Jun 08 How To Drive More E-Commerce Traffic and Conversion With Social Media
With more social ad unit choices, targeting, and creative approaches continually being released – it’s not surprising that many marketers still don’t know the right formula for driving e-commerce traffic and conversion through social media content.
Since our team is constantly analyzing performance of social media content, we have uncovered the following three key factors to consider when optimizing social content to drive increased E-commerce traffic and conversion.
Factor 1: Develop Social-First Content
In the effort to drive more website traffic and sales through your social media content, it’s easy to treat social channels as just another advertising channel. Often, this hinders content from performing as well as it could, simply because the creative slips into sales messaging or feels too ad-like.
Instead, focus first on developing content that is built with the audience in mind and clearly answers “what’s in it for me?” Then, make sure the content is optimized for the channel it’s being placed on, and has a strong but natural call-to-action that is clear visually and through the written copy.
With the unique ability to see what creative is resonating and driving results, consider developing smaller batches of content and testing a minimum two or three high-level creative approaches in each batch rather than creating content in one fell swoop. This will help you uncover whether your natural creative “hunches” are correct, and may uncover an unexpected insight.
Factor 2: Pick the Right Social Ad Unit
Ever see amazing creative in your newsfeed that is clearly not optimized for the social ad unit it was placed into? (maybe that’s just me?)
With a variety of social ad units being made available to help achieve specific business objectives, we recommend planning the social ad unit before the creative is finalized. This will ensure that call-to-action buttons and link headlines are fully optimized for driving the most website traffic.
Also, consider testing new ad units or variations of existing ad units to understand the impact of the ad unit on your overall performance. We’ve often seen minor adjustments like adding a video to a Carousel ad can impact the performance substantially.
Factor 3: Test the Targeting
Targeting is one of the most important factors to driving website visits or conversion at an efficient cost.
To fully understand the impact of targeting on your website traffic and conversion, we recommend that you test and learn throughout a campaign, while being careful to let your campaign run long enough to see results. We also would recommend testing custom audiences against new audiences to see whether new or returning customers are more likely to drive the website traffic and sales you need.
Finally, compare the performance of your media spend across platforms and apply the knowledge you already have about your customer journey to the time period you are analyzing. In this case – don’t be too short sighted. You may drive efficient website visits that convert to smaller value sales, or you may learn that a particular platform is less efficient but drives higher value sales.
Have you tried and tested many different approaches but still feel like you need help driving increased sales or website traffic through your social efforts?
You are not alone.
This is why we’ve built our newest product offering, Content That Converts. These packaged programs can seamlessly run alongside your existing efforts as a short-term campaign, allowing our team to create and boost social content with one purpose of generating more traffic and sales through your social content. With tangible results and benchmarks provided at the end of each campaign, you can walk away with real business results and insights to use moving forward.
Contact us if you’d like to see how our team can help.