DIRECT SELLING ON SOCIAL MEDIA: ENGAGING OR EXCESSIVE?

Since its inception, social media has drawn the global community closer together. In an almost seamless way, these powerful networking tools have done more than connect a few friends; they have transformed the Internet space into one of the most powerful marketing tools seen in the last five to ten years, enabling interaction between machinery, users, goods and services.

In the current social landscape where information is just a click away, brands are constantly aiming to remain relevant in the eyes of consumers. So how can companies maximise on their social media presence to not only engage and interact with their target audience, but also push sales? If your aim is to make the most of every status update, tweet and blog post, here are a few points to bear in mind.

In many ways, social media seems built for selling or e-commerce.

By offering the unique ability to reach millions while sitting in front of a computer, social media is a salesman’s dream. Imagine that for each person that follows, likes, comments, shares or even just glances at your company’s page or posts, there is a cyber salesman just for them. Essentially, that’s the opportunity that a strong social media presence offers. With each targeted persona, there’s a chance for revenue to be earned. However, it is important to note that while salesmen are often found guilty of shamelessly bombarding customers, potential clients and innocent bystanders with heavy sales talk, this kind of approach should not be applied to social media marketing.

Be social!

Social media is impactful because of its ability to connect with people on an intimate level, whereas this is not always possible in a physical space. It presents a transition from traditional interruptive marketing to personalised messaging aimed at targeting customers at a much deeper level. While the end goal for many marketing efforts may be sales-driven, this is not what social media is all about. Instead, its purpose is engagement and building and maintaining closer consumer relationships.

Aim to add value.

If your sole motive on social media is to promote your company’s product and service offerings, then people will eventually stop tuning in. Focus a little less on conversions and more on creating content that will connect and develop relationships with online influencers. People will appreciate you trying to make a connection with them rather than only constantly promoting your product. The idea here is to tap and give - by reaching out and attracting interested prospects and keeping them engaged by offering related advice and insight, or even special promotions,

The Law of Listening.

According to entrepreneur.com, this is one of the essential concepts involved in establishing effective social media presence. Success with direct selling via social media will only be achieved by tuning in, and subsequently speaking to, the needs of your target audience. Focusing on what your audience has to say allows you to strategically create content that appeals to their interests.

If done correctly social media marketing can not only give you the platform to be seen and to interact with your ‘community’ but connects you to the customers you need, as well as, those that are in need. Expert social media consultant Jennifer Fong highlights that social media marketing is changing the direct sales landscape.  For anyone paying attention, it is obvious that the companies and individual home-based consultants that are employing a comprehensive social media strategy are seeing results.

Using social media as a tool to boost revenue is a great idea, but it must never be the sole purpose for interaction. Technology divide, being one of these reasons. Nevertheless, companies and individuals that benefit from the synergy, integrate several key communication strategies to ensure the visibility and viability of their company. Most importantly is that they engage their customer base in continuous conversation across the medium. Without a doubt, engaging with customers takes time and effort but the benefits greatly outweigh all the obstacles. Total involvement in the process is truly rewarding and enables you to make new discoveries about your business through the feedback received from the online community.