What’s Bringing Your Social Media Conversions Down?

Social media conversion optimization

Intro into Social Media Conversions

Social media isn’t just there for individuals to post about their life anymore — it’s a crucial tool to be used in business. Whether your goal is to create awareness, get people to sign up for your email list, or to educate your consumers, social media can cover it all! However, it isn’t as easy as it looks to have your social media pages bringing in conversions. Listed below are some common mistakes you might be making that are bringing down your conversions.  

Top 4 Things Bringing Down Your Conversions

You’re Using the Wrong Platform for Your Target

When you think of social media, your first idea might be to try Instagram. However, there’s a variety of other platforms out there that a variety of other people use. These include Facebook, Twitter, Pinterest, LinkedIn, and more. As such, every platform has different types of users on them.

If you’re a professional business with a target demographic over the age of 25, LinkedIn might be where you should be focusing your attention on. However, if you’re targeting stay-at-home Moms and have a retail store, Facebook and Instagram would be a great place to start - even Pinterest! 

You’re Not Using Analytics Properly

When you set up a business account on a social platform, be it Facebook, LinkedIn, or Instagram, they all offer you analytics to see how your account is performing. Things you can see through these analytics are:

  • Engagement rates (likes, comments, etc.)
  • What posts performed best
  • What time is best to post, based on when your followers are most active
  • Follows/Unfollows based over a certain period of time
  • Total reach of your post (how many people saw your post overall)
  • Where your followers are from

Using analytics helps you gauge what posts are working for your brand and which aren’t, as well as when to post and who your current target is. It’s a free tool that comes with having a business page on social media, and should definitely not be ignored. 

You Haven’t Paid for Advertising

Growing your social media account and getting organic conversions is great, but sometimes your business needs that extra little push to take it to the top. Paid advertising is especially great when you have a promotion or event you want to be advertised to a wider audience. 

For example, let’s say you’re an online jewelry store with a Facebook page, are based in Toronto, and have a local craft fair where you’ll be a vendor coming up. You may want to run an ad letting middle-aged women in the Toronto area know where and when you’ll be to help boost your sales. Not only that, when you’re a business page on Facebook, you usually get a $10 free credit from Facebook for advertising. This means if you’re not completely sure what you’re doing or what you want yet, you have this freebie to learn!

You Have no Clear Goals

It’s easy enough for any business to start a social media page. However, you can’t just start a bunch of social media accounts and expect leads to just come to you. Social media takes time and effort for it to be truly beneficial to your brand. The goal of “getting leads” is very broad and vague, and can seem hard to achieve. 

Rather, you should break up your goals into short-term and long-term goals. A good way to determine your goals is to be S.M.A.R.T.

  • Specific
  • Measurable
  • Attainable
  • Relevant
  • Time-bound

For example, your short term goal for creating a social media account would be, “To get 50 followers on my Instagram business page to establish a following after two months.” This goal is specific and measurable, knowing you’ve achieved this by gaining 50 followers. It’s definitely attainable and relevant to growing your presence and is time-bound with a two-month limit. 

For a long-term goal for social media, it could be, “To average a 3% Click Through Rate (CTR) through our Facebook page after six months.” This goal has a specific average to aim for and can be measurable, as well it’s not through the roof unreasonable and can be attainable. It’s relevant to your brand and is time-bound, having a limit of six months to reach the goal. 

So how can you bring your conversions up?

Well, you can start by doing the above things! Try some different platforms and see which ones are yielding the best results for your brand. Also, ensure you know who your target is and what platforms they’re on to best reach them. Most social media platforms come with analytics for business accounts, so use those to your advantage! Paying for advertising will definitely boost your page, using hashtags will boost your engagements, and setting S.M.A.R.T. goals will keep you on track to reach the social media goals you want!

As seen above, social media can have huge benefits for your brand and help increase your sales. Following the above advice will help you build your social media presence and get leads in no time!

At TechWyse, we have a team of social media experts who have years of experience helping brands build up conversions. If you’d like to grow your social media and reach your goals, feel free to reach out to us today, and we’ll be happy to help you with all your social media needs! 

It's a competitive market. Contact us to learn how you can stand out from the crowd.

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Post a Comment


  • avatar

    Great and informative presentation. Loved reading and I hope digital entrepreneurs will not get misled and will use the services appropriately

  • avatar

    Amazing article Sarah! Agree with you, many people use the wrong platform for their business. Instagram is better for visually attractive products and services. If you want better targeting, Facebook can be great.

  • avatar

    Very informative and to the point. Agreed that social media has some role to play in digital marketing

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