For brands, selling on social media is still a scary endeavour. We’ve decided that being active on social media is important for brands. The vast majority have jumped on board. Many are there but just don’t see the value. Justifying its presence is difficult in the age of shrinking budgets especially with no direct contribution to the company’s bottom line. Selling on social media and interacting with people who need your product is the next evolution and it’s already here.
If you’re interested in social media as a selling tool you’re already ahead of the curve. Big questions on your mind should be:
How do I do it right?
How do I make 1 to 1 engagement worth my time?
We’ll give you the rundown.
1. Get out there and find your customers.
Wait to be found and they will find someone else.
Just like traditional selling you need to pound the pavement make connections and meet new people.
New customers within your current followers on twitter are a small fraction of those that are out there asking for your product. Going out and interacting with users that have questions or are shopping for what you offer is key to increasing sales.
I’m sure you’ve heard about carving out a niche on Twitter but for social selling when you engage with users, potential customers see your brand as approachable and informative. This promotes a level of credibility and trust. Trust is at the heart social selling.
2.The Hard Sell is Challenging
The reason brands are scared of social media is lack of control. Direct pressure or a hard sell can backfire on social media. We’ve all seen it happen. A brand getting heavy handed or rude is more exposed on social. With the added potential of going viral they can get in over their heads simply from a series of tweets. Pressure sales don’t work when the playing field is leveled. Being delicate and courteous throughout your engagement is paramount.
3. When selling on twitter becomes a helpful resource first, sales come later.
The intention of selling out of the gates stops customers from warming to the idea and are more likely to shut down than being drawn in. After a number of these conversations users will see you as approachable with a wealth of knowledge.
4. Don’t automate your responses.
Put people on the other end and there will be a noticeable difference.
Automated messages are easy to spot. Even if it’s on social it’s still spam and will get ignored. Putting a person on the other end reinforces a personal connection.
It also helps build trust in your brand. A person behind the post personalizes the brand. Don’t worry, each response need not be completely organic. The important part is tailoring your message to be specific to the tweet the response is directed at.
5. Target Your Audience Correctly
Targeting the right people at the right time in the right state of mind
This is the biggest piece. Proper targeting and reaching out to the right people at the right time is a huge part of the battle.
To save time make sure you are looking specifically for people who need what you are selling. With other types of marketing you can target based on demographic info such as Male 18-24. Leadsift allows you to drill down to a customer’s current need. If they are asking for it on social media already, it’s becomes multiple times easier to swoop in and save the day.
Marketing has tailored itself to be one message fits all for the better part of a century. This is where that changes. It’s time to step back from untraceable TV spots or banner ads. The era of engagement has arrived, have you?