The marketing landscape of today is a paradise for sellers.
You can sell anything, at any time, on any channel.
In a sense, your business never closes. People are always connected. They chat and interact with friends and brands on social networks 24 hours a day, every day, using up to five different devices per day. A new omni-channel buyer trip has emerged.
Social selling, in particular, has made great strides. More and more brands are turning to Facebook, Instagram, Twitter and other channels to promote their brands, interact with customers, increase incoming traffic and reach potential customers.
This article will explore three traps that normally fall when they are sold on social networks.
But first, here are some statistics to invigorate it.
Amazing social sales statistics to inspire you
Still not convinced of the power of social networks as a marketing tool?
These social e-commerce numbers speak loud and clear about the return on investment in social media marketing.
- More than 50% of companies that use social media marketing find that it increases revenues and sales. (Smart Insights)
- Social marketers attract 45% more opportunities than their peers, are 51% more likely to achieve quotas and sell more than their non-social counterparts 78% of the time. (LinkedIn)
- Companies with consistent social selling processes are 40% more likely to achieve revenue objectives than non-social sellers. (SalesForLife)
- 31% of B2B professionals said that social selling allowed them to build deeper relationships with their customers. (CSO Insights and Seismic)
- 39% of B2B professionals said that social sales reduced the amount of time they had to devote to researching potential prospects, while a third said they gained more potential customers with the strategy. (eMarketer)
- 31% of B2B professionals reported better relationships with customers due to social sales. (eMarketer)
- 84% of C-Level executives use social networks to make purchasing decisions. (Bamboo)
Clearly, social selling offers an incredible opportunity for marketing experts.
With many tools to help you along the way, such as the agile Shopify POS, you can now easily set up an e-commerce store within the favorite social media channels of your target market. People can buy from you without having to leave the social media platform or visit your site.
But having the right tools is not enough.
You need a good strategy too. Otherwise, you’ll look like a fool in your haste for big dollars. Let’s look at three traps that could sabotage your success.
Temptation n. #1: Sell Before Serving .
Brands often fall into the temptation to speed up sales on social networks.
Let’s say, for example, that someone follows a company on Twitter. Typically, they are hit immediately by a deluge of sales pitches, over and over again. Ugh This makes you look like a desperate brand without a brain.
Here is the thing.
You must give before taking. Be known as a value provider first.
Get the confidence of your audience one post at a time.
Share useful content Answer your questions Interact with them Serve them, and then ask for the sale. A giving approach first makes the sale more likely because it triggers reciprocity. If done well, selling should be a continuation of the service you provide to your audience.
Your pure content posts should be at least 10 times more than your sales releases or publications. Social selling is a marathon, not a sprint. Jason Quey of Growth Ramp, a marketing company that helps startups and SMEs grow faster, is a great example of the value-first approach. Your Twitter account is full of valuable content.
Here he shares a very useful and valuable original research that his audience appreciates, as can be seen from the great commitment that the tweet had. Reach the hearts of your audience and they will reward you with excellent sales.
Temptation # 2: Talk Without Listening
Focusing on yourself is another destructive trend in which companies slide.
They go on and on about their brand, their products, their events, their history. In the end, they do everything about themselves.
You sound like a selfish maniac who does not care about people. Just the way you want people to perceive your brand, right?
Yes, you are there to advance your brand. But you do it in an intuitive way. How? By focusing on the needs of your audience. A good way to do this is to listen attentively to your audience.
Social networks are not a monologue, it is a dialogue, a bidirectional interaction with their consumers. You talk, you listen and then you answer. Social listening helps you keep the pulse of your consumers. This provides valuable comments about your brand, products, industry and even competitors.
The main companies of sunglasses, Blenders Eyewear are fantastic social listeners. They are always attentive to the compliments of customers about their products. Then they massage these good comments in their ads or content.
By listening and letting their audience speak, Blenders Eyewear produced user-generated stellar content (UGC) that reduced their advertising spend by 62% and doubled their click-through rate (CTR).
Temptation n. #3: Equalize Connections With Customers
Due to the charm of the quick sale, clueless companies confuse connections for customers. This feeds temptation # 1.
Clients and connections are not the same. Here are some important differences:
- Intent: the connections may or may not buy from you in the future. Customers have already bought it before.
- Time: the connections have been connected to your brand. The clients have known you for a while.
- Exposure: connections may have no idea who you are and what you do. Clients know exactly what it is about.
- Travel: the connections are in the stage of knowledge of the journey of the buyer, while customers have already gone through all their funnel.
It is clear that connections are not necessarily customers. Do not get too close and fast. You will scare them.
Take the time to nurture your relationship with your connections. Push them little by little through your funnel. Inform them about trends in your industry. Inform them about the benefits of their products. Involve them one post at a time. Eventually, they will buy it when they are ready.
Connect, converse and then convert. That is the formula for success in social networks.
Chubbies, a brand of shorts for men, knows how to charm its audience.
This free publication certainly made people talk, tweet and like. It is not just about the immediate sale. Pampering your audience with gifts is a way to woo your connections and build goodwill that you will return generously later.
An acute social marketing strategy has so many benefits.
Here are some of them.
- Increase the number of potential customers
- Deepen the relationship with customers
- Improves lead conversion rate
- Shorten the sales cycle
- Reduce contact time
- Customized customer experiences
- Close more sales
But to reap all these benefits, you must be in your best behavior. Otherwise, you will fall and be taken as a joker.
I hope you like this article and have learned something new. Click Like, comment and share our articles if you really appreciate my work.
If you have any questions about this article, do not hesitate to ask me in the comments box below