Most people create social media pages and profiles for the sake of having them. About 20% of businesses increase their brand awareness will well managed social media channels and about 3% maximize quality traffic and increase conversions with exceptional social media branding.
The question is now what it takes to be part of the top 3% of businesses that increase conversions with social media branding.
While there are a gazillion things to consider, here are five things you can implement within 24 hours or less that will most likely have the biggest impact on aligning your social media channels with your conversion goals.
#1Social Media Branding To Increase Conversions: The Limited Edition Concept
As Seth Godin explains so entertainingly in his bestselling book “The Purple Cow” (affiliate link), people are attracted by anything that is special and unique. In order to be unique, imagine a limited edition of how you present your brand.
A concrete example would be to look at five potential profile pictures or page logos and then create a limited edition design of that. Examples could be to make the background of the logo transparent and match it to the header image or to make a collage instead of just one photo or image. Change the background of the logo every day and post it as a photo series on Instagram, feature one customer a day in your header images for a month – you get the idea. Do something that nobody else does that still relates to your brand. See Tim Ferriss, bestselling author of “The 4 Hour Work Week” below (affiliate link).
The trick here is to not only stand out but stand out for all the right reasons. If you are known for low prices, the best taste, the fastest service, attention to detail or whatever it might be, include that either in the avatar or head image to confirm features people are expecting to see when making a purchasing decision.
#2 Social Media Branding To Increase Conversions: Call To Action
CTAs are key when engaging future and existing customers with social media. If you have never had much engagement, it might be due to the fact that you never shared a call to action in your timelines. For instance, you can increase engagement by simply asking people to perform a given action. You will be surprised by how many people will actually do what you ask them to.
Macy’s is king at engaging customers and potential new followers with call to actions. Here are two examples of how Macy’s directly asks people to convert on Twitter:
As always, be sure to test several calls to action if you have enough data to draw a meaningful conclusion regarding what impacts your conversion rate most.
#3 Social Media Branding To Increase Conversions: Videos
Inserting as many photos as possible in your social media shares is always great as long as they are aligned with your brand. Guess how many people got that – yep, too many. Even though not everyone implements visuals as frequently as might be best, something almost nobody does at this point in time is to create and share videos on a regular basis.
Whether it is a video of how the procurement team knocks it out of the park, your office holiday party, how you prepare a presentation for a VIP client or the funniest animal in the office – videos are watched, loved and shared. People feel a genuine connection with the company or person that serves them and feel that the great corporate culture they enjoy or the customer service they were hoping for is demonstrated using their favorite social media channels.
CNN Money does a very good job via Facebook when it comes to sharing videos that perfectly represent the brand. For instance, look at the screen shot of today’s CNN Money’s Facebook page where a video has been shared that is perfectly aligned with what CNN Money stands for: informative, new, inspiring, success.
By the way, there is no reason you shouldn’t share the latest YouTube ad or a Holiday Discounts ad via social media (including the making of)!
Good To Know:
Music and text spoken during music streaming stays in our heads for up 8 years. And yes, unfortunately that means you will still remember Gamgam Style for a couple of years… Whatever you show in a video is not only sound but paired with visuals which are easier to remember than text. In other words, whatever you show and stream will have a long lasting and subconscious effect on whoever watches it. Nothing better than that when trying to increase customer loyalty!
Social Media Branding: How To Align Branding And Visuals
While sharing anything that is already viral or trending is generally a good idea, it is even better if it is perfectly aligned with what the respective brand stands for.
Coca Cola demonstrates the alignment of brand image and visuals perfectly with the following photo.
Instead of building a robot out of coke cans, which would be neat also, someone built a camera which fits the Coca Cola brand like a glove. It means that people who drink coke are photographed frequently, creative with a camera and modern (after all it is a digital camera). At the same time, coke drinkers like to put their own spin on things, hence the unique neck strap. These are all things that are perceived subconsciously but are ever so powerful when it comes to brand awareness and reinforcing the reasons to buy the product.
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