Posts Tagged ‘Twitter’

crowd by James CridlandThe true value in using social media to find more customers for your direct sales business comes from going where the people are.  It’s a basic rule of sales, based on the law of averages…the more people you have access to, the more likely you are to find people who want to buy from you.  Unfortunately, some direct sellers translate this into thinking they need to join EVERY social media site that’s out there.  People often ask me, “is there a way to update all these sites at the same time? I need to have time to work on my business too!  And do I need to be on EVERY site my prospects are on?”

These are GREAT questions.  If you’ve been reading my blog for any period of time, you know that I recommend that you avoid services such as ping.fm that allow you to update your status on multiple social media sites at the same time. The audiences for each of these social networking sites is different, and the way you should be interacting with them is different.  Plus, relationship building requires your presence.

But then how do you ever get the rest of your work done if you have to visit each site individually?  If you’re in direct sales, you need to be meeting with customers, hostess coaching and doing parties (if you’re in party plan), providing customer service and follow-up in order to generate rebookings/reorders, etc.  There are simply not enough hours in the day to add a multitude of social media sites and build relationships on all of them well.

schedule by jrvetstonYou know what?  You are absolutely right.  There AREN’T enough hours in the day to be on every social media site there is, and still run your business well.  And that’s why you should be choosy.  As the title of this post says, less is more.  Rather than trying to find every single prospect that may possibly exist on every single social networking site that’s out there (and then not be able to do the relationship-building activities required to turn them from prospects into customers), instead focus on just a few sites with the highest population of your targeted niche market.

In my opinion, the best sites for direct sellers to focus on are Facebook (#1…biggest social networking site with the most people who are mostly in our main demographic), Twitter (when you’ve dried up that group of family & friends and are ready to build relationships with new people), and LinkedIn (where you can connect with people that may become business building recruits.)  You may also find niche-specific groups that are specific to your target market, where you’ll be able to build the relationships that lead to success.

Now this is not to say that new sites won’t emerge in the future (and when I know about them you can be SURE I’ll write about there here, so be sure you’re subscribed.)  But for now, if you’re just getting your feet wet in social media, start with Facebook.  Most connections are based on an underlying relationship that’s already established, and it’s a great and comfortable way to get started in social networking.  Plus the viral-sharing capabilities in Facebook make it a great way to share information without spamming anyone.  (And DON’T be one of those direct sellers posting things like “Join my business!” “We’re having a SALE!” “I need 2 more hostesses this month.” People don’t like it and they will ignore you in large measure.  While you may get 1 or 2 customers from this strategy, you will gain a lot more over time if you skip the spam and employ a thoughtful content-marketing strategy.)

So remember, less is more!  Don’t join every social networking site there is and overwhelm yourself.  You also don’t want to get so busy with social networking that you forget your income-producing activities!  By being strategic in the sites that you join, you’ll experience a lot more success in your social media marketing.

Now it’s your turn!  What sites are you a part of?  How do you manage the time and relationships?  How does it relate to your overall business?  Would LOVE to read your comments below!

Jennifer Fong

Photo Credits: James Cridland, jrvetson (Creative Commons license on Flickr)


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CB037965For those that spend a lot of time on social media sites, you probably already know about the mass suspension of many innocent Twitter accounts on Sunday.  People who are HUGE in social media circles, such as Mari Smith, suddenly found that their Twitter accounts had been suspended through no fault of their own.  Twitter stated it was the result of a “spam cloud” which is being conjectured to mean a big old spam attack on Twitter.  The common denominator for accounts that were suspended appears to be the use of 3rd party sites to automate Twitter functions, such as TweetLater.

What some of these 3rd party sites do is allow you to auto follow/unfollow people, send scheduled tweets, etc.  And while Twitter may have overreacted in shutting down so many accounts, it does bring up an interesting point.  Do we really NEED to automate our Twitter functions?  Now I understand that there are the rock stars of Twitter with tens of thousands of followers who may truly need to automate certain functions.  But for the vast majority of us, is it entirely necessary?

Twitter is about relationship building.  If you’re using a 3rd party app to approve new followers, how do you know if the person you’ve followed is someone you can build a relationship with?  How do you know who’s a spammer?  I take a few minutes each time I log into the web interface of Twitter to see who has started following me.  If they seem like a real person, I follow.  But if they are clearly a spammer, I block them.  Why would I want someone like that to have access to the information I share, or give them a way to contact me?

As a reader of this blog, you are most likely using tools such as Twitter to build relationships that may lead to future business.  It seems to me that investing some time into who it is exactly that you’re building relationships WITH would be a valuable exercise.

So next time you’re tempted to automate a social media process, ask yourself: do you really NEED to do it?  What benefit would you gain from keeping it manual, and engaging with people?  The more information that you have, the more relationships you can build.  And in the end, isn’t that what it’s all about?

Would love to read your thoughts in the comments below.

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Guest Post by Julie Anne Jones

I’m going to be brutally honest with you…when I first began working with Jennifer Fong, I was certain that the whole “social media thing” was going to drain my time and stress my already packed schedule beyond it’s limits. Since we were putting together a course to offer to my client list called “Social Media Made Simple for Direct Sales Professionals,” and since I was the moderator, I had no choice but to at least be somewhat educated around the topic of using social media as a business tool. But I’ll honestly tell you, I probably wasn’t the most willing student Jennifer’s ever worked with.

We started with the one area where I already had a prescence – Facebook. I had a fairly active profile and a group called Direct Sales Success Made Easy with Julie Anne Jones that was filling up fairly quicky. I really didn’t know exactly what to do with all these people who were friending me and joining my group, but I was open to learning. Jen helped me tweak my profile and shared some simple tips for connecting with and supporting the members of my group.

Next we moved to blogging, LinkedIn, and Twitter. What I loved about what Jen was teaching me was the fact that her strategy for building relationships online so closely mirrors what I teach direct sellers to do in their businesses and at their parties; give people value, be authentic and build the relationship without trying to sell them anything up front.

Throughout the course of learning how to use these tools and this philosophy, I noticed a few things started to happen:

  • I was getting increased traffice (as in DOUBLE THE HITS) to my website
  • I was adding followers on Facebook and Twitter like crazy
  • My blog was getting a ton of hits and people were seeking me out after having read it

In short, my business was exploding! And all with, really and truly, I swear, only about a 30 – 45 minute investment each day. So, while I know I’m still in the beginning stages of learning about how to use the power of social media to grow my business and support my followers, I’m a converted believer. I don’t know exactly what my marketing strategy for my company will be in the coming years, but I do know that social media will always be a strong part of that plan.

So, the bottom line is, I’m an absolute believer now. Before I found Jennifer and her social media training, I’d been saying “I need to find a way to reach my niche audience on line” but could never figure out where they were “hanging out.” These social media tools have lead me to my niche and expanded my reach to new consultants and companies.
Julie Anne Jones is a direct sales coach and trainer and the CEO of Julie Anne Jones, Inc. She is known for her authentic and easy-to-use scripting and specializes in specific language and tools for success in direct sales.
As a former direct sales professional, Julie worked a party plan business for several years, consistently holding three parties per week and winning national awards yearly. She also built a National multi level marketing team through internet networking. For the past 6 years, she has focused entirely on coaching and training other leaders within the direct sales industry through live training as well as extensive webinar and tele-course training.

To learn more about Julie Anne and her products and services, visit her at www.julieannejones.com or check out her blog at http://julieannejones.com/blog.

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Jennifer Fong

Jennifer Fong

Today’s post is firmly tongue-in-cheek, however it contains an essential message.  Those that have been through my training know that I am a firm proponent of content marketing through social media channels, which means that you do NOT spam the world with your products or your opportunity.  Rather, you provide valuable, actionable content that people can use right now without spending a dime, in order to draw people into a relationship with you.  Once they know, like, and trust you, then you have a much more potentially successful opportunity to share your business.

So in today’s post, I am going to share with you the very WORST types of status updates and tweets you might find from direct sellers.  Keep in mind these are all fictional.  But if it sounds even remotely like something you’ve posted lately, take heed!  You’ll be a lot more successful with content marketing.

Here we go…PLEASE don’t let this be you!

Bad Facebook Status Updates

  • XYZ Company is having a SALE! Buy my products right now and you’ll save 50%.  Shop now!  Here’s my link…
  • I have the greatest business on the planet! Have you thought about direct sales? Are you living your dreams? Join my team today!
  • XYZ Product cures cancer and will save the world (UGH! This one had BETTER not be you!!!)

Bad Twitter Tweets/Direct Messages

  • I saw you mentioned “Product.” I sell product! Here’s my link!
  • Thanks for following me! Click here so you can buy my stuff:…
  • You should join my company because it’s the greatest company in the world. Here’s my link…

Notice that all these are “me” focused.  They’re all about me and my product/opportunity.  Consider now some messages that are YOU focused.  People respond a lot better when it’s about them.

  • Let your white wine warm up a bit before drinking.  You’ll get better flavor.
  • This makeup tip will bring out your eyes…
  • Need a quick dinner tonight? Try this quick and easy recipe (Link to my blog)

See how now the messages are solving a problem for the reader?  Not all the messages immediately send people somewhere.  Instead, they are relationship builders that help a person know, like, and trust you before they ever spend a dime with you.  Once they like you and opt-in for your messages, they’ll be a lot more likely to buy or join.  Just like you can opt-in by clicking here for my newsletter. 🙂

And that’s just smart social media marketing.

What do you think?  Have you had experiences on either end of this type of marketing?  Would love to read your thoughts in the comments!

Jennifer Fong

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Jennifer Fong's Facebook Profile

Jennifer Fong's Facebook Profile

I’ve noticed a disturbing trend recently where software companies claim to solve all of a direct sales company’s social media requirements with their latest and greatest software tool.  Companies can control the message their distributors send, they claim!  You can build a whole community within your own little bubble, within your control!  While I am not knocking any particular software application, I think it’s important to realize that you don’t need to pay for a software platform in order to use social media effectively.

Part of the beauty of social media is the fact that the tools where the most people are are free.  If you build your own social community on your own website, you’re going to have to complete the additional step of driving traffic there.  What’s the compelling reason for your prospects to come to your community?  Why not operate in environments such as Facebook, where your prospects already hang out?  Why would they go to your homegrown community for fun?  To be sold?  I don’t think so.

You also need to realize that the conversation is going to go on within Facebook, Twitter, and other social networking platforms whether you participate or not.  You will not be able to tightly control the message.  Those days are over, and it’s best not to even try, because that could come back to bite you in social media circles.

Now I’m not saying that direct sales companies shouldn’t consider software solutions.  But it’s important to take a step back and consider the overall goals of your social media and total marketing program first.  What do you want to accomplish?  Who are you trying to reach?  Where do you want to drive traffic, and what are the conversion objectives? How will participation with your brand shape brand perception?  How will you measure success?  Without answering these critical questions first, investing in an expensive software platform is a mistake.

Basic sales strategy says you go where the people are.  It’s not “If you build it they will come.”  People are already using free social networking tools such as Facebook and Twitter, and that’s where they’re connecting with others.  Some are already complaining that they’re overwhelmed with these tools.  Why on earth would you want to add another?  You don’t want to make doing business with you a social media chore.  Instead, blend into the communities that already exist, bring value, and drive traffic that relates to your conversion objectives.  That’s how you’ll experience success with your overall social media strategy.

Your thoughts?  Would love to read them in the comments!

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Social media marketing is changing the direct sales landscape.  For anyone paying attention, it is obvious that the companies and individual home based consultants that are employing a comprehensive social media strategy are seeing results.  Direct sales companies and consultants can make money using this new media, when taking advantage of the viral marketing and conversational elements of these sales techniques.  An excellent example of a company employing a successive social media strategy is Scentsy.

coverI had the privilege of interviewing Scentsy’s Web Marketing Strategist, Dave Sattler, and John Curtis, PR Strategist, last week, and finding out how social media marketing has been instrumental in the success that Scentsy has experienced.

Scentsy was founded in 2004, and currently has around 30,000 consultants.  It has experienced phenomenal growth, which the company largely attributes to its culture of empowering its consultants.  Orville Thompson, founder and CEO of Scentsy, believes strongly that it is the consultants that built Scentsy, and the company puts a lot of trust and equity in the hands of its consultants.

So what does this have to do with social media?  Everything.  One thing that I noticed while interviewing Dave and John is the trust that Scentsy puts in its consultants to use social media in ways that are beneficial to the business, without detracting.  “Our consultants are our main evangelists,” says Dave.  “We want to give them the tools that they need to be successful.  Viral is free on the Internet. By giving your evangelists a recruiting video to share online, you amplify the spreadability of that tool beyond what distributors can do with handouts.  It’s a lot more comfortable to share a video online than to hand someone a CD and send them home to watch it.


Scentsy's YouTube Channel

“We don’t really define what our consultants can and can’t do (online.)  Instead, we provide what’s easy for them to do, and a large majority will do that.  For example, we provide videos that are easy to share on YouTube.  And then we really trust our consultants with our brand equity, and allow them a lot of flexibility.  What we’ve noticed is that most people do what’s easy.”  So by making it easy for consultants to use company-provided social media tools, Scentsy is able to provide a consistent message that builds its brand while empowering its consultants.

Even with its flexible approach, Scentsy still provides policies and procedures that guide what its consultants can do online.  For example, Scentsy allows its consultants to have one website beyond the company’s replicated website.  The return on investment (ROI) is that these sites send traffic to the corporate-provided sites.  Scentsy consultants must register their sites for review, but Dave states that the company has not had a problem with inappropriate content.  “Our consultants want to have sites that benefit their businesses.  We have the same goal,” he says.

Scentsy's Facebook Page

Scentsy's Facebook Page

The Scentsy approach balances the core business of parties with online tools.  Dave notes that many of their consultants do very little online.  Scentsy makes online tools available to its consultants, without pushing them.  “Those (consultants) on the internet that want to use the tools will find them.”  “Scentsy intentionally steers clear of defining how consultants should manage their Scentsy businesses. We don’t want to give the impression that they need to operate their business by tweeting or Facebooking.

“We provide trainings at different stages of a consultant’s career with Scentsy.  At the most appropriate stage, we go into Web Marketing tools they can use to connect with and build their team.”

The tools that Scentsy currently provides to their consultants that seem to provide the most value include:

In addition to using social media to share its message, Scentsy also taps into the power of online conversations to gather market insights.  “Valuable insights are available by engaging on the web – brand perception, demographic data about your evangelists, and insights for product development,” says Dave.

It is clear that Scentsy invests a good amount of resources into its social media strategy.  Dave invests most of his hours in the company’s social media work, and there are also in-house copywriters, web designers, and the art direction team that all contribute to the social media resources that the company makes available.  Yet these resources are also shared among other facets of the business.  Dave notes that social media is deeply integrated with the company’s overall marketing strategy…thus the sharing of resources.

Scentsy's Safe Candles Corporate Blog

Scentsy's Safe Candles Corporate Blog

So how does Scentsy measure its ROI?  Dave says, “We are still working on fine-tuning an accurate ROI model for social media. Web traffic, Twitter followers, and Facebook fans don’t translate directly into ROI. It is hard to know how many of the tools we provide in the social media sphere are used by consultants to find sales or recruit. With no conversion to the site’s objectives, traffic is useless.

“What we are doing is using web analytics to understand what drives traffic and to observe conversion rates. We are currently developing ways to make a tighter correlation between our web marketing and an ROI.  We should be able to better understand what the most valuable tools are for consultants. Beyond that, we follow interactions and usage down a weighted funnel:

  1. Engagement:  How much of what is published is followed, viewed, or shared?
  2. Behavior:  How much of what is shared drives traffic to the conversion site?
  3. Conversion:  How much of traffic converts, e.g. buys, hosts, joins?
  4. Loyalty:  How many that convert then recommend?”

As a result of its social media strategy, here are just some of the results that Scentsy has experienced:

  1. Scentsy’s Facebook fan page has more than 6,000 fans. (Recently Scentsy posted its company convention as an event on its fan page, and over 1/3 of the people coming to convention this year confirmed their attendance on the page.  This provides valuable market research data to Scentsy even before people actually register.)
  2. Sales from online events have increased. (Scentsy provides replicated websites for its consultants that allow customers to assign a purchase to a specific party.)
  3. Several of Scentsy’s social media sites are in the Top 10 sources for traffic to its corporate site. Says Dave, “Those that come from social spaces do spend more time and look at more pages than other referrers.”

One of the biggest recommendations that Dave shares for other direct selling companies considering a social media strategy is to realize that “social media is just one part of a broader Web marketing strategy.”

So what are some social media mistakes that Dave suggests companies should avoid?

  1. Not using web analytics on everything you do.  Put some kind of web metrics tool on your sites so you can see how it is relevant to other web traffic out there.
  2. Creating sites void of conversion objectives. It’s important to have a clear idea about what you want visitors to a particular site to do.  Without conversion objectives, the site does not provide value to your overall marketing strategy.
  3. Taking on web marketing without a clear understanding of your core brand attributes and the perception of your brand.  It’s hard to contribute to conversations about your brand, modify that brand, and create conversations if you don’t know what people are already thinking.
  4. Blogging just because everyone else is.  Make sure you understand ways to make it useful. There is a lot you can do with content and community that provides an ROI for your brand.

By leveraging the power of social media marketing, Scentsy is providing the industry with a model of a company poised for success with coming generations.  As more and more prospective consultants search for opportunities that allow them to leverage ALL available marketing opportunities, Scentsy is positioning itself as a leader prepared to provide its consultants with the tools they need to succeed.  This results in success for the company as a whole.

To learn more about Scentsy, visit them online at http://www.scentsy.com.

Many thanks to Scentsy for sharing their ideas so freely!  If you are a direct sales company that would like to have your company featured here, please email me. I would love to hear what you think of Scentsy’s social media marketing strategy in the comments!

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Today’s post is the next in a series discussing the successes direct sales professionals are experiencing through the use of social media.

I conducted a poll a few weeks ago asking direct sellers what social media tools they are currently using. 37% said they use Facebook, 23% are using Twitter, 23% use LinkedIn, and 17% are using other niche-specific tools.  All of these tools can help you find success in social media, and it’s so important to define your goals in order to use each social networking tool effectively in direct sales.  You’ll read how one direct seller is using some of these tools below.

I’m so excited to share today’s story with you.  This is an email I received from a subscriber to this blog (you can subscribe by clicking here), and I left it intact so you can hear it in her own words.  I love that Melissa has shared the specifics of what she has done, because I think it provides great value for those seeking guidance on applying social media to a direct sales business.  If you would like to share your story, please email it to me! You may be featured here as well.

Melissa Laverty

Melissa Laverty

First, let me say, that I have learned so much about social media and how it can help my direct sales business from you; so thank you.  In fact, I recently promoted to Senior Executive Manager because of social media.  The solutions that have most positively impacted my business are Twitter, my blog, and Ustream.  They all work in tandem.

I update my blog daily.  This is how I am able to establish a ”relationship” with my online customers.  It is here they can learn more about me and my business and decide if they want to do business with me.  A new recruit told me that she wanted to sign up with me because my About Me blurb reads, “I’ve been a Close to My Heart consultant for over two years and have loved every minute of it”.  She said she wanted to have that feeling, too.

Recently, I had a customer come to me from the UK because of my blog.  The most important thing I have learned about blogging for your business is that you HAVE to use keywords in your titles.  This is what will drive searches to your blog, and therefore allow you to acquire new visitors & hopefully customers.

I have set up my blog to “auto-tweet” so that when I have added a post, it automatically gets sent to Twitter.  I follow scrapbookers in the hopes that they will follow me and then check out my blog.

I also have a search set up on TweetDeck for “scrapbooking” & CTMH.  This way when someone posts a question or comment about either one of those things, I can respond as an expert.  Recently, there was a post from a woman who was looking for a good online resource for acrylic albums.  I directed the Tweet-er to my Shop Online site, and she purchased two.  I have sent an Idea Book to another Tweeter who scrapbooks weekly with her friends and has never used my company’s product.

Finally, I conducted a UStream webinar that I promoted through my blog and Twitter.  The purpose was to host an Online Opportunity meeting.  I told the attendees about the consultant opportunity and presented to them the contents of the new consultant kit.  I had about 6 attendees, and 1, from Alaska, choose to join my team.  (I’m in Virginia, so this would have never happened without Social Media.)

That’s my story so far.  I’m so excited to have even these few success stories because I know it will just continue to grow.

Sincerely –
Melissa Laverty, Close To My Heart Consultant

Thanks Melissa for sharing your story!  You are an inspiration.  Keep up the great work!

Jennifer Fong

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