We recently attended a direct selling conference focused on the growth of small business on the social platform, Facebook. Dan Levy who is the Global Vice President for Facebook small business shared some fascinating insights related to how small businesses are leveraging various tools to effectively market, sell and convert customers. Here are a few pearls he shared with the audience:
- As of January 2015 there were over 1.3 billion people on Facebook with the fastest growing segment being mobile users.
- Over 703 million people use mobile devices every day for accessing Facebook.
- More than ever the lines between personal and business communications, and sharing of information are becoming blurred on Facebook.
- Small businesses are beginning to take advantage of Facebook ad campaigns which are simple, free to use and powerful. In addition, there is also a business version that presents richer marketing tools for promoting a business.
- Home based business owners are beginning to experience conversion results related to their social and mobile marketing campaigns.
- Out of 30 million business users on Facebook 1.5 million actually do advertising on a monthly basis.
- More users are leveraging mobile apps to drive marketing campaigns or “mobile marketing”.
Categorically, you could say direct sellers are small businesses and many are already taking advantage of some of these powerful tools leveraging a “warm audience” network. IDSTC has integrated social plug-ins into our ecommerce software to multiple social platforms; Facebook, Twitter and Pinterest to name a few. Using our ecommerce software both customers and sales reps can share, inform and connect with their networks with a simple click/tap of a button. Most importantly when a sales rep posts to the wall of their social network and individuals within their network respond it connects them to the sales rep’s personal marketing site. The sales rep’s personal marketing site offers a full suite of capabilities like shopping, join, host a show or party, ultimately generating a warm lead that could turn into a sale, a new recruit or possibly a party or show host.
One of the benefits of social media advertising is that it’s flexible and better able to accommodate budget constraints than traditional media. By targeting your ads strategically, you can achieve much greater efficiency than any billboard. Businesses with small advertising budgets can also use Facebook boost posts to target your posts to the right audience in order to increase your reach.
However, as it relates to developing a social media strategy be aware that Facebook is constantly evolving attempting to provide audiences with the best overall experiences. In 2015 they have announced new rules that will impact organic posts that are overly promotional and push people to act or buy something or reuse the same content from ads. The best approach is to educate, inform and engage your audience and don’t’ sell on Facebook. Know who your audience is by using Facebook Insights to find out the demographic breakdown of your audience. This data is useful as it provides insight about content that resonates the most with your audience, and what communication style your audience responds to the best.
At IDSTC one of our corporate wide goals in supporting our clients, is to communicate and share information about our industry, ever-changing technologies and how they are impacting and changing the way direct sellers conduct business. If interested please do not hesitate to contact me I can be reached at 360-907-2332 or firstname.lastname@example.org.