Social Selling Training | Module 3

This is the final part of a 3-part series in the free social selling training/mini-class. To access the other parts, register here: renegadecommerce.com/social-selling-training.

social selling strategy

Wow, I’m so excited about how this training has turned out, and I see the excitement in many participants too.

I really want to thank you for sticking with me and making this a wonderful experience for all of us.

For me, spending the past few days trying to teach what I know and opening your eyes to the opportunities and possibilities of social selling has been pure bliss.

Your comments especially have been awesome. Shows there still are a breed of people willing to grow their business and enjoy some legit success in our beloved country.

I appreciate you giving me your time and attention. They’re truly priceless. And as long as we are together, it’s more value all the way; trust me, “you ain’t seen nada yet”.

Brief Recap

We’ve come a long way in this training and we only want to put everything together now to form a system; a formula you can use EVERYTIME…in ANY market, to consistently attract prospects, turn them to leads, and then into customers…and then repeat customers.

In Module 1, we talked about the life-changing potentials and opportunities in social selling, as described in the last paragraph.

We defined social selling as the process of getting leads and sales from existing customers and prospects on the social web (as given by DigitalMarketer.com).

We talked about the fact that social selling is just one part of the “Social Success Cycle”, and you can only be successful on social media in the long run when you do other parts; social listening, social influencing, and social networking.

Then finally, we said the social selling system or strategy I’ll be sharing with you today makes the relationship building process, and eventual sales, shorter than it would normally take.

In Module 2, we talked about social selling temperature. The underlying principle is that you must know what to say to each audience at the stage s/he is; whether cold, hot, or warm.

And the best way to know what to say (or offer) is to compare your audience with a normal offline romantic relationship, where you introduce yourself first, then build value by showing your good side and offering freebies, and then finally taking the relationship to the next level; marriage or whatever you want.

Online, introducing yourself could be giving valuable content that establishes your authority; building value could be more content and valuable freebies, and “next level” could be sales, all depending on your market/industry.

Now that we know where we are coming from, and how very important it is to learn this strategy, let’s go straight into today’s lessons…so I can finally answer the question on almost every reader’s mind: how exactly do I do the attracting prospects and moving them to become loyal repeat customers or clients?

That’s the question you’d been yearning I’d answer after all these days together, yea? Sure you don’t think I’d whet your appetite and not give you the meat? No I wouldn’t…

So let’s jump in.

The Secret Social Selling System

There are several ways to sell on social media, but time and space will not allow me to discuss them here like I did extensively in the social selling seminar.

So I’ll skip all the others and go to the best way…which is the essence of this training anyways – since the others aren’t half as powerful or potent as it is.

It’s called the…

Value-first strategy.

By now you should be used to that phrase, and I bet you can tell the meaning. It’s offering value before asking for the sale!

Ermmm…are you disappointed?

Oludami, you’re going back to where we were coming from; we already said it in module 1 that we should offer value and build relationships beforehand…”

Calm down, I’m not repeating what I already said, at least not exactly. Wait for it!

If you remember Module 1 very well, I said the strategy I’m about to teach you also follows the value-before-sale style, BUT the difference is: it’ll make the process shorter.

With this strategy, you can make the move form attraction to conversion as short as within 1 day, and you can make it as long as building value for weeks before asking for the sale. This should depend on your market/industry – or your offer, or your preference.

So what’s the strategy and how do you apply it?

It follows the structure of a simple funnel. So how does this funnel work?

It’s 3 steps:

  1. Lead with value for free

I’m sure you’re not surprised! But yes, that’s the first step. Whatever you think is valuable about your industry, give it out for free. Don’t worry about giving your best stuff away for free; that’s what separates you from the competition.

I don’t know how your specific industry works, but to make this more practical, I’ll be coming from a general angle (with examples) to teach you what exactly I’m saying instead of speaking theories.

My recommendation here would be to start with very valuable content.

Content could be in any form: ungated – like blog post, video, infographic, images, social media updates, etc; or gated (that is, the prospect has to enter his or her email to get it) – like special report, checklist, eBook, free webinar, buying guide, free + shipping (where prospect gets value for free, but only has to pay for shipping – good for physical products), etc.

My recommendation: if you want this system to work perfectly for you (and if it applies in your industry), start with a blog post or video.

  1. Embed relevant offer in content

Assuming you take my recommendation above, ensure you put a relevant offer somewhere within your free content, so that anyone reading it will be able to take that offer if interested.

If you’ve done your homework well, that is, if the content is very good, and the offer is related to what they’re reading, a large percentage should take your offer.

Recommendation: If it’s an ungated content you use, embed a gated – but free – offer. If it’s a gated content, you can embed other gated offer or a paid offer.

Let me use simple English: if you send your traffic to a blog post, ensure you include a free offer they can download within the blog post.

If it’s an eBook (for example) they downloaded (gated offer), then you can include another gated offer, maybe a free webinar, or a paid offer, maybe discount on your services or a product, within the eBook.

I hope I’m making sense.

  1. Retarget with relevant offer

Now it’s getting interesting!

Hopefully by now, the prospect already took your lead magnet (gated offer) and you have their contact. If that’s the case, it’s easier to make them another relevant offer via email, though this time, a paid offer (I recommend a low-priced offer here. Reserve the high-end offer for later, when you’d have given more and greater value – you now see the importance of the other parts of the social success cycle?!).

If this low-priced offer isn’t bought, you can retarget the prospect with an advert containing same offer.

If on the other hand, s/he’s not yet on your list, you can retarget the prospect with your lead magnet (gated offer), instead of a paid product.

As you can see, whatever you’d retarget the prospect with has to be what’s reasonably next in the funnel.

What is Retargeting?

Retargeting is a cookie-based technology that uses a simple Javascript code (called pixels on Facebook) to anonymously ‘follow’ your audience all over the Web.

According to DigitalMarketer.com, Retargeting, also known as remarketing, is a form of online advertising that can help you keep your brand in front of bounced traffic after they leave your website. For most websites, only 2% of web traffic converts on the first visit. Retargeting is a tool designed to help companies reach the 98% of users who don’t convert right away.

Now let me speak in plain English.

Sure you’d have noticed the usual scenario where you check out a shoe you love on a site like Jumia (for example) and you leave the site without buying it. Afterwards you’d just notice you’re seeing Jumia adverts with that same shoe you checked out everywhere you go on the internet.

That’s retargeting at work! Trust me, you’re probably the only one seeing those specific shoes. The ad is “customized” for you!

To make it work for your business, if you’re doing your retargeting with Facebook (for example), you’ll simply put a code you get from Facebook on your site, and it will capture the Facebook IDs of (almost) everyone that visits your site (or a specific page), so that you can advertise to these people later. (You can read http://facebook.com/business to learn about retargeting and FB advertisings in general.)

So, if your first offer was gated, then of course you have the emails of those who got it. They’re now leads. If you offer them something for sale inside the eBook and they don’t buy it, you can always retarget those exact people alone with ads for that product, so that the ads will follow them for a while or until they buy.

Apart from allowing FB to capture their IDs, there’s a way you can upload the emails of your leads to FB so that they keep seeing those ads (which others on FB wouldn’t see).

If you took my recommendation of the blog post on the other hand, some people will sign up for the offer you embedded in the post, but most wouldn’t.

These people that left your site might never come back to your site to take the offer or to even read anything again. Imagine how wasteful that would be if you actually paid for ads to make those people come to your site.

But retargeting comes to the rescue. You’d have captured their identities, and you can offer the same lead magnet to them via Facebook ads. Trust me, many more will take your free offer. From there, you can now offer them something for sale.

If they don’t take the paid offer too, you repeat the retargeting process described.

(It’s been proven that the more touch points you have with your prospect, or the more they see your offer, the likelier they take your offer – that’s why Coke advertises like crazy.)

Phewww…just know this is the most powerful part of the social selling strategy: Retargeting prospects and customers throughout your funnel. Automating it is another level!

Social Selling Strategy Applied (Fictitious Case Study)

Finally on this strategy, let me create an example/case study with one of my commenters’ business. Then I’ll show you screenshots from my own business. Fair enough? Okay…

One of the commenters said he’s a fashion designer. If I was him, and starting digital marketing from scratch, here’s how I’d do it – if $100 is my marketing budget. (Please pay attention to this – I intentionally chose fashion designing because it includes a physical product, and of course, not as easy to sell via ads as digital products.)

DISCLAIMER: I’m not a fashion designer and have never worked with one – apart from getting my clothes sewn. So this is just an (almost fictitious) example I’m coming up with; not a proven strategy for that industry. Don’t copy without testing!

  1. I’ll publish a blog post like: “The Ultimate Guide to Choosing the Style that Brings out Your Beauty”. Then I’ll send traffic to the post via Facebook ads. I’ll spend $50 on that, maybe $10 per day for 5 days.

NOTE: Here’s me assuming a lot of things; you have a website with a blog; a Facebook page; already installed your Facebook pixel on your site to capture identities of visitors; you have a marketing budget of $100; you can write a good and informative post; you have a good graphics designer (or you’re one), etc.

See how I sent traffic to a blog post of mine recently:

facebook ad to content

2. Within that post, I’ll include a free offer: Download my checklist of “X Things You Must Tell Your Tailor to Help Him Make the Cloth that Suits You Perfectly – Everytime!” (Does that even make sense? Lol. Remember I’m no tailor – just fiction.)

See how I added a relevant offer to the post through a “feature box” (was used to promote the social selling seminar):

feature box

3. Of course, most visitors wouldn’t take the offer, so I’ll create another FB advert saying: If you’re tired of getting tailored clothes that don’t fit perfectly and bring out your beauty, then download this checklist to help your tailor.

And I’ll put a nice graphics; maybe someone tearing her cloth and crying.

I’ll spend $30 on this advert, to target these “bounced traffic”…people that didn’t take my offer, and something called “lookalike audience” on Facebook, that is, people with almost same profile with those who read your blog post.

NOTE: About target audience…a lot of people have asked me this in the past few days. For this particular ad, I’ll target those that look like my best customers; age range, gender, occupation (student or professional or blue collar?), location, etc. Then for interest…I wouldn’t really want to restrict, since everybody wears clothes, yea? But for your business, if you know what your prospects are interested in, the go ahead and choose.

See how people would see my retargeting offer:

retargeting-ad

4. Everyone who takes this offer would be on my email list, so I’ll use email to push my products to them. Maybe I have an eCommerce site where you can choose an array of designs and input your measurements to get bespoke clothes.

For those who refuse, I’ll upload their emails to my Facebook “Custom Audiences” (that’s the name for where you create your retargeting audience, from traffic captured from your site or your customer list). I’ll use the “Customer File” (as pictured below) upload option.

custom audience from customer list

Then I’ll spend my last $20 sending various ads to them. The ads could contain images of my different (best) designs, and a call to action asking them to go and “design” their own clothes and get it in their hands in 5 days.

The incentive for taking action fast could be a percentage off my normal price, or free shipping to wherever they are, for a period of time.

My dear friend, marketing — and actually making sales — could be as easy as this, with the social selling system I just shared. If it looks like so much work, then it is. Nothing good comes easy anyways.

But if you can invest the time, energy, work, money, and other resources needed to do this, you’d be amazed at the results and you’ll see your business grow wildly.

Not everyone would eventually become your customer this way, but imagine from the above example I shared how many people would take the offer.

Don’t you think that with the number of touch-points I’ve already had with them, the number wouldn’t be more than me just advertising my clothes straight to them on FB without knowing who I am?

Now imagine what happens to my business if those who eventually bought my clothes absolutely love it.

How many times more do you think they’d buy from me? How long do you think they’d remain my customers (if they remain happy with my work)? How many people do you think each person would tell about my awesome services and products? (Or how many people would see the clothes on them and beg them to introduce them to the designer that made it?)

That’s how to build an unstoppable business!

And that marks the end of this free social selling training. I hope you got a lot of value!

Summary?

  • there are many ways of selling, but there’s a strategy that stands out…
  • firstly, you lead with free value (gated or ungated)…
  • you embed relevant offers in the free value…
  • then you retarget those who didn’t take your offer…
  • see how this simple strategy was expanded and made bigger in the example I gave…
  • retargeting is (kinda) the most important part of all these, but has to go with the whole formula…
  • now do you agree with me this strategy is powerful?!

What Next?

The next thing is to apply this strategy to your business. I understand there are tons of other things that go into social selling that aren’t mentioned in the course of this training, but you now have the basis, which is the most important part of it all.

You can figure out other things on your own – like the tactical part of applying it on Facebook – or seek more help.

Have you been wondering?

Here’s the reason I actually created this free training:

We – I mean me, Akin Alabi, Ronald Nzimora, Tunde Ajetomobi, and other influencers like Jason Njoku of IrokoTV, and Doctor Craze (@CrazeClown on IG) – did a seminar together, with social selling as the theme.

I taught attendees this same social selling strategy, and others taught other different parts of social selling and social media generally. (Some started seeing results in just few days.)

The ticket price was N25,000.00, and most people couldn’t afford it. Some couldn’t attend because of time — was Thursday and Friday.

How do I know? You could have seen someone who admitted this in the comments; but actually, my payment gateway stats showed that it had thousands of hits, but only the number of people we wanted – less than 40 – paid (some even had to beg to pay at the event).

Since then (even before the seminar) I’d been getting different calls and emails asking for another seminar or sale of seminar materials (videos, slides, etc).

We were yet to make a decision on selling materials, when I decided I’d like to touch ALL my audience at different price points. We’ve done 25k – the most expensive price point yet; videos and other materials wouldn’t be that expensive, but they’d still cost good money – another price point for those at that level; and then a free training – a touch-point for everyone.

This is just to make sure this strategy gets into as many hands as possible, and not just those who have the money to pay for it. It’s in furtherance of our mission at RenegadeCommerce, to double the sizes of over 10,000 businesses in Africa by 2020.

However, you can’t compare the value of each level to each other. The seminar was a whole 2 days. You wouldn’t expect to get same value in a free training. Not even in the videos, because you can’t ask your questions live or get to interact with Akin Alabi, IrokoTV boss Njoku, and Instagram superstar Dr. Craze.

However again, there’s another touch-point (or price point) I’ve been working on, and that’s the Social Selling EBook. It contains everything I taught at the seminar (under social selling), which was the basis of the seminar.

You now have same strategy with this free training, but apart from all you’ve learnt here, it contains other things like:

  • Social Selling Goals and Objectives: The ideal goals social selling looks to accomplish – other than leads and sales – and how to achieve them for your business…
  • Social Selling Measurements & Metrics: The metrics and KPIs (key performance indicators) you should track to be sure your social selling is yielding positive results. I even debunked popular social selling metrics, like Klout Score and LinkedIn SSI…you’d be amazed!
  • Tools for Social Selling: Everything you need to ensure a perfect and seamless – and effective – social selling campaign (with pictures and screenshots of the tools in use). Plus, how to use the tools to achieve success in social selling… (I discussed this to an extent in the comments of one of the modules.)
  • Social Selling Methods: This is where I revealed the different methods of social selling that work fine, apart from the method I shared with you here – though not as powerful as this method… (with pictures and screenshots of famous examples)
  • Social Selling Channels: Here I delved deep into the question of which social media suits your type of business, where you should start from, etc. You don’t want to miss this from the onset of your business…it’s foundational, or you’ll waste your time online.
  • Facebook Deep-Dive: The social selling strategy is platform-independent (can work on ANY social platform), but to demonstrate and make you understand better – and see things for yourself (just as I did in the seminar), I used Facebook in applying this strategy. Unlike in the seminar where I only used my own FB account, in the eBook, I also used a newbie’s account — someone that’s never advertised, and you’ll see everything (screenshots) step by step as I apply the strategies from scratch – especially the retargeting part.
  • And More...

Wow! A lot, you’d say. Attending this free training is like having the raw strategy, while getting the eBook is like having a complete blueprint to follow; you wouldn’t have to make guesses. Just simply follow and get results.

Of course, the eBook isn’t compulsory. It’s only for those who want to take their learning further. With the knowledge you’ve gotten from this free training alone, you can easily grow your business and overtake your competitors. The eBook will only make it easier and faster for you to accomplish, and also double – or even triple your results.

I’ll make the announcement when the Social Selling eBook is ready, and I’ll let you know how to get it. Don’t worry; it will be affordable – even if it’s to lower the price to the barest minimum for just few days.

You can trust me on that (it’s all about immense value at a lower price point).

Now back to the training at hand…

Hope you got so much value from today’s module (and the training overall).

Please as usual, drop your comments. Questions, observations, objections, corrections, recommendations, additions…everything is welcome…and you can be sure of my reply – as usual.

29 Comments

  • Lawrence

    Reply Reply September 26, 2016

    Thanks for the knowledge impacted. Retargeting! That’s probably one thing that the majority of social sellers don’t do. Interesting…

    • Oludami

      Reply Reply September 26, 2016

      Now you’re smarter than your competitors 😀

  • Smart

    Reply Reply September 26, 2016

    This training wasn’t a waste of time. Insightful and highly valuable. Thanks.

    • Oludami

      Reply Reply September 26, 2016

      Thanks, Smart, for being an active part of the training 🙂

  • paul

    Reply Reply September 26, 2016

    Thank you Sir……I couldn’t have asked for more

    • Oludami

      Reply Reply September 26, 2016

      You’re welcome, Paul. I guess you’re the fashion designer that inspired the example? Just edit the funnel and other parts of the example to perfectly suit your business, and you’re good to go.

      Congrats! 🙂

  • Umanu Peters

    Reply Reply September 26, 2016

    Great job, well done.

    • Oludami

      Reply Reply September 26, 2016

      Thanks Peters!

  • Oyedele

    Reply Reply September 27, 2016

    I can’t thank you enough. You’re the best

    • Oludami

      Reply Reply September 27, 2016

      Thanks boss!

  • Victor

    Reply Reply September 27, 2016

    Awesome, and thanks for the twitter chat, i,ve been wondering about re-targeting for a long time, now ive gotten the secret. The skye is your limit bruh,i’m google analytics certified and i dont mind to offer my expertise to you.

    • Oludami

      Reply Reply September 27, 2016

      Thanks bro, I appreciate the kind gesture. Will definitely reach out if I need some analytics help 🙂

      • Victor

        Reply Reply October 2, 2016

        uwc

  • Eyam

    Reply Reply September 27, 2016

    You killed it bro. Module 3 is truly the icing on the cake! Thanks.
    Question: Aside email, what other data can be captured for retargetting? e.g phone number.

    • Oludami

      Reply Reply September 27, 2016

      Thanks Eyam. For your question, I guess you mean other data that can be uploaded? I’ve not done the uploading myself, I only allow FB to capture people that visit a page and don’t move to the next page in the funnel.

      But when I checked the uploading option, I see that other data (like phone number) are being asked (optional though), just to help Facebook to get those exact people you want to target. The more details you give, the better the chance that it’s the exact person you’re trying to target on FB that will see your ads. I believe these other data are meant to be added IN ADDITION to email for more effect.

      Solely phone numbers? It’s possible; I can’t tell until I try it. But there’s space for imputing numbers. You can give it a try and let’s know how it goes. (Remember people change numbers but hardly change emails though)

      • Eyam

        Reply Reply September 27, 2016

        I get your point, emails are rarely changed. Will be putting to practice all I’ve gleaned here and keep you posted of developments.

        • Oludami

          Reply Reply September 27, 2016

          Great. I look forward to your success stories 🙂

  • Adeniyi Lily

    Reply Reply September 27, 2016

    Awesome,definitely going to put this into practice

    • Oludami

      Reply Reply September 27, 2016

      Good. Let me know how it goes.

  • Adeniyi Lily

    Reply Reply September 27, 2016

    Please sir, you talked about a website with a blog, do I need to have a separate blog, or can I have a website and a blog together

    • Oludami

      Reply Reply September 27, 2016

      The blog will be one of the major pages on your website.

  • adeshina lawal

    Reply Reply September 29, 2016

    Oludamy Yomi-Alliy is the BOMB.
    you just kill it bro. Nice modules full of substance. i wanted to come for the seminar but time and cash devoid me. i hope the e-book/the resources comes out sooner than later. so as to get the full meat in the pie.

    to be honest with you, i first look down on your course as a writer on many freelance site and getting paid big time that ‘what again do this man want to teach us that i haven’t known before jare’.

    but the part that catches my attention is the retargeting technics that you use to capture someone like me that could not sign up for the paid seminer.little wonder i later see the advert again on fb about SOCIAL SELLING SYSTEM. As soon as i saw it, i registered to download it straightaway. Now i’m convinced that Active & Passive Knowledge has no end.

    Bajinatu Kan fun e, My good friend

    • Oludami

      Reply Reply September 29, 2016

      Thanks for your ‘testimonial’ bro 😀
      I believe so much in “doing what you preach/teach”, and I vowed before starting RC that I’ll never teach what I’ve not tried.

      Knowledge truly has no end, bro. I’m addicted to learning, and everyone should be. That’s the only way to keep up with this crazy world.

      One ‘Bajinatu’ for you too 😀

  • Victor

    Reply Reply September 29, 2016

    you also talked about, automating re-targeting, will you cover that in your e-book?

    • Oludami

      Reply Reply September 29, 2016

      Yes, Victor.

  • Zaza Jether

    Reply Reply September 29, 2016

    I must say I feel over excited for the opportunity to be part this. How can one do retargeting for an online vocational training? And the blog can I make it about entrepreneurs, interview people. Thank you so much for this eye opening training. Plus I can’t wait to attend your next training.is there an app for it

    • Oludami

      Reply Reply September 30, 2016

      Hi Zaza,
      Retargeting for anything is about making anyone who refuses to take your offer see it again. You just have to follow the steps outlined in the post. And yes, your blog could be about anything, as long as it relates to your business.

      I’ll surely let you know when there’s a next training, and there’s no app for it. For now, it’s the Social Selling eBook that will be available.

  • peter

    Reply Reply October 7, 2016

    Thank you very much. got my question answered already.

    • Oludami

      Reply Reply October 7, 2016

      Okay, Peter, glad you did. I only listed ‘blog’ and ‘website’ separately to show the importance of also having a blog — of course, on your website. There are tons of business websites without a blog and it’s wrong.

      Thanks for commenting.

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