Accidental Victory: Sold a Book the Sixth Day of a Community Building Campaign
Yesterday I was thrilled to see a tweet in my client’s account that read, “Just bought the kindle version. I look forward to reading it!” This was a direct result of a social campaign combining social listening with social selling.
The Simple Formula I Used
- Search for tweets with one of our campaign’s chosen hashtags
- Run across a tweet that shares the problem my client’s business solves
- Tweet back, “That’s why I wrote the book, to help solve X problem” with link to the book
- The book was purchased by a follower of the original Tweeter, not one of ours
- Add the buyer into the network, as the buyer also fits the target persona for our community building campaign.
So Easy, Right?
No. Like all overnight social media success stories, we had to put in some work in the beginning. Also, this client already has a strong reputation in his niche, and has already built a decent following on social media channels. Nope, not overnight. Social media takes patience and dedication. It also creates the most loyal following that trusts you, because you are actually adding value to their lives. Those are the people who become buyers in the transparent Internet age.
So, How Did We Do This?
Step One: Set Your Business Objectives
I’ve been hired to build a target community for a product that will be developed later. The primary business objective of this campaign is to build authority and community. The secondary business objective is to sell books.
Step Two: Do Your Market Research
I spent serious time conducting market interviews with people who have experienced success with my client’s methodology and product. I also did interviews with those who have worked with this client to create the product, and promote the product on other channels. In other words, we figured out what works.
Step Three: Develop Your Core Messages and Your Target Personas
After I understand what sells about this client’s offering, I develop basic personas and the messages that help them see the product’s value.
Step Four: Take it to the Streets. Well, Take It to Social
From there, I employed techniques that I gleaned from reading Social Selling. I’m not done with this book, but, dang, from the first chapter forward it has helped me help my clients. We looked at our data after the first five days, and were able to refine our strategy even further. We determined that Twitter would be for locating and selling, and LinkedIn would be for relationship building. This is what the book tells you to do, but I always test other people’s ideas before I fully embrace them. The engagement we were getting on Twitter showed that it is the place for prospecting, as on LinkedIn we were getting little traction with the same content. There are, of course, more steps. But, this is all you need to know about selling a book on the sixth day of a community building campaign.
The secret is knowing what you want to say to whom, then getting out there, and adding value to the conversation.
Side note: in the first 3 days of the campaign we had 15 clicks from Twitter to the book’s page. Mini-lesson here: build awareness and community on social. Listen first, take note, then let your community teach you how to develop and pitch your next offering. And maybe accidentally sell a book on the way.