How To Sell With Social Media Marketing
This is Truth, Lies and Advertising, the show were we try to separate the BS from the beneficial so you can create high-value campaigns that earn meaningful attention and profitable influence.
In last week’s video on how to fail at social, I mentioned that too many companies are creating ads instead of experiences. As both a user of social and as a marketer on social, I’ve found that an ad is not an effective way to introduce your brand to someone, and as many companies are finding out, the costs to advertise are going up, and the ROI of the early days is dramatically coming down.
So what’s a social media marketer to do?
In this week’s video I want to dive into that a little deeper and show you specifically how to use paid social to create amazing experiences that translate into more sales.
And to do that, we’re going to turn to the greatest RV salesman of all time… Aristotle.
A couple weeks ago we were at our friends’ house for dinner. Right as the meal was being served, their parents drove up in a gigantic RV. It was massive. You could drive it through the apocalypse.
We were confused because no one had ever heard them talking about wanting an RV or to retire and travel or spend winters in the south.
During our RV tour, I asked them, “So… what prompted this?”
And then they told us a story that blew my mind.
Turns out, they know a couple who recently retired, bought an RV and was living the snowbird life in Pahrump, Nevada. They had posted a quick cell-phone video showing a day in their life.
The weather was warm and sunny. The day was relaxing and carefree. In the evening they drove to Vegas and had a wonderful time.
My friends’ parents were so captivated by this that they decided on the spot: “That’s what we want!”
Two weeks later, and they’d spent more than $150,000 on an RV.
So what does this have to do with Aristotle?
In his writings, Aristotle often focuses on desire. His conclusion was that the object of a person’s desire, the thing they long for, is the starting point of practical reason and concludes in action.
In other words, if you can marry desire and logic you get: action.
And this is such a perfect example of this. You can show people ads on social media all day long, and they’ll ignore you. But a friend’s homemade video about a lifestyle that captivates you can spark an irresistible desire to buy.
That’s amazing, and I wish more companies would take this into consideration when creating content. Sure, you can create ads, but it needs to be a great experience first.
So how do we put this into practice?
I’m going to bring you over to my computer screen so I can walk you through a simple funnel that demonstrates how to create a great experience, which means you earn meaningful attention, and then you turn that into sales, aka profitable influence.
Let’s stick with the RV example for now. If I ran the marketing for an RV company, and I heard this story about how a Facebook video got someone to run out and buy an RV, I’d have a film crew heading south to film snowbirds by tomorrow.
So let’s say we have our Facebook video where do an amazing job of selling the dream. We’ll run it as a paid ad using the targeting and parameters of your choosing.
Next, we’ll set up custom audiences based on watch time. If people watched less than 50 percent of your video, you can either ignore them or choose to retarget them. But for now, let’s focus on the people who watched more than 50 percent of your video.
Considering Facebook’s notoriously short watch times, someone watching more than 50 percent of your 2-5 minute video means there’s some legitimate interest there. So we can assume this audience is worth keeping in our funnel.
For this Facebook audience, we’re going to show them a series of rotating content. As an example, we’ll use a photo, a video sales message, and an add sending them to Messenger to ask questions about a product.
It’s ok to be more “salesy” with this audience. We want to get some kind of action while desire is still high.
In the case of an RV sale, that’s not going to happen online so you’ll be directing them to an offline conversion. But the point is, you’ll get them to the dealership easier, and they’ll be much more likely to buy.
These kinds of social media marketing systems are so powerful, and as the low-hanging fruit dries up, companies that commit to this kind of strategy will do better because they’ll provide value to their perfect audience, they won’t have to spend nearly as much money on ad testing, and they’ll create much better conditions for a sale to occur.
I hope you found that helpful. If you have any questions or would like me to help you with your social media campaigns, feel free to email me, and I’ll get back to you ASAP.
As always, thanks for watching. I hope you have a great rest of your week, and I’ll see you next Tuesday.