You are advertising your business and services, and all of a sudden you get a message with a question that you’ve probably already answered.
“How do I book your services?”
“How much does it cost?”
“Do you offer...?"
“Can you do …...”
The problems with these messages are: They are time consuming. One question often leads to another, and another, until you’ve spent way too much time with this lead. After their questions are answered, they disappear! (And, they never get back to you). Sadly, I've done it myself. :(
They are easy to overlook: If you take too long to answer a customer’s question, then the business has already gone somewhere else.
DMs and Social Media Messages are unavoidable. Still, you must respond to these inquiries to maintain the integrity of your brand.
63% of customers actually expect companies to offer customer service via their social media channels, and 90% of social media users have already used social media as a way to communicate with a brand or business. (Source: Smart Insights)
71% of consumers who have had a good social media service experience with a brand are likely to recommend it to others. (Source: Ambassador)
So how can you do it without hassle? The trick to DM selling is:
Have your answers ready BEFORE questions come.
Make the answers readily available to your lead.
Create a way for your lead to access that answer EXACTLY when they need it.
You already have the vehicle to do this!
It’s your website!
Your website is a perfect way to create informed leads, who are ready to book, with less manual work on your end. Here are 5 ways you can make it happen:
1. Use A FAQ (Frequently Asked Questions) Page
Round up all the commonly asked question you keep getting from your customers and answer them on a static page on your website. This could be your about me page, services page, etc. Answers to the questions should be easy to digest, relevant and timely — and easy for a client to "search" with key words. DO NOT make up questions to put on an FAQ page. These should be real questions you get often. Otherwise, you will create noise that distracts your lead from the ultimate goal: booking your services.
2. Create Landing Pages/Blog Posts
Landing pages are direct point-of-sale pages used to get your lead to act (i.e. book, subscribe, call, etc). These pages are designed to give customers useful information in exchange for theirs. Check out this example from AirBnB.
Keep in mind that this page usually acts as the beginning of the booking funnel. Content on this page is very sellsy!
3. Blog page
Blog pages are long-form answers to problems in a less formal, more editorial format. The content could range from 300-3,000 words, include pictures and videos, and takes on a more personal, conversational tone to draw the reader in.
This type of page is PERFECT for SEO when you use the right key words. It is also perfect for casually slipping in links to your services and other resources, for a little extra promo. :)
Sometimes, people ask blanket questions that you can't answer without a lengthly conversation. Instead of going back and forth with them in your DM, get them right into the sale funnel! Create a form page on your website to quickly get the information you need. That way, you can direct your lead to paid resources, such a consultation!
Forms cut the time it takes to weed out who’s serious about your product or service and who's just trying to "pick your brain" ... aka... waste your time!
5. Film Some Videos
Set up your camera and phone, and answer those DM questions in a video! Post them on your website and/or youtube as "how to" videos or tutorials!