The engagement rate on social networks is the indicator to follow to develop your community, be more visible or even gain customers. Your return on investment directly depends on it. So how do you actually improve your conversion rate? Here are 5 tips to follow in 2021.
Tip 1: Format your content for each social network
This is an error that I find very often with my clients: they create a publication that they share in copy / paste on all their social networks. So yes, it saves time but there are two problems with that. Much to the chagrin of your engagement rate.
First, people who follow you on several of your social networks will only engage once with your post. The best. As a result, your engagement rate will be limited on other social networks.
The other concern is that expectations and uses vary from one social network to another. The algorithms are also different. In fact, posting the exact same thing on all of your social networks will result in limited results.
Of course, you can share the same content across all of your social networks but you need to take care to build an optimal post on each of them if you want to improve your conversion rate.
Tip 2: Avoid (as much as possible) redirecting outside
We all tend to use social networks in order to attract visitors to our website or to one of our newly published content.
The thing with that is, you’re asking people on a social network to leave it and go to your place. You naturally understand that this is not in the direction of the social network in question.
When you share a link to your website on LinkedIn, for example, you expose LinkedIn to a leak from users who stumble upon your post. As a result, LinkedIn will limit your reach and you will appear less often in news feeds.
To avoid this inconvenience and therefore improve your conversion rate on social networks, I strongly recommend that you upload the video or photo content you want to share directly to each platform.
By posting your video directly to Facebook, you will have better results than by sharing a link to your video on YouTube!
Tip 3: Make it happen
We are inundated with content on the Internet and social networks. Suddenly, we consume them more and more quickly and we automatically sort them drastically.
While we were only confronted with 200 commercials per day on average in the 1980s, 1,200 strike our attention today. However, our attention span has not increased.
This data alone is a danger to your engagement rate on social networks.
To improve it, I therefore recommend that you include a Call-to-Action in your publications to indicate very precisely to your audience what you expect from them.
This Call-to-Action will save them from having to think about what to do with your message and therefore increase your chances of persuading them to act.
Tip 4: Increase your social proof
Social proof is clearly essential for a successful Marketing strategy.
As far as we’re concerned here, to improve your engagement rate on social networks, you can play on social proof to encourage users to take action on your posts.
In fact, social proof is a cognitive bias that causes a person to look around to find out what decision to make. This is what makes you, for example, look at reviews before choosing a restaurant.
On social media, if you take care to value the comments you receive or the content directly created by your community, you will encourage others to do the same.
Tip 5: Base your decisions on Data
Social networks have a huge advantage over traditional communication media: they allow you to measure the performance of your actions in real time and to make the necessary changes if necessary.
When you do a radio, TV spot or get an insert in the press, you can’t change anything during the campaign. On social networks, if you take care to measure the right performance indicators and in particular to measure the engagement rate , you will obtain important information to adjust your actions.
Bonus: Be authentic!
Finally, I wanted to share with you a bonus tip that I think is the most important to optimize your engagement rate on social networks.
If you are looking to improve your engagement rate, there is a good chance that you will decide to follow good practices that are found everywhere. In the short term, the results will be good, but in the long term, there is a possibility that your audience will get bored.
I paid the price myself a few years ago and it took me months of intensive publication to rectify the situation. So keep this in mind and don’t let technique take precedence over what you have to say!
Utkarsh is the founder of Esite Bucket. Esite Bucket is a leading software company that provides the best web development solutions in countries like the USA and Canada.