Social media is important for every business to use and use right for advertising. The problem is, with so many things to consider such as what you post, what to say, and to have a distinct brand, it’s hard to know where to start.
That’s where this blog from Buffer comes in. According to them, there are just three steps to increase conversions and ROI in social media advertising. Put simply, these are the three steps in making people aware of your company and converting them into customers. Let’s take a look at what these three steps are and what our take is on them.
Step One: Awareness
The awareness stage is exactly how it sounds. It’s all about increasing the awareness of your company or product. If you’re a new company, you want to focus on simply getting your name out there at the beginning of your social media journey. If you’re already an established company but are releasing a new product, this stage is about getting more people aware of that product.
“One great strategy for increasing brand awareness is to focus on organic social media posting and amplifying your top-performing content.” — Buffer
Organic content is much more likely to get shared than an advertisement is. That’s why it’s important to spend time creating and posting quality content that people want to share if you want to increase your awareness. This means creating a variety of content and seeing what works best. Social media can be a bit of a trial and error sometimes, especially when you’re just getting started.
Step Two: Consideration
“Consideration, in particular, is the stage where people are either familiar with your product or recognize that they have a pain point and are researching options.” — Buffer
This stage is all about audience targeting, which is certainly vital in social media advertising. Buffer’s article talks a lot about different programs you can install to help with audience targeting, but a lot can be done using just the analytics you can find on various social media platforms. It’s there that you can learn a lot about where your audience lives, what age they are, what their gender is, etc, and use that to cater your content to them.
This stage requires you to find people that need your product or service and create content that makes them consider you over another competitor. At this point, they’re already aware of you. Now you have to make them want what you have to offer. During this time you want to ask yourself what makes you different from other companies and what you can do to make your company the most compelling.
Step Three: Conversion
The conversion stage is simple. It’s where you convert people into your customers. According to Buffer, this stage has three critical components:
- The quality of your targeting
- The quality of your ads
- The ability to track results
The easiest way to convert people into customers is through an irresistible offer of some kind. This can be by offering some sort of discount, free trial, etc. We’ve even done that at the end of this blog by offering a free discovery session! Just make sure that your offers are legit. Offering something and not delivering on it is the quickest way to ruin your reputation and wasting all the work you’ve done in the previous two stages.
“The conversion stage is all about knowing how to track valuable pieces of content in every part of the customer journey.” — Buffer
Have you ever tried a three-stage process such as this? Do you use different strategies? Let us know in the comments below!