Get to know the company, your contacts, and their market

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Connecting through social media is a great way to build connections through brand affinity. And since social proof tells us that people (including potential buyers) tend to prefer things that other people already like, getting your audience to like your social content is especially important.

Here's how to do it:

Determine who your social media audience is from a sales lead perspective

Publish shareable content that generates appreciation (such as how-tos, quizzes, or exclusive interviews)

Strive to achieve a positive emotional connection by finding or creating content that reflects, emphasizes, and honors your customers' values.

Don't forget to ask people who've already liked your content to share it with family, friends, and coworkers. Due to a cognitive bias called the "Benjamin Franklin effect," asking and receiving a favor from someone makes them like you even more.

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Give away free samples
As we saw with the reciprocity bias, giving something to a potential customer does more than just make them feel good about your brand. It instills a sense of obligation to do something for you in return, such nurse database as trying or buying your product.

In addition to delivering product samples in person, you might consider the following:


Provide a free gift with purchase

Set up a free demo of your product or offer a free trial period

By showcasing your product and allowing potential customers to try it without obligation, free samples can have an immediate and sustained impact on your sales.

This tactic can be especially effective with budget-conscious prospects, or during an economic downturn like the one caused by Covid-19 , when almost everyone was being careful with their budgets.