Most business have a simple goal, create sales. No matter what the activity the end goal is to always generate sales.
Here are some basic principles that can actually sell products and services using social platforms.
- Solve customer queries by creating moments of clarity that relate to your product or service
- Plan social experiences that provoke customers to respond
- Discover customer need as it evolves, then apply this knowledge to improve the response rate in your social messaging
Everything you do, everything you post onto social media must do one thing every time: create behavior. That behavior must be part of a grand plan of how to move customers one step closer toward making a purchase.
Speaker and sales conversion expert Bryan Eisenberg has long touted what he calls these micro-actions as part of a courtship between buyer and seller.
“Good content marketing recognizes that we don’t have to close the sale every time we talk to a prospect,” says Doug Kessler of B2B marketing firm Velocity, who’s in agreement with Eisenberg. But this isn’t about agreement so much as it’s about getting better results by creating micro-actions. It’s also about having a plan beyond branding (e.g., creating attention) with social media and doing something with that attention.
If you want to create leads and sales, your tweets, posts, updates, blogs, videos, and podcasts should always be designed to induce a response from your target. Each day focus on developing creative, interesting ways that compel customers to take an action.
In other words, don’t ever, ever ask for a “Like” on Facebook without giving your customer a reason to. Honor them. Tempt them. “Liking” you is not compelling. “Liking” you and thereby being entered into a sweepstakes or receiving something of honest value in return is what they want. So give it to them.
The Ethical Bribe
One quick tip that I learned from the people I interviewed in my book is consider how you might creatively bait customers (or ethically bribe them) into discussing or complaining about a problem in their life—one that loosely connects to a solution you provide. That seems obvious doesn’t it? Then just get out there and do it. It works! But don’t forget to also envision yourself provoking an action by responsibly exploiting a complaint and enticing your customer or prospect to take a free trial or something similar that brings them closer to whatever they’re demonstrating a need for.
For instance, grocery store Harris-Teeter pays customers to ask health and wellness questions of its Registered Dieticians on Facebook. Why would a grocer—or your business—do that? Because helping customers can create a powerful response. Answering questions opens the door for discovery and for your business to make relevant suggestions. Using this approach, it becomes natural to offer a friendly tip or a useful trick. There may also be appropriate times to outline the benefits of becoming a customer, a member, a user, or taking a trial run.