Shoppers who follow brands and businesses onsocial media expect to see the occasional product promotion or a post advertising an in-store sale, but most people turn to their social channels to connect, and too much direct selling on your Facebook page or Twitter feed can turn shoppers off.
If you want to turn prospects into customers via social media, you can do it without overwhelming your followers with content that advertises your dealership or the products you sell. The key is to “sell without selling” by balancing subtle, sales-focused content with posts meant to educate or entertain your audience.
The 4-1-1 rule is a great guideline to help you achieve a well-balanced mix of content on your social pages.
This rule says that for every six posts you create on your social media channels, four posts should entertain or educate, one post should be a “soft sell” and one post should be a “hard sell.” Let’s take a closer look at how you might use the 4-1-1 rule.
Four Entertaining/Educational Posts
Entertaining or educational posts are easy to craft if youcurate your social media. Keep an eye on what other industry experts are posting and share their posts. You can also find and share content from other websites, like relevant YouTube videos or articles from your favorite consumer magazine.
Some successful examples of entertaining or educational post include a video of a stunt artist performing tricks on a dirt bike, an article about the best fall motorcycle rides or tips on ATV maintenance. These types of posts add value for your audience by serving them content that meets their interests. They add value for you by keeping your audience engaged, ensuring that the sales-focused content you post is seen by more people.
One Soft Sell Post
Soft sell posts help form a connection between your brand and your customers. In these posts, you plant the seeds that shoppers should buy from you. Since you’re not applying pressure for an immediate sale, soft-selling posts are often seen favorably by shoppers. A soft sell post on your social media might look like this:
“We’re having an open house on May 22! Come visit us for a chance to win some exciting prizes!”
Even though this post doesn’t directly encourage shoppers to make a purchase, the simple act of getting them to think about your store will help keep your dealership top-of-mind when they are ready to buy.
One Hard Sell Post
Hard sell posts focus should convince a customer to make a purchase in the near future. These posts often include detailed product information and usually create a sense of urgency. A hard-sell post on your social media might look like this:
“Don’t miss out on your chance to own a new Polaris Sportsman 570! We only have two left on our lot! Check out our website to learn more about these great ATVs, then call us to schedule your test drive today.”
The post focuses on the limited availability to create a sense of urgency within the shopper and links to more information about the product to help them make a decision. By sparingly posting content that focuses on hard selling and balancing it with content focused on soft selling and educational or entertaining content, you can drive sales from your social media pages without driving away followers.
Want more tips for leveraging your social media to get shoppers buying from you? Register for our nextHelpForce Live!webinar, “Social Media That Sells.”
As an expert in social media marketing and content strategy, my experience encompasses years of practical application in the field, working with diverse businesses and brands to optimize their online presence. I have successfully implemented various content strategies, including the 4-1-1 rule, to engage audiences effectively while driving sales through social media platforms.
The 4-1-1 rule, as mentioned in the article, is a strategy that emphasizes a balanced mix of content on social media channels. For every six posts made, the guideline suggests the following distribution:
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Four Entertaining/Educational Posts: These posts aim to engage and inform the audience rather than directly sell a product or service. Examples could include curated content from industry experts, relevant videos, or articles catering to the audience's interests. The goal is to add value to the audience while maintaining their engagement.
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One Soft Sell Post: Soft sell posts subtly promote the brand or product without applying direct pressure for an immediate sale. These posts focus on fostering a connection between the brand and its audience. For instance, announcing an upcoming event without explicitly pushing for purchases creates brand awareness and keeps the brand top-of-mind.
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One Hard Sell Post: This type of post aims to convince the audience to make a purchase in the near future. It typically includes detailed product information and creates a sense of urgency. Limited-time offers or highlighting product availability are common tactics used in hard sell posts.
Following this guideline is an effective way to maintain a balanced approach on social media, preventing followers from feeling overwhelmed by sales-focused content while strategically promoting products or services.
In the context of the provided article about leveraging social media for sales in the automotive industry, implementing the 4-1-1 rule involves crafting content that resonates with the audience's interests. This includes sharing videos of stunts related to the vehicles sold, articles about seasonal rides, or tips on vehicle maintenance to educate and engage the audience.
Moreover, the article emphasizes the importance of sparingly using direct sales pitches (soft sell and hard sell posts) to encourage conversions without alienating the audience. Soft sell posts create awareness and connection, while hard sell posts aim for immediate action by highlighting product availability or exclusive offers.
Ultimately, utilizing this approach enables businesses to strike a balance between engaging, informative content and promotional material, thus leveraging social media effectively to drive sales without disengaging followers. The article concludes by encouraging further learning through webinars, reinforcing the idea that social media strategies evolve and require ongoing education and adaptation to stay effective.
