Social media activities for direct sellers are primarily focused around two activities: relationship development and list building. Through a content-marketing strategy, a direct seller provides free, actionable content that prospects can use right now without spending a dime. After that, the direct seller builds relationships with prospects through social networking tools, and invites those prospects to consume her content. If the prospect finds value in the content, that prospect may subscribe, and at that point, the list begins to be built. You ONLY have permission to market to that prospect once they have opted in to your list.
As you can see, the foundational element of the entire social media strategy is the content. Without content, you have nowhere to send people. Without content, there is nothing to entice people to sign up for your list.
I believe that the BEST way to build a list is to start with a blog. Prospects are more likely to sign up for your list because they know if they do, they will receive more content. So it’s important to get inside your target market’s head, understand the type of content they’re looking for (related to your product line), and produce it on a regular basis.
So for example, let’s say you sell skincare products. Your prospect will NOT say to herself, “What skincare solution should I buy?” That’s not how she self-identifies needs. Instead, she might say, “I see some fine lines on my skin. I wonder what I can do to make those go away?” See the difference? She identifies PROBLEMS. Not PRODUCTS.
Now on your blog, you should NOT be a sales pitch. Your company’s replicated website already serves that purpose. Instead, tell them through your blog what they can do right now, for free, to solve those problems. What can they use that’s already in the house? What lifestyle changes can they make? By being generic with your advice, people come to know, like, and trust you without feeling like they’re going to be subjected to a constant stream of advertisements. And once they trust you, they’re more likely to sign up for your list.
If you’d like to learn more about how to get inside your prospects’ heads, develop a blogging strategy, and create a blog optimized for a direct sales business, I invite you to check out my new course, Blogging for Direct Sellers. This 2 session course, held at the end of August and recorded, will help you get started with your social media marketing strategy, and provide you with a home base where you can invite your prospects to join your list. I would love to have you join us. Learn more by clicking here.
So now it’s your turn! Are you currently using a blog for your business? How is it working for you? Or have you held back from creating a blog? Why? Would love to read your comments below!