Max Pecherskyi is an experienced marketing & brand strategist and social media marketing pro. Max is a former lecturer at the Bavarian Academy for Advertising and Marketing in Munich, where he shared his knowledge of branding strategy and the value of branded online communities. In 2015, Max transitioned to the SaaS world and co-founded PromoRepublic, a distributed marketing platform for multi-location brands that launched a social selling solution for direct selling businesses.
Max Pecherskyi
Help Distributors Focus on Relationships, Automate the Rest
No matter how much time direct selling HQs spend on building brand strategy, the actual brand experience depends first and foremost on distributors. They are the face of your business. So the more inspired but also consistent they are, the more positive the image people get of your company.
That’s why it’s definitely worth creating a supportive environment for them. This includes leadership, education, training, and — what matters a lot — providing easy-to-use technology that helps your distributors in their day-to-day communication with clients. Especially when it comes to social media communication. Social media has become the main conversation channel since the lockdown started. Research by the New York Times shows that Facebook usage has grown 27% during the pandemic. People have gotten used to chatting in messengers or Zoom rooms instead of going to parties and surfing the net instead of going to malls. This has changed customer behavior for good.
Your distributors have had to change their way of doing things as well. Before the pandemic they could give a party, showcase products personally, and exchange contacts. But now that offline communication has become a risk, they have had to find other ways of sharing their lifestyle and connecting with clients. Social media is definitely the most obvious solution, but it presents a challenge. Not all distributors are tech-savvy.
Building success on social media seems like a full-time job, from creating outstanding content to engaging followers with interactive formats. Thus, complicated posting can well be discouraging, making distributors lose interest in selling via social networks. As a result, they miss opportunities to find new people, build relationships, and create new clients.
To implement a win-win strategy, where distributors invest their time and effort in social media marketing, you need to create fertile ground for them. First of all, prove the value of building relationships. Second, guarantee your support and collaboration. Then provide educational resources to help your distributors master social media marketing. Once you join forces and start working as a team, you’ll achieve beneficial results for both parties.
Here’s what you can do:
Make daily social media posting a sure thing
To become successful on social, distributors need to show up there on a daily basis. That’s how social media platforms’ algorithms work: if distributors post once a week, their posts go unnoticed as their audience is not necessarily online when the post appears. However, regular posting increases the chances that posts will be seen. Such consistency is the only way to grow the reach of their posts, keep subscribers engaged, and get their attention.
You at the corporate office can ensure their posting is regular by pre-scheduling posts yourselves to your distributors’ social media calendars. Then all they have to do is to approve them. This becomes even more important during promotional campaigns. As they are limited offerings, on-time posting is a must. Your vendors who enable a one-click, on-the-go posting will help you be sure the campaign flow is consistent across your network.
Help distributors create content that stands out
No one can be full of ideas 24/7. Sometimes your distributors need to take a break and focus on other things besides coming up with brilliant ideas for their social media posts. But their social media audience still needs its portion of content.
“Our Wellness Advocates have great potential as authentic social sellers; they just needed better tools to market themselves online — tools that enable on-the-go posting and give them an opportunity to add a personal and authentic touch to their content and communication”, says John Dye, Senior Director of Marketing at dōTERRA in North America.
You can provide your distributors on-brand content by giving them access to an asset manager with branded templates so that they will always have fresh ideas at their fingertips. But the templates need to be aligned with each distributor’s unique style. By providing them with customization tools, you’ll make it possible for reps to retain their authenticity.
Finding their voice and approach and building a personal brand is what’s most valuable when it comes to distributors’ marketing themselves online. Telling a genuine story of success, showcasing products, and sharing lifestyle images is what attracts attention in the first place, as everyone wants to see a real human being behind the brand. It’s the way to connect with like-minded people and turn them into loyal clients.
Automation of social media content creation and posting is how HQ can help distributors fill their pages with a combination of lifestyle and branded content. Once they’re freed from the rote work, they’ll have time for sharing brand values and building relationships that convert to sales.
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Roxanne Wilson says
Yikes!
As a Social Media Coach in the Direct Selling arena with a deep understanding of Social Media, I respectfully disagree with this article. While one would think this would help, your distributors’ target market can spot the difference between a corporate post and a post from a distributor a mile away. They don’t want to see corporate created images over and over, they want to see the product “in the wild” actually incorporated in a distributors life.
I always say, no one likes a Flat Stanley.
If all a distributor is posting, or even most of what a distributor is posting on “Social” media is their business, they lose their audience.
Also, Facebook’s algorithm tends to bury posts that are too similar.
Spend your time and resources training your distributors on best social media practices for the industry from their perspective and stop posting and creating corporate posts to be pushed our by distributors ultimately do not move the ball forward.
Max Pecherskyi says
Hi Roxanne! Thanks for your comment! As for the importance of distributors featuring products “in the wild”, I couldn’t agree more. My experience of working with direct selling businesses definitely proves that their audience appreciates authenticity and genuinity a lot.
Meanwhile, educational corporate posts have a different goal: they help to share relevant, truthful information on product ingredients, use cases. Such content has to be on-brand, and what is more — compliant. Distributors don’t always have time or skills to create such posts on their own and it usually generates a lot more legal issues.
In this regard, we advise to distribute editable educational content that meets brand norms and give representatives easy-to-use customization tools. In this way, reps will be able to edit corporate-made posts (add their logos, colors, text) while staying on-brand and compliant and stand out on social media.
Mandy says
Thanks for this helpful article! I have a question about this quote, “You at the corporate office can ensure their posting is regular by pre-scheduling posts yourselves to your distributors’ social media calendars. Then all they have to do is to approve them.”
As far as I know, scheduling Facebook posts on a business page that push to a Distributor’s page is not possible. I’d like to hear more about how Max implements something like this through Facebook.
How does he “enable a one-click, on-the-go posting will help you be sure the campaign flow is consistent across your network” as he claims in the article?
Max says
Mandy, thanks for a great question! That’s right, you can’t do this directly on Facebook. This is only possible when your team has the right social selling tool with the specific features that enable such an easy posting for distributors. Such a feature set is available in the PromoRepublic platform, so I`ll be happy to jump on a call and present the way it works. Let`s connect via Linkedin https://www.linkedin.com/in/maxpecherskyi/