Content for this blog was obtained from HubSpot, Content Marketing World, and Social Media Today.
You've successfully put all of your hard work into creating a social media campaign and now it's time to maximize your performance so that hard work pays off. Many companies push for reach, driving traffic to their website, and while that is an extremely important concept behind success, there are other ways to make sure you stand out amongst the crowd and push your overall goal, conversion.
Getting Started
Conversion rate optimization or CRO is key in enhancing numbers and generating leads. CRO is achieved through content enhancements, split testing, and workflow improvements and results in highly qualified leads, increased revenue, and lower acquisition costs. How do you optimize your CRO? Cotton writes that maintaining a high conversion rate comes from a well-designed, formatted effectively, and appealing to your target audience website. Conversion rate is the percentage of visitors who complete a desired action like signing up for a service or purchasing your particular product. This will be the focus on how you easily measure your hard work. Implementing this strategy on your website can start anywhere but you can benefit more in key areas. Your Homepage is the first and most likely option, making a great first impression and guiding your visitors in the direction most suited to their needs. Another great page on your website for targeting conversion rate optimization is the landing page. Landing pages are specifically designed for your visitors to take action and have the highest average conversion rate among other pages (Cotton, B).
Increasing Conversion
While establishing a well-designed website is important there are other ways to increase the likelihood of your desired action being completed. Maximizing or enhancing your social media content is great for first-hand exposure. Hutchinson gives several great ways on how TikTok can be enhanced for your target audience but these tips can apply to other forms of media.
Considering your overall stats, take note of trends in your analytics rather than focusing on comments or likes can help boost performance in knowing what does well for your audience or what they might want from you. Posting more though won't necessarily impact your reach however, you do want to maintain recency as many social platforms prioritize recommending recent posts over older ones.
How to Measure
You won't be able to tell how well you're doing if you don't know how to measure your conversion rates. A. Lee Judge gives several great performance indicators that you can use for signals of success. These can include a boost in brand reputation, social engagement, and website traffic. You'll want to be sure to measure your conversion with accuracy and many social platforms have areas that can do this for you such as Google Analytics or Meta Business. Conversion rate in its simplest form is the number of conversions over the total number of visitors you have multiplied by 100. Utilizing the tools in your hands will be the simplest and most effective way of ensuring your hard work pays off.
References
content marketing world A. Lee judge: How to measure content marketing campaigns. Content Marketing World. (2021, January 4). Retrieved April 17, 2022, from https://www.contentmarketingworld.com/a-lee-judge-how-to-measure-content-marketing-campaigns/
Cotton, B. (2022, February 3). Conversion Rate Optimization (CRO): 8 Ways to Get Started. HubSpot Blog. Retrieved April 17, 2022, from https://blog.hubspot.com/marketing/conversion-rate-optimization-guide
Hutchinson, A. (2022, April 13). TikTok shares new tips on how to maximize content performance in the App. Social Media Today. Retrieved April 17, 2022, from https://www.socialmediatoday.com/news/tiktok-shares-new-tips-on-how-to-maximize-content-performance-in-the-app/622097/
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