Who doesn't have a relative, friend, acquaintance, friend of a friend, or who hasn't heard about someone who is making money selling through social media? Success cases are scattered in droves, but the factors that led a brand (or a person) to do well on social media are almost never addressed. And that's exactly what I'm going to cover in this post!
First, it is important to clarify that there is no magic to selling on Facebook. Whoever thinks that it is enough to create a fanpage, invite friends to enjoy it and from there just wait for the “magic to happen” is wrong.
Successful entrepreneurs on Facebook spend hours a day connected to the network, whether it's posting content, researching more about what their persona usually does, or interacting in groups. The more time you dedicate to this immersion, the more you will learn about the best way to communicate with people, especially considering that at that moment they don't want to buy anything, but just want to have fun.
Oh, and of course this goes not only for Facebook, but for any social network!
Set your positioning:
Before starting any marketing action, define your positioning.
- What are your values?
- How do you want to be seen (and how do people see you)?
- What is the audience that interests you?
- What should marketing communicate about your company/product/service?
These are some tips on what you need to define so that right up front you don't criticize marketing, saying that "it doesn't work".
Before posting anything and anyway, understand who your persona is, what she does there, what her expectations are, what pleases her (and especially what annoys her), what are the moments when she is connected , and so on.
To get to know your persona better, I recommend creating an empathy map ( download this link ). You will map the main information about your persona, such as: what she thinks and feels, what she hears, what she sees, what she says and does, what her fears, frustrations, obstacles, desires, needs are. , etc.
Do you know everything that can be done on Facebook, Instagram or Youtube? Each social network communicates with the public at a different time. Doing lives, for example, has been the hottest thing on social media. The video has been gaining more and more strength and has already become the darling of Brazilians.
Data from the Video Viewers 2018 survey, carried out by Google in partnership with Instituto Provokers and Box 1824, show a 135% growth in the consumption of videos on the web in the last 4 years. And anyone who thinks people just want to have fun watching videos is wrong. 29.8% of the videos watched aimed to search for information/knowledge.
Extra tip: the most suitable format for a video on social networks is the vertical one (mobile “standing”), since the overwhelming majority of accesses are made through smartphones.
Gone are the days when a famous artist was the only way to give great visibility to your brand. On the internet there are hundreds of micro digital influencers who are references within a universe (teen, fashion, beauty, travel, etc.).
Try to negotiate with influencers in your industry to exchange products/services for advertising. There are still several of them that accept barter. But if the only way to negotiate is to pay for X amount of publications, do the math and see if it's worth it financially!
Direct conversion (sales) will not always take place through clicking on a link or inbox conversation on social media. Often the platforms will generate leads with which you will have to relate – through emails, for example – only to later turn them into customers.
Facebook provides a type of campaign called Lead Ads, where you can capture the data of users who accept to register. This is a great way to build an email base of people interested in your products or services!
People always leave traces… And it is from this information that you can do research work to understand what your persona wants or is consuming at that moment.
Everyone knows that Facebook (and other social networks) are increasingly judicious when it comes to displaying a publication organically on their users' timeline. There are several reasons for this and the focus of this post is not to discuss these issues. But if you don't want to be totally dependent on paying for your posts to have a legal reach, start by engaging and involving your team too!
Like, share and comment on your posts. Ask your team to do this too. That way, the platform algorithms will see the “social signals” in your posts and show them organically to more people.
See two examples of publications from the MadeiraMadeira virtual store. In the first post, from Black Friday 2017, there are a large number of likes and shares. In the second post, this number is quite reduced.
Possibly there was an effort by the team to make the post have strong social “acceptance” signals and this helped the post to be seen by more fans of the page organically.
It's no use wanting to run away. Even those who remained resistant to creating a profile on Facebook surrendered to WhatsApp (or zap zap, as you prefer). No matter the age or social class, WhatsApp has phenomenal reach. And you should use all this to your advantage!
Send exclusive messages to your leads and customers with varied content, such as useful tips, offers, technical assistance information, cross sell, etc. Another cool way to engage people with your brand is to create groups – as long as the content posted is of interest to the participants.
At the beginning of this post I made it clear that there is no magic, but a lot of work! And that's definitely how I've seen some entrepreneurs make money through social media.
Leave laziness aside and apply the ideas that fit your business/segment. The work of a social media agency can help a lot, but to achieve success you will also need to get involved, after all, social media should be seen as a customer acquisition and relationship channel (isn't that important to you?) .
If you need help, you can count on Much More Digital. We work with the clear objective of improving the results of our customers on the internet. Get in touch with us !