Social media doesn’t drive sales directly
Social media doesn’t drive sales directly. But it significantly impacts sales indirectly. So here’s what you should do instead.
1. Increase Awareness: The first step in marketing is to get your prospect’s attention.
Selling is difficult for most companies online because… no one’s ever heard of you. And no one’s going to buy without recognizing your brand.
Don’t use social media to sell, but to get attention initially. Promote content, run contests, and create an identity in your industry. And then think of fans and followers as leads, and nurture their trust over time to accelerate first-time purchases.
2. Establish Trust to Accelerate First-Time Purchases: Email marketing is consistently one of the best performing marketing channels.
But it’s not because companies are exceptionally good at it. It’s because following up with leads consistently over weeks, months and years builds trust and recognition.
Just like seeing television ads over years or finding your brand logo on a sports team’s jersey.
You can accelerate purchases with social media by providing information to drive need awareness, interact to overcome objections, and use authenticity so prospects pick you over the competition.
3. Increase Purchasing Frequency:
Marketing 101 says it’s cheaper and easier to keep an existing customer, than to acquire a new one. And using social media is an easy, effective way to increase your profitability by increasing the lifetime value of a customer. People will buy more products and services, or simply buy more often.
Social media can drive sales… but it does so indirectly.
People find you in social media through serendipity… they don’t typically go actively looking for products and services to buy.
So your social media strategies need to gain attention, inspire trust, and then increase profitability. It takes a little longer to get started, but it can pay off significantly in the long run.