ReThink180: How to increase conversion rates on social media by up to 300%

In social media, the user’s situation must be taken into account when addressing them. Ads should primarily generate interest, not fully inform or explain.

With the Rethink180™ methodology developed by Leadvolution, argumentative approaches can be systematically established that explain to the user in the shortest possible way why the product in question makes sense to them personally and generate the realization that they should request more information.

In this way, it has been proven that 50 to 300% higher click and conversion rates can be achieved than with previous campaigns. And not through intrusive, empty advertising messages or clickbaiting, but through information that is relevant to the customer, offers real added value and thus generates sustained interest.

In order to analyse the perspective, you should proceed systematically in 4 steps:

1. Explore all relevant pain points for your target group that you can solve with your product.
2. Then nail down the consequences that result from the pain points, each for specific job profiles that you would like to reach within your specific target group.
3. Then you quantify the results that your target group can achieve with your product, define buying obstacles and identify arguments to overcome them in your communication.
4. Finally, collect references to your company.

From these points, an argumentation (a “messaging”) can be developed that, in contrast to a general “awareness” text, has a high relevance for your target group, generates direct product interest and, incidentally, delivers real and sustainable branding. Reason: The customer can link the now learned product added value with your company name.

You can use this messaging not only as a storyline for social media ads, but also for any content, for example blog articles, testimonials, “Always on” posts, videos, trade fair content, or lead ads. Do you need a new idea? Then select any pain point, provide it with an example and derive the further storyline for your content directly from it.

Getting the message of an ad clearly to the point has another advantage: the lead quality increases. If the customer already understands the added value he can achieve with a product, this generates genuine product interest. Such a lead is much more valuable for sales than someone who was only interested in a generally informative white paper.

Last but not least, communication oriented towards the customer’s problems or added value makes sense on all channels. You should therefore use social media in combination with ReThink180™ to improve communication on all channels in a data-driven way. The reach of B2B websites usually is too small for A/B testing to deliver truly meaningful results statistically. On LinkedIn, you can test several ads with different communication approaches with a high number of impressions and use the most successful message on the website and other channels as well. Feel free to contact us if you would like to learn more about ReThink180™.

Generally, B2B companies spend a lot of money on elaborate landing pages for their campaigns. However, users who arrive at these pages through social media are usually in restless situations with a lot of external interferences – such as on the bus, in a restaurant, while waiting for an appointment, etc. – or just want to distract themselves and relax. If these social media users are now supposed to load a new website, orient themselves there and fill out a form, companies consequently often achieve very low conversion rates of less than 0.5 percent.

Pre-filled lead ad forms on LinkedIn and Facebook take the user’s current situation into account and make it possible to request further information with just one click. That’s the way how B2B marketer achieve conversion rates of 5 to 20 per cent – without having to create a landing page.

This is particularly exciting for pilot projects, as coordination loops and creation effort are significantly reduced and meaningful success data is generated in just a few weeks, which is worth its weight in gold in internal discussions. Feel free to contact me on LinkedIn to arrange an expert call on what such a pilot project could look like for your company.

Conclusion: For B2B companies, it pays to develop content from the customer’s perspective. The ReThink180™ method developed by Leadvolution helps to create concrete content in a very targeted manner in a short time, to stir high interest and to achieve significant registration rates.

The content produced in this process can help improve contact rates not only on social media, but on all channels. In addition, tools specific to the needs of social media, such as lead ads, should be used to ensure high registration rates once interest has been generated.