The ability to translate social media conversations into sales is an important part of your social media strategy, but its also a part that can be frustrating because social media takes an indirect approach to the process. First you have to build a relationship, and also show up as a credible resource and expert. Next you have to continue to be consistent in your efforts, and through all of it you have to avoid coming across as a sales person who’s just trying to get money from people.
The key to converting social media conversation into sales really involves learning something every successful sales person knows. You’ve got to identify the need a person has and spend time getting to know the person. All of this involves recognizing that the true process of converting social media conversation to sales is based on patience, seeing people as more than just numbers, and really continuing to offer value to those same people. Learn what they need.
A recent example comes to mind. I’d written an article for Biznik on how to take your networking to the next level. After I wrote the article, I also made it a point to send private messages to everyone who commented, as well as answering their comments in the post itself. In one case, I got into several email exchanges with one of the readers. Before long we got to a point where he wanted to do a free consultation with me. From there we created a business relationship. That couldn’t have happened If I hadn’t spent time getting to know him and what his needs were.
A lot of businesses want ROI with social media, but they don’t understand that investment isn’t just time or learning technology. It’s learning to engage your audience, show them you care, and show them that you want to know more about what they have to say. ROI can only occur when your audience feels taken care of, when you are willing to invest in them enough, for them to feel that they have a return on investment with you.
