to excite your brand and business- you revamp your website, create a new logo, transform your overall approach, and even create a new social media account.
Most fall for this “rebranding trap,” despite all this work- no new leads! How come? It all depends on how well you know your customers before rebranding and if you can identify the root of the problem. You cannot simply assume you need to rebrand.
A thorough understanding of your customers’ browsing behavior changes along with the algorithm of search engines, hence the need to continuously review a conversion analytics report and revise your game plan to be relevant and authentic.
3. Attracting Non Targeted Audiences
Have you encountered an increase in following, maybe even engagements, yet there are no new conversion outputs like sales or inquiries?
Most brands pride themselves on having a lot of followers or subscriptions- but they still need help to convince this pool of people to buy their products. One way to get this mystery solved is by checking a report on audience activity and demographics.
An example is when you’re a window cleaning business with almost ten thousand followers on your social media apps combined. The thing is, you’re located in Pampanga. Thus your service is only at reach for customers within the province- if you have a tool to check audience demos, you might find out that most of your followers are from Tarlac and Nueva Ecija. With this knowledge, you can strategize your services to accommodate the latter better and grow your business.
4. Caught in Website Traffic
For businesses that utilize websites as end points for transactions, one thing to observe is whether website traffic is really turning into sales. If the numbers don’t make sense it could mean that website content is not that engaging or it could be too complicated to assist visitors in their navigation.
The whole game of conversion optimization is to convert your visitors into customers who will make a desired action on your website.
Getting the right landing page, the right wordings, and the right virtual assistance feature on the site’s overall design are highly recommended to ensure your customers’ ride is smooth flowing until a sale or an end objective is met.
Invest on Insights and Conversion Optimization
Most of the red flags we mentioned are ignored and left unresolved because business owners and social media managers don’t have the right tool to provide insight into their customers’ online behavior and demographics.
A quick glimpse of a digital performance report for social media postings, ads that were run, or website traffic can significantly impact strategizing new game plans to boost sales and achieve the brand’s goals.
Changing content angle, design, improving call-to-actions, or optimizing conversion rates are several outcomes from a well-read insight about your business’s social media growth and activity.
Knowing your audience is as important as knowing your brand.
If you have more questions about data driven solutions on social media marketing and how to avail social media tools that provide insights you can use, send us a message!