Being a salesperson is a form of art. Many business leaders consider that realizing products and putting yourself on the map is enough; but that is where your job actually begins. It goes without saying that your offer needs to be high quality and that you need to satisfy the market demand, but that’s exactly what your competition provides as well.
So, how to make yourself stand out and how to make your leads select your brand instead of your competitor? The answer here is rather simple – you need to completely immerse yourself in what you do. If your target audience notices that you’re passionate about what you do, they will reflect your behavior and become fond of your brand.
Therefore, you need to become an artist. In ages long ago, when there was no internet, sales people knew their craft, and they were aware of the fact how important being subtle really is. The same goes for social media – you need to learn how to approach your target audience without forcing them to make a purchase.
For you to be able to leave this impression, it’s first necessary to take good care of your brand on social media. These platforms show much more than you think; everything your leads want to find out is there – and they won’t need longer than a minute to do so.
So, the first thing you need to do in order to attract your leads is being active. Brands which post regularly are considered to be legit. Business pages on Facebook are numerous; most of them think that sharing a post every now and then is enough. Admins of those pages also consider that one quality post will gather enough attention in the form of likes, shares, hearts, retweets, etc. It’s actually the opposite.
If you’d do some research about brands which are now titans in their fields, you would find out that they invested serious work into their social profiles, and that implies a lot of diverse content. So, don’t expect to become popular overnight.
Secondly, you need to attend to your followers. There’s really no point in having accounts on social media if you take days to respond to a message or a comment, because this is exactly what will drive people away from your brand. Therefore, if you want to launch your brand on social platforms, make sure that you have enough manpower to handle incoming traffic.
Although, you should be aware of the fact that there’s a difference between handling your social media accounts fast and handling them properly. Neither of these two is difficult – if you really want your audience to respond, you should learn about different social platforms so that you can use them properly.
You also need to understand that your knowledge about social media from the private angle won’t do here – handling a personal profile differs from handling a business page. However, although there’s a difference, it’s not difficult to comprehend.
As a matter of fact, you don’t even need to change your tone – you should address your audience in a friendly, talkative, welcoming manner. What needs to be different is your content.
For your accounts to be able to convert leads, you need to treat them differently – the same post won’t work on Facebook and Instagram. At the present time, Facebook is all about videos, while Instagram users don’t really have enough patience to sit through a long footage – they are in need of content that transfers information fast, much like people on Snapchat.
However, you’re still able to send the same message and thus popularize your brand on different platforms – you just need to adjust it additionally and fashion it in accordance with current trends on certain platforms.
Now we need to transfer the spotlight to diversity. With so many advertisements and commercials online, users are getting quite tired of being forced to buy stuff. Put yourself in their shoes – chances are you wouldn’t buy something just because a salesperson is making you do so. Right on the contrary, you would be repulsed by that approach.
The art of sales comes into play here; your job is to explain to your audience why they are in need and why they actually want your products. So, instead of realizing a post that contains links to your new line of products, you should post guides, tutorials, or recipes that contain it.
It’s simple really – a person who sees a photo of a delicious pizza and a bottle of Coca-Cola next to it will crave for both, not just one of those items. Therefore, your goal here is to make a brand culture, much like Coca-Cola did.
Did you know that the brand is responsible for the current appearance of Santa Clause? Before they created Santa in red as we all know and love him right now, he was wearing a green outfit. Right now, he and the Coca-Cola label are quite a match.
The truth is that Coca-Cola and your company don’t really have the same advertising funds, but shouldn’t use that as an excuse. When you make advertising strategies, you should have the bigger picture in mind and make long-term plans.
Creating and publishing a social media campaign is one thing, but you should also understand that you need to become aware of your mistakes. Naturally, before releasing advertising content, you should be able to predict how your audience will respond to it – new brands need to be very careful about their reputation because social media can be merciless. You don’t want to be one of those businesses who became popular because of a cardinal mistake in their marketing.
Although the chances for this are minimal, you should still have this option in mind and especially so if your campaign is based on controversy. So, make sure that you keep a close eye on how your ads are being received.
That is one aspect – the other one involves analytics. Social platforms contain various tools for analysis that will provide you with precise information regarding your posts. These instruments will show you which type of content your audience appreciates and which posts are being completely ignored.
Possessing this knowledge will enable you to direct your future strategies your way – statistics will show you what your target audience likes.
The interests of your target audience are of vital importance. Everything you do – the appearance of your packaging, colors of your brand, names of your products – everything needs to be in accordance with their needs.
However, profiling your audience is a process that should have preceded the manufacturing your products – chances are you company possesses detailed information about what your target audience needs. This is the data you should use while targeting your leads.
Each of the social platforms contains demographics – a list of interests, characteristics, geographical location, etc. The more precise you are when it comes to checking different demographic boxes, the bigger your chances of actually reaching your leads.
People who are interested in your line of business are also curious about the top of the industry – the influencers. Companies who conduct successful social media campaigns are in tight relations with important names in their niche.
You should definitely follow their example. Most inexperienced business leaders hesitate to get in touch with influencers for various reasons – the most common excuse is that they believe they will be ignored.
Even if that happens, you will lose nothing – so sending a message won’t harm you in any way. However, you need to make sure that your proposal is actually worthy consideration. For this reason, you should treat influencers as marketers – if you want them to be willing to advertise your brand and recommend it publicly, you need to make it worth their while.
There are numerous ways to do this, but you need to pick one that best suits the social platform you want to attack. So, if you’re on Instagram, the logical thing to propose to an influencer is sending them your products for free. If your brand is involved in selling clothes and makeup, this is collaboration is bound to be a success.
On the other hand, Facebook is filled with guides and tutorials – if you’re in the software business, you should contact a VIP name on this platform and offer them a free trial. The same goes for LinkedIn – considering the fact that it’s a business platform where there’s a lot of talk about different types of software and handy tools, this is the place to be for tech companies.
You’ll have to be a bit subtler when it comes to Twitter and Snapchat. Snapchat is about temporary content, so in order to be noticed there, you will need a piece of information that is attention-grabbing. It’s similar with Twitter – in order to get some attention here, you should share relevant news.
What often happens is that most businesses come to this point – they develop a great strategy and put themselves on the map on social networks – but this is where they stop. If you want your leads to be converted into loyal customers, you need to plan ahead.
This implies that your team needs to be able to handle the incoming traffic. Otherwise, gathering attention and making your leads interested in what you have to sell is pointless – they will visit your website pages and encounter problems.
At the sight of the first glitch, in the form of buffering for example, you can be positive that your leads will leave your pages, be left with a negative impression, and never come back.
The first precaution you need to make is enabling your visitors a simple way to login. Considering the fact that they are directed to your page from a certain social platform, this is the way to go – logging in from Facebook is a fairly common option, so you should definitely use this to your advantage.
The simpler the process needed for making a purchase, the more conversions you’ll have.
Furthermore, you should learn about what social media can offer you – this isn’t just a one-way street. Sure, they provide a lot of different instruments that help you build your audience and make them interested in your brand, but you can and should look farther than that.
Social networks contain a lot of information about your leads that you need to gather – naturally, without invading their privacy beyond those limits they’ve previously set. For starters, you should realize what kind of opportunity you are given when it comes to emails.
Whichever social platform you’re on, you should know that each user has published their email address. Most of them check the affirmative answer when a popup window asks them whether or not it can be used for improving the quality of particular services they are interested.
However, gathering an extensive list of email addresses of your leads is only the first part of the process. Like with ads and commercials on social platforms, people are quite annoyed with emails that contain a dull list of products.
So, once again, instead of forcing your leads to make a purchase, you should let your inner sales artist do their magic here and remind your correspondents why they are in need of your services. This isn’t only a great way to turn leads, but to wake up your dormant customers as well.
If you want to go a mile further here, you shouldn’t only gather email addresses from social platforms, but also highly personalized information – once again, only if that’s previously allowed by individuals.
There’s a huge difference in sending a generic email with content from your blog and creating a personalized email that also contains content adjusted to the interests of a particular lead. This significantly improves your chances of getting more conversions.
Apart from using social media to share subtle posts that showcase your offer, you should also pay attention to another important content feature – incentives. You should always have in mind that the audience loves having a voice – they want to have a say in the future development of your brand.
Not only will that make them feel important, but allowing them to participate in the development process of your products will also build brand loyalty.
Therefore, don’t hesitate from asking questions and using polls, questionnaires and surveys in your posts. This will leave a highly positive impression on your target audience and it will have a long-term effect.
We already mentioned how important it is to keep track of your posts and to use analytic tools that the social platforms provide. However, you should also conduct thorough research after your campaign is over.
This isn’t a hustle at all if you continuously archive the data that you find during the campaign itself. So, everything you learn about the content you posted, the positive and the negative, should be stored properly. Once you reach the final stage, and once your advertising season is over, you should create a detailed overview.
This kind of information is of great value to your company. Based on your research, you’ll be able to develop effective campaigns in the future that will speak to your audience. Furthermore, you’ll know exactly in which direction you should expand your business, so you’ll be able to make confident moves and secure the future of your company.
This is an extensive guide, and you may get an impression that social networks are actually rocket science. However, the fact is that once you start applying this knowledge, you’ll actually be able to see the simplicity of social media – each platform is adapted to fit its users, businesses included, and every tool they have to offer is easy to find and even easier to use.
So in this case, like in many others, practice makes perfect. One more thing – you shouldn’t be terrified of making mistakes. Naturally, you should do your best to avoid them, but what will make you a professional marketer on social networks is your ability to do damage control. So, build quality content, keep a close eye on how your leads respond, and you’ll be able to increase your conversions in no time.