Social Media: Ramping up conversations, clicks and conversions

If you’ve been keeping up on your content, you already know social media engagement is all the rage. But for developing businesses, the party doesn’t end at “engage.” Fostering relationships and converting them into revenue is key to success. One surefire way to get there is to get personal.

If you haven’t started using various methods of social media to develop a connection between your brand and customers, then now is the time to start. Personalize your brand. Give it a face and a voice and make personal connections via the web.

Remember that all humans face the same fears and challenges. We all have fundamental social needs and the social-sphere serves a robust platform to find people who are just like us. With niches upon niches upon niches forming on social networks, everyone has a home.

Sites like Twitter, Facebook and Linkedin could be used to identify the optimal communities of potential customers who you align with on a personal level. This common ground strengthens the connection and rapport between brand and audience.

If the progress of social media impact is a bit flat, there are a number of factors to remember that will truly energize your approach.

Personal actions still count

You bet they do! Humanizing your brand and sharing relevant content that speaks to the needs and fears build trust among an audience. Trust earns more loyalty. For many, that means more customers.

People still have the same old needs (think Maslow) that existed 150 years ago. We are all looking for validation and actualization.

Always remember that people want to be heard, and they want to connect with relevant peers online who will value what they have to say. Thus empathizing with your online audience will build your brand on an emotional level and help conversion.

Know thy customer

If you own a business or head-up a marketing department, then you (hopefully) already know your customer base. Define them in detail. Who are your buyers? Do they fit one persona, or multiple? What is their common denominator? Make sure these simple ideas haven’t been lost in your overall sales objective.

Customers are real people with real needs – so are you! Once you’ve defined in detail who your customers are, decide what the two of you have in common on a personal level – likes, dislikes, fears, goals – and address them in your content marketing to be relatable.

Speak your customer’s language

Converse with your audience – that’s right, speak with them and be real. Engaging is a great opportunity to build a rapport and trust. Discussing your experiences in a relatable way will establish an empathetic connection, which yields loyalty and more customers.

Make sure that you have a well-defined plan while maintaining and open mind. Simply telling people about your product will never drive sales as effectively as nurturing with impactful content and engaging on an emotional level first. You must incorporate a deeper message that elicits an immediate call to action in order to stay competitive and top of mind.

Acknowledge your audience, listen to their concerns and let them know you empathize with them before you offer them a solution. Identify, interact and engage.


Choose your platform carefully and dominate it. Develop long lasting relationships with your customers via relevant content. Convey your brand and content through your personalized interaction.

Treat your followers like anyone who walked through the door of your office. There are people behind those posts. Their networks are vast, and they have the power to fuel your reputation as fast as someone who walks through your front door.

Successful social media plans artfully intertwine brand messaging into all communication. With each post and comment you should attempt seamless integration and reinforcement of your message.

Stay the course

Starting a bond with customers is just the start. Maintaining and blossoming the connection often serves a challenge for brands.

Social media allows you to access a large network and build new relationships by interacting with a wider community, but you must engage in order for it to be a truly successful strategy.

Think about human need for relationships and connection. It’s a basic necessity that isn’t going anywhere anytime soon. Online communities are growing and the number of social networking platforms is rising each year. This is your chance to find your target audience and connect with them.

A potential customer might not recall just one post – no matter how valuable. A constant flow of relatable, quality material is more likely to serve a memorable impact and sustain a strong connection.


Potential customers are likely to use multiple forms of social media – and so should you. Adopting some secondary social networks helps to permeate a brand across the web, resurface to existing prospects and discover new ones.

Like a friend helping a friend, social channels lend support to one another. Cross-stitching networks together helps to migrate valuable followers between channels.

If Facebook page if your most effective resource, add your page link to your brand’s Twitter, Instagram and LinkedIn profiles. You could go one step further of even Tweeting about your Facebook page to pull valuable traffic across platforms.

Test and optimize

Metrics are the key to tracking your success. A rewarding aspect of social media is simple access to tools that help quantify results.

No matter which forums you choose to focus on, monitor the rate at which followers are growing and see which factors are having the most impact and which are not having enough of one. Visualizing all of these factors help to guide good, data-driven strategy that leads to growth.

Metrics are the answer and they are becoming easier to access every day.

Learn to be open to criticism

No one likes to hear about faults and downfalls. It makes our egos shriek in crippling pain! But social media is a key forum for you to listen to your community, learn from them and answer them openly and honestly.

You cannot control your audience’s feedback, but you have every opportunity to learn from their experiences and take steps to avoid similar feedback in the future. You could also reinforce your value by responding to their thoughts and letting people know you care.

Ready to take the world of social media by storm? Go fourth, stand out and grow your business.

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