Strategy #4: Selling less than 10% of the time
You need to understand that social media is NOT for selling. Social media is for connecting with people or the audience. It is for creating and giving more exposure to your brand. It’s very frustrating for me when I see brands pushing products all the time online.
When big brands start off online, they get this huge spike of followers in a few days when they launch their Facebook page. After a few weeks of just blasting on Facebook and posting promotion after promotion, you’ll see likes going from 1,000 likes per post to 800 to 600 to 500 likes. Then, when they’ve only posted deals and promos after a few weeks, they get 5 likes with the page that has 200,000 likes before.
It’s all about ENGAGEMENT and Facebook gives you status on the engagement level. The higher the engagement, the more people are talking, liking, sharing and commenting about you. If you have a 100,000 likes on your page but only have 5 people liking your posts, you’re doing something wrong. You don’t want to use social media to sell. You could put out promotions every now and then but the rule that I was advised and we do with clients is: less than 10% of social media is for selling.
For example, if you’re posting 50 publications a week, not more than 5 should be promos. That means that at least 90% of everything you do and publish is in fact fun content, educational content, entertainment and videos. Don’t try to make social media become your cash cow, because it won’t work. Social media will give you brand equity, a lot of exposure, a more loyal fan base and it will turn your fans into super fans, but social media won’t increase sales overnight. Don’t make that mistake, because I think it’s ridiculous and very funny.
Go around and see different brands on Facebook. You’ll see the ones that play the game well or the ones that interact. You’ll also see the ones that have ridiculous amounts of likes, because they just publish “shit”.
If you’re publishing content, people are looking at you and following your page, so they know what you do. They know that you have a store and they know that they can buy something from you. You don’t want to jam that down their throats, because that’s playing the game very badly, so you need to think about that. That’s our rule of thumb: less than 10% of social media content that is published should be sales and over 90% should be non-sales.