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Declutter Your Facebook News Feed in 1 Minute With This Hidden Tool

Woman holding sparkler

Facebook’s mission is to make the world more open and connected. It gives us the ability to connect with anyone and everyone we know, have known, and will know. This serves as a great way to keep up with high school friends, college friends, work friends, etc. However, oftentimes “connecting” with someone on Facebook doesn’t mean you want to see all of their updates in your news feed. So, how can you reduce the noise in your Facebook news feed without de-friending the majority of your connections? Enter, Facebook friends organizer – a handy, little-known Facebook tool that helps you clean up your news feed in minutes.

Most of you probably haven’t heard of this tool because there is no button for it on Facebook. In order to access it, you have to follow the link below. Once you open the below URL, you’ll be greeted with a tool that finds the friends you haven’t interacted with in a while and asks which ones you want to add to your acquaintances list. Once you move people to your acquaintances list, they won’t show up as often on your news feed (you can also add people to your acquaintances list by visiting their profile and selecting “add to list…”; however the Friend organizer tool adds people to the list in bulk and is therefore much faster than going through your friends and adding each “acquaintance” individually). Once you access this tool, you can check and un-check friends as you see fit.

I really like this tool because I don’t like Facebook choosing whose updates I see and don’t see. I know you can create your own friend lists manually (which is probably more effective), but when you have thousands of friends like I do, organizing them all into lists is too much of a headache. I use lists for their privacy settings and to control who can see what on my profile, but when it comes to controlling what I see in my news feed, I’d rather not have to take the time. Therefore, this handy little tool is perfect. It’s quick and simple, and weeds out all those “acquaintances” whose updates are causing news feed clutter.

Click here to give it a try: https://www.facebook.com/friends/organize


You’ve Klout To Be Kidding

brick wall

From the Vault: 02/16/12

Klout is a service created to help users measure and leverage their online influence by analyzing a person’s reach across social networks. Klout collects and utilizes data from your social networks to give you a score (known as your “Klout score”) from 1 to 100 based on the following 3 things:“True Reach”, or how many people you influence; “Amplification”, how much you influence them; and “Network”, your network’s influence. You’ll notice that the word influence pops up a lot when referring to your Klout score, so before we proceed it’s important to note that Klout measures influence by how many people respond or resend your content. If you replace the word influence with that definition when describing “True Reach”, “Amplification”, and “Network” you find they all basically refer to the same thing – how many people respond or resend your content. Wait, what? So they’re essentially measuring the same thing three times?

Confused yet? In the company’s blog, Scott Kleinberg (an influencer, not a Klout employee) summarized it a bit more effectively by describing it as a measure of how many people you influence, how much you influence them, and how influential they are. Then, you can view your Klout score relative to other people’s scores and see where you fit in the grand scheme of influence.

But wait a minute, who made Klout the arbiter of online influence anyways (aside from Klout itself)?  I could rank your influence online. If you like: I’ll add your number of Facebook friends to your number of Twitter followers, subtract the number of MySpace friends, multiply that by the number of blogs you have, laugh and point if you’re still on Friendster, take the square root, round up to the nearest integer and add 13. Voila! This would make my score 43.

Is this number any less indicative of your actual online popularity than Klout’s scores? As far as you know, no.

“I’m sure Klout has what it considers an excellent rationale for whatever stew of algorithms it uses to assign you a number, but neither you nor I know what it is, or (more importantly) why it’s valid as an accurate determiner of your online influence and popularity. As far as any of us know, one’s Klout score is determined by college interns, each feverishly rolling a pair of ten-sided dice, and then that number is allowed to oscillate within a random but bounded range every day to give the appearance that something’s going on.” (John Scalzi)

However, even if we knew the process Klout uses to determine one’s influence, what purpose does it serve? (Here at Social Eyes, we use it solely to compete amongst each other for the bragging rights that accompany having the highest Klout score). The way I see it, Klout only exists to create status anxiety. It’s essentially a popularity contest that strives to transform the entire Internet into a digital high school. Klout then proceeds to exploit this status anxiety through Klout perks (i.e. free stuff that they want you to market for them). Sounds kinda cool right? That’s what I thought until I went to view these perks and, instead of being presented with a list of perks available to me I was presented with a list of perks I wasn’t qualified for – apparently I wasn’t pretty or popular enough (but maybe if I log-in with one of my other accounts and give myself +K’s I can be cool enough for these perks.).

Regardless, in my own humble opinion, the idea of “influence” is a supremely human thing that cannot be automated. Therefore, it’s my understanding that Klout fails at achieving what it claims it does, as it’s not simply the volume of retweets that indicates influence – it’s the impact they have on those who receive them and whether or not they cause someone to behave differently. Moreover, since the vast majority of Internet users fall into the “spectators” category, meaning they are reading your posts and seeing your content but aren’t doing anything with it (like commenting or retweeting), wouldn’t that somewhat discredit a score that’s measured solely by the number of people who respond/resend your content? Without all these unmeasurable factors, Klout becomes – as I mentioned earlier – a popularity contest.

Still skeptical? Here’s some food for thought: Paul Greenberg, the most influential voice in CRM, has a 54. The Bronx Zoo’s Cobra, that escaped from the zoo in 2010 has a score of 57. So according to Klout, this venomous serpent that was on the loose for only a few days is more influential than the author of CRM At The Speed of Light.

Maybe I am a little cynical because my score hasn’t increased in over a month;and yes, I will admittedly continue to check Klout on a regular basis to see if my score happens to surpass my boss’s. So, while Klout is good for entertainment purposes, a Klout score should never be considered a basis for decision making.

(And I’m not just saying that because my score is stuck at 55! Seriously?! What gives…?)





A Few Easy Steps to Greatly Improve Pinterest SEO


Pinterest SEO

With users sharing countless of links each day, the potential for Pinterest as an SEO tool is huge. Pinning photos from your site – or encouraging users to do so – creates many high-quality backlinks, which can be excellent for SEO. Furthermore, Pinterest can also be an incredible source of new traffic from search engines. However, there are certain steps businesses must take in order to make this powerful tool work in their favor.

Many new Pinterest users are so enthralled by the network that they spend hours creating boards and pinning content that others will love or find engaging. However, all of this time and effort is in vain if your boards and pins are completely hidden from search engines.

Hiding your boards from search engines can cause you to lose massive traffic. When you set up your Pinterest account, it is important that you fix your settings so your pins and boards get indexed by the search engines. Doing this only takes a second and is extremely easy. Just go to “Settings” and make sure the “hide” setting is set to OFF. Click “save” and you’re done!

Here are some other great tips on using Pinterest for SEO:

  1. One of the most important things you can do is VERIFY YOUR WEBSITE! This is an extremely easy and powerful way to boost your profile in search results.  Click here to learn how.
  2. Use Hashtags and categories to tag your content appropriately and organize your boards with relevant content.
  3. “Liking” other people’s/page’s pins may count as a “Social Signal” and help to increase page rank. Liking, commenting, and repining will also help you build relationships over Pinterest, which will in turn create an engaged following willing to share your content as well.
  4. Connecting your Facebook and Twitter accounts to Pinterest is another good way to cross-promote your brand and content. Also, having a strong social presence connected to your website tells Google that you’re a trusted source of information, and will give you a nice SEO bump.
  5. Make sure the images you pin have descriptive file names and alt text. If you are uploading photos, don’t make the mistake of using their default name (which could be something like img19984.jpg) – this doesn’t help you at all in search. However, uploading a clearly-named image like “Facebook Advertising Graph.jpg” can help a search engine decipher what your image is about much more easily.

According to Social Media Stats from 2012, Pinterest drives more referral traffic than Google+, LinkedIn, and YouTube combined. With 11 million users and growing, Pinterest gives companies the opportunity to leverage visual content, quality descriptions, and market research while growing their reach and improving their SEO. Pinterest, like any other social networking site, rewards great content. Focus on creating remarkable content and a strong community around your brand, and you will get results.

Pinterest SEO


One Twitter Trick Every User Should Know


33 billion Tweets are sent each day, making Twitter the most efficient global information network in existence. Though initially the twitterverse may seem overwhelming to new users, as you spend more time on the social network you’ll pick up best practices and slowly learn how to navigate the world of 140- characters. However, while mastering hashtags, re-Tweets and @ mentions may separate the experienced Twitterers from the novice, there’s one technical tip that separates the pros from the experienced.

When you have a conversation with someone on Twitter, it only displays in the feeds of people who follow both you and the person you are having the conversation with (since Twitter doesn’t want to bother everyone who follows you with your personal conversations). Twitter considers a conversation any tweet that begins with a username, or an @reply.

For example, if I were to say: “@Boiseskier Will you pick me up a coffee if you stop?” – that tweet would only appear in the feeds of people who follow me and @Boiseskier. I would consider that a good thing, since the majority of my followers probably wouldn’t care to see my personal conversation with @Boiseskier about coffee. However, there can be some instances in which Twitter limiting conversations to mutual followers is actually a bad thing.

What if I want to start a tweet with a username and it’s not a conversation – it’s something I want everyone to see? For instance:

“@Briansolis is talking about “the end of business as usual” in #nd of business as usual”t see?ne to see my tweet, regardless iy a bad thing. versation with.  SMSS12. Has anyone read it?”

Even though I’m trying to update all my Twitter followers on what’s happening in #SMSS12, and involve them by asking questions, Twitter doesn’t discriminate the difference between this update and my earlier conversation with @Boiseskier. Twitter sees this tweet as a conversation with @BrianSolis, and it will treat it as such; thus only showing my tweet to people who follow us both. Therefore, the majority of my followers won’t see it. #Fail

However, there is a way around this. If you want to start a tweet with a username, but want all of your followers to see it, you have to trick Twitter’s algorithms into thinking it’s a regular tweet – rather than a conversation. How? By putting something before the username! Perhaps you’ve seen tweets that begin with a period? Now you know why: it tricks Twitter.  Here’s an example:

[email protected] is talking about “the end of business as usual” in #SMSS12. Has anyone read it?

While my first Tweet would only get pushed to my followers who also follow @BrianSolis, this tweet will get pushed to everyone following me (even if they don’t follow @BrianSolis).

#Stop #Using #Hashtags #On #Facebook

House over water

The # symbol was invented to connect people, topics, and events you care about on social media. Though hashtags were initially invented to group tweets about a specific event or topic together for easy search, they have morphed into a form of creative expression. Since its birth on Twitter in 2007, the hashtag has found its way on television shows, advertisements, and other social networks like Instagram and Tumblr. However, one place you won’t find (functioning) hashtags is on the mother of all social networks: Facebook.

Though Facebook has been hesitant to adopt hashtags, Facebook users – unfortunately – have not. Since hashtags on Facebook are just dead text, they serve no purpose whatsoever.  Therefore, many people are beginning to use hashtags solely for nuanced articulation, rather than functional references/groupings. Using hashtags in this manner on Twitter wouldn’t necessarily be a bad thing, since Tweets are limited to 140 characters. However, when you begin to incorporate this hashtag fad on Instagram and Facebook, people get a little excessive (to put it lightly).

hashtagsI can understand the occasional Facebook user whose updates are a direct feed from Twitter and therefore contain a hashtag or two, but it drives me nuts to see photos with a million hashtags (like the one pictured to the left) in my FACEBOOK newsfeed. What’s worse, the people who post these photos to Facebook don’t even have a Twitter account, and therefore have no clue what a hashtag really is (or, needless to say, how to properly use one). So, hashtagging photos on Facebook turns into a game of monkey-see, monkey-do. The more people see it in their newsfeeds, the more people blindly join the bandwagon. Using hashtags on Facebook shows ignorance (and I won’t even get started on brands that do this).

So, for all you Hashtag-confused people out there, here are a few things to keep in mind:

  1. Hashtags don’t belong on Facebook, EVER.
  2. When you post an update to Facebook, it publicly states where the update was shared from (Via mobile, Twitter, Insagram, etc.). Therefore, people can see if your Facebook hashtags are a direct feed from hashtag-friendly sites (like Twitter), and when they’re not it makes you look even dumber.
  3. ‘#The’ is not a hashtag. Hashtagging conjunctions altogether is unnecessary and should be avoided. (which brings me to my next point..)
  4. #Dont #hashtag #every #word #in #a #sentence – this does nothing but show ignorance
  5. Limit the number of hashtags in each post to less than 5 (I recommend 1-3). Photos with 10+ hashtags come off, at best, vain or crying for attention.
  6. Keep your hashtags short: 1-2 words, 3 max! None of this: “#everystormrunsoutofrain” (yes, I pulled this example directly from my Facebook newsfeed)
  7. Keep them relevant. If you posted a picture of yourself on Instagram, don’t throw in off-the-wall hashtags like #quote or #Love, just so more people will see it. Including irrelevant hashtags on your Instagram photos to get more likes makes you seem desperate and comes of spammy.

I realize that Facebook is currently testing hashtags in beta, but until they are a public feature the guidelines above still hold true (even if/when they are introduced on Facebook, don’t disregard steps 3-7).  On that note, I’ll wrap it up with a great quote from Miki Pereanu:

“Hashtags on Facebook – or what happens when idiots become inspiration for the greater good of marketing.”



Identifying, Locating, and Converting Brand Evangelists

Road Map for Locating Brands

A ‘brand evangelist’ is someone who is actively promoting a certain product, or an aspect of that product or service in the social media sphere. Brand evangelists could come in many forms; they could be your employees, customers, affiliates, etc. Regardless of whom they are or how they are related to your product, brand evangelists help create a human connection with a product and are extremely beneficial when it comes to building buzz. Brand evangelists are a marketers dream. In fact, a study conducted by Bayne and Company found that a 5% increase in customer retention can produce more than a 25% increase in your profit. Therefore, turning happy customers into brand evangelists is a very good business strategy. But how do companies convince customers not only to use their products, but to adopt their brands? What makes consumers advocate for a product and willingly accept and “own” it as part of their individual identities?

The first step is locating these potential brand advocates – which can prove daunting, seeing as there are millions of conversations happening online every day. Therefore, you must begin with simply listening. Collect and test conversations until you have established a few key search terms that are returning beneficial results. Then analyze them. One of the fastest ways to find your brand evangelists is to start marking the mentions of your brand with sentiment. You are looking for the people who really like your brand,  are saying good things about it, and are recommending it to others. These people are really out there promoting you, and 9 times out of 10 they have no connection with the company whatsoever (in fact, the company most times is never even aware of them).

What to look for in a potential brand evangelist:

So you’ve found people who love your brand and who are out there talking about it – these are your potential evangelists. It’s important that you find someone who really knows what they’re talking about, who really understands the product and can talk about it with authority. For them to be effective we have to buy into the fact that they know much more about this product than I do, and based on their insights this product is going to be a good choice for me.

Potential brand evangelists have to be very active in social media. They must be someone who has a big reach, and a good following. They have to be very active conversationalists. They can’t be someone who’s constantly on the soap box or someone who’s controlling the conversation. You don’t want someone who just moves in on the conversation and completely takes it over, because that will alienate people more than anything.

Converting customers to brand evangelists:

Oftentimes it can be small things that convert a happy customer into a brand evangelist. If someone has a really outstanding experience they are going to want to tell others about it. This is particularly true if it is a constant experience. It’s not hard to have the “best cookie in the world” one time, but can the bakery do that every single day? That’s when you’re going to find people who start raving about your product. Therefore when that happens consistently, and time after time the product is outstanding and/or the service is outstanding, that’s something that will turn people into brand evangelists.

It’s important for businesses to remember that every interaction leaves some kind of impression, and oftentimes it’s the little things – good or bad – that people remember the most. For example, if you’re serving food to somebody it could be things like: did you clean the table? Is everything perfect? All of those leave an impression, and online is where people are talking about it. Hence, in order to get more positive conversations happening about your brand online you need to start internally and ensure your business is producing happy customers.

Once you find these happy customers you need to help them become brand evangelists. Very often all it takes is just a little bit of attention. It’s amazing how far showing them a little love can go. You need to acknowledge them and show them that you’re listening and that you’re interested. Oftentimes in life, very few people get acknowledged for what they do, so just doing so can make a big difference.

Another important method of turning customers into brand evangelists is by giving them something that will help increase their visibility within their own groups/communities. In social media today it is important to remember that your audiences have audiences of their own (who also have audiences, and so on), and they are all looking for more content. Therefore, you need to give them something that would raise their visibility, and bring them more readers/traffic. Help them by supplying value – which could mean giving them insider access and doing things like giving them content, or perhaps access to your experts.

It’s important that, on your search for brand evangelists, you don’t forget to look internally. Oftentimes you’re likely to find brand evangelists right under your nose within your company. Many times your employees know the company and the product much better than anybody else, and they often are people within the company who are very passionate about the company they work for and the product that they make or sell.

When you turn loyal customers into brand evangelists they really become passionate and they are very loyal and very supportive. They help spread your key messages into important communities and, consequentially, the reach goes beyond just the fans – you’re reaching their friends and their followers as well. But you have to enable them by giving them the content and the tools to go out and tell your stories about the latest things that are happening, their exclusive experience, what they’ve seen happening in the company, why this company is so different, etc. Once you give them the stories, it becomes their personal stories, and not only will they share them, they will become your biggest fans online.








Consumers Now Value A Brand’s Facebook Page More Than Its Website

Sunset and People on a Paddleboard

There has been much speculation surrounding the value of a Facebook “Like,” and the ROI of a Facebook fan. However, according to a new study by market research company Lab42, liking a brand on Facebook now influences the consumer experience more than ever. In fact, the study found that 50% of consumers think a brand’s Facebook page is more useful than its website.

Of the 1,000 social media users surveyed, 82% of respondents said Facebook is a good platform for interacting with brands, and 50% agreed it’s more useful than a brand’s website. The study also found that the main reason users follow a brand on Facebook is for discounts and coupons.

For more details of the study’s findings, check out Lab42’s infographic below:


Instagram May Not Be The Only App Worth 1 Billion Dollars

Sunset over mountains

Path, a more intimate social-networking app that’s like a personal journal, is now growing by 1 million registered users a week after its most recent launch. Now, Path is among the top apps on the App Store, and has shown some significant staying power, according to AppData. Path’s growing popularity, competition with Facebook, and exact same feature set as Instagram (a feature set that is now worth $1 billion), begs the question: How much could this app be worth?

Written March, 2012:

On February 1st, 2012 the mobile timeline app known as Path announced a photo effect called depth. In doing so, not only was Path upstaging the mobile offerings of Facebook, it brought Instagram’s exact feature set to the app as well.  An announcement of this nature should have generated some buzz in the social media sphere. However – due to an impetuous display of public relations – the announcement was made at the peak of the frenzy following Facebook’s declaration that it would go public, and therefore didn’t generate as much buzz as expected. Despite this, thanks to Facebook’s recent billion dollar purchase of Instagram, Path may soon be getting the attention it was once denied.

In integrating Depth to enhance its photo editing feature, Path acquired the exact same feature set as Instagram – a feature set that is now worth $1 billion. Therefore, the follow-up question remains: How much is Path worth?

Unlike Instagram, which offered its features for free; Path makes a little money by selling some of the photo filters. I have been using Path for a while now and, though its social dynamics are similar to Instagram’s, I would argue that Path has a better interface. While Instagram boasts only its feature set for photos, Path allows videos, text statuses, place check-ins, and songs. I would describe Path as the perfect combination of Facebook, Foursquare, Instagram, and Twitter. Path, in my opinion, basically took the best features from each social network and combined them all into one app.

In addition to Depth and the photo features, Path’s newest version also plays a similar role to Gowalla – another app Facebook bought and immediately shut down. With Gowalla in the bag and Facebook’s recent acquisition of Instagram, Path and Facebook are staring each other down, feature for feature. Which brings us to our initial question of Path’s worth. However, this is a question that, initially, must be considered in terms of value rather than dollars. It’s not a question of how much money the app will sell for, but rather who will buy it.

Instagram is 1% of Facebook’s new valuation. Despite this, $1 billion seems like a very generous amount of money to pay for a company with no revenue. However, there was no generosity involved. Instagram, in fact, put up quite the fight, turning down several other offers. Therefore, the large sum of money Facebook finally forked over was most definitely the result of a bidding war – rather than munificence on Facebook’s part. Facebook tried to cut a deal with Instagram in 2011, and (when that was shot down) attempted building its own competing photo filters. However, I believe a competition with Google – or another social site-  served as the determining factor, causing Facebook to make Instagram an offer they couldn’t turn down. Hence, it is safe to assume that Facebook bought Instagram with the ulterior motive of keeping it away from a competitor.

If the billion dollar price of Instagram tells us anything, it’s a definite indicator that some competitor (my money’s on Google) wanted a piece. Now that Instagram is off the market, Path is the only app remaining that holds a candle to all of Facebook’s acquired features. Therefore, while the bet against Facebook for Instagram is over, the one for Path may be just beginning.


Is Your Lack Of A Mobile Website Turning Away Customers?

Sunset over ocean

53% of American cell phone owners have a Smartphone, and since 88% of all US adults are now cell phone owners, that means nearly half (46%) of all American adults own a Smartphone, according to recent findings by the Pew Internet and American Life Project. Moreover, 90% percent of those smartphone owners say they use the device to check email and surf the web. Therefore, with mobile Internet traffic on the rise, you may be turning away potential customers if you lack a mobile-friendly version of your website.

With numbers like these, developing a mobile-friendly website may seem like a no brainer. However, in this case common sense doesn’t translate into common practice among small business owners. Only 26 percent of small businesses have a mobile website – which can be detrimental, especially for local businesses.

It is pivotal that business owners consider how their website displays on a smartphone or tablet. If content isn’t easy to read or access on a smaller screen, it may cause potential customers to seek your products/services elsewhere.

In addition to making information easy to read on a smaller screen, there are several things you should consider when designing a mobile-friendly website:

  1. Less is more. Keep it simple with a one touch “Call Us/Contact Us” button, along with prominently displayed “Hours of Operation” and “GPS Directions” links. Customers don’t care about you; they want to know how you can benefit them. So it’s important display information a customer may be searching for at the top of your site and in plain text.
  2. Avoid flash players. Flash isn’t ideal for mobile sites due to loading time and small screen resolutions.
  3. Don’t make users download PDF’s and try to avoid making them navigate across several pages. Your mobile-friendly website should be straightforward and easy to quickly use.

How to Convert Fans and Followers into Paying Customers

Tall grass

You’ve set up a Facebook page and Twitter account for your business. You’ve spent time growing your digital presence and building your fan base through sharing useful content and engaging your target audience. You now have a loyal online fan base that’s liking and sharing your content. Great! Now what? How do you make that social sale? Here are several tactics you can put to use immediately to convert your fans, followers and subscribers into paying customers.

First, you have to define your conversion. Different businesses have different types of conversion. What’s yours? Consider what makes the most sense for you and what you want to measure.

Once you have identified your conversion, you have to figure out how you can lead fans and followers to your website, which is where conversions take place most often. Once people are on your website, you have to consider ways improve your conversion rates and get people to move down the sales funnel.

When thinking about conversions, it’s important to keep in mind the idea of holistic web marketing, which is all about integrating your different online and digital marketing so that you have a consistent message that’s most effective. There are 4 components to doing this:

Attraction – How do we get people to our website in the first place?

  • There are several effective ways of doing this which include using SEO, social media, and social content creation. You can also do this through traditional marketing, or advertising, or anything that attracts traditional customers to your website.

Retention – How do we keep the line of communication open?

  • People go to your website in information gathering mode. They may not make a decision immediately, so how it’s important you find ways to stay in front of them. One tool for doing this is email marketing. Get people to opt in to email newsletters and send emails to stay in front of them. Another powerful way to stay in communication is through social media. Put social media widgets on your homepage, and get people to connect with you. Getting that connection is much more powerful than just getting another page view on your website.

Conversion – how do we get somebody to move down the sales funnel?

  • See below

Measurement – Does it work?

  • You want to be able to measure through Google analytics for website and other tools. We need to be looking at traffic reports and metrics to know what’s working.



There are several different types of conversion:

  1. Buy now button: Someone clicks on it and hopefully they move through sales process
  2. Contact or lead capture forms: Collect their information and get back to them
  3. Phone:  difficult to measure from website standpoint
  4. Email signups can be very beneficial as well.

You may be asking, how are email signups a conversion? It’s a little yes, which leads to a big yes for most businesses. It’s all about lead capture, so by making people give the little yes you can use it to move forward to the big yes, or the sale.

When going for the little yes, it’s important to consider one of the many weapons of influence: consistency. For example, there was a transportation department in California that sent people to a nice, affluent neighborhood asking if they could stick a “Drive Safe” sign in their yards. Doing so would basically would ruin the landscape, the lawn, and the property value, so most people wouldn’t agree to let the department leave the sign in their front yard (only 17% allowed it). However, a few weeks later they went to another neighborhood with the same proposal, and this time 76% of people agreed to put the “Drive Safe” on their lawn. The difference is that, in the second neighborhood, they went weeks before asking residents to put a small, barely visible “Drive Safe” sticker in their windows first. Once they got that little yes, the people saw themselves as promoters for safe driving, so consequentially they were later okay with putting the big “Drive Safe” signs in their yards. Thus, the question becomes: What’s your window sticker? What little yes can you get from your visitors that makes them think it’s okay to take the next step?

Leading people from social media outposts to your website requires using the right bait. In the book “How To Win Friends and Influence People”, author Dale Carnegie talks about how he loves strawberries and cream, but for some reason fish love worms. So when he goes fishing, instead of baiting his hook with strawberries and cream he would bait it with worms. Therefore, don’t be focused on what you want, think about what’s in it for your audience. What’s the incentive? What will get your ideal customer excited? Are they looking for discounts? Free webinars? Local providers? Figure out the right incentive that gets someone to move down the sales funnel.

You want to bring people from social media websites to your own site. However, with Facebook it is different, in that studies have found that people don’t want to leave Facebook. Therefore, utilize the Facebook apps for closing sales. Include an enticing graphic on the app, or run ads that lead directly to the app and use those custom tabs to create conversions within Facebook.

Your Conversion Rate is what you consider a conversion divided by your website traffic. If your conversion rate isn’t where you think it should be there are several ways to improve it:

  • The first is to improve the quality of inbound traffic. If you are getting traffic from social media you have already done that, because that traffic consists of people who already know your brand and trust it and have confidence built up with you.
  • The second thing is that you have to create compelling offers for your audience. A few ways of doing this are by incorporating the following tactics: scarcity, limited time availability, and consequences. Use alarm-based marketing formula and your conversions will definitely go up.


So you have high quality traffic to your website and you are using the alarm-based formula, but people still aren’t converting the way you want them to. It’s because your visitors are still uncertain. There are several ways to reduce this uncertainty:

Make a good first impression:

  • First impressions matter. You must make sure that your website has a similar design as your social media – this builds up trust. If your website looks nothing like your social media outposts you’re breaking up the trust. You want continuity across platforms. Presentation counts!

Use Social Proof:

  • Another way to reduce uncertainty is through social proof. For example, video testimonials are extremely powerful. Also, using social buttons that show how many people have liked your content on Facebook or retweeted it on twitter is a form of social proof that further reduces uncertainty.

People are uncertain about the process, so make it as easy as possible.

  • Don’t think that they know your website. Make navigating your site easy and don’t overwhelm them with choices.


Once you have ensured to reduce the uncertainty of your website visitors by taking the above steps, here are a few final methods you can use to further boost your conversion rates:

  • Wrap it all up with a call to action. Every page on your website should have a call to action. Try putting your contact form at the bottom of every page and see how it improves your conversion rates.
  • Getting people involved could also greatly improve your conversion rates. When you get people involved in the sale, they are more likely to convert. What does that mean? It could be clicking on a link, or filling out a survey, or using an online calculator.
  • People are often worry that you may not have the right solution for them. So ease this uncertainty by offering them a money back guarantee. You can also prove you have the right solution by putting testimonials on your website.

Once you incorporate all of the above it is important that you use Google analytics or other insights to measure and determine what is and isn’t working. The digital sphere is constantly changing, which means your strategy and conversion approach will often need tweaking. However, the above steps are a great place to start.