For most people marketing their business on Facebook, Twitter, Pinterest, LinkedIn, YouTube or any of the other social media platforms, the ultimate goal is to get more sales…
Getting more sales is perfectly possible, in my last business selling magazine advertising space I had a ROI of over 300%. I spent £950 on my campaign and generated £4,083 of business for this. And that £950 spent was purely on man hours, nothing else. (Hint: Do not forget to place an appropriate value on the time you spend social media – your time is money!)
But to replicate that success there are some things you need to know.
Social Media marketing isn’t the same as any other form of marketing, but just like other forms of marketing it takes time to be effective. Opening a twitter account on a Tuesday is unlikely to lead to more sales by the Wednesday!
Also, if you are spending time talking to the ‘wrong’ people on the ‘wrong’ platforms you won’t get as much as you want to from it – you need to know who your customers are and where online they are likely to be.
So what do you need to do to get more sales?
1. Tell people what you sell.
Whatever your business or product is be upfront about it, tell people what you sell and what you love about it. Most products and services exist because customers want or need them so feel free to tell us what you can do for us! Being English I do feel somewhat embarrassed doing this so I schedule posts like that, and am constantly amazed how much they get retweeted!
2. Don’t tell people what you sell!
Of course you can tell us, but don’t make the whole conversation about it! Tell us about you, ask us about us, make sure you are having a dialogue not just shouting out your wares! Small talk is one of the hardest things for most companies to indulge in online, but it is one of the most important. When you are selling face-to-face do you talk about the weather? Or the football results? You bet you do and it puts your customers at ease – do the same online!
3. Link to your website
Make sure you have links to your website on every social media account that you have, it’s by far the most common way for people to buy online so make finding it easy. Blog regularly, give people lots of reasons to visit your site, and link to it in your posts when it’s appropriate. Don’t make us have to click off from where we are to find your website link before we can click it!
4. Make buying easy
Ok so this one isn’t just about getting sales from social media but when people have clicked through to your website from wherever they’ve learnt about you, do make buying easy! Not sure how? Take a good look at Amazon! They make buying as easy as possible but with enough steps in the journey that we don’t feel our money is being grabbed before we are sure of our purchase.
Think about what’s right for your site, can you add a wish list function? Or suggest extra products to people based on their choices?
How long does buying something take from start to finish? Do you need people’s email addresses? If so when do you ask for them? Do you explain what you will do with the email address and do you have autofill enabled on your site to make it quicker for them?
How can people pay you? Have you thought of turning your Facebook page into a shop using Facebook credits? Can you accept PayPal? Or how about letting people pay with a text … Or even a tweet?
5. Thank people for buying
It’s just common curtesy but do thank people from buying from you, when it’s appropriate thank them publicly on Facebook or twitter. This will make them feel good and have the added effect of allowing other potential customers to feel comfortable choosing to buy from you! But do make sure it’s ok to publicly thank someone – pharmacies shouldn’t publicly thank people for buying hemorrhoid cream or a pregnancy test for example!
6. Provide extra value
Again this isn’t just about boosting your sales through social media, but repeat business from any source is good! How can you provide extra value? Could you give a free sample of another product or a voucher off their next purchase? If so why not connect this with getting them to like your facebook page – that way you increase the chances of repeat business, especially as they have already bought from you.
There may be other ways you can think of to provide extra value such as giving advice, whatever is right for you and your product or service do it, and if you can, tweet about it!
7. Keep talking with your customers.
This is the most important one, keep in touch! Even if that customer is not likely to ever buy from you again (it does happen – we’ve just bought a lovely wood burner but as great as the service was we’re not likely to buy another one anytime soon!)
Let them know you are there if they have a question, ask them how they are getting on, or even just indulge in a little small talk with them. They may not be future customers but this way they won’t forget you and you’ll be who they recommend to others!
Over to you – what have you done that’s helped you pull in sales from Social Media? Leave me a comment below!