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Twitter Chat: Selling on Social: Understanding the Buyer’s Journey - Transcript & Summary

Twitter Chat: Selling on Social: Understanding the Buyer’s Journey - Transcript & Summary featured image

Thanks to all who participated in the ManageFlitter #SocialROI Twitter Chat on Tuesday, 5th September 2017.

Madalyn Sklar hosted a Twitter Chat with Mack Collier around the topic of “Selling on Social: Understanding the Buyer’s Journey”.

Details of our next Twitter Chat:

Topic: TBA
Guest: Lisa Buyer – Social Media Speaker, Educator & Author
Date & Time: Tuesday, 12th September 2017, 6.00pm EDT
Channel: #SocialROI Chat

Click here for more information about our Twitter Chats.

Below is a curated version of the Twitter Chat with Mack Collier.

From the CEO Questions:

  1. How has ManageFlitter used social media to sell in the past?

Guest Questions:

  1. Brands often assume that once people know who they are, people will buy from them. Why is this logic flawed?
  2. It’s important to understand the buyer’s journey. What are the 4 stages of the buying process?
  3. What is a passion point and why are they important to recognise?
  4. Customer-centric content is vital in Stage 1. Can you provide us with some examples of brands doing this well?
  5. In stage 2 you need to marry your passion points with your product. What does this mean and how do you do it?
  6. When is the best time to include a CTA (Call to Action) in the buying process and why?
  7. The final purchase stage should be easy for the customer. What are some common mistakes brands are making at the checkout?

From the CEO Questions:

Q for @Ke_Ga) How has ManageFlitter used social media to sell in the past? #SocialROI pic.twitter.com/WGqD6q2XYC
— ManageFlitter (@ManageFlitter) September 5, 2017

CEO Answers

A1. We use Twitter, FB, & Instagram for marketing our product & content. #SocialRoi https://t.co/qiuJzxCsbj
— Kevin Garber (@Ke_Ga) September 5, 2017

A2. We also make sure to pop into Twitter threads where someone recommends us. #SocialRoi https://t.co/qiuJzxCsbj
— Kevin Garber (@Ke_Ga) September 5, 2017

A3. That way we can answer a prospect’s questions directly and quickly. #SocialRoi https://t.co/qiuJzxCsbj
— Kevin Garber (@Ke_Ga) September 5, 2017

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Guest Questions:

Q1) Brands often assume that once people know who they are, people will buy from them. Why is this logic flawed? #SocialROI pic.twitter.com/KuH3R0GES9
— ManageFlitter (@ManageFlitter) September 5, 2017

Guest Answers

A1 Many companies want to ‘build awareness’ with social media, if you do that, it means you CANNOT sell to this group #socialROI https://t.co/egGUFia42v
— Mack Collier (@MackCollier) September 5, 2017

A1 The customers you want to ‘build awareness’ with don’t know who you are, so they also don’t know why they should buy from you #socialROI
— Mack Collier (@MackCollier) September 5, 2017

A1 #SocialROI so you can NEVER sell to a group UNTIL they know who you are AND understand why what you sell is relevant to them
— Mack Collier (@MackCollier) September 5, 2017

Other Answers

A1: You have to stay in front of consumers until they make a purchase, don’t just assume they’ll remember you when the time comes #SocialROI
— JMatt (@JMattMke) September 5, 2017

A1: It leaves out this step:
Build a Relationship
(ex: would a person jump into marriage after the first date?)#SocialROI https://t.co/I0bdEAwzpc
— Susannah the Geek (@greatergoodgeek) September 5, 2017

A1. Social Disruption = Awareness is Fleeting. Hard to b memorable w/ so many distractions. Being top of mind is challenging #SocialROI
— Su Doyle (@sudoyle) September 5, 2017

A1. Knowing doesn’t mean trusting.
There has to be trust before selling happens. #SocialROI
— Ai Zhang, Ph.D (@aiaddysonzhang) September 5, 2017

A1 The market is saturated w no differentiation. Brand storytelling makes the relationship emotional rather than transactional #SocialROI
— comfortwriter (@ComfortWriter) September 5, 2017

A1b) Knowing what a brand is about provides prospect with confidence that fuels impetus towards purchase. #SocialRoi https://t.co/qxwtzj4kdJ
— Kevin Garber (@Ke_Ga) September 5, 2017

A1: Knowing/buying are no longer enough. Brands need a tribe of raving fans enrolling their friends in a shared mission. #SocialROI https://t.co/ZnkoxU30Xm
— Stacey DePolo (@sdepolo) September 5, 2017

A1. #socialroi
Brand awareness is built over time. Competition is fierce. Work hard to keep up & be “memorable”. Don’t take it for granted. https://t.co/wTsUUhxbSy
— Natasha G. (@nplusg) September 5, 2017

A1: #Brands cannot solely rely on one-time relationships. The Service / product needs to provide added value with great #CX. #SocialROI
— Benny Gelbendorf (@BGelbendorf) September 6, 2017

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Q2) It’s important to understand the buyer’s journey. What are the 4 stages of the buying process? #SocialROI pic.twitter.com/5VajPcmx6F
— ManageFlitter (@ManageFlitter) September 5, 2017

Guest Answers

A1 – #1 – Unaware & I don’t care – Buyer doesnt know who you are or why they should care who you are #socialROI cont….1/4 https://t.co/08NgIXi8sL
— Mack Collier (@MackCollier) September 5, 2017

A1 #2 – Slightly aware & slightly interersted – Buyer is beginning to undertand who u are & the relevance ur product has to them #socialROI https://t.co/m6lcuLtj3K
— Mack Collier (@MackCollier) September 5, 2017

A3 – #3 – Interested & Considering Buying – the buyer is doing research & considering a purchase, THIS IS WHERE YOU SELL #socialROI
— Mack Collier (@MackCollier) September 5, 2017

A3 – #4 – Ready to buy, take my money! Buyer is ready to buy, just show them how to complete the sale! #socialROI
— Mack Collier (@MackCollier) September 5, 2017

A3 Notice I said you sell at stage #3, most companies start selling at #1 – Unaware & I don’t care, complete disconnect #socialROI
— Mack Collier (@MackCollier) September 5, 2017

Other Answers

A2: I feel like I can copy/paste my answer from the internet… so I will: Consideration, Evaluation, Purchase, Experience. #SocialROI
— JMatt (@JMattMke) September 5, 2017

A2) People can have an inkling of who you are but it’s ultimately the brands responsibility to drive customer curiosity. #SocialROI
— Kate Frappell (@katefrappell) September 5, 2017

A2) Problem awareness, research, evaluation of alternatives, purchase. Post -purchase is v important too. #SocialROI
— Kristen (@Kristen_MarieNY) September 5, 2017

A2. Identify Need. Research (typically Social Media or Amazon). Look at Reviews. Make a Decision. #SocialROI
— Melissa A (@mz_rocko) September 5, 2017

A2: a modern buyer’s journey
– intrigued
– engaged
– delighted
– enrolling others#SocialROI https://t.co/0x9uZeA5dN
— Stacey DePolo (@sdepolo) September 5, 2017

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Q3) What is a passion point and why are they important to recognise? #SocialROI pic.twitter.com/6RHl9jDBEQ
— ManageFlitter (@ManageFlitter) September 5, 2017

Guest Answers

A3 – A passion point is a point that connects your brand to the buyer. It’s a quality or aspect associated with your brand #socialROI https://t.co/hpXFa6I4db
— Mack Collier (@MackCollier) September 5, 2017

A3 For example Volvo has marketed its cars for years as being SAFE, SAFETY is the passion point that connects Volvo to its buyers #socialROI
— Mack Collier (@MackCollier) September 5, 2017

Other Answers

3rd Date analogy also applies 2 social selling. Don’t sell until there is awareness, trust & alignment of needs / capabilities #SocialROI https://t.co/1jRqpC40xh
— Su Doyle (@sudoyle) September 5, 2017

A3: Passion points identify the mutual interests between the audience & the brand. That is where you want to start with content! #SocialROI
— JMatt (@JMattMke) September 5, 2017

A3) Passion points are found where your brand & customers intersect. What are your mutual interests? How can you leverage them? #SocialROI
— Kate Frappell (@katefrappell) September 5, 2017

A3: This is the point where the #customer is genuine interested (not only showing interest) in the product. #SocialROI
— Benny Gelbendorf (@BGelbendorf) September 6, 2017

A3b: Important to identify passion point since this is the exact time, place to move #customer down the marketing funnel #SocialROI
— Benny Gelbendorf (@BGelbendorf) September 6, 2017

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Q4) Customer-centric content is vital in Stage 1. Can you provide us with some examples of brands doing this well? #SocialROI pic.twitter.com/7ZTGaCgdIc
— ManageFlitter (@ManageFlitter) September 5, 2017

Guest Answers

A4 – Red Bull – Content focused on exteme sports, not energy drink, Patagonia – Content focused on outdoors not clothing #socialROI https://t.co/hlSyxIzGiu
— Mack Collier (@MackCollier) September 5, 2017

A4 – Another good ex is State Farm their emails focus on content to teach you how to be safe in a storm, drive safe, not policies #socialROI https://t.co/hlSyxIzGiu
— Mack Collier (@MackCollier) September 5, 2017

A4 If you sell pots & pans, create content that teaches us how to be better cooks, we will buy your pots to cook with! #socialROI
— Mack Collier (@MackCollier) September 5, 2017

Other Answers

A4: I’m a fan of @ChicagolndSpdwy on IG promoting camping packages. Nice visuals that entice the buyer! #SocialROI
— Matthew Owen (@mowenranger) September 5, 2017

A4: I like what @KossHeadphones is doing with their marketing efforts right now, they are connecting with the buyers with photos. #SocialROI
— JMatt (@JMattMke) September 5, 2017

A4. Curation services doing good job of providing on the spot advice. CEO of StitchFix claims returns = data = better content #SocialROI https://t.co/Erp44JoWi0
— Su Doyle (@sudoyle) September 5, 2017

A4) Off the top of my head: Coca Cola sell ‘Happiness’ & ‘Summer’ not Cola. #SocialROI
— Kate Frappell (@katefrappell) September 5, 2017

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Q5) In stage 2 you need to marry your passion points with your product. What does this mean and how do you do it? #SocialROI pic.twitter.com/b2QCed2DFB
— ManageFlitter (@ManageFlitter) September 5, 2017

Guest Answers

A5 Take a passion point, say Cooking & show buyer how they can cook better with YOUR pots & pans #socialROI https://t.co/82M8OiMCNS
— Mack Collier (@MackCollier) September 5, 2017

A5 If a mom wants a safe car for her children, Volvo could create content that educates her on safety features of their cars #socialROI
— Mack Collier (@MackCollier) September 5, 2017

A5 When you create content focused on my passions, it makes YOUR BRAND more relevant to me by extension, makes me pay attn to you #socialROI
— Mack Collier (@MackCollier) September 5, 2017

Other Answers

A5 tell stories what makes your product wanted and fun. Don’t just sell, people don’t want to be sold, they want to buy magic #socialROI https://t.co/EKL4nkM6z0
— Jade Alberts Consult (@Jade_A_Consult) September 5, 2017

A5: The passion, turn it into a problem that your product/brand solves/improves! Provide passion-improving content on social! #SocialROI
— JMatt (@JMattMke) September 5, 2017

A5: Show, don’t tell. Use content marketing to tell what problems you solve. #SocialROI
— Isil Simsek (@IsilSimsek) September 5, 2017

A5. #socialroi
Basically show, via your story/message, what makes your product unique – how it differs, stands out. https://t.co/nCE8DlkZSM
— Natasha G. (@nplusg) September 5, 2017

A5. Give examples of how to use the product. Better still, let other customers share their ideas. Embrace individuality! #socialROI
— Su Doyle (@sudoyle) September 5, 2017

A5: Passion points are based on concepts the potential customer can relate to. Associating these with product values is essential #SocialROI
— Benny Gelbendorf (@BGelbendorf) September 6, 2017

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Q6) When is the best time to include a CTA (Call to Action) in the buying process and why? #SocialROI pic.twitter.com/v0ATQaAMhB
— ManageFlitter (@ManageFlitter) September 5, 2017

Guest Answers

A6 – Include a CTA that helps move the buyer to next stage…..at 1st stage – email subscribe, at 2nd stage ask DL a white paper #socialROI https://t.co/w9ivfW7xhk
— Mack Collier (@MackCollier) September 5, 2017

A6 At 3rd stage, include a CTA to help them buy! #socialROI
— Mack Collier (@MackCollier) September 5, 2017

A6 Keep in mind during 3rd stage buyer is doing research give DETAILED product info here in content, more for more expensive prod #socialROI
— Mack Collier (@MackCollier) September 5, 2017

A6 So NEVER talk about your product during 1st stage, ALWAYS talk about your product during 3rd stage! #socialROI
— Mack Collier (@MackCollier) September 5, 2017

Other Answers

A6 At defined points in user journey when you need the user to switch from passive to active & commit to something (big or small) #SocialROI
— comfortwriter (@ComfortWriter) September 5, 2017

A6: Depending on the CTA, you should include it from the beginning IMO. You have their attention, “Learn More” is an easy one. #SocialROI
— JMatt (@JMattMke) September 5, 2017

A6) Your CTA can subtly increase along the buyers journey. Start with ‘Get More Info’ and end with ‘Buy Now!’ #SocialROI
— Kate Frappell (@katefrappell) September 5, 2017

A6 The user role starts as passive eg browsing, & you want them to commit to something in your sales funnel (not a competitor’s) #SocialROI
— comfortwriter (@ComfortWriter) September 5, 2017

A6 at the point you feel they are committed. This varies in every sale. Don’t be scared to ask for the business at anytime #socialroi https://t.co/EpfdivHnWu
— Jade Alberts Consult (@Jade_A_Consult) September 5, 2017

A6: you can have a CTA at any point in the process, as long as it’s not too intrusive. IMO #socialROI
— Matthew Owen (@mowenranger) September 5, 2017

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Q7) The final purchase stage should be easy for the customer. What are some common mistakes brands are making at the checkout? #SocialROI pic.twitter.com/OhVI07DBQk
— ManageFlitter (@ManageFlitter) September 5, 2017

Guest Answers

A7 Not making it EASY for the buyer to buy! So many brands sell too soon, then don’t sell enough when it’s time! #socialROI https://t.co/lMtpmt7gSl
— Mack Collier (@MackCollier) September 5, 2017

Other Answers

A7: You’re at the checkout, make it easy to make the purchase – less hoops the better! Let me purchase online if I’m there. #SocialROI
— JMatt (@JMattMke) September 5, 2017

A7: Check your checkout process to make sure it works properly. So important! #SocialROI https://t.co/IGgimtGM8a
— Madalyn Sklar (@MadalynSklar) September 5, 2017

A7 Making it about the brand, not the customer eg lack of guest checkout; upselling; marketing prompts. Be easy/quick/convenient #SocialROI
— comfortwriter (@ComfortWriter) September 5, 2017

A7: Make it easy for me to buy. If promoting a product,don’t put the homepage link in your bio,direct me to that product. #SocialROI
— Isil Simsek (@IsilSimsek) September 5, 2017

A7) My pet peeve at online check outs are clunky ‘sign in/sign up’ forms. Make it super easy, or don’t make me sign in/up at all. #SocialROI
— Kate Frappell (@katefrappell) September 5, 2017

A7. #socialroi
Don’t bombard with ads/marketing
Don’t bombard with other things to sell
Loooong forms
Quick, Easy, Friendly, Smart https://t.co/IPW2avJtjL
— Natasha G. (@nplusg) September 5, 2017

A7) Hiding return policies, shipping costs/total costs or adding unrelated/unneeded upsell’s. No chat or phone support also. #SocialROI https://t.co/Wx5ZbcGZiZ
— Stacey DePolo (@sdepolo) September 5, 2017

A7: 2 steps buying process 1. Choose the product 2. Complete payment/order by phone. From my experience those are process killers #SocialROI
— Benny Gelbendorf (@BGelbendorf) September 6, 2017

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We hope the above has provided some useful information.
Join our next #SocialROI Chat next week on
Tuesday, 12th September 2017, 6.00pm EDT.

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