Dear Socially Stephanie,
I'm in direct sales for a beauty line. What's the best way to engage on social to sell more products and grow my downline?
Direct in Dallas
Dear Direct in Dallas,
I like what you are getting at. Direct sales and social media go hand in hand so it is definitely a smart move to invest your time and energy there. They are both about building relationships and connecting. But I must warn you, if you only focus on social media you are on a sinking boat. One that could be filled with treasure and loads of cash.
No, no. Don't get worried. You aren't alone. Many people mistake the forest for the trees when it comes to online marketing. Yes, you absolutely need social media, but what you need even more is a full on content marketing strategy. One that brings people on a journey with you. The best content marketing strategies combine social media, blogging and email. Yes, email. Ready to dive into the abyss and get your treasure? Ahoy then.
I know you are most interested in the social aspect so I'll give you the low down real quick on why you need to focus on your email list first and foremost. Repeat after me. The money is in the list. Email is the best way to communicate with people and to sell products.
Now, I get that your success relies on the team you build. You want to attract entrepreneurial minded people right. You can't only focus on selling. Well, let me fill you in on something. Buyers and people who love your product become salespeople in the direct sales world. Focus on getting people hooked on the product first and then move them down your funnel to join your team. Email is the best way to pique interest and keep them interested.
Blogging and social media should be used to grow your list and keep people coming back for more. What can you write about and share? Stick to the topics that attract entrepreneurs. Blog about how you broke free from the chains of the 9-5. Blog about how beautiful your clients are. Share. Share. Share. That's the backbone. And encourage others to share for you. If you have a blog, your reach becomes a lot wider.
Let's talk about Facebook first because it is the network everyone wants to talk about. I'm guessing you are in that camp too. Facebook, while it is great because you do have potential to reach tons of people can be limited, especially if you are only thinking about sharing on your personal page. You only have so many friends after all, and they will soon tire of your constant posts about product a. Or product b. You need to be creative.
The best strategy for social media is what I call celebration marketing. Celebration marketing is when you put your customers on the pedestal and let their successes with your products be the testimony to others. You promote them promoting you. Everyone likes to be the center of attention. This is your chance to lift people up.
Next step for your social media success is to create a community around you and your team. Invite your customers to join a Facebook group that's exclusive. The reason I like this idea is because it's like a secret club that people will want to join. It's also one where people get notifications when there is a new post. Push notifications are huge and with declining reach on Facebook, this can help you reach more people genuinely and with a direct response. Instagram is also a great place for community building. Since you work in the beauty industry, I highly recommend Instagram as a focus network for you.
Lastly, let's talk about social advertising. Remember when I said social is about list building? Remember when I said said buyers become sales people. Here's your golden ticket. Set up an advertisement that allows people to sign up to your list in order to receive some free product. This is your chance to get them hooked on the product. Plus you have their email now and they are in your funnel. Talk about a winning strategy.
I love reciprocation marketing. Now, can I have some free product? ;)
Do you have a question for Socially Stephanie?
Please email [email protected] and let Stephanie help you solve your social quandaries, queries, and boondoggles. (Questions may be edited for length and clarity.)
Socially Stephanie is a column for Social Media Today published every other Friday.