Turning users into paid customers is no small feat. It can be frustrating to see users engaging with your brand on social media but not seeing that reflected when you look at your paying clients.
If you’re in this situation, not all hope is lost. The fact that people are engaging with your brand is a good sign that you might just be missing something to convert them into your clients.
In this article, we’ll provide you with tips on how to turn your social media followers into paying clients.
1. Create Content that Goes Beyond Products
Users don’t want to continuously be sold a product; they want to be let into your business. Show them the process behind making your products and the process of what it’s like to be an entrepreneur through content like reels and live videos.
This allows users to fall in love with the story behind what you’re selling and helps them understand that there’s a real person behind the brand. According to McKinsey & Company, 71% of consumers expect personalised interaction from companies. Additionally, 76% of consumers get frustrated when brands do not deliver personalised interaction.
If your current approach entails bombarding your audience with posters about your product or service, it’s time to change that approach.
2. Touch Your Users Pain Points
In your content creation process, reflect on your processes to identify possible gaps in your marketing strategy. This can help you establish whether you’re communicating directly to your audience’s pain points.
For instance, if you own a business that sells headscarves for women, you can tell a personalised story about how wearing headwraps makes you feel more confident and stylish on days when it’s hard to wear your natural hair.
This approach is emotional and personal and addresses a common pain point for many women: “feeling confident”. Essentially, don’t be generic in your messaging. Take time to conduct audience research, which will help enhance your communication with them and convert them into paying customers.
3. Promotions and Giveaways
Promotions are one of the oldest tricks in the book of marketing, yet they still work. However, promotions and giveaways come with a catch. You need to ensure the attention you attract from promotions is sustainable.
Promotions are a psychological marketing tactic that convinces users they will save by spending less on a promotional item than they would at its normal price. However, users are not oblivious, so other factors, such as brand presence and personalised marketing, also influence their purchasing decisions.
Linking a product launch or an existing product to a giveaway can increase product exposure, engagement, lead generation, and sales. Brands must be intentional and implement strategies to successfully execute social media giveaways.
Social media giveaways work because they essentially operate as digital word-of-mouth marketing, where users are spreading brand awareness for free.
4. Paid Advertising
Paid advertising isn’t a magic wand that grants you all the sales you want. However, when implemented correctly, it can generate leads and convert your audience into paying clients. Paid ads allow you to target specific audiences, and if you’ve done thorough research on your audience, you have an increased chance of turning the people you target into customers.
The strength of paid ads lies in their capacity to zero in on particular demographics, interests, and online activities. Beyond this, advanced targeting options like lookalike audiences and retargeting can amplify your reach and conversion rates.
Lookalike audiences help you find new potential customers who share characteristics with your existing clientele, while retargeting allows you to re-engage with users who have previously shown interest in your product or service but haven’t yet converted.
Converting Your Followers into Customers
Now that you know more about what grabs the attention of your audience, you can refine your social media strategy to increase your chances of converting your followers.
However, with social media, you don’t have to close yourself off by focusing solely on your followers. Instead, you can expand your reach, as some of your target audience members might not yet follow your brand.
Through the above-mentioned tactics, you can convert your followers into paying customers.
