How To Master The 3 Keys To Social Selling
It’s 2019 and companies are still trying to hard-sell at their very first pitch on social media. Hasn’t anybody noticed how much lower your engagements are when you’re trying to sell something rather than providing something that’s either informational or entertaining?
No matter what industry you’re in, the purpose of social media is to be social. It’s about building your network, providing value, and essentially having positive interactions. When you’re trying to sell something to someone who has never met you or even heard of you, you come off as intrusive and rude. Bottom line, people don’t like to network with companies trying to sell.
More Conversations, Less Sales Pitches
I like to give a shout out to Drift (this is not paid content marketing, I’m just a fan of their branding) and how they put such an emphasis on having conversations with customers. The benefit is twofold for this, customers don’t have to fill out forms and wait days for a response with any questions they have and companies put more effort into providing value to help the sale go a lot smoother.
Today, 91% of B2B companies don’t want to engage in sales until further down the funnel. It’s a good idea to always spark a conversation on social media and wait until you interact with them through another medium, such as phone or email, to give your sales pitch.
But even then, wait until they describe their problem then offer your product as the solution in a way that shows your product is the ONLY way to relieve their burning pain.
Show Your Brand’s Personality
A better way to approach social media is to show your personality. This is one of the best ways to connect with your audience. Show them what you stand for and what you value.
Find your voice and show respect to the platform to engage with your audience. Letting people know your deeper thoughts will bring more engagement and eyes on your brand. Your values will bring them in and your personality will keep them around.
All of this will help you have more prominent conversations with people who share your passion and values. It’s an opportunity to converse with, understand, and educate your customers and find out their needs.
Customer support is an R&D exercise. Every support ticket is an opportunity to think through:
🎫 How can we avoid having this support ticket on the future?
👓 How could we make the product clearer?
🤷🏻♀️ How could we avoid the confusion?
🐛 Fix the bug.
— Garry() (@garrytan) June 1, 2019
Making A Name In Your Industry
If you want to build a strong community, you need to make them feel seen and heard. Becoming a well-respected name in your industry will come a lot faster with building relationships and empowering your audience, rather than just seeing them as users or transactions.
If you want to be talked about by big names, give the media what they’re looking for. They want something that gets people talking. You’ll be on all the featured articles if you can make it a win-win situation for you, the media company, and both of your audiences.