Selling With Social Media Advertising
The Social Media Advertising Selling cycle involves using different types of social media to get your customers’ attention.
Once you do, you’ll draw them in and educate them about your brand so that they will convert into paying customers. But you can’t just toss out an ad on Facebook and hope they line up for your high-dollar product or service.
For someone to consider spending $1,000 or $10,000 (or more) with you, they’ll need to know who you are, and why they should give you any money. What can you offer them? What will they receive in return for any amount of money?
It’s not just about putting an ad out and hoping for bites. Social selling is about not only introducing your brand, but finding the right traffic source and getting in front of it. They can’t see you if you’re not in the right place.
Four Parts Of Social Media Advertising Selling
Social media activity comes down to these components:
- Social listening—monitoring, listening to and responding to customer service reported issues on the web. Complaints, concerns, praises, and anything else related to your brand should be monitored so you can respond to it. (If you Google “I Hate Walmart” and “I Hate Starbucks,” you’ll see sites dedicated to these well-known brands, including Facebook pages.) This is a basic level of social media management, similar to answering the phone. Know what’s being said about your brand, and about your company so you can work to remedy it.
- Social Influencing—establish your authority on the social web by offering something your traffic wants. Distribute and share valuable content that they can use immediately.
- Social Networking—here you’ll find and associate with authoritative and influential individuals on the social web. Find a short list of these people in your niche web who can do something for and/or help your business.
- Social Selling—this is more than just “selling.” In this step, you’ll generate leads and sales from existing customers and prospects who are in your desired traffic on the social web.
The Value-First Strategy
This is also called “Customer Value Optimization.”
Some people think that “social selling” is just going to a platform and putting out their sales pitches for high-dollar items right away. You can do that, but as any marketer who’s tried this before will tell you, it probably won’t work.
Most people are not going to buy a high-dollar item from one little ad. You have to establish yourself and your brand in social media as an authority so your customers know who you are. Lead with value and transition this organic traffic quickly into your sales funnel.
Chose A Traffic Source
Set up your sales funnel first—how do you plan to get them into it? What happens once they get there? Then do some research to decide which platform you want to use.
Whether you chose Facebook, Twitter, Pinterest or any other social media platform, add social media to move people into your funnel. Lead them with value to a lead magnet or tripwire for effective Social Media Advertising.
- Lead Magnet—this is a small but valuable piece of content you will offer your prospects on the front end in exchange for their email address. They’ll receive something valuable, and you’ll get them into your sales funnel. When they start receiving your emails, your brand will stay in front of them.
- “Tripwire”—a simple, affordable offer that’s a stepping stone to a bigger offer. It has to be valuable and deeply discounted, usually $1 to $20. Tripwires are and extremely good value and an outstanding deal. You’ll put these on your social media just to acquire buyers who will be targeted later with bigger offers.
Getting Them Into The Funnel
There are a few ways to work this once your plan is in place.
- You can take your user directly to your lead magnet. Insert your call to action at the end, in the middle and the end, or any number of places to give them multiple chances to convert in the content.
- You can lead with the content on YouTube, Facebook, etc., and have a click-through in the ad. This will take them to a blog post, landing page or other spot where you can offer them something else (possibly your tripwire.)
- Lead with value: skip the lead magnet and take the prospect directly to your tripwire. This could also be a “flash sale” with a deeply discounted product on all your social media channels. Again, this must be a great deal to make it valuable. They are more likely to convert if your offer is a smaller cost.
Finding Your Traffic
One size does *not* fit all with Social Media Advertising. You’ll need to find your market, and find out where they hang out. Run your traffic on the platforms where your market is. But how do you find that traffic?
Facebook has over 2 billion monthly users, so it’s a great place to start. It’s easy to use, especially if you’re new at social media marketing, and has a wide variety of targeting options.
Note that Facebook has restrictions on the types of ads you may run, so be sure it’s an allowed market before you get started.
Research Your Market
You must do research on your market before you start buying any Social Media Advertising (this includes checking a platform’s advertising policies.) There isn’t one simple tool or formula for researching markets. It will take some work on your part to find out what you need to know first.
Identify who they are and what platforms they frequent. YouTube and Facebook both have a large, diverse user base, while Pinterest leads toward females, who are the majority.
Consider the market’s age, gender, income, as well as hobbies, favorite TV shows, and what authority figures, or celebrities, they tend to follow.
- One tool that can help you is Alexa. Offering a 7-day free trial, Alexa can help with web traffic analysis, market stacks and Certified Alexa Rankings. Once you install a code snippet to your website, you’ll have metrics in just a few hours so you can figure out the ideal place and platform for your campaign.
Stick With The Big Ones
Although there are thousands of places to find organic traffic, larger platforms like Facebook have big, scalable volume. Ad interfaces are easier to use and targeting is frequently better. Do some testing until you find that “sweet spot,” and you’ll be able to find your ideal target market.