No matter what company
you're looking at, they have a goal of making sales. You could have some of the
greatest fans on the internet, but if they neglect to buy your product, you
have nothing. This is where social selling, which involves using techniques on
social media platforms to promote sales and traffic, can come into play. The
idea is to post and show your online audience what they need to know before
doing a single thing. The primary goal for social selling is interaction. You
need your audience and customers to respond to any efforts you make.
One of the best examples
of trying to push out content for customer interaction is what Marcus Sheridan
was able to do with his blog, River Pools and Spa. He created a place for all
of the questions that his customers would ask. Social media essentially became
his customer service. However, this is not the only path you can take when it
comes to social interaction. You could include countless things: How to Guides
for common problems, tutorials with the item in question, Webinars for personal
real time help and providing shocking information to promote what is similar to
a scare tactic. An example of this is that an insurance company stated in
videos that green roofs (meaning eco-friendly, solar panels, etc.) were not
commonly covered under insurance policies. This scares multiple customers to
communicate with the agency to change their policies to fix the issue.
There are more ways to
make sure that interaction with online customers is personalized. Most people
are aware of Google Analytics, the popular application to determine where your
online traffic is coming from. However, an additional program can enhance these
features: Leadfeeder. This program works with Google Analytics to determine the
would be lost information about your anonymous visitors. Leadfeeder allows you
to see what offices that your visitor is coming from via IP addresses; this
means that you will have much more information to use for personalizing the
experiences. Leadfeeder also tracks what pages these visitors are looking at,
which can even further create a connection.
However, there is an error
with all of these ideas; contact information is critical to complete the
establishment of a relationship. Many people neglect to see the simple
'Subscribe' box that comes along with nearly every website. That is where content
upgrades can be beneficial. Things such as free offers, e-books, .pdf files
with useful information and more; this works very well as you also know from
traffic that they are already interested in the topic. Visitors are
automatically more interested and are therefore more likely to leave the
information.
Once you have their
information, the final steps can be made. Sending an email is rather easy while
also establishing that not only is the visitor interested but you as the
company are as well. A simple message ensuring that you can aid them with
support and ask if they are interested in a call is all you need. Nothing needs
to be elaborate. With social and content selling, sales can skyrocket with
ease. However, that is only the content is done correctly. When done correctly,
not only will a customer base grow but so will sales.
