Conversion Conference Presentation

This year the Conversion Conference East was held at the Hilton Hotel in New York City.  The conversion is the leading conference for optimizing your customer’s experience with your website. With some of the top speaker’s in the industry giving the latest information on site optimization, customer behavior analysis, content marketing, utilizing social to increase conversions. If you are looking for one of the top brain dumps of all conversion increasing information, then this is the conference for you.

However if you are reading this now, you missed your chance to see the show i n NYC. We don’t have access to all of the slides, but I wanted to share the main points from my talk that took place on Thursday. Click the link to view a condensed version of my Conversion Conference presentation.

Social Media Best Practices – Conversion Conference East 2011

Have Clear Goals

Clear, measurable, and realistic goals are necessary for your social campaigns. If you are just going on Facebook for the sake of being there, your page will not be effective. Have an idea of what you want to get out of social. For example, we wanted to generate more traffic to our website. Facebook is now the #3 referring site to our homepage.

We also wanted to get some more information about our fans. We require a little more information if users want to get a Facebook page review. We then get the social micro conversion, i.e., ‘like’, and can follow up with a page review and a trial account. This turns our visitor into a marketable lead, that will likely convert.

What are your social goals?

Create a Dynamic Design

Design is absolutely crucial on Facebook. You need a page that has a clear call to action and is pleasing to the eye. Try giving your visitors an incentive, so they have no reason to leave your page without clicking ‘like’. A landing tab is absolutely necessary and will increase your Like rate by at least 50%. To further entice your fans, utilize fan gated content that teases new exclusive content.  Roughly 58% of people go to a Facebook page looking for exclusive deals or information, so give the people what they want.

Creating a design can be tough if you aren’t a designer or developer, if you want to make something that looks great try Social Page Builder.

Increase Your Traffic

You need to increase traffic to your site if you want to build a fan base. You can do this multiple ways, try utilizing Facebook ads and sponsored stories. With these tools (though they are not free) you can serve up ads to an extremely specific audience. Facebook is an aggregator of all sorts of information, you can target your market with pin point accuracy and get much more visibility with these tools.  Read about sponsored stories in one of our previous posts.

I would also recommend using social plugins, this adds a social aspect to your products. If you are running a product based website, you could put share buttons with each product and let users share them in their news feed. Ideally you want to have 2 way traffic between your Facebook page and your website, and make the transition as smooth and seamless as possible.

Measure Your Influence

This is by far one of the most important and overlooked aspect of social media marketing. You are getting traffic and people are liking your page, now you need to see how people are interacting with your brand. There is an incredible amount of 3rd party tools available for monitoring and updating your pages.

Which tools to you use?