Generate more leads from your digital activities (part 5): Leverage your content through social media

DynamicWeb

The social media is practically indispensable when it comes to leveraging content online. It expands your online reach, and provides effective channels for content sharing, which can drive traffic back to your website.

Here is a couple of examples on how to use Twitter to leverage your content:

• Reuse your content.
• Support your credibility by referring to the specific customer and partner (independent sources), which always works better than traditional sales speeches.
• Mention current customer and business partner, meaning that your chances of getting retweets are increased (free promotion).
• Include hashtag, #ecommerce, so that the tweet will be more likely to pop up when potential customers searches for the topic on Twitter.

Remember to schedule your social media posts according to the audience, and try not to waste your efforts by posting at the wrong hours. You probably already have an idea of when to gain the most response. If not, then most social media provide in-depth reports on recent performance, so use that to schedule your activity accordingly.

Test, test and test!

According to our latest meassurements, the average untested website has a conversion rate about 0.25% meaning that it takes 400 visitors just to generate one lead. So there is obviously much to gain, as a simple increase to 0.30% in coversion rate would generate a 20% improvement.

The list of things to split-test is practically endless, but here are a couple of examples:

• Which heading and sub-heading variation attracts the most traffic? Use Google Trends to identify the most important and relevant keywords, and then use them to write different variations for your split-test.
• Add clear CTAs at the top of page to improve your chances of converting traffic at an early stage. Offer something in return, for instance a white paper as in the illustration above, a factsheet or maybe a brochure. Finally, try to keep it short and simple, and do not ask for too much information.
• Find the best combination of text and images to minimize the bounce rate, for instance by including customer cases to improve your credibility. Use elaborated text at the bottom for improving SEO by including keywords that drive for traffic from Google.