Making the sale with social media is as easy as focusing on provoking response rather than positioning as a thought leader or being engaging. Think of it this way. Everything you “put out there” on social media should be provocative enough to generate a response—beyond a Like or a share.
Here’s the trick: Conversing in ways about smaller, yet related problems, that teases—creates hunger for more details about the larger solution or goal the prospect is seeking. But this hunger must be something your readers/viewers can act on.
For instance, I often use my YouTube channel to generate something along the lines of a “hmmm … I never thought of that” from customers—all with generating a response in mind. I focus on helping customers avoid unseen risks and exploit yet-to-be discovered opportunities.
Then I give them a call-to-action, something specific to do—to get them closer to their goal (and mine!).
Be the Guide
So what if you were to show prospects how you can make what they want actually happen—in your blogs, videos, downloads, etc. by answering questions in ways that create more questions. (that you can answer!)
What I’m getting at is this: Customers want to be confident in themselves, they want to be smart buyers and are looking for guides they can trust. But the only way they’ll trust someone is if that someone (you) proves themselves trustworthy. The fastest way to being trusted is to create confidence in buyers by helping them solve small but related problems.
As you answer and guide prospective customers their confidence increases… as does their trust in your brand and willingness to buy from you.
Let’s say you’re a residential real estate agent or commercial real estate management company like Jones Lang LaSalle, whom I profile in my book. JLL is bringing in more-and-more six and seven-figure contracts by designing YouTube videos to produce an action in ways that build confidence or, sometimes, call it into question.
The key is to discover what you are seeing, right now, that most people are not (that they will benefit from knowing). Then make that insight immediately actionable and irresistible.
Maybe it’s an investment opportunity or a risk your client needs to avoid that they don’t even know they have yet. Now THAT would be provocative. This is precisely how JLL designs many of its YouTube videos. They provoke clients to respond by calling into question customers’ confidence in the market… and demonstrating strength in their own confidence.
What might you know—right now—that’s relatively unknown and revealing? Think in terms of a risk or opportunity that your target customer will react strongly to. These are the nuggets to provoke reactions with—to create leads with on Facebook, LinkedIn, Twitter and blogs.
This is how to get a meaningful, focused, purpose-driven conversation going on social media.
Start answering questions with your blog—solving customers’ common, everyday problems with it. But do this in ways that make it rewarding for customers to take action, identify themselves as a lead. That’s the trick.
For example, I’ll give you an easy, free, no-hassle way to take action on the thoughts I’ve provoked in this article. Download a free copy of my book shows you, in more detail, how to do what I’m describing here. Download it and I’ll show you more examples of people just like you doing exactly what I’m describing here.
You see, I just gave you a way to start acting on all the questions I’ve likely created in your head—something to do with the hunger for more “how to” knowledge I just created.
Selling with social media demands you become a thought provoker, not just a thought leader. Make sure you are causing customers to become confident in themselves (as buyers) or calling their confidence into question—in ways they can act on that turn you into a trusted Answer Center. (that connects to your sales funnel)
When you blog or produce YouTube videos make sure to give prospects a reason why they need to think about whatever-it-is in a powerful new way. Compel them. Give prospects a reason to ask you for more (knowledge)… so they can more clearly understand what you just provoked and become confident in themselves. Then give them that knowledge in exchange for their becoming a lead.
Name: Jeff Molander
About: Jeff Molander is the authority on making social media sell, adjunct faculty at Loyola University business school, author of, Off the Hook Marketing: How to Make Social Media Sell for You and a social sales training speaker.