July 11th, 2018

Do My Likes and Shares Lead to Sales?

by Katelynn Watkins

As any avid social media user will tell you, it’s fairly easy to tell whether or not your followers or friends appreciated your contribution to their news feeds; just look at the likes and shares on your page.

But when you check your notifications and see that a certain photo has been liked a few times, or that your post was shared by a handful of users, what exactly does that mean for the success of your campaign? As a business focused on sales and verifiable returns, it’s important that your posts have purpose, and a specific goal or objective behind them. But it isn’t always easy to quantify the success or failure of these efforts, especially when you want to cross-examine the results of a social media ad campaign and your sales reports.

Public Perception  

On any social media platform, liking and sharing posts is usually a good indicator of the content’s value, or the way your audiences receive the information you chose to publish. After all, no one “likes” or endorses something that he or she finds offensive or unappealing in general. But just because your followers tend to respond favorably to your posts doesn’t necessarily mean that they’re investing in your products or services. What this does indicate, though, is that your messaging got their attention and elicited a positive response; these are factors on which you can build a solid sales-related foundation.

Focusing on the Bigger Picture  

So, social media likes and shares may not directly lead to sales, but they can in some way contribute to a boost in your numbers in the long run. When you’ve established a rapport with your audiences for publishing quality content with which they can easily engage, individuals are more likely to take note of your posts as they appear in their newsfeeds. That means that each post has the potential to communicate a particular purpose or persuade a follower to become a customer or client sometime in the future. Optimizing this content by adding strong links back to your website’s product or services pages, using keywords and phrases that clearly convey your meaning, and encouraging decisive reactions among your fans can indirectly bolster your sales as well as create more opportunities for the posts to be circulated to new users.

Content marketing, and therefore social media engagement, is an important part of any campaign strategy, and the pursuit of sales is no exception. While waiting on direct results can feel like a long and tedious process, it’s imperative to keep in mind that it’s all about fitting each of the pieces of your marketing strategy together and letting them do their part to contribute to your business or organization. When you do, you’ll notice more and more the impact that social media engagement has and how it plays into the sales process.

For more tips on managing your social media accounts and using content marketing to your advantage, stay tuned to our blog or contact the experts at Sage Island for a consultation!

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