Attracting Your Ideal Clients through Social Media - Jennifer Anastasi

At this point, if you don’t already consider social media as a great way to market, then I’m not sure what to tell you. It’s effective, gets you reach, and it’s readily available for free.

However, it’s also easy to get wrong. So in this episode, we’re talking about how to attract your ideal clients using social media.

Selling on social media takes a certain delicacy. No one who is on social media is there to buy.

They are there to take random quizzes, impress their friends, communicate with family they don’t feel like talking to on the phone and look at pictures of babies and animals.

However, that doesn’t mean you can’t sell there. You just have to go about it softly. And for the love of all things, please don’t only sell on social media. People will easily see right through you.

It’s a Conversation

Remember that social media is all about talking with other people. Yes, behind each profile picture is a person at a computer. These are real people even though online there’s a general feeling of anonymity.

Remember that social media is all about talking with other people.

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People don’t like to be spoken down to, so you want to make sure that you’re not preaching or lecturing. If you wouldn’t have that conversation in real life, don’t have it online.

Remember, a conversation goes both ways. Part of it is you selling, but the more important part is listening to the buyer. Be an active listener and the conversation will go a lot further.

Get Emotional & Build Relationships

Soft selling appeals to emotions more than hard-selling does. It’s all about building relationships, sharing your own emotions, and writing something (or making a video or audio) that gets the audience thinking.

Social media lets you get more emotional than a sales page would. You want to show that you’re human. You’re a real person.

People are more likely to want to buy from you if there’s an established relationship. While there are people out there who will purchase without the relationship, it’s easier to control the situation with people you already have relationships with.

Be More Personal

On social media, being an anonymous person isn’t going to work anymore. You must be who you are, even if you have an overall brand that you want to promote.

If people wanted to deal with an anonymous person, they would only purchase from a sales page. But by being more personal, you gain the ability to sell on social media.

You and other members of your team need to be free to be more personal if the behavior is “on brand.”

You and other members of your team need to be free to be more personal if the behavior is “on brand.”

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This is a huge part of branding. Do you use certain phrases? Do you have a clear tone that you want to convey? These should be part of your brand and your team should be aware of it.

Being personal is a huge benefit when it comes to social media. Make the switch and see how it impacts your business today!

Offer Value & Focus on Benefits

When you offer value to your audience, that doesn’t mean you’re begging them to buy from you.

Instead, it means that you put that aside and focus on giving them the information that appeals to them where they are. This is part of listening to your potential clients with your clients.

Where are they? What information do they want? What problems do they have?

If, for example, your audience is busy moms and your business is helping people get organized, you might share pictures of well-organized homes. Or maybe you help them lose weight. You may share recipes or fitness videos.

Showing the benefits of a healthy lifestyle will be clear to the audience.

Listen & Engage

Social media is also a place that you must listen so that you can engage appropriately. If you don’t listen, it’s like you’re just shouting things out there into the void.

People on social media will not respond to your one drive-by post in a group or on a page, no matter how well written or long it is. It could be the perfect solution to their problems, but they will continue to scroll right on by because it’s not for “them”.

Instead, they want to get to know you, and you to get to know them. On social media, this is important for all types of products - not just expensive ones. Getting to know what people need help with can help you craft a message that speak to those pain points.

It’s amazing what listening can do for your business.

I really struggled with social media when I first started. I thought I knew what problems my audience had. But I finally started talking to people and my income increased ten times over. I attributed all of that directly to talking to people and listening to their responses.

I really struggled with social media when I first started. I thought I knew what problems my audience had. But I finally started talking to people and my income increased ten times over. I attributed all of that directly to talking to people and listening to their responses.

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If you’re struggling with marketing and sales, chances are you might not be listening as well as you think you are.

Encourage User-Generated Content

When you build groups or pages on social media, getting more content added via comments to your posts will build trust so that when you do post a link to something awesome, they’ll pay attention without you having to shove it down their throat.

Those engagements are helpful to you because you are getting feedback. Did your content hit the mark? Did it fall flat? You can learn a lot from the engagement.

It also helps others see that others are getting something out of your content. Don’t discount how engagement can encourage other people to take similar action. Use peer pressure to your advantage!

Having your customers share their testimonials and case studies about the service or product you offer is a winning way to use the soft selling approach. This is the best kind of engagement in groups and on social media.

Make sure that you are walking the walk. If you want people to be generous with testimonials and case studies, you should be doing the same. If you use a service or have a good experience with someone, leave them a testimonial or case study. You’d be amazed what a great difference this makes!

Respond to Questions

Once you start posting engaging information on your social platforms, expect to get messages with questions.

Once you start getting questions, that’s when you can share your solution. Sometimes this is as a blog post (or podcast episode, or YouTube video). Other times it’s a sales page.

I see people get this wrong all the time. Don’t just drop a link and run, it’s important to have the conversation and then share your link. Give them a reason to click. People don’t want to feel sold to. They want to feel listened to.

Don’t just drop a link and run, it’s important to have the conversation and then share your link. Give them a reason to click. People don’t want to feel sold to. They want to feel listened to.

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So make sure that you’re responding to the actual question rather than jamming a sales page down their throat. This is a great reason to have a blog or some type of content on your website.

It’s a great way to answer questions and to have resources to share with people who ask you questions about your business.

Post Research Information

Another soft-sell approach is to share research with the audience that leads them to realize they need the thing you’re selling.

It also can help to show that it’s not just you selling to them. Instead, you’re sharing research from others that supports your solution.

With “fake news” being all the rage, if you can cite your sources it’s even better. Show that you’re not just making things up, but instead finding and reading the research in your niche.

Also, make sure that you give your own take on the research. What’s your opinion? What’s your take away? This can help establish you as an authority.

Give your own take on the research. What’s your opinion? What’s your take away? This can help establish you as an authority.

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For example, if you’re a health coach, sharing stats about the dangers of an unhealthy lifestyle can help show your audience why they need your help.

To wrap it up…

When you’re on social media and using soft selling techniques, remember that it’s all about the connection and relationships. You need to make sure that you understand your audience and their pain points.

People want to feel heard and understood. You want to make sure that you can speak to them and understand what they care about.

It takes a bit more effort and it’s not an instant moneymaker, but the effort will pay off if you get it right!

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