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Por María Eugenia Guidara |


Have you ever asked yourself (or maybe you’re asking yourself right now) how to adjust your Social Media channels to your business’s global sales strategy? We know that the outlook on this subject is somewhat pessimistic, especially when it comes to small businesses and local stores. It’s thought that sales on social media are very hard to obtain; this is not true! We’ll be showing you a series of super effective and valuable ideas (with specific actions) to acquire sales through your social networks.


First off, let’s take a look at what we’re referring to when we talk about “leads”. These are the people who become potential clients once they’ve entered their information through online forms, discount coupons, among other options. One of the clearest examples of this are eBooks. To be able to download a free eBook you have to enter information such as your name and e-mail address. This client information along with information from other people can be turned into a lead database.

sales strategy download ebook free

According to the website Hubspot (based on information collected from different investigations),

“Social networks generate approximately double the amount of leads than other marketing actions like mailings, PPC actions, telemarketing or fairs”.

“Conversion rates on these generated leads are 13% higher thanks to social networks”.

Of course after generating leads comes converting them into actual customers for your business or local store. The entire sales strategy should be focused on leads conversions (from those who are interested to buyers). Social Media is the ideal tool for accomplishing both goals: leads and sales. Why do we say this? Not only for the high level of Internet user participation on social media but also because of the type of interaction that these users have with brands. That being said, the client is on social media and is ready to buy.

To reach them it’s important to build your brand by creating value through each and every content that is shared on social networks. And creating value is, in principle, humanizing content. Users want to be treated as people, want to relate, want to talk. Thus from here the importance is relating with them. No sales strategy in an online social settings can lose sight of this point. Before selling, you have to think about giving.

Now, not only one type of relationship exists. Relationships are more complex on Social Media since there are a multitude of platforms and environments. These brand-client relationships turn into a new form of buying-selling, far removed from traditional marketing. Not so direct. This being said, we want to emphasize the importance of knowing all the possible connections in the social universe and cultivating meaningful relationships. This is about always making new connections and interacting with all of them, being as farfetched from our sales goals that they may seem.

And the time has finally come to go over more than 15 super effective ideas to apply to your Social Media sales strategy, specific actions and examples included.

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Position your brand and get users to interact with your business!

Presence, visibility and relevancy. These should be the goals of every brand that wants to belong to the world of Social Media and develop a successful sales strategy on this channel. In order to do this, you have to become acquainted with and manage the platforms or tools you’re going to work with as well as know about your own brand or company in depth.

  1. Before launching your brand’s presence on social media, make sure that you are able to manage and develop it. A poorly cared for and defective presence can be harmful to your brand/company reputation.
  2. You should identify your brand/company’s presence for each social network. For example, it’s evident that there are precise differences between Facebook and Twitter. Every social network has its own dynamic. It’s your responsibility to know these dynamics, identify if they are relevant to your brand, know what type of clients it has, what elements and characteristics make it useful and what type of management does it require.
  3. Once you’ve decided upon which social networks will be part of your strategy, you must achieve a sustained presence with dual functions: listening and conversation. These are the basis which will position your brand on social media, by providing a reputation and value.
  4. Campaigns on Social Media call for creativity, honesty, fun and persistence. It’s about creating familiarity and closeness with users which makes them feel like your brand has what they’re looking for. Social Media Campaigns need a long term plan with a defined budget.
  5. It’s very important that you respond to all the comments your visitors leave you on social networks. Generate interaction and participation!

There are millions of examples on brand positioning for a social media sales strategy. We’ve chosen one that seemed very interesting: Caran d’Ache. It’s a Swiss factory which produces high quality products, writing tools and accessories. They have a website with an online store, Facebook, YouTube and Instagram. This choice corresponds with visual attributes being used to demonstrate the efficiency of their products.

sales strategy carandache FB product pics

sales strategy carandache FB client drawing

sales strategy carandache FB comments

Let’s analyze a few of the images we’ve taken from Caran d’Ache’s Facebook profile: first off, a series of photos on the production process for graphite pens can be seen: “a process especially designed to create the perfect pen”. Displaying the production process is a resource that Caran frequently uses whether it be in their Facebook posts or YouTube videos. Look at this video, “100 years of shared emotions”, where employees can be seen working on the products and the clients using them.

In the second image, we see a drawing made by a client. Their Facebook posts have a high percentage of this type of content. It’s even made clear that anyone who wants to display their art “is free to do so”! Thus, they’ve involved their clients as content generators and brand advocates.

In the third image a client’s comment and brand’s response can be seen. The importance of feedback remains clear; kindness, humility and confidence in dealing with the customer.

While this is an example of 100 years of brand building, it also perfectly serves as inspiration. An important detail that you can apply to your posts on social networks is inserting the product link in order to buy it. We’ll see more of this point in the next point.

Sales strategy: Making it to the “funnel”

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The “funnel” is the purchasing funnel. It starts with the users/visitors of our websites/social networks who provide their information on forms and are thus converted into leads. We’re talking about cold data. The following step is analyzing and assessing each leads’ behavior in order to differentiate between cold leads and hot leads. Meaning, those who are far from purchasing and those who are about to become clients.


We’re talking about “lead scoring” as a more specific sales strategy: the use of marketing software to classify leads based on their behavior; what sites they’ve visited, how many times, if they’ve commented on any publication, where they clicked, among other variables.

Valuable leads are those which have a better chance of getting into the purchase process and becoming prospects. Other advice: it’s much more profitable to generate valuable leads than any other type of leads. For example, suppose that a digital marketing training institute is trying to generate leads (contact information) by raffling off a Tablet. Many users simply enter their information to win the prize, but they are not truly interested in being a graduate of the institute. It would be better to raffle of a full scholarship or partial scholarship for completing some of the training options. This would be creating valuable leads (people who are really interested in what the institute has to offer).

A prospect is a contact that is already a client, who has previously provided detailed information. We better know their desires, needs and expectations, therefore we’re able to provide them with more tools so they reach conversion. For prospects, offer them some type of benefit via a phone call or email among other tactics, in order to push them to make the decision and consummate our objective: the sale.

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How to generate valuable leads on Social Media and get them to the funnel?

While touching base on the theme of brand positioning we listed five tips and specific actions. So let’s get back to this list, but now we’ll focus on the practice of generating leads on Social Media for a successful sales strategy.

  1. Utilize key words and hashtags related to your business. Every content marketing strategy on social networks should include keywords in order to better position your brand in organic search results on Google.
  2. Always utilize calls to actions. These have to actively stand out among the other elements. Make adjustments so users know exactly what they need to do.
  3. Twitter is a powerful tool for generating leads, especially for audience segmentation. Utilize Twitter Ads for either of their two available options: promoted Tweet or Lead generation card (Twitter Card for lead generation).
  4. Don’t miss out on being present in Twitter’s timeline. Share relevant and valuable information.
  5. Take full advantage of Facebook’s potential to generate leads: contests, promotions, events, etc.
  6. Take a gamble on potent visual designs to connect with your target public and maximize your campaign benefits! Don’t pass up using infographics, for example.
  7. Make use of Pinterest and Instagram and use them to display your brand/company’s culture and products. Don’t forget to utilize keywords.

sales strategy carandache instagram page

  1. Plan out intelligent goals when it comes to a sales strategy on Social Media: goals need to be specific, attainable, pertinent, measurable and possible.
  2. Communicating with the audience is key to the entire process: this is listening and then analyzing the brand identity process. What are they saying about your brand, what are they hoping for, etc. You’ll have to fine tune your message based on this and adjust it to each social network accordingly.
  3. Always show your brand’s value. What does your brand/service/products provide that your competitor doesn’t? Strengthen the effective and consistent communication with those who have become your brand ambassadors.

We’ve finally reached the end! Here are some additional texts related to the them that you might also be able to benefit from:

We’re definitely waiting to hear your comments and suggestions. See you soon!