Converting “Likes” Into Purchase Power

For anyone who has posted content on a blog or website in hopes of attracting customer participation, the number of “likes” and tweets can vary rather dramatically. One article may receive several thousand likes, while the next barely gets shared at all. What do these numbers mean? More importantly, how can a business or organization owner translate social media sharing into real revenue? The answer is two-fold. One: a single “like” doesn’t necessarily translate into a consistent amount of sales. There’s no scientific formula, as in 1 Like=X Percentage Increase in Sales. However, a consistent response over time to content, whether it is 900 likes or 9 tweets, means that you are developing a fan base. And an enthusiastic base is the key to sustained sales.

So what makes for consistently compelling content? Again, the answer is not cut-and-dried. However, companies can help themselves by using a combination of an enterprise content management system and social media analytics. The key here is to post content and then watch the response. If you get an average of several dozen responses to each post, whether they are tweets, likes, shares, or another metric, you can be fairly certain that you’re developing a fairly reliable base of people who appreciate your product or service. If, on the other hand, your response rate swings wildly from post to post, try to analyze the content of the posts that perform well versus those that do not. Do those posts address a particular topic, or offer advice on a certain topic? Try to analyze what’s working and what’s not, with the understanding that people like to feel as if they are reading something they have not read before. In other words, writing to a strict formula will eventually bore people, but providing articles on certain popular topics will probably attract a consistent readership.

Finally, syncing the content that an organization is working on in-house with the content it is displaying on it website or blog can be incredibly beneficial for both the readers and the generators of that content. Imagine it this way: a company that is willing to show some of its developmental process online can work with customers to create products or services that cater directly to their needs, thus eliminating a lot of guesswork later on in the process. This will build in a consistent customer base, and correspondingly boost sales, a process everyone can “like.”

Christopher Smith. Canadian. CEO of opin.ca. We provide enterprise content management solutions for governments around the world.

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