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Thursday, 6 February 2014

The Importance of Research to Improve Social Media Conversion Rates

Social Media Market Research
Social Media Market Research
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As a business owner, reaching the right targeted audience and analysing what you are doing to optimize the engagement levels of your consumers across social media are measures that needs constant assessment from time to time. Integrating ways to form an opinion building exercise that turns “likes” into purchases by means of social mentions and assessing measures to improve consumer activity across social networks for brands is a must for social media marketers.

Strategizing changes in online platforms using A/B testing or multivariate testing and measuring social media metrics to leverage the act of persuasion using a combination of rich visual formats with insightful texts that triggers the user’s intent to click on social stories is the balance that marketers look for today.

The credibility is in knowing what consumers are looking for and building a relationship that confluences their needs requires effective social selling strategies, especially for B2B sales. Well-timed targeted content that is easy to understand and share socially triggers the possibilities of virality by extending the reach of social contents for a range of devices. In-feed editorial ad content that uses hashtag marketing to influence the consumer’s intent to buy across native advertising formats is the evidence required to nail the concept of social selling across B2C domain as well.

Lead generation and traffic boost for a website are some of the primary objectives expected from the derivation of social media conversion mix and requires up close & personal monitoring of what’s happening within your targeted audiences. Once the hindsight for targeted audience behaviour is profiled by analysing social mentions and measuring data of paid campaigns gives businesses opportunities to stream the right shareable content that has the potential to channel improvements in conversions.
Social Media Conversions Research Cycle
Social Media Conversions Research Cycle
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Social media metrics matter by the influence it offers and the best example to exercise such an analysis is based by picking a community to focus from inception followed up by setting & measuring goals for consumer interaction. Defining the key performance indicators based on these goal settings allows social marketers to redefine a better tactical strategy that has evolved from the analysed data.

One of the most crucial aspect that trigger successful social conversions is by establishing a trust factor with the targeted audiences where social content plays a crucial role in defining a brand’s position. As a social marketer, the goal is to incite intent in the targeted audience to click & uncover what’s available to them with that action. Social posts those are visually appealing influences higher click though as compared to a story without any visual appeal. Once the click is incited marketers must define various goal settings for the user who would click on the post so that the action of the user adds value to them. These will also persuade the user to share the content socially giving marketers an even deeper reach to their actual goals.

Social media tools play a big role in understanding a targeted community that can be defined as “group of people sharing a common interest” as the key to social engagement is with your followers speaking & propagating your content. Analysing what is being said about brands based on tweets, social updates, comments, social shares using social monitoring tools highlights key areas that social marketers need to focus.

Based on these derivations, more effective social stories that focus on improving follower engagement is what brands expect from social marketers. Ideating new social marketing campaigns by measuring the impact & reach of previous campaigns and defining goals based on these results offers better deliverability to the marketers.

The confluence of social media for businesses can derive anything from increasing engagement with followers, brand building, improving website traffic, gather opinions & reviews on products and boost B2C as well as B2B sales conversions. The analysis of where customers are spending their time online followed by how they are engaging on these platforms will allow social marketers to determine what social content they should focus on from video, micro-video, visual or written updates and thus redefine their social marketing strategy. Social marketers also use retargeting in social campaigns wherein products that you have searched reappears repeatedly making the user feel like the products are actually following them around the web via ads.

The eventualities of social media campaigns thus largely depends on the extent of research marketers do for the brands that they represent and is the ultimate key in maximizing conversion. A quick survey will help business direct a better social marketing drive and catalogue the products that are piquing customer interest so that more & more focus could be applied rather than ignoring them. Social commerce is also very much dependent on what platform businesses chooses to drive their campaigns and plan content deliverables according to these social networks.

For example, Facebook & Twitter delivers results for any industry to reach consumers, bring exposure to your business and establish a community around it. Google+ is heavily favoured by males with many having a technical background and therefore brands that offers products or services that appeals to man fall into these categories. LinkedIn serves the perfect platform for B2B networking opportunities as usability interface is built for educated professionals looking to advance their careers. Pinterest again like Facebook has a massive female user base of around 72% and brands that offers cooking & recipes, arts & crafts, clothing & fashion home decor & design and gifts could reap the benefits of this potential gold mine. Tumblr has a large base of young users and makes the ideal fit for businesses looking for consumers between 13 to 25 years to target products or services that are youth oriented.

Title: The Importance of Research to Improve Social Media Conversion Rates
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Category: Social Media Conversions
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