Getting hundreds of thousands of social media traffic to your website is one thing, making sure that they actually buy is another.
Nada. Keine. Zilch. None.
You’ve struggled for several hellishly expensive months just to get clicks, however, now that you’ve had several hundreds of daily clicks to your ads, you experienced yet again another wall… none of your social media traffic are buying your products.
At this point, you’ve decided that you’d be better off having a 9 to 5 job.
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Indeed, it is quite challenging to convert your social media visitors into buying customers, simply because the kind of mindset they have when logging in to their social media accounts which is to have fun and be entertained.
In short - they aren’t into buying, all they want is to have fun.
That is why it is crucial for you to shift your social media visitors’ frame of mind from simply having fun and consuming your content, into making them actual buyers of the product.
While there are several ways to go about this, allow me to share with you 5 highly effective tips that you can use to turn your social media visitors, into buying customers.
Let’s hop right in:
1. Give a Month-Long Free Demo
Remember. Your social media visitors aren’t in a state of mind where they are looking to buy products. They’re logged in to check their newsfeeds, chat with their friends, or maybe post a couple of memes or GIFs themselves.
Sure, they may have clicked your ads’ link because they were curious about what you posted, however, that still doesn’t mean that they’re looking to buy anything.
What should you do then, you might ask?
Don’t ask them to buy.
Yep. That’s what I said. Don’t force them to buy any of your products - at least not right now.
What you can do is give away your product for free for the first month, then charge them on the succeeding months after that.
Of course, you need to be very transparent about this.
The reason why this strategy works is there is no friction between what you are trying to do, and what your social media visitors were wanting to do on your website.
Since you’re giving them your product for free, they’ll have all the more reason to enjoy the experience of being in your website. In fact, the moment you give them a freebie, there’s a good chance that they’ll share to their network how you are currently giving away a month-long free subscription for your product, which will help make your product and your brand go viral.
So here’s what’s going to happen.
During that month-long period where your social media visitors are enjoying your product (without having to pay for it), they will come to realize how amazing it is. They might even think that their life will never be complete without it. (I mean, we never can tell, right?) And so once their month-long free subscription is up, they’ll be compelled to buy your product since at that point, your product has proven to be quite invaluable to them.
2. Let Your Product Do the Talking
You don’t always need to use jedi marketing mind tricks to entice your social media visitors to reach out to their pockets.
Sometimes, you just need to use the good ol’, “show, don’t, tell” strategy.
In short - let your products do the talking.
EB Call Center did just that. One of the pages where they route their social media traffic is to their agent’s voice recordings. Doing so gives their traffic the chance to listen to their agents first hand. That’s exactly what it means to let your products do the talking.
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3. Use Contests
Using contests is quite possibly one of the most less intrusive strategy that you can use to turn your social media visitors in to paying customers - pretty much like tip number 1.
This strategy does not disrupt whatever kind of fun experience your visitors are having. On the contrary, it helps amplify it.
Now don’t get me wrong, I know that this guide isn’t about helping your social media visitors enjoying the experience of being on your website; it is about turning them into paying customers.
However, that’s exactly what we’re trying to do here, in the most subtle, yet effective way.
By making them buy your product as a requirement for them to join your contest, they'll associate buying your product as a part of their “having fun” experience.
With this kind of angle, your audience will barely feel that they are being sold at.
*Note - one of the core elements that will make a contest successful is your prize. Whatever prize you decide to give, make sure that it is something of value to your audience.
4. Make It Easier for Them to Contact You
Now that we know how the odds are stacked against us when converting our social media visitors into buying customers, the last thing we want to do is to make it harder for them to contact us, should they have any questions that they want addressed before buying anything.
That being said, you need to make sure that your contact information is plastered on their screens no matter where they are on your website (without making it look intrusive). Doing so makes it easier for them to contact you.
ZeoLearn’s website shows exactly just that. If you’ll visit their website and click on their inner pages, you’ll see the floating black bar at the bottom of your screen showing their email address, their “Drop a Query” form, and their US phone number. Not only that, you’ll even see the floating bar on any of the website’s pages.
*Note - you don’t have to pay for having the floating element. There are several free Wordpress plugins that you can use for that.
5. Agitate Them
This strategy has a lot to do with the choice of words that you put on your landing page, and your choice of images.
Here's the thing, while your audience might not have the mindset of buying anything from you when they first reached your website, that doesn’t mean that you can’t influence them to shift their way of thinking at all.
A good way of slowly transitioning your readers’ way of thinking from simply consuming your content (or having fun), into someone who’s eager to buy your product is through copywriting.
One of the most effective strategies that copywriters use to influence their readers to buy, or act on whatever call to action they add on their landing page is to agitate them.
You need to remind them about their problems, and rub on as much salt to it as you can, then repeat the whole process several times over. Your goal is to make them feel (imagine) the pain. Doing so will make them emotional. It’ll remind them of the frustrating experience making them cringe at the thought of having to go through it again.
Of course, your product IS the solution to their problems.
And because your products are what they need to prevent them from experiencing the problem, they’ll be more than happy to buy it.
What if someone walks up to you as you’re walking to your office on a bright Friday morning selling you a life jacket. Would you care to buy? I’m guessing you’ll answer with a resounding “NO.” Am I right?
How about this.
What if you’re on board a sinking yacht, you don’t know how to swim, and not a single island is on sight. Then suddenly, the same person who walked up jumps out of nowhere selling to you the same life jacket.
This time, would you care to buy the life jacket?
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The reason why you’ve decided to buy the life jacket the second time around is quite obvious, isn't it? The pain AND the problem was so real as the product was being sold to you.
That’s the kind of scenario that copywriters are trying to imitate.
They’ll try to let you experience the problem and the pain in your minds through painting a mental picture, by carefully using the best choice of words.
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