Did you know that only 0.71 percent of social media traffic converts? When standing against the bigger picture, social media is 2.5 times less effective than search engine traffic as well as 78 percent less likely to garner conversions compared with email campaigns.

But, don’t throw out the baby with the bathwater just yet. There’s a reason why small businesses outsource their tweets and posts to the professionals. We know a thing or two about breaking the digital code and speaking “to” not “at” your potential customer. 

In fact, there’s plenty of skin in the game with 2.56 billion mobile social media users vying for recommendations, discounts, and deals. 

  • 71% of consumers who have had a good social media service experience are likely to recommend that brand to others.
  • 65% of consumers are “brand loyal” (a.k.a. won’t even seek out your competitors) based on your personal outreach and response times.
  • The average American, measured via a Pew Research Survey, actively uses three out of eight social platforms – at a minimum.      

So, what exactly is conversion all about? 

In simple terms, you’re giving prospective followers a call-to-action to “do” something – download an eBook, click a link to visit a blog or buy a service. It measures an individual’s level of engagement based on their movements – from a social media post to a website page, and/or to a sales page. 

More time spent perusing your products or services increases likeability and trust, turning a window shopper into a bona fide fan. In that space is where sales happen, my friend. So, what could you be doing right now to nab conversions, not crickets?


You must understand your audience’s pain points and how you’ll solve their dilemma. Industry jargon and overly formal posts are not at all relatable. In other words, write how you speak to create a sense of warmth and personality. For instance, robotic terms about insurance caps for the average middle-class consumer will be puzzling. But, tell them you’ll save them over a third in annual costs and their ears will perk up.


If you’ve been putting out organic content, you should be able to visit your page to see what posts received the most likes, comments, and shares. Your most engaging content is your best performing content!  On social channels, like Facebook, you can pay to “boost” these same posts to a greater pool of people based on specific demographics (age, location, interests, etc.). 

Want to learn more? Hootsuite offers an entire certification in social advertising. Click here for the details. 


Remember the pop song; Video Killed the Radio Star? Well, take a page from the 80’s flashback because video is still rad and raging and can convert cold leads into warmer ones. If you’re putting out text and words every week, mixing up your posts is key. The gurus over at Hootsuite actually convert their highest performing blog posts into videos. The bonus: short videos (less than a minute) often do well, and you’ve already got the “script” in hand.

 For more on the power of video in 2019, check out our trending round-up.


Post content that is native to the platform. Instagram will serve you well if you ditch standard stock photos in favor of documenting your team member’s anniversaries or the soup special of the day. A GIF (Graphics Interchange Format) could traverse Pinterest or Facebook adding cheeky entertainment to your feed. These gestures show that you “get” your respective audience. And, you’ll be recognized as more than a brand – you’ll be someone’s neighbor, confidant, or go-to expert.

Above all else, don’t forget to offer a call-to-action. Steer your audience where you want them to go and why. Remember followers want to know what’s in it for them!

And, if the big picture still seems overwhelming, give One Part Social a call. We love client consultations and “converting” new friends into our digital family. 

Cheers to the New Year!         

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