In the year 2020 most business owners know that social media super important for growing their business. Yet, simply being active on social media and purposefully using it to nudge paying customers through the door are two totally different things.
Those most skilled at social media marketing invest a great deal of time crafting and creating content, as well as honing their sales copy because they know that a little effort invested at this stage will yield greater returns later on.
Here are my ten commandments for successful social media that sells:
#1. Know the path
First of all, get super clear what action you want your followers to take. Do you want them to join your mailing list? Buy tickets to your event? Purchase a package from you? Once you are really clear on action you want them to take, then you can create an offer and user experience that is too good to be true.
#2. Get inside your customers head
Get a little bit obsessed with your ideal customer – know them intimately and keep them in mind any time you are writing for social media. Know their gender, their age, profession, income level. What do they read? Where do they hang out online? Hell even what do they eat for breakfast? If you are not sure – look at your top 20% of existing paying customers. They will give you a clue.
#3. Be their shrink
Most importantly you need to know your customers most pressing problems. What keeps them up at night? What are they just burning to solve? What problem if they solved would change their world for the better? This will be your marketing gold.
#4. Be a shiny glimmer of hope
Now you know your customers pain points you can demonstrate through your social media posts how you can solve their problems. The best way to do this is solving a smaller problem for them – think tips, how-to’s videos or snippets or information. Be a shiny glimmer of hope, but don’t give away your gold – save that for your paying customers.
#5. Make your posts visually engaging
Plain text alone or stock imagery for your content won’t cut it. Native video content outperforms almost all other types of content every time in terms of reach – the next best is photos of real people.
#6. Make people feel
People buy feelings, not products. True that your sales copy does need to include enough factual information for the buyer to make a purchase- but most importantly it should push on the buyer’s emotional levers.
#7. Ask for the sale
Don’t forget to actually ask people to do business with you. Every now and then include “Call to Actions” asking the reader to do something such as: Sign up to mailing list. Buy now. Book your ticket. Your Call To Actions should include a clickable button or link so as to make for an easy user experience.
#8. But not like some desperate person
A common mistake salespeople make is asking for the sale too early on in the relationship. The same goes for selling online – if you are constantly putting out Call To Actions but not engaging with your audience on an emotional level or providing useful or entertaining content, chances are they will feel the neediness and move on.
#9. Reduce, Reuse and recycle
Recyling and repurposing content is a great way to reduce your workload – and totally ok! In fact it is totally necessary for you to get the most out of your content creation. Only a small percentage of your followers will actually see your posts, so do not worry about posting the same content more than once. If you are worried about people seeing it twice, simply repost it at a different time and day.
#10. Keep in touch
Don’t ghost your customers – keep in contact with your customers after they make a purchase. Send them a follow up email to thank them for their purchase. Ask for a positive review or a reward or discount for creating user generated content showing images of your product. Send them a VIP voucher. Find ways to keep the relationship going.
Here at The Thrivery I provide social media management, digital marketing and coaching for small, medium and micro businesses. If you would like help with your businesses social media say hello, email email@example.com.