Stop being pushy on social media. Period.
Selling on social media is an art and pushing your offer at customers is not the way to go about it. The last thing you want is to come across as ‘desperate to make a sale’ on social media.
Social media is about being social. And the better you are at being social through authenticity, the more trust you’ll earn with your audience. If you are implementing certain influencer marketing campaigns, make sure you find the right set of influencers. These influencers should not only be able to promote your products & services but also deliver your brand’s values. Your targeted audience should clearly get what they are looking for.
The audiences are bombarded with a lot of content on a daily basis on social media and hence, it is important to be authentic and relevant. However, this is easier said than done.
In this article, we’ll give you some concrete tips on being social with your influencer campaigns on social media, but awesomely. You’ll learn the art of being more authentic, through transparency, communicating in alignment with your values, and connecting with your audience in meaningful ways.
#1: Ensure Influencers You Work With Are Aligned With Your Values & Mission
If you’re Nike, your mission is to “bring inspiration and innovation to every athlete in the world”. And that’s a powerful, meaningful mission to be on. Their most punchy, in your face value, and slogan is “Just Do It!” Everyone knows this.
If you notice all of Nike’s social posts on any social channel, you’ll see how all of their posts are aligned with this mission. Their ads, videos, images are all speaking for themselves! Here’s one of the most recent posts on their Instagram profile which speaks a lot about how smartly Nike has used top influencers to make their post relatable:
The post inspires runners around the world and raises awareness about Thailand’s healthcare problems. With just over a million views, you can tell how effective it has been for serving its cause while being perfectly aligned with Nike’s core values. Nike has smartly leveraged the power of influencer marketing tools to promote their product and thought.
As marketers, we are aware that working with Influencers can be rewarding. Having said that, choosing influencers that do not meet your brand guidelines can be detrimental. To solve this problem, we, at Unbox Social have come up with a solution where you can easily vet influencers using our ‘Brand Safety’ feature.
The ‘Brand Safety’ feature helps you evaluate influencers by checking if they have said something controversial, have political affinities or posts that do not comply with your brand guidelines and ethos. Our influencer marketing platform lets you scour through Instagram Influencers, Twitter Influencers & YouTube Influencers.
#2: Get Your Fans, Supporters & Community to Talk About You!
You can be a self-promoter, or you can let others do the talking for you. If people with high social authority on social media talk about you, it’s a clear indicator of authenticity.
Nike is the best example of influencer marketing on Twitter, here’s a post retweeted by Colin Kaepernick, the famous American Football Agent, about believing in something and standing up for it!
This post speaks volumes about how letting your supporters do the talking for you can lead to more trust, and eventually more sales. This post alone led to a 31% spike in sales, in addition to $43 Million in sales after it went viral on social media.
#3: Be Transparent With Your Followers
There are a million and one ways you can be transparent on social media. You can tell your followers about the mistakes you’ve made, involve them in the product creation process, tell them your story, and a lot more.
Another way is to share your progress. If you’ve come a long way from where you started, it might make the perfect post to share with your fans and win their confidence about a bright future ahead. Your customers, employees, and community at large will love to help you further your progress if you share with them where you’re going!
Here’s a post by Instagram that tells people about reaching their 4th anniversary. It’s a key milestone in the life of a tech startup, and one that wins the respect of the tech community!
As is evident from the 29K likes, people love the post!
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#4: Have Real Conversations With People on Social Media
As we mentioned before, social media is about being social! And what better way of being social than having real conversations with your followers. This can also help in improving your overall social media reach.
You can answer customer complaints, initiate conversations, give praise and greet people on festive occasions. You’re basically doing what you’d normally do face to face with real people!
In the following screenshot, you can see how Domino’s Pizza responds to a frustrated customer’s complaint on social media. It shows the brand is transparent about issues their customers face and is willing to address them, demonstrating their seriousness about fulfilling their promise about delivering pizzas on time, every time! It is best to track your social media conversations and activities to gauge how your followers are perceiving the brand. This will help you modify your online tone and content!
#5: Post Customer Testimonials as a Part of Your Influencer Marketing Strategy
If you have customers who love your product or service, you should request them for testimonials. Reach out to them directly or indirectly and ask them to post a review on your social profile, with a detailed synopsis of why they like you.
Here’s an example of someone who recommends a restaurant by the name of Serendipity 3 in New York City, well known for its frozen hot chocolate.
Clearly, the review is a detailed one with the customer raving about the frozen hot chocolate. It gives future customers an indication of what they should order. The review is also followed by a note of gratitude from the restaurant, showing their standard of service.
We recommend a combination of being relevant to your customer, as personalized as possible in your social media conversations, authentic, and highly customer oriented to maximize your presence and dominance on social media. These customers generate word-of-mouth marketing for you, going ahead they become your brand advocates or better, an influencer for your brand.
The above mentioned ways can not only make your brand customer-centric but also generate a sense of authenticity. Being social need not always be about selling your product or service, it can also be about connecting with your customers.