Social selling has become one of the most effective tools for businesses across the globe. Still, many companies are making some critical mistakes that are crippling their results. As with any sales strategy, there’s a right way and a wrong way to go about selling socially. Recognizing what not to do can help you avoid making similar mistakes with your own social selling strategy and improve your chances of a profitable outcome. That said, here are a few common social selling blunders to watch for.
Talking to the wrong people
When it comes to sales, it can be tempting to focus on those people who are willing to listen and talk about your product or services.
The truth is, not everyone is a good fit for what you’re trying to sell. Spending all of your time talking to the wrong audience won’t get you the results you’re after.
Make sure you know exactly who you should be targeting and focus your efforts on them. It may take longer, but it’ll pay off in the long run.
Posting on the wrong platforms
Just as it’s important to target the right audience, it’s equally important that you’re spending your time and efforts on the right social platforms. Otherwise, you’re wasting resources.
Not all social networks are created equal. Each has its own unique demographics. For instance, Snapchat is used primarily by users between the ages of 18 and 24 while Facebook is the most popular network among older generations. Pinterest is use predominantly by women while WhatsApp is more popular among Latin Americans.
Understanding who your ideal customer is will help you determine which networks you should be focusing on.
Unprofessionalism
The key to social selling is the ability to keep things as personal as possible without crossing the line into what could be perceived as unprofessional behavior.
You wouldn’t arrive at a professional networking event or put on a business presentation looking disheveled or acting in a way that could paint your brand in a poor light.
The same logic should be applied to social selling. Always put your best foot forward.
Being a me-monster
The quickest way to turn off potential customers on social sites is to make the focus of your efforts all about you. Constantly bombarding your fans and followers with promotions and other company or product-centric content will only send them packing.
Instead, learn what matters to your prospects and customers – their needs, their desires, their pain points – and then share content that addresses those things.
The focus of social selling should always be to bring value to your audience. Doing this will nurture loyalty and create much more profitable, long-term relationships.
Not setting goals
Because of the somewhat casual nature of social selling, it can be easy to forget that you still need formal goals to work toward.
As with any sales or marketing activity, your social campaigns should have a purpose, whether it’s to generate more leads, drive more traffic to your website or produce more sales.
Identify what you wish to accomplish, how you plan to do so and when you expect to see results. This will help you stay on track and ensure that you’re optimizing your time to achieve real, measurable results.
Are you guilty of making any of these social selling mistakes? If so, you’re not alone. The good news is, it’s never too late to right the ship. By recognizing what not to do and adjusting your approach, you’ll begin to see a much greater return on your investment.