“Buy my product now!”
This is perhaps the most commonly seen offer on most marketing channels. Whether you’re looking at AdWords, infomercials or neighborhood Girl’s Scouts, they’re all trying to do one thing: get you to buy.
Yet social media is different. The “buy my product” offer is highly ineffective on social media. Not only is it hard to make sales; you actually damage your relationship with your audience.
So, what is the right offer? How do you turn social media users into buyers, without appearing too salesy? Here’s how.
Begin by Focusing on Engagement
The first thing you should ask for is the engagement. In other words, ask for likes, comments, shares or retweets. Most of your engagement requests should be for conversations. In other words, ask people to comment or @reply. This helps build the relationship and connection.
Asking for a comment isn’t perceived as being salesy or pushy. Asking for a share or a retweet is, although it’s still much more acceptable than asking directly for a sale.
Move Them to Another Medium
Instead of doing your selling on your Facebook page or your Twitter feed, use social media to move people to a different medium. For example, send people to a content page that has an email capture popover. Once you have them on your email list, you can use your email list to make the actual sale.
Doing this does two things. First, it preserves your connection and reputation on social media. Just as important, other mediums are just plain better for actually selling products. You’ll make a lot more money selling through your email list than selling through social media.
Social media can drive an enormous amount of leads. You can then convert those leads into sales later down the line.
Make Your Sales Process Valuable
Whenever you link to a sales piece from social media, try to make it inherently valuable. For example, if you’re linking to a video salesletter, make sure the video salesletter has content in it. Link to infographics that “pre-sell” them on the main concept of the product. Send people to webinars where they get 40 minutes of content before they’re pitched a product.
If you make your sales process valuable, you train people to keep clicking on your links. If your sales process is just pitch after pitch after pitch without providing value, people will very quickly stop clicking. If readers get a lot of value after clicking a link, even if they’re pitched something at the end, they’ll still keep clicking because they know you always link to valuable content.
Learn to sell social media users the way they want to be sold. Build engagement first, then use other mediums for the harder pitches. Always make your sales funnel valuable to keep people clicking.