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    19 August 2009

    Computers connectingWithout equivocation, a business must engage in social media and must actively participate as part of a fundamental strategic plan. As Brian Solis of PR 2.0 advocates, “social media is no longer an option or debatable. It is critically important, without prejudice. It represents a powerful and additional channel to first listen to customers… and in turn, build two-way paths of conversations…. we also earn a place within their network as a trustworthy resource.” Brian strikes at the heart of it here, which is to establish your enterprise as the trustworthy resource.

    To the entrepreneur, a successful conversion rate is everything and this is why you are in business in the first place. We learned very quickly that it is important to be able to track and measure our marketing initiatives and to see what converts versus what doesn’t. With social media, we are presented with something of a quandary and one which might strike against the ethos of the marketer – track ability.

    Understand that social media marketing is not a quick fix and quite the contrary, should be viewed as a concerted effort over the long term. Just as it takes time to establish your credibility in the business world through excellent customer relations and customer service, over delivery and quality product, so it takes time to establish credibility through interaction within the social media environment. It appears that we have come full circle and that customer opinion and word-of-mouth is at the forefront once again. Before the days of the Internet, commerce in general was driven by complex human interaction and by the transmission of good vibes and bad vibes between past and potential clients. Social media presents this to us once again, virtually.

    While it is possible to track traffic to your conversion sites using the industry-leading software from Google Analytics you should understand that your social media campaign is designed primarily as a public relations tool and is most beneficial in building brand and company awareness. You should go out of your way to ensure that your company is active in primary social media networks and begin the process of building your esteem. This requires a concerted effort and regular interaction and should be represented by its own, specific marketing campaign.

    Social media should be used to drive links to your website which in turn will boost your website’s ranking and Google “page rank” status. As your primary site gains authority in relevance to its primary keywords it will attract more organic traffic and qualified visitors to spur conversions.

    Numerous developers are working on projects to help analyze the impact and potential for conversions within the world of social media. For example, Buzz Logic focuses on social networking services and they index millions of tweets and posts to identify trends and influences, including factors such as linking activity, blog popularity and author credibility. Complex reports are available detailing the impact of various strategies and discussed subjects.

    While we may be used to establishing conversion rates according to click through rates and conventional advertising methods, social media should be used to augment an overall marketing campaign.

    Do Social Media campaigns help you convert?

    Adam Toren

    5 Responses to Using Social Media to Make Money by Achieving a Successful Conversion Rate

    1. Beirut August 19, 2009 at 8:29 am #

      Dear Adam;

      Thank you for this great contribution to our knowledge! I really enjoyed it!

      And my answer to your question is: Yes, if powerful and targeted enough, social media campaigns have the power to make people convert, I am one of them!

      I think it’s all about knowing your target audience well enough and never underestimating their intelligence. Once that level is achieved, you can do miracles with social media campaigns!

      A while back, I wrote 2 articles about 10 success and 10 failure stories of social media campaigns. Apart from the fact that the social campaigns that rocked were very well studied and planned, they also knew how to best utilize social media channels.

      I think you’d enjoy the 10 social media campaigns that rock post… Here it is: http://bit.ly/IqwhF

      Kindest regards :)

    2. Phil Hogan August 19, 2009 at 8:54 am #

      Good post. Nowadays it’s near essential to ensure you have a solid social networking marketing plan in order to fully develop your site and subsequent conversions.

      The key with this strategy is to ensure you don’t spread yourself too thin. It’s always best to concentrate on 3 to 4 marketing avenues well than to post on 10 to 15 social networking sites in smaller amounts.

      Phil

    3. Miles Technologies August 21, 2009 at 7:33 am #

      Agree that social media should be used to augment an overall marketing campaign. In addition to generating increased website traffic and backlinks to your site, Social Media also produces better organic search results for your company and helps with your corporate branding strategy in managing your online reputation and spreading your image, products and services to a much wider audience.

    4. Cordless Tool Batteries August 23, 2009 at 8:18 am #

      Social media is certainly the current marketing “darling” and it does help organic search results in the short term (good for getting a new site indexed) but our good friend Google seems to be getting wise to social bookmarking and I understand that the effectiveness of social bookmarking will fall off in the very near future.

    5. ensumussy November 4, 2009 at 10:34 am #

      Recently, there has been a good deal of litigation by the
      US Federal trade comission against bloggers and website promoters
      for not stating their advertising income, or potential
      relationships with advertising agencies.

      What are your thoughts about how this could potentially effect
      the blogging world?

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