Social Media Marketing: The Ask

Time to Sell Your Stuff

Social media marketers will tell you there is an optimal ratio of value-add posts to promotional posts for your company.

Four-time New York Times best-selling author and CEO of VaynerMedia, Gary Vaynerchuk will swear by the formula, “Jab, jab, jab, right hook.” Vaynerchuk’s boxing analogy goes like this: the right hook is self-promotion or selling, and jabs are aimed at triggering greater emotional connections with your company’s brand. He argues that there are too many companies pushing away potential customers on social networks by throwing too many “right hooks”. They go for the knockout sell, or ask, before first connecting with the consumer.

In previous blog posts we have discussed the importance of forming emotional connections and relationships with consumers on social media. Consumers have the power of attention. If what you produce fails to add to the social experience, they can ignore you. This will lead to fewer relationships and less selling.

Vaynerchuk’s formula emulates ADFly’s Three Pillar Approach to social media posting.

  1. Tell an Authentic Story
  2. Build Intentional Relationships with Customers
  3. Ask Customers to Buy In

The exact ratio may not be important, the key is to form relationships before asking.

The Ask

The leg work is done.

You have diligently followed the (not-so-scientific, but effective) formula to a successful social campaign. You have told a story that connects the consumer’s emotions with your brand. The online community is familiar with your social media identity and is growing fond of what your company stands for. Now it’s time to sell stuff.

Here’s how we recommend doing so:

Get creative

  • Interactive promotional deals
    • 100th like or subscriber gets a free…
    • “Tour our brewery and try our new stuff”
    • Visually appealing and engaging content-
      • Simple, Informative, and engaging piece of content by Backpocket Brewing in Coralville, Iowa:
      • The Weather forecast is getting Hazy!! Stop by 30hop in Coralville on Friday September 22 for your chance to enjoy a pint of our Hazy Forecast New England-style IPA before bottles hit the market on the 29th. Beer will be flowing from 5-7! See you there

        Posted by Backpocket Brewing on Wednesday, September 20, 2017

Make sure it works

  • When you expect more people to check out your page, make sure it works flawlessly, and people can convert when they are ready to do so.
  • “Reduce Friction”
    • Make sure there is as little resistance as possible
      1. Gimmicks make your promo look
      2. Don’t let customers second guess their decision

Be Firm with no hesitation

  • Honesty is crucial
    • It’s why they already love your story and brand- you’re straightforward.
    • By now it should be an “Of Course” buy-in from loyal followers.
  • Don’t be cute
    • If you’ve done the work to create the relationship, the customer will be ready for your “ask”.
    • You won’t need hedge statements or feel the need to hide what your true desires are.
  • Make it clear
    • Customers should know exactly what you’re asking them to do.
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