One goal many businesses have when it comes to their social profiles is to generate leads and get clicks from followers, fans, and visitors to their website.
The question is, how do you increase the odds that people will opt-in or click through? In this post, we’re going to look at the brands who utilize various strategies to generate leads and traffic back to their websites from their profiles and pages.
Brands Converting on Facebook
If you want marketing tips, look towards the top brands in marketing to put them into action. On your Facebook page, the thing that stands out the most is your page’s cover photo. So how do you use it to increase click-throughs to your website? First, let’s look at Marketo’s Facebook page.
Here, you can see how Marketo points to one of their custom tabs, drawing your attention to the fact that you can download a free guide to e-mail marketing. When you click on that tab, you are taken to an opt-in form on their Facebook page, helping them generate leads right from their Facebook page.
If you want to drive traffic to your website, then follow HubSpot’s lead. First, they have their link in their short description that shows up below their profile image.
Also, when people click on their cover photo, HubSpot gives a call to action to click through to their website and learn more about inbound marketing.
This is a simple tip that any business can apply to their own Facebook page – make sure your cover photo’s description includes a link that will entice people to click through to your website.
Brands Converting on Twitter
One of the keys to getting people to click through to your website from your Twitter profile is to not only include a link in the website field for your profile, but also in the 160 character bio. Observe American Express’s profile.
They have a link to their community guidelines as their main links, and in their bio, they have a link for people to learn more about offers for card members. Why is this important? Aside from getting two chances to get visitors to their profile to click through to their website, they ensure a link to their website will be shown everywhere on Twitter, including search results.
In search results, only the link in your Twitter bio will appear. People could easily follow you and click through to your website.
If you want to go further, you can include links in your bio, website field, and on your profile’s background image like Zappos does.
Using your profile’s background gives you the real estate to share multiple links for your business including links for your store, featured products, blogs, and support.
Brands Converting on LinkedIn
Company pages on LinkedIn have some great conversion opportunities to get people to your website. You can start with the banner image for your page’s overview tab, like the one Dell uses.
While it’s not clickable, they start telling a story and entice visitors to click through to learn more. As for clickable banners, you can add them to your page under the Products & Services tab like Oracle has done.
Oracle uses their clickable banner to encourage people to visit their website and subscribe to their magazine. If you have a strong sales funnel for your product or service, this is a great way to get people in it from your company page.
Your Social Profile Conversion Goals
So what can you learn from these examples? On every social profile – Twitter, Facebook, LinkedIn, Google+, Pinterest, etc. – you need to find ways to draw visitor’s attention to your link or to apps that allows them to opt-in to your mailing list or submit a lead form. By doing this, you’ll ensure that your social profiles are working hard to drive new business!
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