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Social Media and Sales: Follow This Map, Bust the Myth
There are those who believe that Social Media and sales should never be in the same sentence. In fact, many of you are probably scratching your head right now hearing it come from me. But aren’t we all in business to turn a profit? The last time I checked, you can’t do that without sales. So, let’s talk about the best way you can be an engaging social business while also putting numbers on the board.
Now, there are a lot of “social media experts” out there telling everyone that social media isn’t for selling. They use a lot of flowery talk about how it’s only for brand awareness or recognition. They say social media is not sell-to-me media and of course, that’s true. However, a real expert knows that social media, especially Facebook, offers many ways to reach buyers. Only savvy marketers know that social media and sales can and should co-exist.
On the other side of the fence are those that subscribe to the old advertising model of blasting messages about the company, mistakenly thinking those tactics will magically bring more leads and sales. Some publish blogs and other content that talk all about the product or service and nothing that helps the customer think through their decision. Some even believe that Facebook Likes are leads. This approach is just as fraught with problems as the “social media isn’t for selling” approach and both are myths.
A strong business leader knows that myths can be dangerous and a well-balanced approach to anything is usually the most successful. Social Media is confusing, especially to business owners who need to make sales. There certainly is plenty enough content out on the web to sway you 100 different ways. At the end of the day, you need an illuminated pathway to make the right choices where your brand and sales are concerned.
The way out is always through.
Follow this map to bust those myths. Lay down some solid groundwork for Social Media and Sales success:
Before you travel: Set Goals
The only way to know where you’re going is to outline where you want to end up. The more specific you can be, the better. If you’re new to Social Media and sales, these are some attainable goals:
- Grow your fans and followers
- Increase engagement and conversation around your brand
- Implement a workable content collection process inside your business
If you’ve been on Social Media for awhile, then sales should be your ultimate goal. Here are some steps toward it:
- Create catchy and unforgettable Social marketing campaigns
- Track what you do with analytics tools
- Implement a fool-proof follow up system to field leads and convert sales
Plan your route: Content Strategy
Content strategy means getting the right messages to the right customers at the right times. It starts with WHY.
- Why do people buy from you?
- What is your unique selling proposition?
- What value to do you bring to the table that nobody else does?
If you’re confused by this, simply ask your customers why they choose you. Hint: if it’s because you’re the lowest price, keep digging for the real answer.
Great strategy comes from comprehensive information. Identify who you are as a brand and identify who you want to reach. Describe your ideal customers:
- What are they like?
- What questions do they have?
- How do they research for your product or service?
The more you know about your ideal customers’ shopping behavior, the better you’ll be at creating and publishing content that matters to them.
Begin your journey and enjoy the trip: Create & Publish Content
Something magical happens when you put your knowledge on “paper.” Publishing information about your business – what it’s like behind the scenes – helps people connect with you in more meaningful ways than your competition.
Sharing the right mix of content is important. Make sure your content mix reaches all levels of the consumer buying phase, not just the “ready to buy now” group.
Syndicate your blog posts on Social channels to encourage engagement and traffic to your site.
Enjoy the act of content creation. Talk about subjects you’re passionate about. Develop relationships and trust by encouraging people to engage with you.
The road to the sale is paved with your trustworthy information.
Don’t forget to gas up: Social Ads
Social advertising plays a valuable role in Social Media and Sales. Social ads support your content and get it seen by more of those ideal customers we were talking about. Facebook ads in particular provide a great value by giving you the ability to laser-target those who might prefer to see your ads, at a reasonable cost.
Use Facebook ads to:
- Grow your likes
- Increase engagement with your posts
- Drive traffic to your blog (website)
- Convert fans into customers
Look for markers: Capture Leads
There are two types of leads in the Social Media and Sales world:
1. Organic leads: these come in the form of comments and interaction with your content. It’s crucial to listen for organic leads and respond quickly in a social manner. Don’t respond to customers questions with one-word, closed-ended replies. Answer their question and ask another one. Help them create the lead themselves.
2. Paid Leads: these are the leads you’ve paid to obtain. One of the first clients we ever got at Kruse Control failed to follow up on the leads we obtained. It was the catalyst for my shifting parts of my business toward education and training because this dealership was not prepared for Social Media and Sales.
Learn the best ways to follow up with your social sales leads. Whether you’re one person or you’re managing a team, if you don’t follow up, you never get the sale.
Arrive at your destination: Close sales
Warm leads close faster. How many times have we heard that? But so many simply ignore it. Social Media is your vehicle to develop warm leads. With virtually all consumers starting their purchase process online, doesn’t it make sense to greet them and engage with them there?
By developing a Social Media and sales process inside your organization, each employee understands how the road to the sale happens:
- Attract ideal customers with your content
- Connect with them on your Social channels
- Provide useful information for those in-market
- Accelerate your efforts with Social ads
- Ask for the sale when appropriate
Social Media and sales DO belong in the same sentence. They also belong in your sales department’s daily operation. We’re all in this to make a profit. It’s time to get the show on the road.
When it’s time for assistance, call me.
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