Monday 17 February, 2014
Social media is huge and it’s playing an increasing part in how people make buying decisions online. This is why brands need to be there in order to engage their customers. But selling on social media is a whole different game than regular selling with its own rules.
People may use social media to buy products, but they’re not there to shop in the traditional sense. Self-promotional messages that would urge people to buy elsewhere don’t work as well on social media. People are there to hang out and get information, not buy directly from companies. This is why you have to be skillful at selling without selling.
Build Rapport and Trust
Selling successfully using social media is about creating a bond with your audience, and you do this by building rapport and trust. Social media is all about content marketing. Offer stories, tips and multimedia content that your fans can use. Strive to be the kind of user whose posts are eagerly awaited by your audience.
Your efforts on social media, whether in posts your share or personal messages, should be to help people. You can help people by using your expertise in your niche to solve their problems or by directing them to resources that are helpful for them. Educate your audience through social media and become their go-to for information related to your niche.
No Strings Attached
Whenever you offer help, freebies or anything else on social media, make sure people know it’s ‘no strings attached.’ There should never be any hard selling on social media. Use social media to build a relationship and lead people to your other marketing channels, where they can buy directly from you.
The best thing that can happen on social media is to get recommended by someone. This is really what people look for when they use social media for shopping. They want to know what they’re friends are doing (and buying). Get yourself talked about rather than talking about yourself.
You often hear marketers talk about how social media is about ‘engagement.’ This is a powerful method of selling without selling. To engage means to get people involved in something. For example, creating events, offering activities, and so on, get your audience participating with your brand. During this engagement, keep your mouth shut about your products and promotions. Let other users discover them through the engagement you offer.
One of the best advantages of social media is the feedback it offers. You can learn so much about your customers here and it’s completely free. Monitor all of your activities on social media to determine which efforts are leading to sales. Every market and each segment within that market is different. Pay attention and you’ll discover what your customers like.