How To Actually Sell On Social Media
We've all seen it! People we follow on social media bombarding us with hard call-to-actions over and over again. However, when it comes to social media and marketing to make the sale, remember - we’re not actually selling on social media. Think of social media as more of a cocktail party - your website is the sales spot! We want your social media to intrigue your audience to want more - take the simple call-to-action - and then visit your website to seal the deal!
Here at Ringlet, we specialize in writing promotional social media posts for corporate brands and helping creative entrepreneurs map copy for their marketing campaigns, and we can tell you what doesn’t work: hard call-to-actions over and over again in social media.
Urgency in purchasing isn’t what we’re trying to coach on social media.
Instead, we’re trying to trigger something that’s a bit more undercover: decisiveness that they want what you have to offer …
… and then we leave the decision to rank it as urgent or not to them.
Today, we want to give you 3 ways to sneak-attack in triggers that s-l-o-w-l-y coach decisiveness in your social media followers. I know it’s not sexy, I know that it’s not an overnight fix, but the SHORTCUT to a strong business is to play the long game.
how to sell with social media [sneak-attack]
#1: date your facebook fans
Sometimes it feels like our industry is so obsessed with Instagram, however, there is a great resource in Facebook’s insights and sheer body of knowledge collected on us all that is worth tapping into!
When marketing your business on Facebook, especially over the holidays, work the system: create audiences of warmed up people who have engaged with your brand, watched your videos, and clicked through your blog posts, and then target THOSE audiences with ads. Ad strategy changes constantly, but lately, it’s worth it to build up audiences of warm traffic, and then spend your ad dollars there.
What this means is to host lives, relatable content, even funny GIFs, and then slowly, start to pool together people who are active with your brand. Challenge yourself to show up on Facebook more than you may be doing on your page, because in the end, it’s Facebook ad insights that can move the needle on profitability. Then, when it’s time to run your Black Friday or holiday ads, you have a crew of ready-set respondents who are likely willing to open up their wallet.
#2: get out of the way of your instagram followers.
As a social media manager for creative entrepreneurs, we find myself saying constantly “get out of the way of your audience.” We always, ALWAYS want to make decisions an easy, snappy “yes” for our audience.
One of the easiest ways to do this is to make sure that you choose the right main driving link for your Instagram bio.
“Too many choices can overwhelm us and cause us to not choose at all,” psychologist Sheena Iyengar concluded after a study she conducted. “For businesses, this means that if they offer us too many choices, we may not buy anything.”
While it’s SO natural to think you’re spoiling your dear follower with a bevy of choices, ways to engage, and new information (Follow me here! Subscribe for a discount! Here are 3 current promos! Check out my collection of items! Shop the sale!) the whole point of a call-to-action is to give your visitors a single action to take. It’s paramount to give your readers a single, certain path to follow towards a conversion … otherwise, we risk losing them in transit: death by analysis paralysis!
So, make your “link in bio” option really, really clear, and—my opinion, at least—only post “sales” focused captions every 4 or so posts. Having an appealing, simple, and clear call to action in your Instagram posts and bio is one of the best conversion secrets you can rev up in your creative business.
#3: drive them to a formulaic product description.
Finally, let’s talk about where they go AFTER social media. Social media is the cocktail party, your website is your sales spot, right? So, we need to know what to say to them when they get to that spot!
Here are 3 ready to go copywriting formulas for you to use in your product descriptions and services pages so you can structure the order of your sales words.
FIRST, THE BEFORE-AFTER BRIDGE.
This little black dress of copywriting can fit in a single paragraph or strung through an entire cart close email series for a promo.
BEFORE: “Here’s your little world, where every day, you face a problem …”
AFTER: “But, imagine if that problem vanished. Forever.“
BRIDGE: “Here’s how to get there.”
Make sense? Start your copy with the problem or what your audience wants, and then paint a picture of what after will be like—lace it all together with your offer!
SECONDLY, YOU COULD TRY THE 4 Q’S FORMULA.
The gist of this formula is that people won’t listen unless you give them a reason to listen.
In your product description, tell them:
What I’ve got for you …What it’s going to do for you …Who I am …What you need to do now …
FINALLY, A GO-TO FORMULA TO HAVE IN YOUR BACK POCKET IS AIDA: ATTENTION, INTEREST, DESIRE, ACTION.
This copy formula arguably lays claim to being my favorite. AIDA is a standard copywriting formula, popping up in TV ads, radio ads, sales pages, and emails for years. I like it because it’s versatile, and perfect for product descriptions.
Bottom line, don’t procrasti-shame your dear followers on social media about your sales. They don’t deserve that life, do they? Instead, lean on copywriting formulas to structure your offers, and you’ll feel better once you drive your social media posts that direction.
If you still feel “salesy” or insecure about selling to authentically reach your target audience through smart, engaging, on-brand copy - let us know, we'd love to help!
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