Social media is no longer just a place to connect with old friends and meet new ones. It has become a vital platform for brands to engage their audience and reach more relevant customers. This allows brands to successfully drive conversions through social selling. In this article, we will discuss seven effective social selling tips that will help you reach more customers.
These days, potential customers don’t want to make a purchasing decision based on a sales pitch. They’d rather do their own research, which they often carry out online, much of which is on social media. 56% of customers who use social media to interact with a brand feel a stronger connection with it. According to research conducted by PwC on more than 22,000 consumers, social media is the most influential digital media that inspires shoppers to make a purchase. Therefore, social media is a place marketers can no longer ignore. In this article, we will discuss how to use social selling to reach more customers. Before that, let’s elaborate a little on social selling.
Put Social Before Selling
On social media, consumers shouldn’t be strangers by the time you sell to them. Now let’s see how we can make the most of these platforms.
#1: Pick Your Social Media or Don't
If you are an apparel brand, it will be the other way around. In that case, Instagram and Facebook will be your major places of activity. Keep your products and brand in mind while choosing your preferred social media platforms. Here are three things you should consider while choosing a suitable social media platform:
- Where do your customers visit the most?
- Where can you access your target the best?
- Where do your ads get clicked the most?
#2: Join Groups, Make Your Own, or Do Both
#3: Analytics is the Key
#4: Use Storytelling to Engage
Storytelling can happen through a video, an infographic, or just a simple image or post. A good explainer video can be a great brand storyteller. Tell a story about how your product makes life easier and how it has helped other people. You can also tell a story about how your product came to be and some of the important milestones you’ve completed along the way. You can take Airbnb’s amazing photo stories and real-life traveling stories as an example.
#5: Use Targeted Ads
You can manage your page and posts using a dashboard and then use the Page Insights to understand the analytics. Here is a sponsored post example from Facebook. The aim of this ad is to create awareness and get more followers for the page.
2. InstagramInstagram has four major options for advertising. Photo ads, video ads, carousel ads, and Stories ads. In the carousel, you can add more than one picture in a single ad. Instagram Stories have a wider reach and its full-screen vertical format makes it more attractive. Here is an example of a sponsored post from Elastic Email on Instagram.
3. LinkedInLinkedIn has sponsored content, sponsored InMail, and text ads. LinkedIn too is a highly targeted platform. You can buy ads in the auction. You need to bid a price and compete to reach the same audience your competitor is trying to reach. Below is an example of a promoted post on LinkedIn from a Gartner Report.
4. TwitterThere are different types of campaigns you can run on Twitter including promoted Tweets, promoted accounts, promoted trends, and website cards. They have a special platform for social media agencies so that they can serve their clients better. Ferguson, for example, is one of the largest plumbing wholesalers in US. The brand used Twitter ads to talk about their state-of-the-art showrooms to industry professionals and homeowners.
#6: Use Hashtags EverywhereHashtags help separate you from the crowd. Your visibility on social media is highly dependent on using the right hashtags. Hashtags get indexed on social media and make posts visible to a wider audience who are searching for a specific hashtag. There is no doubt that people who found you through hashtags are highly interested in your brand. Therefore, it has a segmentation benefit too. For hashtags, you have to be vigilant about keeping up with what’s trending.
However, you could add brand specific or content specific hashtags too. For example, people may look just for your brand, in which case a brand hashtag will help. A specific product or content hashtag will bring in people who are interested in those things in general. Coke’s #ShareACoke campaign is considered one of the best hashtag campaigns.
#7: Count Those Discounts in Your Budget
For all of your discounts and offers, maintain a sense of urgency. People act when they feel they might miss out on something. You may not get the best results in your first coupon campaign. You should keep doing experiments on this. You can run this kind of campaign and track results using social media marketing platforms. ShopRite regularly runs coupon campaigns on their Facebook page.
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