What can social media techniques add to your sales strategies?
This really is a fantastic question because it highlights a remarkable change in how people interact with each other and with the companies and products they enjoy. Just a few years ago a small business would be content to have a beautiful website, a reasonable check-in experience and a solid control in search engine optimization and marketing, the famous SEO. This worked because it matched the way people bought. Although they may have experienced discoveries of the desired products elsewhere (physical stores for example), they always started an online shopping trip with intent.
What is said above are still incredibly powerful tools, and are, in fact, strategies for a competent online e-commerce presence. As a result, the buying process has shifted from a process motivated in large part by a consumer’s desire to find something, to a model that is more customer-facing than products while experiencing social networking experiences. In a nutshell, the intention and the discovery are much closer. The challenge is to be there with these customers at the right time.
Here are four techniques for any small business that seeks to integrate social media into their sales process:
1 – Combine your social strategy with your client
The key here is that not every social network will bring results. Is your main client a recruiting or education professional? A teenager? A modern mother who is looking for an excellent cookie recipe? Maybe your client is an opinion leader or a beginner in the technology field. So, see that the best social network for your company to use in the sales process, basically depends on the consumer profile. Start by analyzing your target audience and defining your personas, what social network they are in, what they like and share, what personalities they follow, what movies they support, what demographic data (age, gender, background, marital status, etc.), and especially study their pains, desires, and frustrations in detail.
Do not use this social network to post ads, place imagery with creative captions that will catch the attention of followers. Instagram is not the place to refuel the ad used in the newspaper. Use language, and form of communication, appropriate for each media, always.
2 – Create the right content in the right dose
An effective social media marketing strategy requires content and based on the mapping that you have made of your persona, create content as original and attractive as possible. (Hint: always include a visual). Depending on who your client is, you will have to find the right frequency measure and in which formats you will publish your content (articles on your blog, videos on your Youtube channel, podcasts, infographics, ebooks. gain the trust and commitment of your customers with your content.
Remember, of course, that too little or too much can be equally detrimental to your goals. Recognize that different social networks serve different functions – a tutorial may be the way to capture users on LinkedIn, however publishing a time-limited discount code may be the best call in the Twitter environment. Do not be intrusive and do not be pushy enough to irritate the customer. Also, do not even think about sending advertisement to the list of purchased numbers. That’s a crime. Remember to make clear the hours of service via WhatsApp to avoid any misunderstanding.
3 – Create your network
There are no two ways about this, you will need to take the trouble to actually build your network. The best advice which can be offered here is to create daily, weekly, and monthly goals so that you are committed to a rhythm of engagement from the start. Look for relevant social media to find people who are talking about your industry or using keywords related to your business. So, start holding it by answering questions they put or share something they say you found intriguing. By contributing to the conversations of your prospects, you gain confidence and add value to your network.
4 – Connect it back to business
Of course, none of this really matters if there is no sales result, and this comes from eventually meeting purposeful calls to stocks for either customers who have already bought from you once, or those who have not yet made the first purchase. This is an important point, the nature of social media dictates that they are not always your customers, but the friends of your clients, who can exert the greatest influence. If these friends like what you have to say, they may, in fact, make some of your sales for you.
Ultimately, relationships are much more important than the links when you are selling on social networks. People share a lot of information, and if you take the time to listen to what they are saying, you will be in the best possible position to have meaningful conversations with the right people and offer “just the thing” that they want or need right now. which are prone to purchase.
This last point is where the real innovation comes from, and where we will see more investments and changes in the next 6 to 12 months.
Most major social networks are increasingly evaluating the idea of working with built-in buttons to create contextual buying experiences within their platforms. This is an incredibly powerful “final game” for social strategy. Imagine that you have identified your customer, felt that he or she spends time online socially, has created meaningful content to raise awareness and engagement with these customers and then offered an enjoyable experience the moment they discovered the need for your product. At that point, you’ve already charmed your customer, boosted sales, and proven the value of all that hard work.
All social networks are driven to engagement, that is, comments, shares and tanned. To succeed in this endeavor, you need to know what your audience likes and what type of content interests you. If you have a creative gift shop, you will not do post talking about clothing, will you? Draw a profile of your audience and use this information to engage. You can also advertise on Facebook and have incredible results by doing good targeting. On Facebook you can target your ads by gender, age, interests (married or single people, for example), location, among countless other possibilities. Facebook has considerably reduced the organic reach of the publications on the pages. So, do not go into the social network thinking it’s all for free. Chances are you’ll have to invest to take ads to get the expected result.