Tips on Creating Soft Social Media Content That Converts

With over five billion users, social media has become an essential tool for businesses to reach their target audience. However, brands need to find a way to turn their likes, comments, and follows into sales, enabling them to benefit the most. 

Doing so can be a challenge as social media users don’t want to be marketed to. That means marketers need to look for soft sell tactics that will convert. This guide will help you create soft social media content that will revolutionize your social media marketing.

What is a Softsell Tactic That Converts?

If you focus only on selling products on social media, this strategy will only push customers away. That is considered a hard sell tactic where you focus on marketing your products, brands, and services. On the other hand, rather than targeting your customers, soft-selling requires you to build trust with them before you can sell to them. Therefore, you need to promote to your followers without being pushy.

This sales strategy aims to establish trust with potential and current customers by empathizing with their pain points and demonstrating how your brand can effectively address and solve their problems. Although soft-selling has a longer path that is less direct, it can offer long-term benefits for your brand, as it lays the foundation for strong customer relationships and drives future sales. Some of the key features of soft-selling are:

• Focusing on the customer’s needs and how to solve them, rather than on the products or services you are selling.
• Focusing on talking less and listening more, including collecting customers’ feedback.
• Using research and thought-provoking questions in your conversation can increase trust and help build long-term relationships. 

How to Create Soft-Selling Content

There are several steps to follow when creating content that converts. These are:

Understand Your Audience.

Without a good understanding of your audience, it can be hard to create content that sells. Therefore, you need to start by understanding their needs, preferences, and demographics. Start by creating a persona for your audience that reflects their demographics, such as age, interests, gender, and pain points. 

After understanding your audience, you can then focus on creating personalized content that addresses their pain points. By doing that, your audience will feel noticed and are more likely to feel connected to your brand. 

Use Storytelling

One powerful soft sales technique is storytelling. Instead of selling products, you can focus on telling relevant emotional stories that showcase your brand's values to your audience. By sharing inspiring stories, your audience will feel more engaged and have a deeper connection with your brand. 

For instance, a beauty product brand can share how someone felt more confident after using their products. This showcases the product's benefits while also fostering an emotional connection with the brand. Storytelling is, therefore, one of the most effective content marketing methods.

Provide Solutions Instead of Pitching

A good soft-selling strategy should focus on providing your audience with solutions to their challenges, rather than trying to sell directly to them. If your audience feels you are providing practical and valuable solutions, they will trust and buy your brand.

For instance, if you own a car repair shop, you can create content that teaches your audience how to keep their car in good condition. When you provide them with a relevant solution, they will start seeing you as part of their solution, rather than just selling a product. 

Use Beautiful and Consistent Visuals

Good visuals will help you capture your audience’s attention. Therefore, ensure that you use visually appealing videos, images, and graphics that enhance the overall look of your content. The visuals should also reflect the message you want to send to your audience and align with your brand image.

You can create a professional and positive brand image by consistently using high-quality visuals. You can also use visuals to enhance your message and ensure that the content remains memorable in your audience’s minds.

Interact with Your Audience

The good thing about social media is that it enables you to interact directly with your audience, build more personal relationships, and end up with more meaningful ones. Use social media tools like polls and Q&A sessions to enhance interactions. By doing so, your audience will feel more valued, and you will gain a better understanding of what they want. Interactive content also helps increase engagement, leading to higher visibility for your content.

Stay Authentic and Consistent

When soft-selling, it's essential to remain consistent and authentic, as social media users trust brands that consistently convey the same message and values. Therefore, ensure you create content that reflects the brand's identity while upholding its values. 

Also, ensure that you stay authentic even when communicating with your audience. If your brand isn't genuine or perceived as too pushy, it can be challenging to increase loyalty and trust with your audience.

Use a Simple Call-to-action (CTA)

Soft selling doesn't aim to make direct sales, but that doesn't mean you can't add a call-to-action button. However, you should avoid making the CTA too forceful, as this would not align with the focus on soft selling. For instance, instead of using a phrase like Buy Now, you can use a subtle one like Learn More or Get a Solution for the Problem here.

With such a subtle CTA, your audience can take action without feeling pressured. Additionally, adding a relevant CTA will drive conversion and engagement more effectively.

Leverage Consumer Reviews and Testimonials

Customer reviews and testimonials are great soft-selling tools. When an audience feels they have benefited more from the brand, they will trust you and show more interest in your content. Therefore, add authentic and honest testimonials in videos, texts, and social media quotes. Such testimonials will enhance the credibility of your brand and serve as social proof, encouraging the audience to take the necessary action. 

Track Performances

Finally, you will need to measure whether your soft selling tactics are working. After doing that, you can change your plan to make the strategy more effective. Discover which content is most effective for your audience’s needs and goals. Review social media analytics to make informed, data-driven decisions about transforming your marketing efforts and growing your business.

Final Thoughts

Soft-selling aims to attract your audience’s interest in your brand without directly urging them to buy the product. It's a way to deliver educational, informative, and relevant building content to your audience. By using soft selling to provide more value to your audience, they will feel more connected to your brand without feeling pressured to purchase. Once you have built credibility with your audience, they will trust you and choose your brand over the competitors.