Social marketing will give you social proof that will help get people into your sales funnel. For example, one way to measure someone’s authority on the web is to look at their Klout score. But most important is your prospect seeing that you have many connections and are interacting with many different people. Your actual social media sales funnel would look like this:
• Social proof gets them hooked on the content you’re sharing.
• Prospect eventually follows one of your links to your own sites.
• Prospect opts-in to your sidebar newsletter.
Social proof via an established social media presence is vitally important because most people are not willing to freely give out their email address to just anyone. We’ve all gotten on lists that we regretted, so social proof helps ease the prospect towards giving their email to you. Consider this a small transaction: the prospective client gives you their email (their payment) and in exchange you give them useful information in your opt-in newsletter. This establishes a good baseline criteria for both the prospect and the marketer:
- Your social presence helps assure the visitor that they won’t be wasting their time opting in to your funnel. “Ok, this person might try to sell me stuff, but he really looks like she knows what she’s talking about (social proof) so I’m going to opt-in.”
- If a prospect won’t give you their email, then how hard do you think it will be to get actual money from them?
The second part is making sure you’re marketing to the right people in your funnel. If there are people who don’t convert into any sales after weeks of being on your list, consider segmenting them to a different part of your list. The sales funnel should be automated and be orientated towards getting you sales.
During the course of your newsletter mailings, you need to communicate “why” your prospect needs your product or service. This is a continual education process where you continually harp on why you need to do something. Emails should look like this:
• First give useful information on what would be particularly useful to your client and why they need it. It doesn’t have to be sales-oriented – matter of fact it’s better if it’s not.
• Include a link to your product or service, or a landing page catered to your particular segment that your newsletter targets.
While we’re talking about the funnel, here’s something to keep in mind:
- If you’re marketing a course or ebook, you want to withhold the “how” during your email newsletter communication. The idea is that they buy your course to learn the “how”.
- A service will regularly show their prospective clients “how” their service fulfills the desires that are being harped on in the newsletter.