I know everyone just wants to jump right into it. Everyone wants to know the secret sauce. Well there’s a good chance that you’ve already tried to do this on your own and it either didn’t work at all or it didn’t get the results you expected. Selling through social media can be very beneficial for your business but there are things you must know first:
- Creating your buyer personas
- Determine what platforms to use
- Connecting with your customers/prospects
- Building relationships and engaging in conversations
CREATING BUYER PERSONAS
A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.
When creating your buyer persona(s), consider including
- Customer demographics
- Behavior patterns
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DETERMINE WHAT PLATFORMS TO USE
The topic of determining which platform to use deserves a entire blog post of its own.
Rome wasn’t built in a day. You didn’t learn to ride a bike on your first try. So don’t treat social media any different. It starts by spending time with the tools you plan to use. You have to understand how they operate, the ins the outs, how people interact. You may be surprised to know that every social media channel has it’s own audience and ways to communicate with others.
For starters the lingo itself is different. Twitter you tweet. Facebook you share. Instagram you repost. Pinterest you pin. And that’s as basic as it gets. When you speak the wrong language on the wrong channel you can instantly begin to lose credibility.
Connecting with your customers/prospects
There are several ways to connect with your customers and gain their attention to get them to opt in to see what your company has to offer.
There are 2 routes that can be taken.
Organic or Paid
Organic Search results are the Web page listings that most closely match the user’s search query based on relevance. Also called “natural” search results, ranking high in the organic results is what SEO is all about.
Paid Results are basically advertisements — the Web site owners have paid to have their Web pages display for certain keywords, so these listings show up when someone runs a search query containing those keywords.
This is very similar for Social Media.
The best ad campaigns are seamlessly integrated into the organic News Feed, and the person who knows best what that feed should look like is the community manager. Make sure you’re enabling your paid expert’s strategy, because their efforts will, in turn, enable you.
In my next blog post we will dig into Building relationships and engaging in Conversations.
Here are a few more blog post that can help steer your Social Media in the right direction:
From creating buyer personas, building relationships, to engaging with customers; there is much more to selling on social media than throwing up your products and saying "buy now". The process is very extensive so the best idea is to have someone dedicated to just social media.
Don’t have a community manager or a social media strategy?
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