To some business owners, social media can look like wasted effort. It takes a lot of time, requires some skill, and it’s hard to draw the line to connect social media to sales. But what if I told you, it’s very possible to sell on social media? In fact, I’ve done it–many times.
The first step is to understand what social selling is. Social selling is a sales process where you connect with other people – not just buyers – to find and solve their problems. It’s about developing the relationship. When you build trust, people are more likely to buy from you.
With that in mind, here are seven tips for selling on social media:
1. Create valuable content.
People spend more time on websites that offer value, so make sure your content is high quality and useful. Share insights about your products or services, answer customer questions, or provide helpful advice. But social media is more than that. It’s also about entertainment. We go to social media to relax and connect with others. I recommend using the following social media categories to connect with your customers, keep them coming back for more, develop a relationship, and sell on social media:
- Know, like, and trust: these posts help people get to know you and your brand. Transparency is important in these posts.
Teach something new: we all like to gain knowledge and wisdom when scrolling the feed. Break lessons down into easy-to-digest posts. - Building Relationships: social media is about connecting with others. Don’t “post and ghost” on your account and forget to interact with others. It does pay off!
- Inspiration & Motivation: Inspiration is something we could use more of. Same with motivation. People love a moving photo or quote.
- Promotion: If you’re in business, you need to sell your product or service. A little promotion is expected. In fact, most of us don’t promote enough.
- Fun/Entertainment: We love to be entertained online. A Reel that has you singing and dancing or another fun post is always appreciated.
- Trends: Pay attention to trends. Platforms often give new and trending types of posts a little extra bump in the feed.
- Community & Culture: Many of us have a culture around our businesses, such as education, healthy living, or other trends. Tap into this culture with your posts to connect with like thinkers.
2. Use hashtags and keywords.
Keywords are important to use in all areas of online marketing. Social media platforms have used hashtags from the beginning and are a great way to find related content and amplify your message. But don’t discount the value of the keywords you use in your bios, posts, and throughout your accounts. They can help you be found in search results, and also bump your pages up in rank. Don’t forget to use trending keywords and keywords in links and URLs too.
3. Be on the right platforms.
I often get asked about which social media platforms to use. When we’re just getting started, the temptation is to be on all the platforms. The truth is, focus on where your ideal customer is. It doesn’t make much sense to spend time making TikTok videos for a business executive, or LinkedIn posts for GenZ customers. Meet your customer where they are and save time by NOT trying to be everywhere.
4. Connect with followers.
Use social media to connect with customers who have expressed an interest in your products or services. Respond to their comments, answer their questions, and build relationships. And this…solve their problem. If you met someone online who could wipe up your biggest challenge, wouldn’t you buy from them?
But connecting with followers goes beyond just a comment on their feed. Reaching out to them in direct messages (DMs) is a way to make it more personal. But don’t–I repeat DO NOT– try to sell to them in their DM. They will block you or just unfollow you. Plus it’s just uncool. Instead, become a person who is on their radar by commenting frequently on their posts, then reach out to thank them for following you. Then say “if you have any questions about the thing you sell, feel free to reach out! I’m always here!” This is where the relationship can grow into a sale.
5. Engage with social media influencers.
Many people follow social media influencers because they know they will find quality content. If you can find and connect with these influential people, you’ll have a better chance of reaching your target market. But don’t stop because you can’t afford a Kardashian. There are lots of micro-influencers in many nitches. Pay attention to who has trending content and who your ideal customer is following. That is the person to approach about being an influencer for your product.
6. Don’t discount the value of groups.
Social media groups like exist on LinkedIn, Facebook, and Reddit can be golden for meeting potential customers. After all, they are potentially a group of your ideal customers. However, most group admins are on to this, and you’ll quickly get shown the door if you try to sell overtly in these groups. Be helpful and share information. If they want more information, ask them to send you a direct message where you can continue the conversation.
7. Measure your social media performance.
Track how many people have viewed your posts, how many people have engaged with you, and where they are located. This information will help you determine which posts and messages are resonating with your target customer.
Social media offers an incredible way to connect with customers and promote your products. By using these tips, you’ll be well on your way to selling like a pro on social media.
