How to engage with your buyers on social networks for ultimate success
Jill Pavlov Vazquez is a copywriter at Ready for Social and owner of Your Creative Concierge, a full service copywriting shop. Her work has been featured in magazines, national campaigns, and popular blogs. She also performs comedy and can be found on Instagram at @yourcreativeconcierge.
Are you tech-savvy enough to know that social selling is the best way to reach new and existing customers but are still waiting for true success? You are not alone! Many social sellers work hard on their social selling game but aren’t seeing the results they expect.
The problem: To succeed in the “selling” part of social selling, you must first dive into the “social” side. That means not only promoting and speaking to your potential customers but engaging with them.
We understand if you wonder where you should begin. After all, social media engagement can take many forms. But don’t worry. We tell you in this article what areas to focus on so your efforts have the most impact on your social selling.
Give a behind-the-scenes peek to spark engagements.
People who follow your brand do so because they want to make a meaningful connection. Giving them a look behind the curtain increases trust and solidifies a bond between the brand and the customer. That means instead of pushing a product, engage with customers by giving them a look at what happens before it goes to market.
Another idea is to use your content to introduce your audience to your employees. Celebrating the people who work for you is a quick way to endear people to your brand and make them want to buy from you. This strategy makes people feel closer to your brand and is a unique way to switch up your daily content. A BTS peek is a guaranteed way to increase your engagement and social selling, as 53% of customers report buying more likely from a brand that is transparent on social media.
Learn the secret between teaching and selling.
Yes, the term refers to social selling, but the trick is not to let your followers know you are trying to sell. That means reducing promotional posts and content where you speak to your audience. Instead, educate them on why your product or service will increase the value of their life. Give them content that displays precisely why you have the solution to their problems. Educate in a thought-provoking way and ask questions to elicit responses. Trust us: Practicing the teaching approach is your opportunity to create brand loyalty by positioning yourself as the expert in your industry.
Listen like a pro on social media.
Active listening is a crucial component of social selling. It is also a quick (and free) way to get customer feedback. But be careful! To succeed, you must pay attention to one essential component: Knowing when to lead the conversation and when to sit back and listen.
Don’t jump into a conversation too soon just to have your voice heard – take a moment to sit back and study your consumers. And while you’re at it, pay attention to how you can make your input original and creative. Social listening allows you as a brand to uncover what your followers are talking about and how you can contribute in a valuable way.
Evoke emotions to stand out from the crowd.
The most shareable content is content that stirs emotion in the audience. Causing an emotional reaction in your audience is an excellent way of engaging with them because it will help you stand out in their memory. Appeal to your network’s humor or empathy by creating funny or emotional content (it’s usually best to avoid content that evokes other emotions like anger).
Make sure to keep who your audience is in mind when crafting these posts – think about what they would find humorous or touching and start from there. An extra perk of adding emotion to your posts is that it is more likely to be shared. Think about the content you see shared regularly, and notice how content that makes people laugh or cry is usually the most widely reshared.
Share other users’ content to engage with them.
Speaking of sharing: Make sure to give what you expect to receive. Social media, and thus social selling, works as a two-way street. Sharing someone else’s content is a way to let them know you connect with them and show your support for their endeavors. It gives them a reason to remember your brand. It also shows your customers that you aren’t self-serving – no one wants to follow someone constantly tooting their own horn.
Along with sharing content, you should regularly like and comment on other users’ content. This best practice keeps you top-of-mind on social media, as people remember who shows them constant support and love.
Make your posts shoppable on social media.
Are you using other social selling outlets besides LinkedIn? Perfect! Just ensure your posts are shoppable. Platforms like Instagram, Facebook, and Pinterest give users the power to sell products directly from their posts, making social selling simpler for buyers and sellers. The less effort they need to put into adding those items to their cart, the better and the more likely the sale. Since m-commerce sales are expected to account for 43.4% of total retail ecommerce sales in 2023, posts need to be optimized for selling in order to attract the most customers.
Your next steps to increase your engagement on social media
Remember: Engaging with customers and potential customers online is about creating discussion. It’s not solely about advertising. So make sure to give them a reason to be talking about your product or service. The moment you stop engaging, your customers stop engaging back.
As with so many other things in life, consistency is key. Be consistent about sharing, delivering valuable content, and staying in the conversation with your audience. Some quick things that you can post that give maximum engagement to your social media are:
- Third-party articles that pertain to your industry.
- How-to guides.
- Surveys and polls.
- Posts to receive user-generated content (such as posts asking followers to share a specific picture of themselves in relation to your brand).
Increasing your engagement and succeeding in the “social” and, ultimately, the “selling” part of social selling will be a breeze with these tips and tricks. Which strategy will you first try out? Or have you found a different way to engage with your customers consistently? Let us know in the comments below.
Photo by Andrea Piacquadio by Pexels, Photo by Tima Miroshnichenko on Pexels, and Photo by Anna Shvets on Pexels.