Contributed By:
GUEST WRITER
Marketing
Technologist, Founder of Razorsocial
Source: Entrepreneur
How many of you are frustrated with the time you spend on social
media compared to the results you get? Social media is continuing to grow, with
more platforms and more users.
But
spending all that time on social media channels needs to have a clear impact
on revenue.
People
are not comfortable buying products on services on channels such as Facebook
but there is a process to get those sales.
In
this article, we go through a five-step process called PRISM, which will help
you understand a process for generating sales on social media.
1. P for people.
To
be successful on social media, you need to build an audience. You work out the
right channels for your business and build an audience on a daily basis. You
want to make sure your audience is growing consistently and you are attracting
the right people.
There
are ways to validate whether you are attracting the right audience on
every channel. For example, on Twitter, you can use the Twitter analytics tool to analyze your Twitter followers.
Twitter will categorize your Twitter followers based on their interests.
2. R
for relationships.
When
you have a relationship with your audience, they are more likely to take
action. Sharing valuable content is a great way of forming a relationship. If you
can provide content that helps a person, this will help you to form
a relationship.
You
also need to consider influencers. A
relevant influencer will have access to an audience that you want to get access
to. The starting point to building a relationship with influencers is to make a
list of who they are and then start to track and interact with them.
3. I
for inbound traffic.
You
now want to drive inbound traffic because that is where you get sales. You will
use specific tactics to try to encourage more traffic to your site. For
example, if you have evergreen content (content that doesn't go out of date) on
your website, you should share this on social media on a regular basis. This
will help increase the traffic from social media to your website.
4. S
for subscribers and social retargeting.
Even
with all this traffic from social media, there may not be many sales. People
may not be ready to buy yet. But you don't want them to leave the website
without capturing their details first. Use a tool such as Optinmonster to
build email subscribers from your visitors. Email marketing is a very important channel for
marketing online.
When
someone subscribes, you can send a series of automated emails that help nurture
this lead.
If
they don't subscribe, you should still capture the fact that they visited your
website so you can retarget them with an advertisement at a later date.
It's expensive driving visitors to your website so you need to maximize
the value.
5. M for monetization.
When
you have email subscribers and you have captured visitors for retargeting with
advertisements, you then need to build out your sales funnels to sell. You
build a sequence and you take people down different paths, based on the decisions
they make.
For
example, someone reads your tweet about a blog post and visits your website.
They then sign up to your email list and you send an initial set of emails that
provide more valuable content. You can then make them an offer for a product or
service. If they don't buy that offer (after giving them multiple chances to),
you might provide an alternative offer. Based on their decision at this stage,
you may take them down a different path.
Social
media is great for building awareness and interest but it is also invaluable
for building sales. But, you need to understand the full, end-to-end cycle and
build out your 'PRISM' to be successful.
No comments:
Post a Comment