When generating content for your website or social media accounts, it’s easy to accidentally go overboard on self-promotional content. If you’re selling a product or service, you know the value of what you’re offering and it’s really easy to get excited about telling everyone else why they should like it (and buy it) too.
The result is often an overload of hard sell content that looks a lot like one giant advertisement to viewers, instantly repelling web visitors and ensuring you won’t make any sales.
Social Media Suicide
Many great brands have committed social media suicide over the years by taking a dead wrong approach to social media marketing. Your brand’s Facebook, Twitter, or Instagram accounts shouldn’t be viewed as ways to sell products, but rather ways to engage potential customers and get them excited and passionate about what you do.
Putting up too many posts or pictures that look and feel like ads will cause visitors to go running. You’ll lose followers and odds are that a good portion of your audience will even block you, preventing you from letting them know about sales, promotions or new products.
Worse, your content may be flagged as spam.
Social media platforms pay attention to these kind of reports, and it only takes a couple of them for them to take action on your page. In Facebook’s case, these type of reports may lead them to lower your content’s audience reach without saying a word to you.
When working on your social media accounts, try to focus on getting customers to interact with your brand rather than sell them on a particular service, theory or product. Customers like to talk, but they love to be heard, so be sure to respond to comments and really interact with your followers.
It may seem crazy, but you can even over brand yourself on your e-commerce website. If an individual is coming to your site, they are already interested in what you have to offer. You don’t need to continually push the hard sell when your visitors are already looking for the products you have. Instead of telling customers why they need an item, entice them to make a purchase with sales, promo codes and limited-time offers.
Of course, don’t forget the value of a good blog on your site. Your blog should be educational rather than promotional. Give visitors a chance to learn about the products you sell in a general sense so they can feel like an informed buyer. The more they know about what you sell and what makes it so special, the more likely they are to follow through with a purchase and promote your product to their friends or family.
Think of a time when you’ve gone to buy an item like a new car, and had to deal with a high-pressure salesperson. You may have just wanted to walk off the lot (and maybe you did). However, online, visitors can “walk off the lot” without the awkwardness of doing to a physical salesman. If you turn interested customers off by hitting them with “hard-sell content,” rather than letting them make a decision at a more natural pace, you’re going to lose sales and even risk permanently alienating your potential customer base.
When embarking on a new digital marketing campaign, always consider whether your new strategy is going to repel visitors to entice them to learn more about your company. Every action has a reaction, so it’s important to carefully strategize your business moves to ensure the reactions will help rather than hinder your business.