As busy entrepreneurs and business owners in a fast-paced world, thanks to the wonders of the internet, it’s easy for overwhelm to creep in and settle like the dead of night.
You’re being told to start a Facebook group, run Instagram ads, write a blog a month, email your list once a week, curate the most perfect feed, post several times a day at the right times, run a Facebook Live series — phew even we’re exhausted!
There’s so much information (AKA noise) out there fighting for a place in the online realm that it’s no wonder business owners get so overwhelmed they simply do nothing and stand still like a deer in headlights.
Today we’re sharing the simple secret to making sales on social media, which includes the 4 key fundamental things you’ve gotta be doing. All other things are just nice-to-haves.
STEP 1: Clear cut your offer
Yep, get crystal clear on what you offer, what your zone of genius is.
Your offer is MORE than your product or service. Your offer is the entire experience of purchasing from you. The offer is made up of the thing that you actually sell, how it’s delivered to someone, how it’s positioned for them, how it’s presented to them, what the customer service is like, and what the experience is like when that thing is delivered to them.
“So, what do you do?”
If a potential client or customer asks this question, what do you say? Usually the response is more on the literal side:
- I’m a builder. I renovate old houses
- I’m a web developer, I create websites
- I’m a social media manager. I manage other companies’ social media
This is a good start, but it’s not actually what your ideal client wanted to hear when they asked what you do. There’s a better way of getting your message across and it’s a case of understanding where your ideal client is coming from and answering the right question.
What customers ask and what they really want to hear are generally two completely different things. When they ask you what you do or look at your website and socials, they’re really trying to understand:
“Are you someone who can help me solve my particular problem?”
Whether online or in person, remember to cover all those points. Don’t just talk about what your products and services do. Tell your ideal clients how you solve their problems. This is what they really want to hear.
STEP 2: Know who the heck you’re actually talking to
For an audience, you need clarity around who the heck you’re talking to. You need to understand who you want to attract and who you do not want to attract in your business. You need to get really clear on what they’re looking for from you and how you can best serve them.
Get really clear on their values and what’s important to them. Know as much as possible about them so you can know what they want and how to best communicate with them. You can tell them everything they want to hear, but it won’t do any good if you’re not communicating in a way that translates to them.
You need to identify your Ideal Customer Avatar (ICA). Why is this so important? Because your ICA is someone who is absolutely crucial to the success of your business and if you don’t know who they are, your business won’t have legs to stand on.
Your ICA represents your ONE single PERFECT customer.
This ONE single person is the potential customer who wants and needs YOUR content, YOUR product, or YOUR services. This is also a person that you LOVE to work with. WIN-WIN!
There are specific ways to really hone in on who this person is: what they like, what they don’t like, what their aspirations are and most importantly, what their fears are.
You’ll be happily creating solutions to their wants and needs — something they’ll actually pay for.
You’re not just building your business as a hobby, right? I know you’re not, and that’s why you need to get laser focused and know how to serve your customers best!
STEP 3: Focus your time on creating meaningful connections
Those valuable relationships you’re building on social media. This is when people really know who you are, what you do, and why you do it. Where people are connected intimately to you and your brand. When people are willing to buy from you because they know you, like you, and trust you. ‘Know, Like and Trust Factor’ is a marketing phrase/idea where for people to buy from you they must know who you are, and what you do, what problem you’re solving, and like who you are and what problem you’re solving, and trust you as the person that’s going to solve their problem for them or with them to get the result they want.
The quickest way to accelerate your Know/Like/Trust Factor is to get your audience to see you and hear you. Share who you are. This is your ultimate superpower and it comes when you don’t just share what you do and how you help people (although that’s VERY important too), but when you let people in on who you are as a person.
It’s SO important to remember behind every screen there’s a human building a business and it’s built on human connection. Whether you like to admit it or not, this is your value as a business owner as it’s YOU who’s selling the service. Sharing who you are gives potential clients and customers a view into your world, but most importantly, your thoughts. And often this is the way potential clients can tell if they want to work with you.
STEP 4: Convert your community into customers
This may seem obvious, but sooo many people don’t do it, it’s crazy! It’s usually fear holding them back. Fear of the unknown, fear of rejection, fear of seeming fake, fear of being called out etc.
Converting that community into customers is all about the Call to Action. Yep, the ASK, or, the INVITATION.
The best way to get your community to buy from you is to get them into your direct messages and use Call to Actions or invitations to get ‘em in there!
Direct messages (DM) are the secret to converting your community to customers. Why? Because once you’ve got your audience into your messages and you’re having that 1:1 conversation with them — using their language and hearing their problems/challenges directly from them — when it comes time to ask for the sale, it’s second nature to them.
Treat it as an invitation. When you want someone to DM you. Are you simply demanding people DM you or are you inviting them?
Focus on serving your audience over selling to them. You’re simply offering an opportunity for your community to get some kind of result or to have that transformation.
This goes back to day one when we’re really clear on the result or outcome we want for our clients, when we know the transformation we provide for them and we know the problem we solve for them.
Offer them the opportunity to improve their social media strategy, to learn some new skills, learn a different way of thinking, to hang with other like-minded supportive business owners and make new friends. Focus on the benefits, the whole experience, not just the product or service. Serve your audience, offer them opportunities, and inviting them to purchase.