When it comes to online marketing, most conversations today are still dominated by the importance of clicks. While clicks continue to play a vital role in the sales funnel – and are a great way to create awareness, what we really should be focusing on are conversions. Post-click marketing is slowly gaining traction, as experts devote increasing resources to optimizing the middle of the funnel, where users convert. Depending on the campaign, a conversion can be the number users who filled out a contact form, made a purchase, registered for a newsletter, or any other action that accomplishes your objective. Using a social media management tool such as Oktopost makes it easy to track clicks and conversions, enabling you to identify which social campaigns have the greatest impact on your bottom-line.
In the competitive world of social selling, a click, share, like or Retweet is no longer enough. Even if you’ve gained a user’s click, the effectiveness of a social media campaign – particularly in terms of ROI, is ultimately measured by the number of conversions. Monitoring this KPI can help you intelligently allocate social selling resources, and understand which social platforms are most relevant and valuable to achieving your business goals. To get ahead in online marketing, your content must be strong enough to go beyond generating just a click, and should actively encourage prospects to complete calls-to-action such as sign-ups, registrations and purchases.
It may be tempting to judge the success of a campaign based on clicks, particularly if one social network generates an impressive amount of them. For example, a Facebook campaign launched by a B2B might generate a huge number of clicks, but a substantially lower number of conversions. On the other hand, a similar LinkedIn campaign may generate much fewer clicks – but a considerably higher conversion rate. However, closely tracking the click-to-conversion ratio of social campaigns offers much deeper insight into which platform (e.g. Facebook, LinkedIn, or Twitter) and what particular messaging drive the best results. Only analyzing clicks in an isolated manner, without looking at any other data, can lead to poor decision making regarding the allocation of time, effort and resources dedicated to generating leads.
The fact is that a lower amount of clicks with a higher amount of conversions actually represents a more effective post. There are several benefits of seeing a post with low clicks, but high conversions – primarily, an indication of which social network to invest the most in. If you see an extremely high conversion rate, scaling up your posting on that particular social network can drive your ROI significantly, in a more efficient way.
In a recent Oktopost webinar, Tom Martin, author of The Invisible Sale, commented that the key to social selling is to move from generating clicks, where a user remains invisible, to conversions, where a user turns visible by completing a call-to-action in exchange for contact information, such as a name or e-mail. Once you realize that marketing should optimize towards conversions – and not just clicks, you can start analyzing and learning more about the specific aspects of your campaigns that drive great performance, and start replicating the content that created successful results.
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