There’s nothing wrong with selling your products using your social media channels. Say it out loud. Nothing wrong with it…
For a lot of small business owners, particularly those just starting up or those with brand new online stores, the prospect of putting the hard word on people can be daunting. I know that a lot of people find sales hard to do or feel it won’t work with their audience and I do ‘get’ that. I also know it makes some of you feel a bit ‘icky’ and maybe that’s why you were drawn to this article…
So I thought I’d share three quick and easy ways to get comfortable with selling and promoting your business or online store. Here we go…
1. Make it easy to buy from you.
If you haven’t already set up your Facebook Catalogue, Shop and Instagram Shopping, please hop to it. Setting up a Facebook Catalogue and connecting your accounts means people can shop directly from your posts. You can have a ‘Shop’ tab on your Page and you can tag your products so that your audience can see the price and go directly to the product to check it out on your website. It’s the most effective way to drive sales from your organic posts and it’s pretty subtle too. I think of those product tags as ‘see it, like it, want it, buy it’ and your customers can do all that and still jump back into scrolling their feed. If you need help, please get in touch.
2. Empathy over everything.
Now more than ever empathy should be central to your marketing strategy.
Empathy can be shown in a lot of ways and you just need to work out what works for you and your audience. A fairly simplistic explanation is to really think hard about your customers’ needs and how your products meet them.
What are their pain points? What problem do you solve for them? Tell your story and promote your products always with the customer in mind. Put yourself in their shoes.
One of the things I teach over and over again is this little checklist for crafting social media content:
Who am I talking to?
What’s my objective?
What’s my audience’s motivation?
How am I helping or adding value to my audience?
What action do I want them to take?
If you can’t answer these questions then your post is probably lacking relevance. Read more about empathy marketing here.
3. Be prepared.
Craft a bunch of post endings or ‘calls to action’ that you feel comfortable with and then store them in your notes, Word doc or the scheduling tool you use. That way you bypass the icky feeling you have when you do the sales part and you can just copy and paste an effective and well-crafted call to action.
Some examples include: “We’ve got more colours and sizes online so head over and check them out at www.blahblah.com.au/shop” or “To find out more or to purchase, please head to www.blahblah.com.au/shop” or “There’s more where that came from, shop the new Spring collection at www.blahblah.com.au/shop”.
Lose the sales guilt! It’s definitely okay to sell your products through your social media channels. How you do it and how often you do it is an important part of your social media strategy and you need to spend quality time thinking about it and getting yourself comfortable. Keep your audience in mind at all times and you won’t go astray.
Founder and Director - Mac&Ernie
I founded Mac&Ernie to provide social media training and strategic marketing to small businesses and community organisations throughout Gippsland and other regional areas.
There is nothing I love more than providing my clients with ‘oh wow!’ moments; those times when they learn something new, and immediately wonder how their business ever lived without it. That happens a lot because even though social media has been around for over a decade, it's still very new to many business owners.
With over 25 years of marketing and advertising experience, and a proven track record of putting social media to work for business, I am well placed to help you navigate the sometimes-confusing world of digital and social marketing. My training is grounded in the experience of local businesses and an understanding of what makes regional communities tick.
My workshops, one on one sessions and strategic marketing advice both provide practical, accessible and customised advice that you can act on immediately. I also create custom workshops for larger businesses wanting to upskill staff or start a social media or marketing strategy from scratch. At the moment, Mac&Ernie only operates 'physically' in Gippsland and the eastern suburbs of Melbourne but, thanks to the magic of technology I can be anywhere.
Please get in touch if you'd like to learn more or browse my services and upcoming workshops and webinars at www.macandernie.com.au
Free tips on my Facebook and Instagram accounts too.