TIME TO PUT SOCIAL BACK INTO SOCIAL MEDIA
We have to remember this is called SOCIAL media for a reason. Facebook and Instagram were not created to sell products, but to socialize, to create communities and relationships.
Think about how you would address/meet someone in person, socialize with people in real life. You wouldn’t say: “Hello, my name is Beth and I have a sale on my Etsy shop at the moment, 15% off storewide”. No, you would try to find things you share, have in common and talk about that:
- “Oh I love the Pyrenees, we spent the weekend there last summer with my family”
- “Oh! I went to XYZ High School too, what year did you graduate?”
That’s what you need to do on social media – socialize. You need to find what you have in common and what you can share with your potential customers. That’s why your customer profile is SO important. Ask yourself:
- How are your potential customers using this platform?
- What do they aspire to see when they log onto it?
- What do they talk about?
- What would make they engage? You need to meet them where they’re at and create this sense of “I get you”.
You still want to go and sell something though, right? Instead of selling a product, sell a lifestyle in which your product fits perfectly. If you’re posting with “your shop/your products/sales/yourself” in mind first and foremost, you need to reverse the process because it’s about them not you.
In the video (starting at 22:00 mark) I show you examples of two brands and posts that understand it well.
Ecotan isn’t selling organic self-tanning oils. They’re selling a solution for women who are so busy raising kids and working a lot and want their skin to look good but don’t have time to spend 1 hour at a beauty salon or even in the bathroom applying some sort of lotion that’s going to stain their pillowcases. They feel understood, they feel like this is what’s going to fit in with their lifestyle.
Bannor toys isn’t selling wooden toys, they’re selling memories that parents and their babies will create together.