include anticipated objections from potential buyers
and how to overcome those objections.
On the other hand, unscripted or spontaneous
content allows you to show what is happening in the
moment. Perhaps you could share a picture of two
friends at the beach, putting on sunblock. One friend
points out a huge sunburned spot on her friend’s back,
and they joke about being one hour too late with the
re-application. It’s a real-life example to which many
can relate and laugh about—yet still, it gets the message
out. Sometimes, in a hurry to get content out, there
are grammatical mistakes, or photos in which people
aren’t looking their best—but that’s okay. In our reality
television-based society, people respond to reality.
MOBILE ADS, TARGETED/BOOSTED POSTS
Mobile ads in social media are similar to Google
pay-per-click ads, in that businesses pay to appear
on relevant website pages. They can also be used to
share images such as before and after photos You can
increase engagement by targeting specific viewers. For
example, you can designate your targeted Facebook
audience as females, aged 20-40, who make at least
$50,000/year, read Vogue and belong to a gym. You can
also boost posts to reach more people, using your own
budgeting and targeting options.
People are often surprised to learn how frequently
posts are boosted. Those posts that do exceptionally
well as far as engagement don’t necessarily occur
Influencers aren’t just a social media phenomenon,
they’re also a marketing venue that has become an
increasingly popular way to help get a message out.
In our industry, they are beauty/fashion bloggers,
Facebook users with 10,000+ friends and Instagram
favorites. Basically, you pay or inspire influencers
to talk about you and the products and services that
you offer. Khloe Kardashian is the perfect example.
With more than 60 million Instagram followers, it’s no
wonder that Kybella paid Khloe to be its spokesperson.
You can easily find an influencer in your community
who might be willing to talk about you in exchange for
ECOMMERCE IN SOCIAL MEDIA
It’s becoming easier every day to purchase items
through social media. You can easily link your social
media pages to your website and/or other purchasing
sites such as PayPal or Amazon. You can also add
links to You Tube videos that will take viewers to
KEYS TO SUCCESS
The key to social media for businesses is to engage
their audience by educating, entertaining and evoking
emotions within them. If a business’ posts make
readers smile, cry, feel connected—or even shock or
anger them—they’ll continue checking your posts.
When it’s time for them to seek out a service, you’ll be
in the front of their minds. More engagement ultimately
means more sales.
Thanks to user-friendly social media sites, it is
now easier than ever to share your message. As far
as budgeting and engagement goes, don’t spin your
wheels in too many directions. See what your viewers
like. Observe what they respond to—which posts get
the most “juice.” Then, adjust your budget to boost/
push out more posts like those. Start with baby steps,
and you can watch your business grow with the help of
Increase retail sales by incorporating a social media strategy.
Louis “The Laser Guy” Silberman is president
and founder of National Laser Institute, a
cosmetic laser and medical esthetic training
center. He is the owner of medical spas in
Scottsdale and Dallas, a nationally recognized
author and motivational marketing speaker. Silberman can be
contacted at louis@ nationallaserinstitute. com