Leading them to the sale
Social media is buzz for companies and people. Social media is people talking one to many. Social media is narrowing your business communication down to a niche. People just like to browse for things theymight like. Unbounce did an article on cart abandonment a year ago, stating that “56% of shoppers aren’t ready to purchase but want to save their selection for later”, in their cart. I think it is safe to say that this behavior has not changed. So what we should use social media for in this case, is to introduce that product to the customer.
Sales appear less ad hoc when it’s a new product to the customer. When there’s some kind of buzz around your product, people might start to want your product unconsciously. It will become more and more top-of-mind, and an eventual sale will be deliberate. Even though it might seem ad hoc to the buyer at that point. This might be a long-term effect of your social media efforts.
At Yoast, our main focus is SEO / UX, analytics, and WordPress. Most tweets of our team are about those subjects. Creating a niche like that will give you the social following that is already interested in (one of) your products. It did for us.
It is nice to just tweet about beautiful cars when you are selling bread, but those tweets won’t make you money. Tweeting about that new paleo bread you are selling online starting today could get you (immediate) sales, though.
Start early in the process of a new product or offer; “We are releasing a brand new plugin early next week!” or “Only on sale next week, get yours!” and create scarcity; “We’ll start with a test audience of 250 people.” All the basics of sales go for social media as well. You can easily create series, repeat your offer. I tend to use Hootsuite for that. I dislike the GUI of the browser version, but like the functionality. Buffer is another great tool you could try.
Create the need or wish for your product or services. And guide the potential buyer via your preferred social media outlets to your website to close the deal.
To sum things up
Direct selling via social media is becoming more important, and could be an opportunity for small businesses. After reading a number of articles about it, my conclusions are that:
- I am looking forward to reading about new products on Twitter and hitting ‘Buy’.
- With more and more social media making the buy button available, I’m curious what the effects will be on social media as a proper sales channel.
- My gut feeling tells me too little small businesses are aware of shop apps for Facebook, like the Shopify app. Dig into that, especially when you have a local following on Facebook.
Current social media sales efforts should trigger a niche specific sale on your optimized landing page. We also wrote a post about these Landing Pages: be sure to check it and align that landing page with your social media efforts!