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Beyond Likes and Retweets: Why It’s Important to Convert Customers

Social Sonar - Wednesday, April 09, 2014

You’ve mastered the art of curating a beautiful Facebook page, built a robust audience on Twitter and know exactly how to tell the story of your brand through pictures on Instagram. Great. Now what?  While you might be tempted to rest on your laurels, continue to update the social channels that have become the staples of your social media strategy, capture some analytics, and call it a day, there’s more to be mined from your tweets and posts. Stop short of capturing some vital information and you might miss out on the most important business opportunity that social media can provide.

Social Media is a Gathering Place

Think of your social networks as a gathering place for potential customers--like a town square. You’re out there with your sandwich board and people are high-fiving you all day and stopping to talk to you along the way. But for customers to truly experience all that your brand has to offer, they need to step off the street and into your store. More than that, they need to become part of a community of enthusiastic customers that have meaningful interactions with your brand on regular basis.

A like, a share, a retweet, or a favorite are all forms of casual engagement. Think of them has the high-five in the town square. People are happy to see you again (or meet you), sure, but it’s a connection that’s characterised by how fleeting it is. If you want to cultivate that relationship, you need a more reliable way to get in touch with them that moves beyond social media. Considering that last year 44% of email recipients made a purchase based on something that landed in their inbox, capturing email addresses is a perfect place to start.

Sign Me Up

As part of your regularly scheduled content, share links that encourage followers to stay in touch with you through email. You can do this by directing them to a quick survey, or by capturing email addresses from purchases they make after using your online store. You can also link to web forms that encourage customers to sign up for your newsletter. Newsletters aren’t just a way to generate excitement around new products. They’re also a way to share things like news about a big move, or articles that shine a light on what you think about your industry.

Keeping Connected

If Facebook’s recent changes around organic reach prove anything, it’s that you can’t take your audience on social media for granted. You may have built a big audience, but your ability to reach them isn’t necessarily guaranteed. That’s why it’s essential to move past the “town square” to a place where you can communicate on your own terms, without intermediaries deciding how and with what frequency you can connect. Social channels come and go, and while some have become a cornerstone of digital marketing efforts, they’re subject to change. Don’t assume that you’ll always be able to reach people in the way you want. Convert early and often so that you can leverage the connections you’re making.

How do you capture email and keep the conversation going beyond social media? What other ways (on and offline) do you try to convert customers into becoming a bigger part of your brand’s experience? Share your thoughts below.