High Price And Low Conversions: How to Fix and Avoid (An Expert Guide)

Ah, the age-old B2B social media marketing dilemma: You’ve crafted a stellar product, one that solves real problems for businesses just like yours. But when it comes to converting those curious clicks into paying customers, well, let’s just say the tumbleweeds are rolling a little too freely in your virtual sales funnel. Sound familiar? Don’t worry, you’re not alone. Here at Social Gamma, a premier B2B tech digital marketing agency, we’re here to equip you with the knowledge and strategies to turn those clicks  into real conversions.

Now, before we dive into the important basics, let’s address the embarrassing or upsetting truth that nobody wants to talk about – the price tag. B2B solutions often come with a bigger price point compared to their B2C partners. This can be a major hurdle in convincing possible customers to pull the trigger, especially in the fast, “show me the value now” world of social media. As digital marketing respected expert Neil Patel in a very well-known way said, 

“The goal is to make people stop scrolling.” But how do you make them stop scrolling when your product demands a bigger investment than a venti latte?

Here’s the good news: It’s not about lowering your price unless, of course, your profit margins are singing opera. It’s about communicating the value your product brings in a way that resonates with your target audience.

Step 1: Know Your B2B Buyer

Think of your ideal B2B buyer as a person, not a faceless corporation. What are their pain points? What keeps them up at night? How can your product alleviate their stress and make their professional lives a whole lot easier?

Moz, the SEO powerhouse, emphasizes the importance of understanding your audience: “Content marketing is all about the audience. Not a single line of copy, not a single image, not a single video should be created without the audience in mind.”

By getting into your buyer’s head (metaphorically, of course!), you can tailor your B2B social media marketing messages to address their specific needs and demonstrate how your product solves them. This builds trust and establishes you as a thought leader in your industry.

Step 2: Content is King and Queen, and Jester

Creating high-quality, engaging content is the cornerstone of any successful B2B social media marketing strategy. But ditch the dry, technical jargon. Remember, you’re competing for attention in a sea of scrolling thumbs.

Think infographics, explainer videos, bite-sized industry insights – content that informs, entertains, and sparks conversation. Humor can be a powerful tool here. After all, who doesn’t love a good meme that perfectly captures the struggles of a B2B buyer?

Step 3: Master the Art of Social Listening

Social media isn’t just a one-way street. It’s a platform for two-way communication. Use social listening tools to track industry conversations, identify relevant hashtags, and engage with potential customers who might be expressing problems your product can solve.

Think of yourself as a social media superhero, swooping in to save the day with your B2B tech solution.

Step 4: Optimize Your Landing Pages

So, you’ve snagged a click from that stellar social media post. Don’t let it go to waste! Your landing page is prime real estate – the place where you convert that click into a lead (or hopefully, a customer!).

Make sure your landing page is clear, concise, and directly related to the social media post that led them there. Include strong calls to action (CTAs), highlight the benefits of your product, and make it easy for visitors to take the next step, whether it’s signing up for a free trial, requesting a demo, or contacting your sales team.

Step 5: Leverage the Power of Paid Advertising

Organic reach on social media platforms is a fickle beast. To ensure your message gets in front of the right eyes, consider incorporating paid advertising into your B2B social media marketing strategy. Platforms like Facebook Ads and LinkedIn Ads offer powerful targeting options that allow you to reach decision-makers in your industry with laser focus.

By combining organic reach with targeted paid advertising, you significantly increase your chances of connecting with potential customers who are actively looking for solutions like yours.

Step 6: Befriend the Data Analytics Beast

Social media marketing isn’t a guessing game. Data is your best friend, offering valuable insights into what’s working and what’s flopping. Track key metrics like engagement rates, click-through rates (CTRs), and conversion rates. Use these insights to refine your strategy, optimize your content, and identify the social media platforms that resonate most with your target audience.

Remember, even the most well-crafted social media campaign requires ongoing monitoring and tweaking. Embrace the data, learn from it, and use it to fuel future success.

Step 7: The Long Game – Building Relationships

B2B sales cycles are rarely a quick click-and-buy affair. Building trust and lasting relationships is crucial. Utilize social media to nurture leads, provide ongoing value through informative content, and showcase your company’s expertise.

Think of it as a slow dance, not a frantic one-night stand. By consistently demonstrating your value proposition and building trust, you’ll be top-of-mind when those potential customers are finally ready to invest in a solution like yours.

Step 8: The Allure of Social Proof

Social proof is a powerful force in the B2B world. People are more likely to trust recommendations from their peers than generic marketing messages. Encourage customer testimonials, showcase case studies that highlight successful client implementations, and leverage social media to cultivate a community of satisfied users.

Seeing real-world examples of how your product has helped businesses like theirs can significantly reduce the perceived risk associated with a higher price tag.

Step 9: Think Beyond the Platform

Social media is a fantastic tool, but it shouldn’t exist in a silo. Integrate your B2B social media marketing efforts with your overall digital marketing strategy. Ensure consistency across all your marketing channels, including your website, blog, and SEO efforts.

Remember, strong SEO can significantly increase organic traffic to your website, further nurturing leads generated through social media. Tools like Google Ads can also be used to retarget website visitors who might have shown initial interest on social media.

By creating a cohesive digital ecosystem, you’ll provide a seamless user experience and ultimately, drive more conversions.

Step 10: Consistency is Key

Building a successful B2B social media marketing strategyk takes time and dedication. Don’t expect overnight results. The key is to be consistent in your approach. Develop a content calendar, schedule regular posts, and actively engage with your audience.

Remember, your social media presence is a marathon, not a sprint. Patience, persistence, and a dash of creativity will propel you towards those conversion goals.

11. Embrace the Experiment

The B2B social media landscape is constantly evolving. Don’t be afraid to experiment with different formats, content types, and paid advertising strategies. Analyze your results, learn from your successes and failures!, and adapt your approach accordingly.

The key takeaway? High price tags and low conversions don’t have to be your B2B social media marketing destiny. By focusing on value communication, targeted content, and building relationships, you can turn those clicks into customers – and watch your ROI soar.

So, put on your social media marketing cape, embrace these strategies, and get ready to rewrite the conversion narrative for your B2B business!

Contact now for Social Media Audit and B2B Strategies’ plan!