Social media is one of the best ways to promote your business online. Any activity on social media can instantly be seen by thousands, if not tens of thousands of users, each one ready to consume more content and look up deals that are suitable for their needs.
However, social media is not an effective sales channel. Only approximately 1% of all online sales can be attributed to the marketing avenue. It is much better deployed as a relationship builder and the start of the sales funnel rather than the end.
That being said, there are still numerous ways you can use social media to attract your target market. Here are seven of the best ways to promote your subscription business online.
1. Direct Audiences To Offer Pages
Although social media is notoriously bad for selling, an offer is practically the only update that attracts attention. Therefore, every so often you should promote your subscription offers on social media. On Twitter this should be done about once every ten to twenty updates. On other social media channels only promote it once, when the deal starts.
2. Direct Audiences To Blog Content
81% of the US market trusts information that is published on a blog and if written correctly is not overtly promotional. When people read your blogs they will be interested in your expertise and should sign up to your emailing list, where people are more open to promotional content.
You can even create blog posts on sites like LinkedIn that can act as a proof of your industry expertise.
3. Offer Advice
Short snippets of information can provide evidence of your expertise which can persuade them to find out more information about what you offer. The snippets can be very short (on Twitter) or longer (on LinkedIn / Facebook / Google+).
4. Communicate With Your Audience
You should also consider speaking to your audience about events, news and subjects that interest them. Communication is one of the best strategies because users like to interact with brands that have a personality. By regularly communicating you can build trust and develop a relationship that will lead to an eventual sell.
5. Sign People Up to Your Mailing List
Email marketing is much more successful at selling to your target audience because it is a permissible marketing avenue; i.e. the receiver has given authorisation for the company to send marketing materials. If they like your conversations online, they will be highly interested in receiving content from you via email.
6. Advertise Premium Content
If you are offering a subscription service that is based on providing content to those who have paid, then you can advertise new premium content you have created and added to your site. This is highly effective as it demonstrates that you are constantly adding value to your subscription site. This will persuade people to join up when they see you are actively developing your subscription packages.
If you are a software provider, constantly noting when you have made changes to your software such as new features, fixed bugs, etc. will have a similar impact.
7. Advertise Others
By sharing content that has been produced by others who are not direct competitors, you can develop friendships across social media. The more you share, the more that will be shared by other brands that will reach new audiences and attract potential customers to your social media profiles and website.
Social media is one of the best ways to communicate with your audience. However, it is not always best to sell your subscription packages directly. It is more effective to demonstrate your expertise and move your audiences through a carefully planned sales funnel. Then you can grow your subscription business and offer more features and content.