How to Get Engaged Prospects to Buy
"How do we get customers engaged on our blog and other social media to buy or transact with us? How do we make that leap?"
It's a common question and you're not alone in asking it. Here's my answer: Getting engaged sales prospects to consider a purchase or actually transact is easy if you return to trusty, time-tested, proven basic direct response practices.
- Solving customers' problems
- Designing to sell (planning social experiences to provoke customer responses that connect to the sales funnel)
- Translating (discovering customer need as it evolves and using this knowledge to improve response and conversion rate)
How to Sell by Solving Problems
Making things like blogs, YouTube videos, Facebook, Twitter and the like actually sell challenges us to trust traditional instincts—to evolve, not reinvent. The social aspects of attracting, nurturing and earning a purchase are already known. Successful social sellers are designing interactions ("conversations") in ways that solve customers' problems. This approach makes it easy to help customers guide themselves toward products and services.
Solving customers problems has always worked! It's a simple, effective way to produce awareness, interest, desire and purchase behavior. Providing answers to customers' questions remains the best way to effectively coax or nurture customers toward making a purchase. Social media is inherently interactive, making this process even easier to accomplish.
The key is using this familiar process, not figuring out what time of the week earns more Twitter retweets (or other nonsensical yet popular recommendations we often hear).
Get Customers to Ask Questions That Connect to Products
Making social media sell for you is a matter of facilitating, and then connecting, question-and-answer oriented, digital conversations to helpful products and services whenever they're relevant. It's an old idea that you can leverage to drive sales with "new," social media.