Your company has its social media marketing followers, the question is, are you able to engage them so that they feel compelled to dig deeper and become customers?
Beyond just implementing tactics, it’s important to make sure your B2B social media marketing is optimised to improve your conversion rate. On average, B2B buyers are 57% of the way through buying considerations before ever talking to sales - and aside from their own research, they get there via content and social media marketing which compels them to act. If you want to achieve this for your B2B brand, you’ll have to use a little psychology.
Here are a few ideas to increase your conversion rate from social.
Show Them What They’ll Gain and what they’ll miss
As a B2B marketer, if you craft marketing messages that show what prospects stand to gain and miss from your product, you’ll find more and more of them will be compelled to act. This follows from the psychological principles of “loss aversion” and the “fear of missing out,” both of which state that humans are more motivated by the thought of losing than by gaining something.
Empathising with your customers’ pain points and providing unbeatable solutions will turn social followers into leads, and then into customers.
To always understand your customers’ pain points, have a good grasp on what they need, how your product or service fulfills that and what possible unexpected factors can play a role. Industry issues can arise and create new needs at a moment’s notice. Stay on top of what prospects are looking for in several other ways:
- Current events. Social media is a breeding ground for breaking news. Staying up to date means being aware of what’s happening in your industry, but also means you are contributing to the generation of news. 55% of B2B buyers search for information on social media when considering a purchase, so be the first to publish social posts about what your prospects need.
- Survey your customers and qualified leads. Sometimes all it takes is a few questions to understand your prospects’ troubles and trials in a certain business task. And then, getting their attention on social becomes much easier.
Make it Valuable
One of the most powerful selling points for any product or service is to provide prospects with the true value it will bring to their lives. Customers are always looking for the highest value-added available. If you can prove how your offering not only solves a need, but improves a certain aspect of business or life, you can reach potential customers in a more authentic and honest way.
To do this, you’ll need to make sure prospects know exactly what to do next. Ensure your call to action is clear, and perhaps have more than one, so that your social media followers can act as soon as they make a decision.
Value should always be the goal of your marketing efforts. Psychologically, whether knowingly or not, look for how something is going to enhance your prospect’s life. Will it make it better, easier, more enjoyable, more successful? Use those features as selling points for effective marketing and higher-quality sales.
Create a “Tribe”
Marketing maven Seth Godin, in his book “Tribes,” describes the concept as groups of people united by a common purpose or passion. And this is exactly what you, as a B2B marketer, should create via social media marketing.
A social media “tribe” is an essential tool because it allows us to enjoy and find meaning in associating with each other in groups. Belonging is essential to feeling safe and secure.
One of the best ways to create that sense of “security,” is through social media communities. Through LinkedIn Groups and Facebook Groups, for example, you can establish your company’s thought-leadership by answering questions and offering informed perspectives.
There are other ways to ensure that your tribe remains a tightly-knit group:
- Create a seamless user experience across all channels. If your prospect knows exactly what your brand looks and “feels” like they’ll feel more comfortable and connected to you. Ensure that every LinkedIn blog post, Facebook message, and Tweet, as well as every other place you appear online, is a consistent reflection of your brand’s message.
- Encourage engagements via your blog and social. Ask your prospects to tell you what they think after reading your blog post, or to Tweet you back with their opinions. Conversations are the lifeblood of a tribe and making the first move is the way to get them started.
- Create a cause for your tribe. When you give your followers a substantial reason to keep following you, you’re providing the glue that will hold your tribe together. Values are what will make you stand out and convert like-minded prospects.
Build social content that addresses your values and is targeted to prospects who’ve endorsed similar ones.
Even better, when you source testimonials and case studies from your best customers, be sure to emphasise how your products have made their lives easier and align with your shared corporate values. That will attract similar customers in the future.
Create Curiosity and Invite Investigation
B2B products often involve a prolonged sales cycle, multiple stakeholders, and many touch-points along the way. How do you create enough trust to ensure that an interaction with a prospect will eventually result in a conversion?
By creating social campaigns and other content pieces that help your audience calculate value and make highly-informed buying decisions you’re establishing your company as a trustworthy thought-leader, and your followers will often convert on the strength of that brand perception.
Here are some ways you can pull your social media followers into an investigative curiosity about you:
- Use trigger words in your social media content. Using the “five W’s,” namely the questions who, what, where, when, and especially why, as lead-ins for your social posts and blog headlines are great for piquing the interest of professionals who are hungry for knowledge.
- Build your content around customer curiosities. Think about new technologies or happenings that are on peoples’ radar in your industry - things that people are wondering if they should adopt or understand. Then, put together content that offers an informed perspective.
Use a variety of content forms for various stages of the buying process. For some prospects, a whitepaper that goes in-depth about a process or system might be all that’s needed, whereas others will respond better to an unfolding “story” via a series of blog and social media posts. Your “why” questions, if poignant and relevant enough to your target audience, make for great Facebook and LinkedIn status updates, Tweets, and even LinkedIn discussion topics.
As a B2B marketer, you’re already using psychology in every tactic you implement. But with a special focus on the psychological techniques above, especially in the easily distractible yet high-potential world of social media, your conversion rates will only increase.
For more ideas on social media posts check out the link below: