One of the most important questions that brand marketers ask themselves is “How do I sell with social media?” This is a question that is commonly asked and repeated with every marketing campaign. In order to sell your product or service, you have to convert a follower into a customer.
Last month, Matthieu Chereau, cofounder and CEO of Tigerlily gave some marketing advice at the “Coffee, Tea and Social Media” conference held in Beirut. Tigerlily is based in France and is a social media marketing and analytics company offering its services to over 80 brands which include Orange, Yves St. Laurent, L’Oreal, HTC, Spotify, Sony, and others.
Your social media marketing strategy will always be an integral part of your conversion rate. Engagement, real-time response, sentiment, along with interesting, quality content are all elements to your marketing strategy. Keeping your content interesting and delivering quality content will lead to increased engagement. Responding to your followers is part of the communication that is required for achieving follower sentiment.
In order to sell your product or service, you will constantly have to gather insight about your online community. You will need to understand what drives them to engage and what motivates them to buy. This will be a learning process throughout each marketing campaign. Following are approaches you need to take to sell with social media:
- Coming up with incentives when promoting your brand, will be key to selling your product.Launching social media campaigns that offer coupons for savings or a coupon to redeem something at no cost will not only increase your fan base, but it will convert them into customers. By monitoring each campaign across each social network, you will see what works. Focus your strategies on campaigns with the highest conversion rates.
- Creating product or service videos. People are more likely remember your brand with an audio-visual format. A lot of companies have increased their product sales by creating and publishing product videos.
- Humanizing your organization/brand. Appealed to the sentiment of your audience by telling them about your products, sharing customer stories, or other information related to your business.
- Staying on top of your social media customer service. When you see negative posts or comments about someone being unsatisfied with your product or service, reach out to the customer and private an attempt to mitigate the situation.
- Asking your customers their opinions about news events, or any tips that you give them. Interact with them outside of just your promotion campaigns.
For each platform there will be a different response to your campaigns and you need to recognize the differences. Your social media marketing strategy will constantly need to be reevaluated and streamlined to coincide with the analytical information you receive from each platform.