Social Media Marketing for Direct Selling Companies in the Digital Age

Last month, the Direct Sales Association asked me to keynote on the topic of marketing and sales in the digital age for their annual conference. I found this to be truly fascinating as Direct Sales companies are responding to some very distinct challenges – challenges which are resulting in some excellent best practices for us all. More than just about any other industry, direct sales companies are today facing a unique paradox. On one hand, direct sales companies rely on personal connections, but without using social media appropriately, they really can get left behind. Whether it’s building an enthusiastic team of consultants, or making sales at a home party, forging those authentic connections is key. One key finding revealed at the conference showed that more consultants and distributors are turning to search engines and social media for information more than ever before. This is a historical shift.But when it comes to the online marketing practices used by many direct selling companies, that personal touch can often be lost. The very thing that makes these businesses so unique and so successful can be neglected in favor of the same marketing techniques used by everyone else.