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Social media selling is an important skill to have when it comes to sales. Customers don\u2019t want to be flooded with more impersonal sales pitches and social media sites hate spam. So how does social selling continue to generate leads in a saturated environment?<\/p>\n
Well, whatever platform it\u2019s done on, social media selling is all about building relationships.<\/p>\n
Returning customers want to feel engaged with the brands they invest in. Curious strangers are more likely to stick around when they feel welcomed and engaged. Building these kinds of relationships is how you develop warm leads, and every social media platform has unique tools to help.<\/p>\n
Facebook is a powerful tool for e-commerce businesses specifically for its online selling and engagement tools. Let\u2019s take a look at how you can make the most of them.<\/p>\n
Social media sites stopped using linear timelines as the standard a few years ago. This meant that a post\u2019s total reach wasn\u2019t determined by the time it\u2019s published, anymore. Digital marketing had to adapt in order to optimize engagement \u2013 enter boosted posts.<\/p>\n
Content boosting is a paid marketing tool on Facebook, but you don\u2019t have to break the bank to make it work. Not all posts should be boosted \u2013 that can either cost too much depending on how often your business page posts, or it can lead to audience fatigue.<\/p>\n
But 2-4 posts a month should be targeted for boosting. They should be high-engagement posts, meaning they have a combination of a pitch, a product link, visual media and a call to action.<\/p>\n
Facebook business pages have comments section under every post as well as direct messaging features. If you want to engage with customers and form new bonds, then put out posts that encourage comments. These can come in the form of a question at the end, where your business asks for feedback or a statement that encourages sharing.<\/p>\n
It\u2019s important to reply to these comments and foster conversation. When brands engage their customers, they signal interest and attention. Social selling is about valuing customers and investing in the connections that can be formed on social media sites like Facebook.<\/p>\n
One of the best tools Facebook has for social selling is Facebook Groups. These are either private or public spaces on Facebook where people can gather around a shared interest. It shouldn\u2019t be hard to find groups that align with your product, service or expertise.<\/p>\n
Note that these aren\u2019t groups to pitch your business in or make cold calls through. You\u2019ll generate a lot more warm leads by joining existing conversations, being helpful to others and raising your brand awareness by just being an active member.<\/p>\n
Being interesting and avoiding hard selling in the beginning can make it easier to seal a transaction at the back end of the sales process.<\/p>\n
This is another advantage of Facebook Groups. While your audience might frequent these groups, a lot of the active members are usually other similar businesses. Use that time to learn about competitors, industry trends and prospective opportunities. This helps in networking horizontally, but it also updates your market knowledge for when it\u2019s time to showcase it to customers.<\/p>\n
This point bears repeating, because social selling is not about the hard pitch. It\u2019s about generating leads and forming relationships with them. It\u2019s a personal approach to marketing that removes the inefficiency of cold calling and spam advertising.<\/p>\n
It\u2019s no longer enough for brands and businesses to just post standard copy on social media. Posts need to be engaging so that customers feel their voices are valued. This is what encourages people to buy your products, invest in your brand and recommend it to others willingly.<\/p>\n
Fostering word of mouth and customer loyalty is far more efficient and sustainable than hard selling.<\/p>\n
As your business interacts with customers online, new data will open up for you. Facebook Analytics and Google Analytics are great tools for gathering and organizing important information about the ways your customers engage.<\/p>\n
Analytics can track click-through rate (CTR), post impressions, engagement metrics, your audience\u2019s most active times for interaction, platform growth and marketing success.<\/p>\n
This information is vital for building customer behavior models, which will give you a clearer idea of where your audience spends their time, what they respond to best, and how to reach them.<\/p>\n
Social selling is much easier when you know a little about the customers you\u2019re going to engage with.<\/p>\n
That\u2019s really what social selling comes down to \u2013 investing in relationships that will lead to sales in the short term and a loyal customer base in the long term. Platforms like Facebook can make that easier if you know how to use them. So make the most of social media to create a network of customers who are ready to invest in your brand.[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n","protected":false},"excerpt":{"rendered":"
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