Internet Marketing Digital_marketing_for_dummies | Page 232

Selling on Social Channels
How do you generate sales on social media channels? The answer is that you don’t — at
least not directly. Instead, use a value-first strategy to generate leads and sales. The ultimate
goal with social selling is to move prospects and leads from channels that you don’t own,
such as Twitter, Facebook, and YouTube, to channels that you do own, such as your email
list. By doing so, you position your prospects and leads to engage with you on a channel
you control.
Leading with content is the first rule of the value-first strategy on social media.
Content is the native communication medium on the social web; everyone wants
information that entertains, inspires, or educates. Use this content in your social
selling strategy to move people from social channels like Facebook to your website
and, ultimately, onto your email list.
Leading with value
The primary concept to understand about social selling is that it is contingent on consistent
implementation of the social listening, influencing, and networking. Prospects are much
more likely to become loyal, repeat customers if they know, like, and trust your brand.
Providing value first means that you frequently give your social media followers a reason
to know, like, and trust you by providing social customer care, solid content, and
participating in conversations with your prospects, customers, and influencers. After you
give your social media followers a reason to trust you, only then do you see results from
your social selling efforts.
Designing “value first” offers
Approach social selling with care; high-dollar and complex offers not only go against
protocol on most social channels but also just don’t perform well. Instead, focus on offers
that provide value before you ask your prospect or customer to make huge commitments.
You can place three different offers on any of your social media channels that allow you to
sell without moving your prospects along the customer journey too quickly:
Ungated offers: Asking someone to read your blog post is considered an offer.
Reading a blog post may not cost money, but it does cost time. The majority of your
offers on social media should be ungated.
Gated offers: This is content that requires contact information (name, email address,
and other information) to access. Keep in mind that you’re not asking for money at this
stage; you’re asking for permission to contact a lead.
Deep discounts: Flash sales or offers at 50 percent off or greater are value-first offers