Conversions are key

Conversions are key to monitoring a business’s success. This is because marketing efforts, overall, are intended to convert visitors to your website into new and returning customers for your business.

There are also different types of conversion goals for a website including requiring a user to take a specific action like purchasing a product, submitting a form, clicking a button, installing an app, signing up for a newsletter, and more. As a social media manager for work, I set up different styles of campaigns for clients on Facebook ads manager to build awareness, increase purchase conversions, and even acquire new leads. Lead campaigns can be set up to either direct viewers to a company’s sign-up page on their website or to a separate pop-up landing page. A few companies that I have created lead gen campaigns for include a chiropractor, a moving business, and a motocross parts online business. These are a great way for people to request more information or a quote from a business, while also providing the businesses themselves with individuals’ contact information for eblasts, SMS messages and targeting tactics for social media.

For work, I also analyze each of my client’s ads and compare their data, in order to determine which ads have a high conversion rate. I then make optimizations based on the information for targeting adjustments, ad content, ad spend, etc. If an ad has a high click-through rate, then odds are that the content resonates well with the intended target audience. This helps me to determine which ad styles are working best for a client, as well as ad copy. As mentioned in my post about engagement, engaging content like videos, user-generated content, and testimonials are often effective and are highly recommended to my clients. Fun little video gifs are also successful because they can be quick edits that help to bring a product or service to life. I also encourage my clients to use videos that are thirty seconds or less in order to avoid losing their attention. While fifteen-second videos are ideal, thirty seconds are beneficial for ads that tell the business’s story and/or introduce the founders.

While you can set multiple goals for your company, it is important to ensure that they are measurable. If you can’t measure how your business’s marketing efforts are performing, then you won’t know if they are driving results or if they need to be changed. (Storm,2020) A few things to take away from my post for a conversion strategy include: to fully understand your audience (this includes their interests and desires), use the correct call to action (the way you guide viewers to take the next step), create fun and engaging content (to get people excited and interested), and to create a direct set of goals for your business and marketing campaigns.