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Jeff Molander

Making Social Sell

By Jeff Molander

About Jeff

If you're a business owner or marketing executive who wants insightful, jargon-free tips on making social media work for your business—FAST—you're in the right place. Jeff Molander is the authority on making social media sell. He's an international speaker, publisher, adjunct digital marketing faculty at Loyola University and an entrepreneur who co-founded the Google Affiliate Network. His book, "Off the Hook Marketing: How to Make Social Media Sell for You," is first to show how fans, readers and followers can be converted to leads, subscribers and sales. Make Social Sell is your practical resource on making social media produce leads and sales.

 

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Effective copywriting for social media marketing was the game changer in 2013. Still trying to prove ROI on social media? Make 2014 the year you stop obsessing over measuring trivial stats—and start generating leads with social media. Do it without sacrificing brand integrity or annoying prospects.

Use these three, proven social media copywriting best practices.

Yes, You CAN Sell on Social Media
"People who say it cannot be done should not interrupt those who are doing it," said George Bernard Shaw. He's right.

Effective social media and content marketing attracts, engages and takes customers on journeys to  better places—where they decide how, when and were to get there. Effective copywriting for social media powers each stage of the "attract, engage, nurture" process.

Effective copywriting for social media is all about helping customers:
  • believe there is a better way (via your short-form social comments)
  • realize they just found part of it (on your longer-form blog) and
  • act—taking a first step toward what they want (giving you a lead)

Best Practice No. 1: Re-think the Role of Your Blog
"Gating" your best knowledge and tips is less and less effective each year. For example, buyers are becoming more likely to offer fake or "un-attended" email addresses in exchange for your whitepaper. What's the answer? Long-er form content that proves you are worth a real relationship to the buyer.

According to sources like InfusionSoft (and my own experience!) buyers are registering less and less. Why? Because competitors are increasingly giving-away their best knowledge. Where?

Blogs.

We cannot keep forcing readers to give up their contact and purchase intent details in exchange for our content marketing assets. So my first social media copywriting best practice for you is strategic.

Becoming a better social media copywriter starts with the right strategy.

Converting readers to leads demands the best copywriting on social platforms plus effectively written, long-form content. Your best tips, tricks and advice that helps customers achieve a desired goal, avoid a risk or solve a problem.  

Your blog is the content marketing hub. It is where your short-form social media copywriting directs prospects. Facebook and Google+ updates. LinkedIn group discussions, status updates, company page posts, your LinkedIn profile call to action.

Social media drives visitors to blog content that proves you're worth a real email address!

Best Practice No. 2: Follow a Process, Not Just Passion
Don't get caught up in the "show you're human" and "tell a good story" nonsense. Having personality and being interesting is the entry fee. It's essential. The force multiplier is an effective copywriting for social media process.

Start here. Write a solution (answer) to a problem (question) your target market needs solved on your blog. Follow these guidelines to make sure your words get acted on-prospects see your call to action and ACT on it.

1. Get right to-the-point
When you write be like a laser. Don't make readers wait for the solution. Hit 'em with it in the first paragraph. Give them everything up front at a high level. Then, in the body of your article ...

2. Reveal slowly
When it comes to all the juicy details of your remedy take it slow. Slow enough to encourage more questions—to create curiosity in the total solution. When you do this, make sure you ...

3. Provoke response by leveraging the curiosity you just created
Yes, be action-oriented and specific. But avoid being so complete in your blog, LinkedIn or Google+ post that readers become totally satisfied with your words.

Remember to:

  • start with customers pains, goals, fears, ambitions or cravings in mind ... and ...
  • structure blog posts to teach, guide or answer in ways that ...
  • create hunger for more of what we have to offer (a lead generation offer).
Focus on following this structure. Form the habit. You can do it!

Best Practice No. 3: Get back to basics
I know it sounds trite, but hear me out. There is one copywriting tip (habit) that consistently produces new business using social media. It's an old direct response marketing rule.
 
Give customers a clear, compelling reason to act immediately—resolve, experience or improve something important to them.

This is why your blog is so critical.

At the most basic level, customers need help:
  • believing there is a better way
  • realizing they just found it (on your blog) and
  • acting-taking a first step toward what they want (giving you a lead)
Blog or video content that makes customers respond does one thing really well: It answers questions in ways that makes potential buyers think, "Yes, yes, YES ... I can take action on that. That will probably create results for me. Now, how can I get my hands on more of those kinds of insights/tips?"

This is the key to using a blog to sell. This simple idea is the difference between blogging for sales and starving! Make it your goal. Good luck in 2014.
 

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