Social Selling is a relatively new way to build an enterprise, and many of us are still figuring it out as we go along. When I started, there was no such thing as Facebook live, and that was 5 years ago. During that time, we’ve learned a lot of lessons about social selling as a business. These are the things we wish we had known when we started.
It takes a lot more time than you think
Building a business online isn’t fast. You need to build a community of followers who will trust you enough to purchase from you or on your recommendation. That takes time and commitment. Realistically that’s going to take about 12-18 months.
It doesn’t matter how great your product is
No matter what you sell, its not about the product. The myth that people buy the product is the reason that most Facebook pages are self-promotional instead of addressing the problem that the product solves for the customer. Focus entirely on your customers needs and wants for your marketing, and the product will sell itself.
Your customers are your best investment
Spend time making your customers feel like they are your only concern. Treat your customers like gold, give them the white glove experience every time, and they will become your business’s entire marketing team. They will advocate and promote you every chance they get.
You need to be authentically you, warts and all
Your audience wants to know about you. Your current customers care about the brand you sell, but your new prospects have never heard of it. Also, thousands of other people sell what you sell. They don’t care about the brand, they care about you. Be sure to share about yourself, your life, and show your vulnerable side. Nothing builds community loyalty faster than a shared struggle, so be honest about yours.
Don’t put all your eggs in the Facebook Basket
You need a mailing list that you keep up with, and at least 1 other social media platform to funnel people in. You also need to be growing your network – join hobby groups and women’s business groups, not to increase your number of customers, but to increase the number of people who trust you and would refer you. New friendships mean new opportunities for activities and business. We have an whole training on how to do this in the Social Strategy Squad.
Putting money behind posts doesn’t make them work
If you’re not getting organic reach on your content, promoting it through ads or boosts wont make it do better. The only difference is, now you’ll be paying for people to not interact with your content instead of having that happen for free. Validate your ideas by testing them out in your group BEFORE putting money behind them.
Customers don’t like stock photos
They’re quick and easy, but you can also spot them a mile away. Use the stock photos for your products sparingly. Remember that you’re selling as an influencer, not as a company with millions of dollars invested in marketing. Different rules apply. Focus on taking your own pictures authentically. You can check out Lights! Camera! Sales! The shortest most effective product and selfie photo training you’ll ever take and watch your business grow.
Your business doesn’t need to be on every social media platform
Its way better to be really good at one platform than terrible at 10. Also, not all platforms are effective, and depending on your target audience, they may not even be on there. Pick 1 primary and 1 secondary to start, and leave the rest for when you’re ready to hire them out.