The message from those who know what social media marketing is simply gets diluted by short attention spans and lack of commitment.
The basic fact is that it is possible to get a lot of orders through social media.
Mek sells (Skill level: MS0) will stop reading at this point and just parrot this advice as if it is helpful. It isn’t helpful because this just gives the platform/media that can be used. It doesn’t explain how to approach it
Companies, even smaller ones, have people assigned to manage social media in a certain way to drive website traffic and sales.
Experienced Meksells (Skill level MS1 (a point because they can spell their own name)) stop reading here and go share the good news that you drive traffic and sales through social media. Still no advice on how
Those who have learned how to approach social media for marketing set themselves up as an expert in their field (just one technique of many) and post advice and interesting information on social channels as well as niche forums and elsewhere which builds their reputation.
Average sellers (MS25) stops reading or remembering from here. Shares this info either directly with others or while scolding MS0s and MS1s for giving unhelpful advice. They also won’t try the advice/method out themselves.
Then there are some who see the above advice and explore it more, possibly by asking more specific questions or by getting answers from other places. Some may even do a short course on social media, some will read books by big influencers and experts.
Finally there are those who understand that social media marketing (aside from fluke viral moments like happened to SocalChrist or others) takes a lot of time to get yourself established. As a result, they set aside a short amount of time each day, week, or fortnight to focus on their online presence. Of course, they know spamming is never good and so instead they show their expertise and help people - knowing that others will also see this info in the future.
After a couple of months, they get a message from someone who says “Hey, saw your answer on [forum of some type] and thought it made sense. Can you look at this for me.” This client is nice, polite, pays well and respects the seller’s opinion because they know the expertise involved - they saw it on that forum, that’s why they came!
This gives a bit of a boost to the seller and they expand their social media efforts to maybe 10-15 minutes per day instead of the 30 mins/week they had been doing. After approx 18 months of commitment, the seller gets around a third of their work from social media and has been able to increase pricing.
That is how social media can help get sales.