Published On: Thu, Jan 17th, 2019

How to Make Sales on Social Media

What is social media worth to your company?

You can only measure the value of unpaid social media in your purchases in one way. You estimate wherein the attribution model social media has conquered a place. In that model, you must be able to indicate what that position is worth. There are quite a few differences:

Last click: Was the social channel responsible for the last click in the model? Then the medium has a lot of value in this case.

Supportive conversion: positioning social media somewhere in the attribution model, except for the last click, you can also give it an absolute value, whatever it’s worth to you.

Getting this insight into Google Analytics is straightforward. To do this, if you click on Analysis, you get an overview of your conversions per channel.

You also have to use Google’s Campaign URL builder. With that, you give specific tags to the URL. For example, in Analytics, you can more easily analyze what kind of content, which campaign or article ultimately worked best on which medium.

make sales on Social Media

Are we talking about paid advertising on social media, then there are some additional ways to generate sales:

  • Product and service advertisements: especially for e-commerce you can see how often ads for products are shown on social media. The advertiser naturally hopes that you click on the exciting offer, and then finalize the order.
  • Retargeting: the above ads can also be used as retargeting via social media channels such as Facebook, Instagram, and LinkedIn. Has someone clicked on a particular product in your shop, such as a product page, and was he about to purchase? Then you can bring that specific product, or service, to him/her again.
  • Lead Ads: this is a relatively new phenomenon, and available within Facebook and LinkedIn. You can integrate formulating in the medium, to convert people directly in exchange for relevant content, such as a whitepaper, brochure or membership of a newsletter.

When are you successful?

Naturally, a metric says nothing about the actual success of your social media commitment. What does a certain number of followers mean? What does that say about your goals?

You can measure in three ways whether you are actually booking a success. Depending on the maturity of your company, and your other objectives, you determine which are useful for you.

Benchmark with the rest of the industry: how many followers do your competitors have? What is their influence? How often do they post something in the week? Do you want to be the best of your industry?

Growth: do you see an increase in the number of followers, your reach, or other metrics over time?

Based on a target you have set: where do you want to be, in the area of social media, at the end of the year?

Hopefully, you can now answer for yourself when you are successful with social media. Now you want to know exactly how successful you are.

How do you become successful on social media?

Fortunately, we increasingly understand how we make social media a successful medium. Meanwhile, we know that it is not meant for sales, but that it is still vital to be present among your target group.

Do you really want to be successful with your social media posts? Then pay attention to the following five things:

  • Content is king
  • (re) Targeting
  • Schedule
  • Monitoring
  • Analyzing

Content is king

There are millions of different types of brands and companies. All those different branches, brands and companies pay attention to others when they are busy with social media. One rule applies to everyone: create relevant content for your intended target group.

How do you further ensure successful posts on social media?

  • Quality. Make sure that the resolution of the visual material you use is high enough. Pixels are not done.
  • Keep it short. Your target audience does not have the time and desire to read an entire article on social media before they click through to the article that really matters. Provide a maximum of 2 descriptive sentences. A platform like Facebook also punishes when you use text in your image. So when your posts have limited reach, that is something to keep an eye on.

Our brain processes video content 60,000 times faster than text. And videos are currently given priority in timelines. Subtitle videos if you really tell something, because not everyone has his sound on.

Note the times and days on which you place. Research has been done for almost every platform. For example, Instagram would be the best time on weekdays between 18:00 and 19:30, and at 11:00 on weekends.

This is useful as a guide, but make sure to look at your own statistics. Perhaps your target group behaves just a little differently.

  • Frequency: do not overload your followers with messages, but stay visible.

Keep your profile up to date. In the end, it’s about quality: do you really have something relevant to say every day? For example, social platforms of news and media channels sometimes have up to 10 messages per day.

(re) Targeting

Are you going to advertise on social media? Then qualitative targeting can be the difference between success and no success. And between an expensive and competitive campaign.

Unfortunately, the organic range for profiles on Instagram is decreasing enormously. The accounts are becoming less and less interesting for the ‘normal,’ free posts. Fortunately, you can bring your content to the attention for a small amount with

Are you going to set your targeting for your campaign? Consider the following points:

  • Do you want to reach people who have already liked your page? Or just reach new people?
  • Do you use retargeting for specific products? Then think carefully about which pages they should have visited before they are eligible for your ad.
  • Does your landing page work just as well on mobile as on the desktop? An irrelevant landing page will in many cases reduce the quality score of your advertisement.
  • Hyperlocal targeting can be interesting in many cases. Do you have an offer in a sandwich shop, for example? Target people in the neighborhood to bring your case to the attention.