Marketing through social media is a task business owners know all too well. Those who strategize around their social pages work their brand as an extra limb to the business, relying on the extra customer connection as a correlation to improved profits. Those less enthusiastic about social media, on the other hand, see the task as fruitless, costing them in opportunity lost. But what if one could use their pages to market and earn profit? Shweiki Media teams up with Ryan Dohrn–expert Internet marketer behind Brain Swell Media and 360 Ad Sales, who has coached over 3,000 business founders–to dive into how to price and how to pitch social media sales in this Shweiki Media webinar.
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Social Media Sales
Finding a Content Balance
The first tip Dohrn suggests is to find a balance between pushing content and engaging with the customer.
As is always the case when dealing with customer relationships, one’s interest should always lie in the potential customer benefit. A simple content rewording can mean a world of difference. Take, for example, the bike shop above. They could advertise “Mike’s bikes now offering $50 off a new bike. Click here!” or something along the lines of “Hey guys, looking for some family fun or a great way to stay in shape? Mike’s Bikes has the answer. All our readers get a great deal this week. Check it out.” That simple rewording—which all promotes the deal—changes the customer from thinking about $50 they’re going to save to thinking about spending some time with their family while getting in shape simultaneously.
Adding a Picture to Increase Interaction
People respond to visuals. By simply adding a picture to a post, one can increase click-through rates (CTR) as much as 15 percent. The Internet is a platform for interaction, and any increase in that interaction is a growth of the brand on all fronts. For Twitter, one should post, in caps, PICTURE or PHOTO before the link itself. Although the literate viewer will be able to read the text, they are still enticed by the possibility of a photo.
Understanding the Price
“The price is distinctly driven, especially on Facebook, by the level of engagement (not the level of fans).”
To price, one can’t look at simple “likes,” but instead must price upon total reach. A post won’t show up on every fan’s wall, so when pricing a page, one has to dig deeper into analytics and price the actual influence by looking at both total reach and engaged users. Then it’s all about choosing which to charge for, depending on what results are more favorable and what best suits the business.
Packaging Social Media
The final step in profiting from social media is packaging one’s social media benefits bundled inside operating products. The people who package the social media into whatever they’re already selling are the ones most likely to have success. Selling social media by itself, however, is likely to cause a struggle.