Make it about engagement
Stop stressing about it. Instead of selling start engaging. Get to know the people that are interested in your services and/or products. Gary Veynerchuk grew his father’s liquor business and turned it into $60m wine warehouse and he started this growth by sitting for hours and hours and hours on Twitter answering questions about wine. He didn’t try and sell wine to anyone he just acted interested and answered questions. Because of the appreciation, they had for him, people started to trust him and follow him, this, in turn, led to sales.
You have way more platforms to engage on than Gary did at the time he was going through this process. So the chances for you to support others, grow a loyal following that will, in turn, lead to sales,
Stop thinking that one post will a sales make.
In 2011 Google wrote a white paper called Zero Moment of Truth (ZMOT). It is a very interesting read if you want to go and take a look. Some of the figures may have changed today but you get the message. At the time the research showed that people need to spend 7 hours, with 11 interactions over four locations with you before they trust you enough to even consider buying.
The point is you can’t just dump a few ‘buy my products/services’ into Facebook and expect people to come rushing.
Stop trying to sell, reframe what you are doing and become an engager. In episode 010 of The Angela Harkness show, I talk about creating ‘a worship at the church of following’.
Before you even get to ‘worship at the church of’ you need to create a lot of content. Seven hours, 11 interactions, four locations is a lot of content. However, as ZMOT shows you need to move people along the road from never knowing anything about you to handing over their hard-earned money.
People need to go from being someone who has never heard of you, to being aware of you, to popping on and actually reading a social media post, rather than scrolling through it, to visiting in your website, to consistently reading your content, to signing up for your newsletter, to purchasing your product or service to telling others to do the same.
This is a long journey and you have to provide engagement along the way and then beyond.