Identifying and Reacting to Buying Signals on Social Media

You woke up this morning wanting something. Maybe your stomach growled and you needed breakfast. Maybe you caught a whiff of your morning breath and needed to brush your teeth. Regardless, we all have needs and wants, and we have them from the moment we wake up until we fall asleep.

With the rise of social media, these wants are more visible than ever, and the savvy businessperson knows how to capitalize on these leads. Even Vaguebooking and the most cryptic tweets have hidden purpose just waiting for you to crack.

Cut through the vagueness and suddenly you have a potential customer.

In the history of commerce, it has never been easier to make a sale. People are out there broadcasting buying signals as I write this on Twitter, Facebook, and Google+—and you’re sitting here reading this? What are you doing! Go out there!

However, if you’re unclear how to approach buying signals, or are unclear what a buying signal looks like on social media, then read on, because I’m about to show you why social media should be one of your most prized business tools.

Last week, I attended a webinar by Vocus’ You Mon Tsang, Senior VP of Products. He defined buying signals as a “signal from a potential customer that shows an intent to buy a product or service.” These signals used to be expressed by a customer walking into a store, but now people post these buying signals on social media, giving businesspeople a faster and greater access to customers’ wants.

Buying signals might be obvious: “I’m in New York and need a place to stay tonight. Anyone have any recommendations?” If you work at a hotel, you’re in luck! Go get ‘em! Reach out to that person and let them know you exist and your rooms are available. You might even want to send ongoing specials.

Some people might be this straightforward, but it’s not necessarily this easy. A more common occurrence might read: “I broke my phone. If you need me, message me on Facebook.”

I’m sure we’ve all seen this status on Facebook (unless your friends are a lot more careful than mine!). If you’re a cellphone manufacturer, now is a great time to contact this person and make a recommendation. Even better, if you make cases for phones, wait until they get a new phone, and then send this customer a reminder to get a case.

Cha-ching! Why am I a copywriter? It might be time for a career change.

But of course, it’s not that easy to make a sale. While social media has made buying signals more obvious, it can still be difficult to close a sale. In the webinar, You recommended to respond to buying signals by reaching out softly. Don’t just spam links to a product’s page. Start a conversation and get to know a customer. Let them know you care. Gauge the customer’s interest. Are they receptive? Do they ignore you?

Only after you get a feel for the conversation should you start bringing up your product. Offer up a coupon code for a discount—who doesn’t love a good coupon? Show articles ranking your product above competitors. Again, don’t shove your product in their virtual faces, but your rapport allows you to be a bit more aggressive.

It certainly takes some practice to understand how to interact with customers, but once you’ve figured out how to identify and react to buying signals, you’ll be making more sales than ever before. After all, 64% of social media users have said that social interaction had an influence on buying decisions. Don’t ignore the power of social. Connect with those in need and start reacting to buying signals.

About Joshua Duke

Joshua Duke is Standing Dog's Content Manager and Copywriter. You can also follow his thoughts and personal musings on Twitter by following @joshmduke.