How can I convert likes and follows on social media into sales for my business?
I own a local online store that sells gadgets and accessories in Lebanon: www.otloubnow.com.
Almost all of my sales are coming from Instagram and Facebook. Recently, I am getting a lot of reactions to my posts in the form of likes, comments, and followers but my sales have dropped.
What can I do to transform these interactions on my social media platforms into actual sales?
Thank you in advance,
First, I think it is important to do a demographic analysis of your social media followers. If the following is not representative of the demographic you've set out to serve, then you need to think of your social media engagement strategy from the scratch that revolves around attracting the demographic you're trying to target.
If the demographic analysis is accurate to the people you're trying to attract, then the question is different. What attracts those people? The attraction is different from likeness. What they like might get your responses on your social media page but will not turn them into potential clients. Your content needs to revolve around the trends that those people are following and should try and add value to those things in a way no one else is. This could be in terms of shared values and concerns or to use your content to centralize your customers, rather than your product. Such content often is encouraging people to take action. Use your content to make it easier for people to access your stores, using links or a CTA (call-to-action).
It is also important to share content that's not necessarily a sales post or product post, to show your brand cares more than just about turning in numbers. Humanize your brand, define your purpose and show care to your community without showing a need for reciprocity. This goes a long way in building trust and attracting people, as your brand is seen in a positive light.
Good question! There's no one perfect answer for how to convert social media engagement into sales, but there are a few things that might be worth trying.
1. Finding a good balance between engaging content (without calls to action) and sales-focused content.
Are your posts that are getting a lot of engagement directly sending people toward links aimed at selling your products? If not, it might be worth implementing a few more posts that try to get followers to make a purchase. Finding a good balance between posting engaging non-sales related content and posting engaging sales content can be difficult. Finding that middle ground might help increase your sales numbers.
2. Try giveaways or discounts.
This depends on the nature of your business, but some companies will run giveaway or discount campaigns via social media. You can say something along the lines of, "every person to like this Instagram posts gets registered to win a buy one, get one free coupon." You can then take the people that liked the post and randomly select a name or two. Reach out to those users via Instagram and give them the coupon. This can help turn engaged followers into customers.
3. Survey your customers.
You can put together a survey and send it to customers via email or even post the link on social media. Ask questions about their purchasing behaviors and what they'd like to see from your social media accounts. The exact nature of the survey will vary depending on your business needs, but getting information from your followers/customers can better help you understand why they aren't going from engaged followers to frequent customers.
You might also find out more about the customers that purchase from you the most. Do they follow you on social media? Do they make any purchases through social media? You may find that social media isn't reaching your most important customers, in which case, it might be worth spending more time finding ways to advertise to those customers through channels other than social media.