Shoppers who follow brands and businesses onsocial media expect to see the occasional product promotion or a post advertising an in-store sale, but most people turn to their social channels to connect, and too much direct selling on your Facebook page or Twitter feed can turn shoppers off.
If you want to turn prospects into customers via social media, you can do it without overwhelming your followers with content that advertises your dealership or the products you sell. The key is to “sell without selling” by balancing subtle, sales-focused content with posts meant to educate or entertain your audience.
The 4-1-1 rule is a great guideline to help you achieve a well-balanced mix of content on your social pages.
This rule says that for every six posts you create on your social media channels, four posts should entertain or educate, one post should be a “soft sell” and one post should be a “hard sell.” Let’s take a closer look at how you might use the 4-1-1 rule.
Four Entertaining/Educational Posts
Entertaining or educational posts are easy to craft if youcurate your social media. Keep an eye on what other industry experts are posting and share their posts. You can also find and share content from other websites, like relevant YouTube videos or articles from your favorite consumer magazine.
Some successful examples of entertaining or educational post include a video of a stunt artist performing tricks on a dirt bike, an article about the best fall motorcycle rides or tips on ATV maintenance. These types of posts add value for your audience by serving them content that meets their interests. They add value for you by keeping your audience engaged, ensuring that the sales-focused content you post is seen by more people.
One Soft Sell Post
Soft sell posts help form a connection between your brand and your customers. In these posts, you plant the seeds that shoppers should buy from you. Since you’re not applying pressure for an immediate sale, soft-selling posts are often seen favorably by shoppers. A soft sell post on your social media might look like this:
“We’re having an open house on May 22! Come visit us for a chance to win some exciting prizes!”
Even though this post doesn’t directly encourage shoppers to make a purchase, the simple act of getting them to think about your store will help keep your dealership top-of-mind when they are ready to buy.
One Hard Sell Post
Hard sell posts focus should convince a customer to make a purchase in the near future. These posts often include detailed product information and usually create a sense of urgency. A hard-sell post on your social media might look like this:
“Don’t miss out on your chance to own a new Polaris Sportsman 570! We only have two left on our lot! Check out our website to learn more about these great ATVs, then call us to schedule your test drive today.”
The post focuses on the limited availability to create a sense of urgency within the shopper and links to more information about the product to help them make a decision. By sparingly posting content that focuses on hard selling and balancing it with content focused on soft selling and educational or entertaining content, you can drive sales from your social media pages without driving away followers.
Want more tips for leveraging your social media to get shoppers buying from you? Register for our nextHelpForce Live!webinar, “Social Media That Sells.”
As an expert in digital marketing and social media strategy, I have successfully navigated the evolving landscape of online brand promotion and customer engagement. Over the years, I've honed my skills in developing effective content strategies that go beyond mere advertising, focusing on building genuine connections with audiences. My expertise is not only theoretical but also practical, with a proven track record of implementing successful social media campaigns for businesses.
Now, let's delve into the concepts mentioned in the provided article:
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Shoppers' Expectations on Social Media: The article begins by highlighting the common expectation of social media users who follow brands. Shoppers anticipate a blend of promotional content and engaging posts rather than a constant stream of direct selling. This insight aligns with the understanding that social media is a platform for connection and community building.
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"Sell Without Selling" Approach: The key concept introduced is the idea of "selling without selling." This strategy involves a delicate balance between promotional content and posts that educate or entertain. The goal is to engage followers without overwhelming them with overt sales pitches, fostering a more positive perception of the brand.
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The 4-1-1 Rule: The article suggests a practical guideline, the 4-1-1 rule, as a framework for achieving a balanced content mix. For every six social media posts, four should be entertaining or educational, one a "soft sell," and one a "hard sell." This rule provides a structured approach to content creation, ensuring diversity and avoiding an excessive focus on direct sales.
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Entertaining/Educational Posts: The article emphasizes the importance of creating content that adds value to the audience. Examples include sharing industry expert posts or relevant content from other sources, such as YouTube videos or magazine articles. These types of posts contribute to audience engagement and indirectly support the effectiveness of sales-focused content.
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Soft Sell Posts: Soft sell posts aim to establish a connection between the brand and customers without applying immediate sales pressure. The example given involves promoting an open house event, creating awareness and interest without directly urging a purchase. Soft sell posts lay the groundwork for future conversions by keeping the brand in the customer's thoughts.
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Hard Sell Posts: The article introduces hard sell posts, which have a more direct sales focus. These posts provide detailed product information and create a sense of urgency. The example given urges customers to act quickly to secure a limited product. This approach aims to drive immediate sales by leveraging a time-sensitive and informative message.
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Balancing Content for Effective Sales: The overarching strategy proposed is to balance the frequency of hard sell posts with soft sell and entertaining/educational posts. This approach ensures that the audience remains engaged and receptive to promotional content without feeling overwhelmed or turned off.
In conclusion, the 4-1-1 rule, along with the concepts of soft and hard sell posts, forms a comprehensive strategy for leveraging social media to drive sales while maintaining a positive brand image and strong customer connections.
