All aboard! Everyone seems to be jumping on the social media marketing bandwagon, touting it as a paradigm shift that companies must embrace to be successful. And, while it certainly has its place when implemented with a clear strategy, it will never replace personal contact.
Social media is a powerful tool. We live in a culture of “Keyboard Warriors,” where people share virtually every interaction they have with companies. On every review site and most social media sites you’ll find as many, if not more, “Horror” stories (worst experiences) as you will “Hero” stories (best experiences) about all sorts of businesses. Unfortunately, these perceptions become reality. Today, when consumers look for a new car dealer, a hairstylist, a restaurant, or other business, they often go online first. A Google or YELP! Review can make or break a business.
Certainly, businesses have a plethora of tools provided by these social platforms to help them communicate with their prospects and customers. Using social media for selling, however, takes time and attentiveness to initiate and nurture the right relationships. And, it must be personal enough to capture the attention of your consumers and motivate them to take the next step, which typically is coming to the business’ location. At a minimum, companies must:
1. Choose the right platforms, the ones that your customers use. Facebook, YouTube, and Instagram have the lion share of all age groups, especially among consumers. However, don’t overlook platforms like Snapchat that may be preferred by specific demographics.
2. Follow and connect with the right people. Consider using data analytics. Use what you learn about your customers, but personalize don’t push your products and services. Leverage information to develop actionable insights about how and where to engage your customers, what to offer them (and when), and how to manage your online presence.
3. Get notified about their activity so you can engage with them, provide relevant comments, and extend the relationships.
4. Join and participate in groups that are relevant to your customers. For example, the General Motors Truck Group on Facebook would be good for General Motors dealerships.
5. Contribute to conversations. A recent study by Corporate Visions found that 74% of buyers choose the sales rep who adds value first during the buying process. Add social listening to your strategy. Find brand mentions, keywords, phrases, or comments, and contribute to conversations with relevant, meaningful information.
6. Add value in a transparent, open, and personalized way. If you can’t, don’t add. Star relevant content like articles on performance, or best practices, or new technology or designs. Share a company blog, a user comment, photos, or videos. Do not self-promote or this strategy will fail.
7. Monitor the effectiveness of your communications and adjust, as needed, to build the relationships and see the return you seek. At the same time, monitor your own online reputation to ensure you don’t fall victim to Horror Stories.
Once the customer arrives, salespeople and every other employee should roll out the Red Carpet and treat each customer as if they were the only person in the world that mattered. They must listen, get to know the customers personally, anticipate their needs based on what they learn, help customers find the exact product or service they need, want, or desire, and create a pleasant and memorable experience.
Throughout the process, companies and salespeople should integrate social selling to extend and personalize the online relationship. For example:
- Post or run positive customer reviews or video comments from social media sites where customers can see them.
Provide complimentary WiFi access. - If a product is not available in the store, help the customer order it online and have it shipped directly to their home at no cost.
- Offer to send receipts and follow up materials via email.
- Leverage the newest technology in Point-of-Sale systems.
- Offer to connect with customers on their preferred social media platform to stay in touch and provide the latest news and promotional information.
- Invite customers to connect with you while in the store; offer a thank-you gift or promotion when they do.
- Before a customer leaves with their purchase, for example, a new vehicle, ask them to pose for a picture. Post it online and tag the customer (with their permission).
If a customer leaves without completing the purchase, implement a personalized follow up plan that includes social selling. Provide relevant, meaningful, engaging information via email and social media. Ask for their honest feedback by polling those who left without purchasing. You may identify patterns that you can use to improve issues as well as service and communication.
One thing is clear: social media is here to stay, and your prospects, customers, and competition all use it for working entertainment. And, while it will never replace the personal touch, combining social selling with exceptional, personalized service will help companies build relationships, provide value, nurture leads, win business, and ultimately, develop loyal clientele.