Why Increased Social Media Presence Doesn't Mean More Sales
Facebook. Instagram. TikTok. SnapChat.
Ask yourself a question…is your social media presence on these platforms delivering what you envisioned?
There are numerous social media platforms to manage, making it a full-time job in itself to keep up with your social media presence. While you definitely want to have a social media presence, the end product may not be what you think it is, or what you need.
Many people think that increased social media presence will give them the sales boost they’ve been looking for. But, this may not be the case. Increased social media presence doesn’t exactly mean more sales. Why? We’re going to explain, but more importantly, we’re also going to share what leads to more sales in the social media world.
Why is My Social Media Presence Not Boosting My Sales?
Businesses spend billions of dollars a year to maintain their social media presence. While they may be getting the “likes” and heart emojis, they may not be seeing the dollar signs in their bank accounts. A Harvard Business School study found that just because someone likes the content of a brand, their purchasing did not increase. So, that precious “like” did not convert into a sale, even if it made you feel good at the end of the day. Researchers found that the act of endorsing a brand does not affect a person’s behavior or lead to increased purchasing by themselves or friends.
This may be because those who follow a brand already enjoy it; that’s why they liked the page or followed it in the first place. They’re already helping to increase sales because they are an established customer. So, their social media affirmations are not driving new sales. When you’re using campaigns that focus on vanity metrics, you’ll see an increase in likes, but not in sales. Here are some other reasons why that influx of likes is not leading to more sales:
Vanity Metrics vs. Value Metrics: Many people consider likes, shares, and follower counts vanity metrics. They may look great and make you feel good, but at the end of the day, they don’t result in sales. Value metrics are where you should be focused. Click-through-rates to your shop, email sign-ups, and repeat purchases do. If your posts are entertaining, but don’t solve a problem or provide a clear “next step”, your sales will not increase.
Different Mindset: Many people are just passively scrolling for fun. They are not actively looking to buy. While you may get one or two who may look into a purchase, engagement doesn’t mean users are ready to buy.
No Conversion Funnel. Social media provides awareness, which is at the top of the funnel. But, how do you get to the bottom, which is where the purchasing starts? Many businesses are not getting the most from their social media presence because they don’t know how to get to the bottom of the funnel. There needs to be a clear path so that your followers are not forever scrolling.
Wrong Audience: Companies that rely solely on organic posts may not be reaching their target audiences. Switching to paid, targeted ads will help find the right people who are looking to buy.
Unfocused Content: If you’re only posting sales pitches or generic content that people can get elsewhere, you’re not giving users something specific to your brand. There is nothing of value or to educate them, which can leave them to scroll right on by.
No Direction: Are you directing people to your website or landing page so they know what you want them to do? You can’t just assume people will see your post and want to learn more. You need a strong call-to-action so users know exactly what you’re hoping they will do.
High Reach, Low Intent: Many people scroll on social media as a passive way to relax and unwind. They’re not intentionally looking for something to buy. There is low intent, although you may have a high reach through your likes and follows. You need to nurture your followers to want to buy your product. This means they need to get to know you and your brand to shift that low intent into high gear.
Let’s put this in perspective and compare social media scrolling to a Google search, where there is high intent. People are specifically searching for the best vacuum or dishwasher. There is a high intent here because there’s a good chance someone is going to buy a product. Your goal is to find ways to create high intent for your product. If any of these sound familiar, there’s a good chance your sales are not where you would like them. Now it’s time to turn it around so that your social media presence is giving you the return that you need.
How to Use Social Media to Increase Sales
Social media can be a strong ally in the quest to increase sales. Here’s how:
Focus on Brand Awareness
When you focus on brand awareness, users are more likely to show interest and take action with your brand. Many companies use videos to achieve this and target the right audience.
Provide Value
What do you know about your field that no one else does? Work to stand out to offer educational, entertaining, or unique content that people can’t find anywhere else. This will help to build authority and trust. When people trust a product, they are more likely to buy it.
Engage with Users
People like to be seen and heard. Work to build a community that makes people feel as though they are a part of something. Engage in conversations and reply to comments. This allows people to better get to know your brand. As they get to know you better, they’ll want to know more about your company or the services you provide.
Find Your Target Audience
Use paid ads to reach the right demographics. These are likely to convert to sales. When you focus on broad audiences, you are just taking a wild guess whether people will find your product good enough to buy. When you find people who already have a general interest in what you’re trying to sell, you’re already halfway there.
Be Clear with Your Calls-to-Action
What do you want people to do? Every post should have a purpose. Whether you’re directing them to a website, telling them to book a call, or shop now, be clear with your calls to action so that there is no confusion about what you want the end game to be. Without a clear CTA, people may be confused about what they want from them. When this happens, sales are highly unlikely.
Optimize Your Profile for Sales
Take a look at your profile. Does it make it easy for people to buy from you? If your profile doesn’t provide a clear objective, it’s not working for you.
Answer the “How”
Many companies spend a lot of time telling users why they need a product versus how it works. By showing people how something works and why they should buy it, you’re more likely to find new customers. Remember, seeing sales from social media takes time. You need to be consistent and strategic to see results.
Are You Ready to See the Results You Need in Your Social Media Presence?
If you want to see how to turn your social media presence into a marketing tool, Turnkey can help. We help companies and clients reach and exceed their sales potential every day. Reach out to us today to learn more.
