Why Your Business Needs Conversions Not Likes

STOP THE HATE. 

You see people browsing through their feed or tabs and subconsciously checking how many likes their posts are getting? Well it’s safe to say that it is also common for business owners or those who work in business promotion. However, they don’t mean anything, as sad as it may sound.

You work hard to build up your online presence and when a post gets 900 likes but only 2 comments and very little shares, you might be overwhelmed by your own success. But let’s just think for a moment, 900 likes doesn’t pay any bills, unless of course you use your social media profiles as a shop. So let’s call a spade a spade, those likes, shares, subscribers, and retweets will not get you anywhere. What you need are conversions. The main difference between a conversion and a like for example, is that you can measure what it is that your followers have done after they clicked on your link or viewed your website or social media page. This could be anything from making a purchase, to signing up for your newsletter, inquiring about a service, or booking an appointment.

There are many reasons as to why this number is a lot more beneficial than the others.

1. Likes Don’t Pay the Bills. 

900 likes on a photo, post, story or ad may seem like a big deal, it’s like a pat on the back for the hard work you do on your business promotion. What’s not so great about it though is that it doesn’t convert into revenue. Likes are called vanity metrics for a reason. Conversion on the other hand such as a completed purchase or booked service inquiry are definite, proven actions.

2. Conversions Reflect Real Engagement. 

In the same sense as above, clicks don’t equal sales, just like likes do not equal engagement. You cannot build a community with only people who express interest through simply a quick tap on a like button. Likes do not equal intent to engage with a business in any way, shape or form. Only when that person takes an extra step can you be sure that what you are selling really is attracting potential customers and someone truly took your marketing efforts as a call to action.

3. Data-Driven Growth. 

Likes may lead to sales, and shares might even lead to inquiries but it is very hard to know which posts, campaigns, and advertisements are actually moving you in the right direction in terms of revenue, without data. Conversion rate will provide your business a lot more clear understanding of what your target audience is interested in, likes do not offer that sort of analysis. Likes can inflate your ego, conversion data inflates your bank account.

4. Building Long-Term Relationships. 

Likes do not equal building a database of potential customers who have already shown interest in your services. Conversions equal customers. They may start off as a one-time buyer, but who’s to say that they won’t make another purchase. Email marketing and loyalty programs can nurture the conversion into a potential ambassador of your brand.

In conclusion, like buttons have nothing to do with the success of your business. Likes are there to make a brand appear popular, conversions are what make a business stay afloat. Every single thing you do on social media or any other marketing tool is all about convincing those audience members to take action, to become part of your community and loyal customers. Likes may make your brand look good but conversions make your business great.

https://tinyurl.com/59zptbdv

Like it

11 people like it