Social media sales have vastly changed the selling landscape.
Newsflash: Slapping your marketing message into a post and publishing it to Facebook, Twitter or Instagram is not going to make you a social media sales star.
Instead, we need to focus on a value exchange. Or as some marketers call the “Give to Get.”
Here’s how you can do that.
Using the Give To Get In Social Media Sales
Think of ‘Give to Get’ as the bait on the end of your hook. Without it, your fishing trip is destined to be fruitless.
Give To Get Examples:
- Content: Checklists, white papers, ebooks, templates or PDFs
- Brand recognition: Naming and rewarding fans on your social sites, website or blog
- Product sampling: Freemium services, free trials, or free samples
- Unique experiences: Including fans in branding and marketing (or user-generated content)
- Sweepstakes & giveaways: Contests linked to your online media
Take some time to think about how you can take one of the five examples and give value to get the lead, or sale.
What The Give To Get Is Not
People are smarter than you think!
- Games, puzzles and other ‘like and share’ content don’t provide value and are quite obviously for the brand’s gain (check out Condescending Corporate Brand Page for a snarky look at what NOT to do)
- Paying fans or customers to give reviews on your pages or blog is not really a give to get; it has to be authentic
- Discounts are often ways to move product that is not selling or is less desirable, whereas a free trial or sample is allowing someone to test something new for a possible future sale
- User-generated experiences where the fan does not get something of perceived value (note: some fans don’t consider recognition as value!)
One key to success is making sure your prize is considered valuable AND related to your brand!
Some peeps think they’re giving to get when really they’re in it for themselves.
Bottom line: Give REAL value with your Give to Get marketing lead magnets.
In what ways are you using the ‘Give to Get’ method of sales on social media? I’d love to hear about them in the comments below!
See you in the social sphere!
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18 Comments. Leave new
Good one, Brooke! I like the term “Give to Get”. You’re talking about Inbound Marketing, but it is much more descriptive! We find our content giveaways are a great way to make connections. I am sure I need to try some of the other methods you mentioned.
PS – Condescending Corporate Brand Page is too funny!
Alisa Meredith recently posted…Using Google Plus Hangouts for Press Conferences
Exactly, Alisa! I find some people’s eyes glaze over if I say “inbound marketing”. ‘Give to Get’ seems much more understandable to many of the people we talk to. Or value-based marketing. Whatever you call it, it’s the way to sales on social media!
Not sure if you clicked the links, but there are some good examples. And LOVE CCBP. It’s naughty but HYSTERICAL!
I agree, I may have to start using that 🙂
Oh, my word, yes, I looked at CCBP. It is pretty PG-13, but some of the things they find – wow! Scary how many big brands are so socially ignorant.
Alisa Meredith recently posted…Using Google Plus Hangouts for Press Conferences
I should have put up a disclaimer about the language … but in my opinion, that’s part of what makes them so funny! ENJOY!
Hey Brooke,
Is the Condescending Corporate Brand Page (CCBP) your idea? That’s hilarious. I take away one crucial point from your post – it’s the ‘value exchange.’ That is a perfect description of how social marketing works best. And it has actually been true through the ages. Exchange of fair value for fair service. Simple. Nice post. I enjoyed it!
Hey, Mark! I only WISH I were that creative (and brave). CCBP is just a page that I found a few months back and quite enjoy (snark and all).
Totally agree that it’s all about the value exchange. Provide value, be the source, be the innovator or thought leader in your space/industry, etc.
So glad you enjoyed the post. Thank you for reading and weighing in!
Great and easy to understand explanation on what social media should be. Inbound marketing is like a fishing expedition. So many are fishing without any bait though… 😉 Great image to go along with a great message.
Thanks, Dorien! I agree … sitting there with the hook all shiny in the water and wondering why the fish aren’t biting. 😉
Great one, Brooke! I love the “Condescending Corporate Brand Page (CCBP)”, too! Thank you for the excellent examples. I love your analogy marketing/fishing and the graphic is perfect!
Robin Strohmaier recently posted…Never, Ever Give Up on a Dream
Thanks so much, Robin! CCBP has become a source of what not to do AND entertainment. We giggle about their posts weekly, at least. Appreciate you reading and weighing in. 🙂
Love this post, Brooke – especially the fishing analogies! So many businesses neglect what their potential clients say they need. Instead, these businesses get into the habit of telling people why they need what they have. Period. The “give to get” philosophy works wonders and provides for a win-win for both the company and its clients. Great post!
Jennifer G. Hanford recently posted…Social Media Marketing for Small Business: HOW to reach the empowered consumer
Thank you, Jenn! I myself am a HUGE fan of the win-win, or even the win-win-win situations. So glad you agree.
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Great post, Brooke! I think the 5 ways to ‘give to get’ you outlined above cover a wide spectrum and most businesses will find at least one of them applicable or easily doable.
I’m all for this 🙂
Pragati recently posted…How to Deliver a TED Talk: Book Review
Thank you so much, Pragati! So glad this resonated with you. 😉
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