For such a long time in marketing, touch points have been seen as necessary constructs to help induce conversions. However, recent observations have revealed the need to moderate these touch points lest they jeopardise the traffic conversion process by slowing down buyers.
Basically touch points exist in the vast expanse between discovery and retention of clients. When these touch points get in the way more than they should, they may cause leakage along the conversion funnels. This is precisely why reducing touch points on the social conversion funnel can significantly transform your conversion efforts. Below are strategies on how to get this right.
Influencers are basically the opinion shapers in the social media space. They could be TV talk show hosts, bloggers, newspaper columnists or even musicians. Because of the knowledge and insight they have, influencers can help market your brand and quicken the conversion process. The only thing you need to do is to research and find out the influencers in your niche, go through their social channels to see the kind of content they amplify and target them directly with your own creatively done content.
Targeting influencers eliminates the grip affinity groups have on your traffic. These groups which exist at the brim of your conversion funnel create unnecessary social touch points where they confuse your already decided traffic with lots of perspectives and options making it extremely difficult for them to convert. A single share from an influencer is enough to redirect traffic away from affinity groups to your landing page(s).
Social Optimisation of Your Landing Pages
There is a clear difference between PPC landing pages and social landing pages. Some brands wrongly assume the two play the same role. To set the records straight, PPC ads drive traffic towards the bottom-end of your conversion funnel while visitors arriving from social channels land near the top of the funnel. PPC landing pages are designed to convert customers who already have decided to make a purchase and are only waiting for the right price and timing. Social landing pages on the other end help your business convey a value proposition to the incoming traffic who may know little or nothing at all about your brand.
Get Social Recommendations
It feels nice to get referrals from a previous customer. This is because referrals never take much time in decision-making because they have already made their mind. While some marketers never see beyond the conversion point, it is important to tag your buyers along and make them your brand ambassadors. By getting converted buyers to recommend you to their colleagues and others in their social circles, you are widening your influence and reducing touch points on the social conversion funnel for future buyers.
According to research, people are much more influenced to buy from social sharing than TV ads and classifieds. After a peer recommendation, millennia’s were seen as likely to make a purchase. The bottom line here is to turn conversions into word-of-mouth ambassadors for your brand.
Overcome Reviews with Solid Case Studies
As buyers slide deeper and deeper into your conversion funnel, their tendency to seek reviews becomes more and more likely. Reviews are touch points filled with so much friction which can make the conversion process easily grind to a halt. Comment threads and reviews can be sabotaged by competitors and people with an ill will to snatch your almost-converting traffic to from you to their sites. Never try testimonials because these can also be fabricated and hence rendered ineffective especially in the sight of savvy customers.
The best alternative is to use case studies. The reason why these are recommended is they offer real-world proof and verifiable evidence about the performance of your product. When your potential customers combine case studies and your adverts, they get the conviction you are the best.
Combine Organic and Inorganic Advertising to Bring the Customer Home
Organic else known as native advertising is great in pushing traffic to your site. However, there are limitations to everything and this is why combining the impact of native and paid advertising makes yours the winning formula. Research shows paid tweets boost direct purchases over 30 times more than organic advertising. Just set your budget right and eliminate all touch points with this formula.
Reducing touch points on the social conversion funnel therefore helps in shortening the journey between discovery and conversion. This means faster sales and more profit!
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