In the past couple of weeks, I’ve been working with several stay-at-home moms and small business owners on how to attract more clients into their website or use Facebook to get more clients. The first thing I noticed was that their websites or Facebook pages did not have a clear message on what they offered. The second thing that caught my attention was that they spend more time copying and pasting images trying to showcase their product/service to get more follows and likes on Instagram than prospecting and closing the sale. If it rings a bell, stop! Focus on the 3 things you need to do before selling on Instagram.
Do you know who your ideal client is?
You want to start selling on Instagram and use other social media to showcase your products/services and increase your sales, right? Ecommerce via social media apps is a train that is here to stay, and you should be riding that wagon too. However, you have to do it the right way.
You can’t be everybody’s teabag, you must come up with a list of characteristics of the people who will benefit the most from your product or service. Narrow your market and find your niche or your tribe as they say.
Knowing your ideal client will help you position your brand, get referrals and increase your customer base, which along with competitive prices, quality and impressive customer service will translate into sales.
Give me a good reason to buy from you.
Knowing what to sell and where you want to sell it is not enough to push sales up, you have to convince your audience to buy from you. You need an elevator pitch to grab your client’s attention, but remember that you have less than 10 seconds to convince your audience to stay on the page and not close the browser or keep scrolling their feed.
What can you say in 10 seconds tops? Not an easy task, but with practice and lots of drafts, you will nail it. Look at your competitor’s website or social media and write down what are your differences, what do they offer that you don’t.
In a nutshell, the elevator pitch describes what you do best and what makes you stand out from the crowd. Usually, it includes how you do it in a succinct phrase.
Take Madison Reed, for example. The first thing you see is the phrase “hair color that breaks the rules” Here they are letting you know they are different than any other hair coloring, and that is why they stand out from the crowd. If this is not enough for you to pay attention, they continue explaining why Madison Reed is different. The company focuses on adjectives like “gorgeous hair color” and “never dull.” However, they include the problem they are solving: “100% gray coverage ” and “goodbye harsh ingredients.”
Work smarter, not harder.
There are more than 1 billion users spending hours scrolling through beautiful images, watching videos, reading the news, engaging in random conversations, or asking for recommendations.
As a small business owner, with limited resources, you need to know which social media tool works best for you.
- Instagram is about showcasing a product or a service via visual storytelling.
- Pinterest is better for sharing products, how-to, DIY, and retail.
- TikTok boosts your brand showcasing fun and creative videos for a population between the ages of 16 and 24.
- Facebook grows your audience and creates customer loyalty via customer engagement and customer service.
What about the website?
Yes, I know I started this post talking about the website. Here are my two cents: if your goal is selling on Instagram and eventually manage large inventories you should consider Shopify over GoDaddy, Squarespace, WordPress or Wix because Shopify comes with the Facebook sales channel included.
However, you can take baby steps and use other e-commerce providers, but you need to create a call-to-action button to redirect the customer to your website, you will need to use the link in your bio to drive traffic to your landing page.
In a Nutshell
- Know your ideal client.
- Have a clear message and an elevator pitch.
- Do some research on what social media works best for you and is compatible with the e-commerce provider you have o want to change to.
Every small business owner knows that prospecting for clients and leads is more than planning and great design, using the right social media channel will generate leads and sales without breaking your budget.
Disclaimer: I am not affiliated with any e-commerce provider, content creation manager or design apps. The recommendations here are based on my experience and research.