Social media has taken over the world. 1.4 BILLION people around the world use Facebook every month.
Research has shown that 82% of “prospects” can be reached via social media. (And if you’re in the business of serving online entrepreneurs, you can safely assume it’s closer to 100%.)
As smart business owners, you know the importance of hanging out where your customers are.
But people aren’t on social media to be sold to. So how do you “hang out” AND sell your products and services to all those potential clients without feeling sleazy and pushy??
Nobody wants to be THAT person, who only shows up to shout “look at me!”, “buy my thing!” (Gross.)
On the flip side, however, you don’t want to be the person spending 6 hours a day on social media with no new subscribers or clients to show for it. (Ain’t nobody got time for that!)
How to sell in a place people don’t want to be sold to
Over the next few weeks we’re going to focus how you can make your social media rock solid, so you know exactly what to post attract your ideal clients, establish your expertise, build relationships and sell your products and services online.
Today we’re going to make sure that you’re never the pushy person who only shows up to sell and then disappears until your next launch. This ONE strategy will lay the foundation for how much to promote (ASK) and how much to engage (GIVE).
Before I share the tip we need to define the difference between promoting and engaging.
Promoting is anything that’s making an ASK, it’s inherently a taking action, rather than a GIVING one. Whereas all other content is about GIVING value in some form. (Yes, you are giving great value in your opt-in but you are ASKING for you an email address in exchange so promoting it is more taking than GIVING.)
The trick to rock solid social media content is to have a mix of both, ASKING and GIVING.
Because the GIVING is what sets up the ASKING. In his brilliant social media book Jab Jab Jab Right Hook, Gary Vaynerchuk calls the GIVING content “jabs” and the ASKING content “right hooks” and says:
“Without a proper combination of jabs to guide you customer–I mean, your opponent–right where you want him, your right hook could be perfect and your opponent could still dodge it as easily as a piece of dandelion fluff. Precede that perfectly executed right hook with a combination of targeted, strategic jabs, however and you will rarely miss.”
– Gary Vaynerchuk, Jab Jab Jab Right Hook
You want to GIVE, GIVE, GIVE before you ever ASK.
There is an actual percentage I like to shoot for when mapping out social media for the week to make sure you keep the scales tipped firmly toward GIVING:
MAXIMUM 25% should be promotional (ASKING)
MINIMUM 75% should be engagement (GIVING)
That’s why my 4 Pillars of Great Social Media Content system includes 3 GIVING Pillars: Attraction, Education and Engagement and only 1 ASKING Pillar: Advertising.
But that 25% is important.
We are in business. We need to make the ASK and once you’ve provided so much value to your audience with all your giving content and you’ve built relationships with them (we’ll talk about exactly how to do this over the next 2 weeks!), you’ve earned the right to make the ASK.
“While it’s true that you can’t land a solid right hook if you don’t set up the punch with a series of good jabs, it’s also true that no fight has ever been won on jabs alone.”
– Gary Vaynerchuk, Jab Jab Jab Right Hook
So let’s see those right hooks!
I’d love to hear from you
What are you promoting on social media right now? Show us what you’ve got in the comments below and I’ll give you a high five and some feedback on your post!
How comfortable are you writing promotional social media content? Do you think you tip the scales too much in favour of not enough promotion or too much promotion usually?
CREATE BETTER SOCIAL MEDIA
Statistics show that businesses who don’t adapt to selling on social media will experience a 70% or more decline in new business over the next few years.
The time to establish a strong, clear and compelling voice and content strategy on social media is now.
Join us for the Rock-Solid Social Media Content Workshop and trade those generic inspirational quotes for compelling content that magnetizes your ideal client, establishes your expert status and makes more sales.