5 Mistakes Brands Make Trying to Sell on Social
Especially for young people, social media is today’s town square. Users log in for gossip and news, but they also go there to shop.
Social media may be full of sales opportunities, but tapping them takes more than a branded Facebook page. You need a team of town criers, each trained and ready to talk you up.
1. Not establishing brand standards
2. Leaving multimedia out of the mix
4. Taking an all-platform approach
Instagram and YouTube may be the top two platforms in terms of influencer marketing investment, but that doesn’t mean they’re the right choice for every brand. Both platforms attract young audiences, for one, making them poor places to reach middle-aged adults or seniors.
5. Neglecting nurturingWhat happens after a user spots your content on social media? If you’re lucky and you’ve established a clear click path, you might score a sale. More likely, you’ll have generated awareness. What you do with it dictates whether that initial interest becomes something more.
Include a link to your site in each social post. At that link’s destination, use a lead capture tool. Although whitepaper content works best in the B2B space, B2C companies can also pair social posts with on-site assets. REI’s #ForceOfNature campaign maps nicely to its blog and infographic content. To comment or sign up for REI’s newsletter, visitors have to share their email address, giving the outdoor brand a chance to close a sale.
Turning attention online into actual revenue is easier said than done. You might make a few new friends with those artful Facebook posts, but there’s more to the story if you want to sell. In both yesterday’s town squares and on today’s social platforms, the secret is the setup. Reaching the right people on the right platforms with the right messaging is how social selling works.
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February 26, 2020 at 11:48AM