Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 
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.

 

Marketing Sustainably

Chet Dalzell
A Postal Wish List for 2015 - I Wish I Could Say I Am Thankful
Nov 24, 2014

We are amid the Holiday 2014 mailing season, based on my home address catalog count of 33 so far (since...



The Power Punch

Carolyn Goodman
Death of the Salesman
Nov 21, 2014

There's no question that the Willy Lomans of this world have been dying a slow, agonizing death—only instead of losing...



Here's What Counts

Chuck McLeester
How Do You Spell ROI?
Nov 20, 2014

Return on Investment: Everybody's talking about ROI, but not everyone agrees on what it is. Given the various ways that...



Mobile-First Marketing

Greg Hoy
Tracking Mobile Ad Effectiveness With Real-Time Data
Nov 19, 2014

The volume of mobile data and the speed at which it is created continues to increase as the global population...



Muscle Marketing

Wendy Montes de Oca
The Power of Interstitials … Are You Using Them?
Nov 18, 2014

Whether your goal is cross-selling or lead generation, interstitials are a great way to get your website visitors' attention and...



The Integrated Email

Cyndie Shaffstall
Moving Upstream on Cart Abandonment
Nov 17, 2014

After speaking at a conference on the topic of email automation for your online store, I was approached by more...



Brand Matters

Andrea Syverson
Take Along, Share and Simplify: Essential Verbs to Enhance Your Brand Strategy in 2015, Part 2
Dec 9, 2014

Back in November, I shared with you two essential verbs to enhance your brand strategy: amaze and respect. Now I...



Direct Mail for the Modern Marketer

Summer Gould
What Can Variable Data Do for Your Direct Mail?
Nov 13, 2014

A direct mail piece is an effective way to reach out to your customers, putting your brand directly in their...



Reinventing Direct

Gary Hennerberg
How to Neutralize the Risk of Backfire
Nov 12, 2014

The mid-term elections are over, where widely divergent points-of-view are on display. The political campaign season (which one could argue...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Not All Databases Are Created Equal
Nov 6, 2014

Not all databases are created equal. No kidding. That is like saying that not all cars are the same, or...



Ruthless B-to-B Marketing

Ruth P.  Stevens
What the Growth of Inside Sales Means to B-to-B Marketers
Nov 4, 2014

I heard an arresting comment at the LeadsCon conference in New York in August. The speaker claimed that inside sales...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Giving Organic Search Credit
Oct 28, 2014

For many marketers, the end of the year marks the end of their budget cycle. It is certainly not revealed...



Marketing Nuggets

Michael Lowenstein
Marketing Success Is (Almost) All About the Data: Optimizing Customer Loyalty Behavior Initiatives
Oct 7, 2014

Much of what I've learned over the years about sales, marketing and customer service has to do with the critical...



Triple Venti Dolce Data...

Vince Pickett
Clue Me In, Please
Aug 21, 2013

So here we are, halfway through 2013. You, along with everyone, are still trying to find that magic formula to...



Who's Your Data?

Rio Longacre
Instagram: Does It Matter That It Will Make Money on Your Pics?
Dec 19, 2012

Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does...



SEO & Content Marketing Revue

Heather Lloyd-Martin
5 Tips for Top Positioning (And Converting) Page Titles
Aug 11, 2010

Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles....



Yblog

Yory Wurmser
Privacy in the Age of Big Data
Jul 10, 2013

Consumers reveal more than ever before consciously through social media and, just as importantly, unconsciously through their behaviors. This data...



The Whole Magilla

Ken Magill
What Marketers Can Learn From Maine's Political Email Idiocy
Feb 24, 2012

It finally happened. Politicians' idiotic email practices had a measurable negative effect. "Maine Republican Party chairman Charlie Webster has admitted...



Online Video Marketing Deep Dive

Eve Grey
Are Your Videos Champions of Your Brand?
Feb 3, 2014

If you advertise in an ordinary way, it's safe to expect ordinary results. However, when you take the extreme and...



Think Mobility

Greg Hickman
‘I Can't Because, I Need ... ’
Oct 7, 2013

Does this sound like you? Have you ever set up a goal, but then realized (either quickly or too late)...



Denny Hatch's Blog

Denny Hatch
The Internet Can Make You a Chump—Forever!
Sep 25, 2010

Trouble is, the Internet is rife with misinformation and if you get caught advertently or inadvertently propagating this nonsense in...



The 3 Habits of Successful Social Publishers

 

Publishers who represent non-fiction authors and experts can use social media to drive sales of books and information products by following the three habits of successful social publishers.

Successful publishers who know the difference between wasting time with social media and selling with it rely on developing three habits. These are:

  1. Getting back to basics by solving readers' problems on social media.
  2. Designing to sell, provoking responses from prospective buyers in ways that connect with authors' books, coaching and other products.
  3. Translating, discovering customers' evolving needs and desires, using them to induce sales transactions. 

You can immediately begin selling books and other info products on social media platforms by applying these three success principles. Let's look at each more closely and make them actionable in your everyday work life—let's make them habits.

Habit No. 1: Solve Problems and Create Experiences
Here's how the idea of solving problems to create sales works for non-fiction books, reference kits and informational products like webinars, DVD collections, etc. The main idea is to use social media platforms to:

  1. Provide answers to potential buyers' most common questions in ways that provoke more questions (that your books answer!);
  2. Make it easy for the prospect to take action—to actually do something that puts them on the path to understanding why your book/product features THE hands-down expert/knowledge; and
  3. Give prospects a chance to actually begin to experience the power of your publications' wisdom/method/solution through a small sample of the real product.

This is the best way to effectively coax or nurture prospects toward buying books, webinars or any kind of published information products. The objective with social media is to convert visitors to a lead. Then it's up to you to nurture this lead into becoming a buyer of your books and information products.

But good news: This is easy work if you follow the formula.

Habit No. 2: Provoke Response and Earn a Lead
Blogging using this technique helps buyers discover answers to specific problems in search engines and make subtle yet direct, controllable connections with what you want to sell them. You see, when readers type specific questions into Google or Bing, your blog (or your authors' blog, assuming you've coached him/her on this technique) will pop up and direct them to experts and authors with terrifically useful answers—yours.

The trick is to supply prospects with answers (within the blog post) in limited, short-form ways that provoke them to interact more with you/your author... so they can more clearly understand the thought you just provoked.

The key to selling more books and products is to answer potential buyers' questions in ways that allow distribution of small samples of the more comprehensive solutions your books or products provide. To accomplish this, simply give prospects a clear pathway to "get more of that kind of thinking" into their heads/companies; give prospects something to sign-up for.

Help prospects act on their impulses by giving them a way to "get more" of what you just sampled. Mix in a direct response marketing element—a clear, irresistible call to action.

Habit No. 3: Begin a Courtship, Not a Drive-By
It is best to not ask prospects to trade their email for a whitepaper or access to a single video. Yes, most B-to-B marketers do this, but please don't do it yourself. Don't do a drive-by!

Grabbing at email addresses (just because you can) will reduce both the take and conversion rates. Ultimately, prospects likely will not connect taking the offer with your lead follow-up routine. They will feel spammed and unsubscribe.

Think about it in your own experience. Ever download a paper only to become part of an irrelevant sales follow-up call? Compare this to opting-in to a series of logical email messages that helped you get clear on something or learn a new skill.

Bottom line: You don't need prospects' email addresses to deliver a single piece of knowledge. Instead, when you give prospective buyers a way to act on their impulses, just be sure to set the context.

This (action your prospect takes) begins an educational process or journey for them. This approach will make it easier to connect your ultimate product pitch to that journey in ways that create more conversions.

Don't Quit!
If you're feeling overwhelmed join the club but don't quit. Social media marketing is heaping on more work—and you've already got too many to-do's on your list, I know. You may even be skeptical that social media can help publishing companies create sales. It's tough moving beyond being liked, followed or re-tweeted.

Successful publishers know the difference between wasting time with social media and selling with it relies on developing three habits. These are solving readers' problems on social media, designing it to sell (by provoking responses from prospective buyers in ways that connect with  books, coaching and other relevant products) and translatin—discovering customers' evolving needs & desires, using them to induce sales transactions.

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: