Selling on social media is a tricky one – on the one hand, we can trick ourselves into thinking that anything we do online is sales, because we’re showing our face on a platform and making ourselves visible (I know I’ve rationalised many an instagram scroll hole like this before). And on the other hand, one of the ways I encourage clients to enjoy their social media more is to stop thinking about their content as purely for direct sales – it’s also there to help educate your audience, create connection, and find your community.
But on a mysterious third hand – no judgement here! – sometimes your content should be about selling, clear as day. And that’s ok, because you’re a business who deserves to be able to pay their bills and more besides! But I know it can feel super icky at times, so here’s my top tips for selling on social media in a way that feels aligned…
My tips for selling on social media
1.Show up with ENTHUSIASM.
The first tip for selling on social media is putting some energy behind your sales content - if the service doesn’t excite you, why the heck should it excite your audience? (The actual topic of what you’re selling doesn't necessarily have to be exciting; if this is the case, then the excitement is around the way you deliver it.)
2.Just like John Snow, assume your audience knows nothing.
We spend so much time in our businesses and thinking about our businesses that it’s easy to project that onto everyone around us. I’ve been thinking non-stop about this package for months now, everyone must know it inside out! But actually, nobody knows your business like you do. In fact, there’s a good chance most people know nothing about your business – so don’t be afraid to tell them.
3.It’s all about “you”.
Not you as the business owner, but the ‘you’ you’re speaking to. A huge part of not just selling on social media but selling in general is putting your audience at the core of sales content. Make it super clear what’s in it for them by asking questions that invite them to reflect on their situation, or imagine themselves in the service.
Also, talk to them directly. For example, instead of saying “Get a ticket”, include them by saying “Get your ticket” – immediately, it will feel more personal and relevant.
4.You’ve got to repeat yourself.
The ‘golden rule’ in marketing used to be that your audience needs to see something 7 times before making a buying decision - but thanks to the internet and, erm, the world that we live in, that is now between 8 and 21 times. Attention spans are getting shorter and the volume of content we all consume on a daily basis is ever-increasing.
You’re not repeating yourself as much as you think you are - you need to almost be sick of saying it. If you’re not, your audience are definitely not sick of hearing it!
5.Speak to different buyer types.
And if you still feel like you’re repeating yourself and it's hindering you from showing up and selling on social media, challenge yourself to sell the same thing in different ways. There are so many different ways to sell one thing, so if you’ve got to put content out up to 21 times, you’re going to want to switch it up somehow right?! Thinking about buyer types can help you do this.
Some people need ALL the details. These are your analytical buyers. They like to know dates, times, logistics: how long will a session be? Will it be on Zoom? How much is it? What topics are you covering in the masterclass? THEY LOVE DETAIL, SO GIVE ‘EM THE DETAIL!
Others are there for the vibes. They’re more interested in hearing about transformations of past clients and whether they feel connected to YOU. So throwing all the facts and figures at them isn’t going to have the same impact - instead, speak to where they are now, and where you can take them in comparison.
People also consume content in different ways, too – have you done a grid post, a reel, and a set of stories? A quote and a graphics carousel? Switch it up to help stop yourself from getting content fatigue.
Want a hand selling on socials?
Keep these 5 tips in your back pocket whenever you need a hand with selling on social media – and if you’d rather have a social media manager in your pocket to help you with your entire social strategy, then check out how we can work together here.
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