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How to Turn Social Media Followers into Footfall


Modern digital marketing is often seen to be all about getting as many of your online customers converting through your website or social media.  Savvy businesses are doing a better job than ever before of getting the attention of their audience online, and are also becoming smarter at getting someone from social media onto their website, and ultimately to the checkout page or converting in another manner.

Some businesses maintain an online presence, including a website and social media accounts, yet prefer to focus on offline conversions, usually through a store, although bars, restaurants, and other hospitality venues are perfect examples of businesses that might be strong online while looking to convert offline.

What are the social media techniques you can best use in order to make a difference to your offline success?

Be Visually Strong

Social media is becoming increasingly reliant on visuals, which is borne out in the success of media-driven social sites such as Instagram and Pinterest.  Indeed, a recent article in the free Metro newspaper in the United Kingdom looked at the impact of Pinterest, and at how this specific social platform is fast proving its worth.

If you’re not going to send people to your website to convert, a visual presence will inspire them to come to your store or restaurant.

At this stage, it is important to consider the type of visual content you’re going to produce.  Things you sell in a store or restaurant are natural picks for posts, but ultimately you don’t want to just be posting these types of pictures all the time.  Instead, think about how you can get creative and use photography to attract interest.  You might take photos of landmarks close to your location, or even travel to work in three or four different ways and share the visual experience via social media.

Send Referral Traffic to an Enquiry Form

If you believe you’re going to find it difficult to convert traffic from social media directly into an offline visit or sale, you have the option of using social media to send your audience to a contact or enquiry form on your website.

This would be prudent if you offer business services but work based on personal meetings and developing relationships rather than being a predominantly online based firm.  You might have a huge social following but actually need to organize times to meet people and bring them into your offices rather than being able to host dozens of people at once.

Just make sure your audience is aware that the link you’ve just posted is in fact to an enquiry or contact form, so they know where you’re sending them.

Use Promo Codes & Vouchers

Using promo codes is an easy way not just to convert your social media followers into offline sales, but is also useful for measuring the effectiveness of a specific social campaign.  For example, you might not know how many of your customers have discovered you via social media, but if you have a number of transactions on a given day, where someone has used a promo code or printable voucher you posted on your social accounts, you can easily start to define which tactics are working for you.

If there’s a downside to this technique, it is that your code or voucher could easily end up on websites featuring these, but even if this does skew your figures, you’ll still enjoy an upturn in business and probably have the opportunity to introduce new people to your product or service, and turn them into loyal, long-term customers.

Don’t fall into the trap of thinking that you shouldn’t be looking to maximise social media just because you convert predominantly or exclusively offline!

If you need advice or assistance regarding your social media presence, and want to supercharge your strategy to enable a higher rate of conversions online, contact Bough Digital now to discuss your needs and to receive a free, no obligation proposal.

Written by
Posted · Jun 17, 2014
Categories · Social Media Optimisation.
Related Articles · How to Create an Engaging Facebook Page. How to Measure Twitter Engagement. How to Share B2B Content Using LinkedIn. How to Track Social Media. Top Social Media Websites of Today. The History of Social Media. How to Use Social Media for Small Business. How to Measure Social Media Performance. How to Make Money on Social Media. How to Become a Social Media Manager. Why Use Social Media for Businesses?. How to Hold a Social Media Contest.


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