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March 14, 2016
Social Media  |  6 min read

How to Improve Social Media ROI

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Ellis Friedman

Getting conversions and leads from social media takes a lot of work. So you have all the social platforms you need and you’re posting regularly, but you’re just not getting traction. What gives?

We spoke with Cliff Worley, chief digital officer of Shark Branding (of Shark Tank’s Daymond John) to figure out how to get more out of your social media.

According to Cliff, it all comes down to having and building the right audience. To do that, he recommends:

Check out the nitty gritty in the video!


Not up for watching a video right now? Check out our recap below.

This week’s question was from Janet: 

I run my own family and wedding photography business and do a lot of social media for it. I've built up my following and I'm posting consistently. But I'm not getting a lot of conversions when people click back to the site. How do I fix this? How do I get a better payoff for my social efforts?

At this special episode, which we filmed at ICON 2015, we had Cliff Worley, chief digital officer of Shark Branding (of Shark Tank’s Daymond John) give us his best tips for improving social media ROI.

Cliff said the first think to think about is the photography business in general, specifically the wedding photography business (or, if you have the same issue, your industry and niche). When you're getting married it's a very, very important decision. So you should question who's actually coming to your site: Which followers are coming from social media pages? If random people are clicking, then there's probably a good chance they're not going to buy. 

Since finding out who comes to your site means you can gather a lot of useful information on who those visitors are and what they want, Cliff always surveys their site visitors. A simple survey Janet could try would be “Are you getting married?” and simple Yes or No buttons, followed by a question that asks if they’re getting married in a certain time period. That way she can get more information about the people coming to her site. Then, she can follow up with them with a marketing automation site, which is exactly what Cliff does at Shark Branding.

From there, you can tailor your social media. Cliff recommends Facebook’s tracking and optimization tools. You place a snippet of code on your website and Facebook will track which of your ads lead to conversions and who visits your site. That way it starts building a customer audience within Facebook for all the people who come to your site. That way you tailor your follow up to people who visited your site and serve them relevant content. Once you develop metrics on the type of people who visit your site, you can serve them ads later.

And Cliff says it’s very important to be investing in Facbook ads, especially if you’re not seeing the results you want. If you’re doing the same thing over and over every single day and it’s not working, it’s time for a change. A lot of entrepreneurs don’t want to put money into Facebook ads because it seems scary and you don’t know what’s going to happen, but Cliff recommends testing $100 or $200 and seeing what happens. 

If you get some results from there, you’ll start to see why it’s worth it to invest more. So boosting your posts can help you create that targeted audience and drive traffic to your website.

And if you’re posting consistently but just not getting traction, it’s possible that you’re not posting the right kind of content. Cliff suggests that small business owners research companies in their same industry and nice that are really killing it, then try to tailor your messages in a similar way that they do.

It also depends on how you built up your audience. If your audience is primarily friends and family, they’re probably not the target audience that will actually result in conversions. So running a Facebook ad campaign targeted to people who are wedding planners or bakers or in related niches can help her focus her efforts.

Once you’ve looked at your audience, you need to look at your posts and break it down. Cliff suggests that asking questions is a great way to test if your fan base is engaged. If people don’t respond, you know your audience isn’t engaged and you need to figure out how to get them engaged. And that engagement is important because people need to build trust with a company. If people see that other people are engaging with a brand, especially their friends, people will feel comfortable initiating engagement.

Online contests are also great for bolstering social media engagement. And then you can save the email addresses of everyone who entered and follow up with them because every person who entered is now a new prospect or lead for your business.

You can also use lead magnets to gather more information about a customer or prospect because not every website visitor will be ready to buy immediately. From there, you can segment your leads into different lists alter so that maybe there’s a group of people you’re referring, or who are referring customers to you. 

So if you feel like you’re hitting a wall with social media, start by looking at your audience and building from there. 

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