But when it comes to the online marketing practices used by many direct selling companies, that personal touch can often be lost. The very thing that makes these businesses so unique and so successful can be neglected in favor of the same marketing techniques used by everyone else.

To preserve and even highlight that special emphasis on personal relationships that direct sales companies enjoy, the right social media marketing strategy is essential. The following tools and tactics can mean the difference between embracing that unique edge – and letting it get lost in a sea of cookie-cutter marketing campaigns.

Facebook Live Streaming

Nothing says personal like a live video, and Facebook’s newest feature is proving just how successful this medium can be in marketing. There’s an undeniable difference between watching a pre-recorded video and watching someone live. Speaking into a camera live creates an intimate atmosphere that makes viewers feel they’re connecting with the speaker much more personally than they ever could through a pre-recorded video, and the less polished and rehearsed the live video, the better. Viewers can feel the authenticity, and respond on an emotional level. Live streaming should also be looked as a tool to educate rather than simply hawk products.

Direct selling companies can tap into this power by live streaming on a regular basis. Maybe it’s the CEO of the company sharing the latest inspirational success stories, or a top consultant conducting weekly sales training sessions. It could be a tutorial on using the latest new products offered, or even just humorous glimpses into what company executives do in their free time. With Mary Kay for example, we attracted hundreds and thousands of views by live streaming events such as their fashion show and even the groundbreaking of their new facility. By making it a regular appointment, consultants and customers will know when to log on to watch, and each new live video will strengthen the connection they feel to the company and the people it’s made up of.

Strategic Content

The success of any social media marketing campaign depends in large part upon the quality of the content being shared. If followers aren’t finding a company’s posts valuable, they’ll soon stop paying attention. That’s why it’s vital for direct sales companies to make sure they’re creating and curating content that is both truly worthwhile to consultants and customers, and encourages that personal relationship, as well.

Avon’s “this is boss life” campaign is an excellent example of creating strategic content which tells a story, but also involves the audience in the narrative. In this campaign, Avon consultants tell the story of what it means to be their own boss. Each story is slightly different, but the umbrella concept remains.

Article Source: forbes.com