Social media posting is a 3 step process

But everyone forgets steps 2 and 3
Every social media vendor has tutorials for posting on social media.
Most have multiple articles, some even have videos.
All touted as being drivers of sales.
That’s awesome – but it’s incomplete.
Horribly and neglectfully incomplete.
( sorry folks, just being real here )
Step 2 and 3 are the actual drivers of sales – not step 1.
Every process needs a step 1 but it’s almost never the end.
( quick – tweet to @redropesocial with your favorite 1 step process )
Here’s the gold – if you do steps 2 and 3 decently, you will need less of step 1.
Social media marketers don’t talk enough about directly driving sales. I think it’s because they mostly come from an advertising backgrounds and haven’t played the conversion pixel game. It may also be because they’ve only done shallow analysis.
OK Bill, enough with the suspense, what are steps 1,2,3??
  1. post something on social media.
    This is a step with value BUT like dating, the first “pickup line” is NOT the relationship.
    This is the easy step, the out-sourceable step, the schedule_in_advance_for_a_month step.
    And I’m sorry but this step WON’T MAKE YOU ANY MONEY.
    Because this is easy everyone can do it  – but it’s empty by itself.
  2. respond to people who interact with #1.
    Now we are getting somewhere.
    This actually needs to be a real human conversation.
    Real conversation builds trust.
    Amazon had live human customer support people on the phone in the very early days – true story, I called them with a problem. Because they wanted to build trust, they let me keep my original order, refunded all my money, and sent me the correct item for free. It wasn’t an expensive order – they probably spent less than $50 – and now I’ve spent thousands with them. That was a genius response.
    This is the first money step and it directly drives sales.
  3. social proof – aka witnessing your good deeds.
    Thousands of people see how you operate in step 2 – and then decide if you are trustworthy enough for business. If you aren’t responding, many will decide you aren’t trustworthy and will look for someone who is.
    How many sales did you lose because you couldn’t be bothered to respond in step 2?
    This is the second money step.
    This also drives sales.
This is not the standard narrative.
Yep, we know.
This does however make perfect sense.
Please – put some attention on 2 & 3 – your conversion rates will thank you.
At Red Rope Social, we watch human behavior, think about what they are doing, then help our brands build relationships (and sales) with their audience.
You could say we scale 2 & 3 for you.

The customer journey is everything

How far has he walked?

Sales are awesome.
Reviews are gratifying.
Loyal customers validate our ideas.
But this is only the last 3% of the story.
Customer journeys start years and continents away.
The story of how they got to you – your hotel, restaurant, audio book, socket set – started when they were kids, hearing stories, imagining adventures and fairy tales.
You can’t go back in time to their childhood – but you can consider the ways their stories grew and your business becomes their focus.
This is the 2nd part of marketing or maybe it’s the first part of sales, actually talking with people who are customers or who are thinking about becoming customers.
The core drivers haven’t changed in millennia – trust, familiarity, and attention.
But the global village has exploded in size and Guizhen doesn’t walk past the town cobbler every day.
Because Guizhen isn’t walking past the cobbler, every other shoe maker has a possible chance at her attention.
If Ms Cobbler wants to keep Guizhen as a customer – now she needs to keep engaged and be front of mind for Guizhen.
Luckily we’ve got a new conversation tool – social media.
Ms Cobbler can ask Guizhen’s opinion of a new shoe line – before Ms Cobbler stocks up.
Ms Cobbler can learn how past purchases are holding up and what Guizhen is looking for next.
If she’s really clever, Ms Cobbler will ask Guizhen to check with her friends – making the “customer” an “insider” and influencer.
In a beautiful twist – these conversations are public on social media – and all Guizhen’s friends can witness, praise, and perhaps even become Ms Cobbler’s clients.
Wait a sec, this sounds like word_of_mouth advertising 😃
Yes it is – on steroids thanks to social media.
Someone is going to have these conversations and become Guizhen’s cobbler for life.
Could be you….