Social media presents you with so many opportunities to increase sales. Are you taking advantage of it?
These are the stats that show that social works and what you can do to build a social selling strategy.
What does your social media pages look like right now?
Many SMEs put little effort into maintaining their social media pages. They set them up and then forget about them while they focus on other business issues.
But here’s the thing, when people check your social pages out, they see that you don’t maintain them. There’s no useful content and no customer interaction. They’re not even sure if you’re in business anymore because of how dead your social media pages are.
Social media is one of the most effective selling tools that you have available to you today. It’s “word of mouth” selling for the digital age and that means your SME needs a great social selling strategy.
And we’re going to give you the tips that will help you with increasing sales using social media.
The Social Selling Stats You Need to Know
Maybe you’re not convinced that you need social.
These social selling stats will show you why social media is such an important tool.
- Social media offers you the chance to interact directly with customers. That’s extremely valuable from a selling standpoint. In fact, those who receive good customer service on social media spend an average of 21% more on products and services.
- Facebook users view more than 100 million hours of video per day. Many of these videos contain ads, which could be for your product.
- Of Instagram’s 1 billion users, 200 million visit business profiles per day. That means a fifth of the platform’s users are on a buyer’s journey.
- 75% of all businesses that have a social selling strategy report that it’s led to a direct increase in traffic to their websites. More traffic means more sales!
- A stunning 81% of millennials check Twitter at least once per day. Getting your messages in front of them may be the key to increasing sales using social media.
- More than 50% of people who have a social media account will interact with a brand at least once every month.
- Between 2017 and 2018, total engagement with Twitter ads rose by 69%. That means that Twitter ads are more effective than ever at getting people to enter your sales funnel.
- Engaged Facebook followers are worth an average of US$55 each to your business. This rises to US$65 on Instagram.
- Mobile is more important than ever in social media selling. In fact, 91% of people now access social media platforms via their mobile devices.
- A stunning 22% of the world’s entire population uses Facebook. That amounts to about 2.34 billion people. And experts say that this number will rise to 2.95 billion in 2020.
- 83% of people who received responses from a brand that they send a message to say they’re more likely to buy from that brand.
- Despite the above stat, a remarkable 89% of messages to brands get ignored. That’s a huge number of potential clients that businesses could end up losing.
- 50% of millennials browse the internet before making any purchasing decisions. The strength of your social media profiles plays a large role in their decisions.
- B2B SMEs should start using LinkedIn to drive more traffic to their websites. That’s because the platform’s responsible for over 50% of all social traffic to B2B websites.
- 93% of Pinterest users say that they use the platform to help them to either plan or make purchases.
- About 56% of adults who use social media have more than one social media account. That means your social selling strategy needs to cover different platforms.
- Over 50 million businesses have a Facebook page. However, only 2 million of them take advantage of Facebook’s advertising tools.
- 33% of people say that they’d mention a brand that helped them achieve a life milestone that’s worth sharing on social media. That amounts to a personal recommendation that can help improve your sales.
- According to a 2016 study, the average person will spend five years of their lives using social media platforms. These platforms include YouTube, Snapchat, Facebook, Instagram, and Twitter.
- A stunning 84% of VP and C-Level decision makers use social media to inform their purchasing decisions. Across all B2B buyers, 75% rely on social media to help them.
It’s simple. Social media platforms offer you access to an enormous audience. That’s great for building your brand. More importantly, millions of people use social media to help them make purchasing decisions. That means there’s loads of potential for increasing sales using social media.
You just need the right strategy.
These tips come from the people who’ve made social selling work. Follow them to build a powerful social selling strategy.
1. Social Selling Strategy – Watch What Your Competitors Do
You may be completely new to the world of social media. You’re starting from ground zero, which means you’ve got a lot to learn if you’re going to use your new platforms for selling.
There’s nothing wrong with taking a little inspiration from the people who’ve been there and done it.
The ActionCOACH Australia team puts it simply:
“Sometimes it pays to be an iconoclast. But more often than not, it pays even more to follow a proven model. Always keep a close eye on what your competitors do – learn from their mistakes, and leverage their successes.”
There are plenty of things to look out for when examining your competitors.
For example, you may see them using a bunch of hashtags on Twitter and Instagram. Check them out. The hashtags that don’t come directly from the competitor are hashtags that you can take advantage of too. Find out which ones are trending and start using them in your own posts.
Scroll through your competitor’s posts. Ideally, you should see everything from standard posts through to videos. Check the engagement stats. What gets people commenting and sharing content?
You may find that videos prove more effective on Facebook, whereas short and sharp tips work better for Twitter. Use this information to form the basis of your social selling strategy. It tells you what types of posts work best on different platforms.
Of course, you can also learn from your competitors’ blunders. Check their social media pages to find posts that either received no reaction or an adverse reaction. This gives you a list of strategies to avoid.
There’s one final point here.
Don’t copy everything that your competitors do. Instead, watch what works and mould it into a strategy that suits your business.
2. Social Selling Strategy – Revamp Your Website
Generally speaking, people aren’t going to buy your service from your social media pages.
What usually happens is that they see an ad or post that you put out. That gives them a link to your website, which they click.
They hit a landing page and send you their details or make a purchase.
That’s the ideal scenario.
But what happens if your website doesn’t look the part? That’s the situation that ActionCOACH client Conron Stockcrete found themselves in.
A family-owned business, Conron Stockcrete builds high-quality concrete watering troughs. Their farming expertise allowed them to create an innovative solution that solved lots of problems.
But they weren’t getting the sales they expected.
The business had a $10,000 per month turnover and a ton of expenses to deal with. They needed a sales strategy that could leverage the power of social media to their advantage.
Working with ActionCOACH business coach Mark Blume, they carried out a major revamp of their website.
This meant that their social media marketing strategies led people to a professional location. The website became a true reflection of the business.
The results speak for themselves.
The company has increased its revenue more than 9x, achieving $95,000 per month. Plus, they have a sales strategy that’s scalable thanks to the quality of their website.
Your website being a reflection of your business is a key point. Remember that half of all millennials check the web before buying anything.
If your website looks bad, they’re going to assume that you provide poor service.
Bonus Tips – Building a Great Landing Page
You need to serve up a great landing page whenever you use social media to direct people to your products. Here are a couple of quick landing page building tips that make your social selling strategy more effective.
Each of these come from digital marketing and social media guru Neil Patel:
- Build testimonials directly into the landing page. These give you more social proof that what you offer is going to benefit the visitor. Remember that online reviews have an impact on 93% of online buying decisions.
- Don’t offer tons of choices. You want to get a conversion, which means keeping things as simple as possible.
- Make your offer so good that it’s almost impossible to refuse. A great landing page doesn’t mean much if the offer isn’t any good.
- Don’t skimp on your images. Always use the highest quality and sharpest images you can find. Get a professional to take photos for you if this isn’t your strong point.
- Use directional cues. A little arrow graphic can point people in the direction of what you want them to do. Again, it’s all about keeping things simple.
- Don’t use a massive form if you’re just looking to collect some details. Asking your potential client to tell you everything right off the bat may scare them. Keep it short and sweet to get them into your sales funnel.
Use these tips to build a landing page that you can direct your social media ads to.
3. Social Selling Strategy – Interact With Your Audience
Remember the stat from above?
83% of people who received responses from a brand that they send a message to say they’re more likely to buy from that brand.
That means there’s no excuse not to talk to the people who talk to you on social media. This is especially true for small businesses. One of the keys to social selling for SMEs is to create engagement so that people connect with your brand.
The most important thing to note here is that there’s an art to talking to people on social media.
ActionCOACH business coach Hauser makes some crucial points here:
“Talk “with” your customers, not “at” them. Generate conversations and attention. Respond directly to your customers. Dedicate some time every day or week to engage with your audience.”
Your audience doesn’t want to feel dictated to. They want to see that you take a genuine interest in addressing their concerns and questions.
Engage in conversations and position yourself as a problem solver. That’s how you build engagement that ultimately leads to social selling for SMEs.
You can also use your posts to start conversations. Pose a question about your niche that gets people talking. Don’t ignore the conversation once it starts. Chime in with your own knowledge. Like and comment on posts from followers to show that you’re paying attention.
All of this makes it clear that you want to provide the ideal service for your clients. That connection’s going to convince more people to buy. Plus, you may just get some new followers thanks to your expertise in your niche.
4. Social Selling Strategy – Target the Right People
You may feel a little wary about investing money into social media ads.
That’s natural. There’s plenty of potential for wasting your budget with these ads. If you hit the wrong audience, nobody’s going to click on the ads.
That means you aren’t going to make sales.
ActionCOACH client Loafers Artisan worked with coach Paul Roach to target the right audience.
Loafer’s Artisan’s focus on producing high-quality artisanal baked goods was a great business idea. They had something that separated them from their competitors from the off.
But the business spent so much more than it needed to on its marketing.
With ActionCOACH business coach Paul Roach, the company created a more direct marketing strategy. They identified target customers and sent ads and materials straight to them.
Along with other marketing strategies, this helped them to raise turnover from $650,000 per year to $3.1 million.
Once you know your target audience, you can build ads that appeal directly to them. Almost every major social platform has tools to help you do this.
In Facebook’s case, you even have access to the Lookalikes tool. This allows you to input data about previous customers to create a profile of your ideal customer.
You can then use this information to direct ads to new people who fit the profile.
It all comes down to collecting data and then using that data to inform your advertising efforts.
5. Social Selling Strategy – Make Sure That People Find You
None of the above strategies are going to help you much if people can’t find your profile.
You have to make your social media pages as appealing as possible to people. You need to catch the eye to encourage people to open up the page.
ActionCOACH Bob Keplinger is a coach based in North Houston, Texas in the United States. He makes some important points about how you can boost your visibility on LinkedIn:
“How many of you have a professional photo on your LinkedIn account?”
A professional photo means “…You’re 14 times more likely to be found on LinkedIn. Why take a picture of yourself in your car. Why crop your boyfriend, your husband, your wife, or whatever else on your LinkedIn.”
And that’s the key point for all social media platforms. You need to create the professional aura that draws people to your business and your profiles.
Bob goes on to talk about the importance of listing skills and other attributes on your profile pages.
Why is that important?
Because when people search for those skills and attributes, you want to appear in their results.
That can’t happen if you’re making no mention of them on your social media pages.
You also have to remember that search engines rank your social media pages. That means you’ve got to optimise them like you would your website. Sprinkle keywords into your bio and write relevant content for your niche.
It’s all about getting noticed. From there, you can use the other strategies on this list to increase your sales.
With these strategies, you stand a better chance of increasing sales using social media. ActionCOACH coaches have used each one to the benefit of their clients.
Make sure that you do everything possible to get your profiles noticed in the first place. Check out your competitors to see what they do so you know what works and what doesn’t.
From there, identify your target audience. Pull from your existing data to build an audience avatar and sell directly to people who fit that profile.
Interact with your audience constantly to build engagement and to get people talking about you.
And don’t forget that social media selling extends beyond the platforms. When someone clicks the link in one of your ads, make sure they land on an awesome website.
An ActionCOACH business coach can help you to pull all of this together into a comprehensive social selling strategy.
Do you want to use more than Social Media to increase your sales?