Social Media Marketing for Direct Selling Companies in the Digital Age. Whether it’s building an enthusiastic team of consultants, or making sales at a home party, forging those authentic connections is key. But when it comes to the online marketing practices used by many direct selling companies, that personal touch can often be lost. 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. Direct selling companies can tap into this power by live streaming on a regular basis. 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. 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. 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. 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.
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 on hand, direct sales companies rely on personal connections, but without using social media appropriately can really 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…