Clicks to conversions: A social media strategy that delivers

For businesses today, a solid social media presence isn’t just a luxury, it’s essential. Social media has rapidly become a cornerstone of business strategy, enabling brands to connect with current and potential customers globally.

“Despite its immense potential, many businesses operated their social media platforms in isolation,” said Emma-Jane Truter, founder and head social media strategist at Emma is Social.

She explained that businesses often created content they thought their target audience would enjoy, without considering how it aligned with their overall business goals. To maximize social media’s potential, it was critical to define business goals first, then develop a strategy to support them

Set clear goals to achieve success

Truter advised businesses to define their top priorities, whether it was acquiring new customers, launching a new product, or increasing market share. Only once these goals are clear should businesses start developing social media strategies that align with them.

Key social media goals

The most common goals for businesses on social media were increasing brand awareness, driving sales, and improving customer experience.

Increasing brand awareness

If brand recognition was your top priority, your social media strategy should focus on growing a targeted following. This involved creating content resonating with your audience while highlighting your brand’s story and values, complementing targeted advertising and boosting strategies.

Driving sales

Social media could be a powerful tool for increasing profitability and driving sales. Truter noted that social commerce was booming on platforms like Instagram and Facebook, making it an effective way to promote products while encouraging customer interaction.

However, driving sales requires more than just promoting products, it’s about generating leads and driving traffic to your website. Businesses could build lasting relationships and increase sales by consistently posting content and engaging in campaigns like influencer partnerships or customer testimonials.

Improving customer experience

Regarding improving customer satisfaction, social media provided a direct, fast, and efficient channel for communication. Truter highlighted how social media allowed businesses to respond quickly to customer inquiries, which elevated the customer experience.

However, exceptional service required dedicated resources – a team that could consistently address customer concerns and foster meaningful interactions. “Done right, personalized service could raise respect and appreciation for your brand, making customer loyalty invaluable,” concluded Truter.

In a world where digital presence is paramount, businesses must understand that social media strategy wasn’t just about presence but purpose.

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