5 Social Media Selling Tips and Warnings
Social media is one of the best marketing tools out there – you can grow and reach a huge audience with content and ads, and the people who like and/or follow you are your fans, so they’re already your objective group.
However, people may resist selling on these platforms. They see sites like Facebook, Instagram, and Twitter as places to share content and engage with friends, family, and now, brands.
You really have to approach this the right way or you could alienate your audience, causing them to unfollow or dislike you because they expect two-way conversation and engaging content, not to be marketed.
It is also important to clarify that social selling does not mean advertising your product or service online so that people will buy it.
Social selling means you are using social media to connect with sales prospects and nurture relationships to hopefully convert them into customers.
For example, I recently did a tea time tip on things to consider before you start building your website. People could comment and ask questions in real time, and Facebook Live had lots of information on how to hire a professional web development company.
So, I wasn’t just talking to people to hire us for their website building needs; I was sharing relevant information and feeding leads that might be looking for a company to help them.
Now that we’ve defined social selling, let’s take a look at what you can do to increase your chances of success:
1. Think relationships, not dollar signs.
Make sure to post relevant non-sales content. You want to become an expert resource in your industry, so focus on adding value to your users’ feeds.
According to a study conducted by LinkedIn, shoppers active on social media welcome feedback from industry experts. Also, 76% of buyers are ready to talk with potential suppliers.
Get to know your potential customers by asking them engaging questions, answering their questions in a timely manner, and responding to comments. The more trust and loyalty you build, the better your chances of turning a follower into a paying customer.
Read: The power of storytelling on social media
At one time, your strategy was probably heavily focused on sharing links to third-party content with your audience. Well, those days are over, and if you want to stand out in the crowded and noisy online environment, you need to focus on content marketing storytelling.
2. Take the time to develop your accounts.
Make sure your bio and profile are complete on all the platforms you want to use for social selling. You must include your website URL, About Us, phone number, and any other relevant contact information.
It can also help pin relevant posts, make sure your brand stands out, and have high-quality images to grab the attention of followers. Again, this builds trust and loyalty, making people feel more comfortable and secure doing business with you.
See how one of our clients, A Family Law Firm, has taken the time to not only fill out their contact information, but also the “Our Story” section on Facebook.
3. Choose your message wisely.
What works on one platform may not work on another. Where do your potential customers hang out? Where do they discuss business or seek restaurant recommendations? Usually:
* LinkedIn is more business-focused, so people are more comfortable with marketing messages there.
* Twitter has a great search feature, so you can more easily connect with prospects and find relevant topics.
* Facebook has many communities you can join and network with (remember, don’t be pushy!)
*Instagram and Pinterest are for images, not long pieces of content.
By tailoring your message for each platform, you’ll be more likely to attract the right kind of customer.
4. Let user-generated content sell for you.
You don’t have to do all the social selling work alone! There are so many ways to use User Generated Content (UGC) to your advantage, including:
* Contests and giveaways that encourage followers to share your content, hashtags, and/or messages.
* Ratings or reviews of your product or service
* Testimonials
For example, J.Crew posts user ratings and reviews on their website, so when they post a dress or shirt on their social media account and someone clicks, they see other people’s votes of confidence.
User-generated content not only helps you, it helps your customers too. Almost 80 percent of people say that UGC drives their purchasing decisions. It’s a win-win situation!
5. Try, try and try again.
Every business owner needs to track and measure their efforts, whether it’s a digital newsletter or a Google AdWords campaign. Look at your data and statistics to determine what works and what doesn’t.
Maybe people are referred to a page on your website from your Facebook post, but only spend a few seconds on it.
You need to see why that is: is your message unclear? Bored? Is there a broken link? By tracking your visitors’ routes, you can see where you need to take a closer look.
Google Analytics is a free tool that you can use to measure your website statistics, and there are also paid tools that can help you break down and understand your data.
The more you test and adjust your social media selling attempts, the better your ROI (and the happier your followers will be).
While social selling is different than traditional methods, it’s still about building relationships and credibility. Focus on the person behind the platform, not converting them into a sale or guiding them through a marketing funnel. Take the time to build connections, and you’ll create a community of prospects who will appreciate hearing from you.