Have you ever stopped to think just how much falls under marketing? Not only do you have social media, but you have email communication, paid advertising, influencers, SEO, and that’s only to name a few.
At the end of the day, your entire marketing strategy should be working in harmony to get you the best results. Social media is not going to solve all your problems on its own BUT it certainly can help.
However, one thing that is often overlooked (that shouldn’t be) is the customer journey from social media to the final destination.
You want to make the customer journey easy and simple from start to finish. In this day and age remember:
attention spans are short
things can be too much work
and people easily give up
Unsure of what I mean? That’s okay.
It can be quite tricky to convert your following into customers and that’s why it’s so important to focus on creating a clear customer journey.
Here are a few KEY elements to review if you’re looking to improve yours.
CTAs
Are your CTAs concise and clear? Remember a post on Instagram is going to differ from a post on LinkedIn. Make sure you are personalizing CTAs per platform so they make sense.
Organized Links
Just about everyone has some sort of a link in bio tool these days where they can house all of their important links. I’m here to tell you that how your links are organized can make a big difference in your click-through success. Is the link you are referring to in your social posts at the top of the link page or at least clearly indicated in your list of links? Remember, if it’s too difficult to find the link you were referring to, most users will just give up. Oh and don’t forget if it’s too much of a scroll, you can lose people there too.
Website
First, congratulations, your customer made it to your preferred website or landing page! You’re close. But did you direct them to the exact page you wanted? For example, if you are promoting a specific workout class, it may be best to direct your audience to the booking page, whereas if you are posting more generically about what you offer, maybe you want to send them to a class description page instead. All of this matters and should be tested to see what resonates with your audience most. Honeypot tip: Test, test, test!
Analytics
Sorry, you CAN’T get away with not taking a look at any available metrics. Look at your past posts and determine if you saw a spike in engagement, follows, or even bookings. It’s important to find what is working and then continue trying to replicate those results. Testing and analyzing go hand in hand!
And because it’s easy to read a blog but not know how to take tangible actions to improve your own socials, I’ll leave here an example that has room to be better. Then you should evaluate your social profiles and see where you can improve your customer journey.
Example: You are running a promotion on Instagram where if a user purchases a facial in the next week, they will receive their next facial for free. They need to enter a discount code at checkout. Your CTA directs them to your link in the bio. In your bio, you just have your main website linked. The customer lands on your website but is now not sure where to go to enter the coupon code or what facials the promotion applies for.
How to fix it?: Direct them to the facial the promotion applies to and have the code automatically apply on the click-through. Or if it’s all facial services, direct them to your landing page that lists the different ones you offer. Another thing to consider, make sure the code is easy to remember and that it’s active.
Journey:
Stops at IG Post - Reads CTA - Heads to Link in Bio - Lands on Facials Page - Chooses Facial - Applies Code at Check Out Page
See how many steps that already is! Hopefully, this got your creativity going and is causing you to think about what that journey looks like for your customers.
Get to testing the different paths your customers can take and watch how some small changes can help increase your conversions!
If you’re looking for further guidance, consider our 6-week consulting sessions, guaranteed to help you establish a solid social media marketing strategy.
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