Credit: Shama Hyder
Last month, the Direct Sales Association asked me to keynote on the topic of marketing and sales in the digital age for their annual conference. I found this to be truly fascinating as Direct Sales companies are responding to some very distinct challenges – challenges which are resulting in some excellent best practices for us all. More than just about any other industry, direct sales companies are today facing a unique paradox. On one hand, direct sales companies rely on personal connections, but without using social media appropriately, they really can get left behind. Whether it’s building an enthusiastic team of consultants, or making sales at a home party, forging those authentic connections is key. One key finding revealed at the conference showed that more consultants and distributors are turning to search engines and social media for information more than ever before. This is a historical shift.
But when it comes to the online marketing practices used by many direct selling companies, that personal touch can often be lost. The very thing that makes these businesses so unique and so successful can be neglected in favor of the same marketing techniques used by everyone else.
To preserve and even highlight that special emphasis on personal relationships that direct sales companies enjoy, the right social media marketing strategy is essential. The following tools and tactics can mean the difference between embracing that unique edge - and letting it get lost in a sea of cookie-cutter marketing campaigns.
Facebook Live Streaming
Nothing says personal like a live video, and Facebook’s newest feature is proving just how successful this medium can be in marketing. There’s an undeniable difference between watching a pre-recorded video and watching someone live. Speaking into a camera live creates an intimate atmosphere that makes viewers feel they’re connecting with the speaker much more personally than they ever could through a pre-recorded video, and the less polished and rehearsed the live video, the better. Viewers can feel the authenticity, and respond on an emotional level. Live streaming should also be looked as a tool to educate rather than simply hawk products.
Direct selling companies can tap into this power by live streaming on a regular basis. Maybe it’s the CEO of the company sharing the latest inspirational success stories, or a top consultant conducting weekly sales training sessions. It could be a tutorial on using the latest new products offered, or even just humorous glimpses into what company executives do in their free time. With Mary Kay for example, we attracted hundreds and thousands of views by live streaming events such as their fashion show and even the groundbreaking of their new facility. By making it a regular appointment, consultants and customers will know when to log on to watch, and each new live video will strengthen the connection they feel to the company and the people it’s made up of.
Strategic Content
The success of any social media marketing campaign depends in large part upon the quality of the content being shared. If followers aren’t finding a company’s posts valuable, they’ll soon stop paying attention. That’s why it’s vital for direct sales companies to make sure they’re creating and curating content that is both truly worthwhile to consultants and customers, and encourages that personal relationship, as well.
Avon’s “this is boss life” campaign is an excellent example of creating strategic content which tells a story, but also involves the audience in the narrative. In this campaign, Avon consultants tell the story of what it means to be their own boss. Each story is slightly different, but the umbrella concept remains.
Followers need to feel that every piece of content is being shared specifically with them in mind. Asking consultants and customers to submit questions, images, or stories, and then addressing them in posts, is a great way to build that sense of connection. Sharing helpful tips and tutorials can also be an effective way to show followers their needs are being considered. If any consultants have their own blogs, companies might even feature their content in order to help support their efforts in this department – while building deeper connections at the same time.
Real Community Engagement
Imagine you’re looking at two Facebook pages. One is populated with regular posts, but that’s about it. The other has just as many posts, but is also peppered with follower comments, likes, and shares. Which one would make you want to come back and check it out on a regular basis?
The one with the engaged audience is a good bet. Creating posts with audience engagement in mind is key to forging that bond with followers, both those who actively comment and like, and those who simply read without engaging. Building that sense of community is key to making both types of follower feel personally connected to a company.
Some tried and true techniques for encouraging audience engagement include asking questions, holding contests, and soliciting follower-created content like stories, images, and videos. Direct sales companies could ask followers what their favorite products are, what their sales secrets might be, or even more tangential but fun questions, like ‘which of these two outfits would you wear to a home party?’ Giveaways of products or even one-on-one consultations with top consultants are sure to garner excitement and engagement, as well. The more someone interacts on a personal level with a brand and its online community in this way, the more loyal and connected they’ll feel to that company.
Align Strategies for Greater Results
By using these three social media marketing techniques, direct selling companies can align their online marketing practices with their in-person sales practices. It’s all about building authentic personal relationships on a consultant by consultant or customer by customer basis – and social media allows brands to do just that on a larger scale than ever before. The key is to align the strategies into a cohesive digital marketing plan which can truly amplify what makes these companies successful – the people behind them.
