Social Selling is a Science – Learm How It Can Work for Your Business
Many organizations are now using social media to convert leads and boost their brand to a wide audience of Internet users, but developing a successful social sales plan isn’t quite as easy. If you want to take advantage of social media for Social Selling opportunities, you need to know how to identify an opportunity when it presents itself. Here are 4 ways you can approach your Social Sales Strategy.
1. Be Watchful and Survey Your Social Channels
This isn’t a Big Brother scenario – it’s about keeping tabs on your social channels, whether it’s Twitter, Facebook, LinkedIn or any other channel that your target audience uses. Some refer to monitoring these channels as “social listening.”
Hash-tagging has made social listening almost too easy. If your client base is heavily invested in Instagram, simply type your company’s name in the search area for hashtags and see what pops up. You can do the same for Twitter. If you monitor your channels on a daily basis, you can see what users are saying about you, your services and your brand. Once you’re clued in, you’re better able to position yourself for social sales opportunities. A good way to monitor your social channels is to deploy a Social Media Monitoring tool like Viralheat
2. Do Your Homework About How to Engage in Social Media
Don’t get in a rush to reach out to people talking about your company. Don’t make contact until you’ve thoroughly researched their background and interests. Your conversation has much better traction when you can zero-in on the best language (talking points) to use with them. Social media channels are built for users to share information about themselves. Take stock in that.
3. Do More Than Watch and Research – Engage with Your Social Customer
You have to know what people are saying and do your research before you can respond intelligently, which is why social listening and research come first in the process of Social Selling. Engaging is the third fundamental piece of the puzzle. Remember to keep a customer-centric approach, which means you can’t build one response for everyone.
Take a page from Starbucks’ approach to Twitter and respond to individuals who have entered into the conversation. It’s this approach that will help you build relationships and put you in a better position for social sales. The process might unfold at a slow pace, which is fine because a nurtured lead ends up spending more than those that convert quickly.
4. Examples of Success Utilizing Facebook for Sales from Social Media
Canvas People, an organization that transfers clients’ photographs to canvas, used Facebook to drive brand recognition. Their goal was to establish more engagement that led to online sales. The results speak for themselves: nearly 4,000 people made transactions with the company through Facebook. The campaign generated more than 180,000 likes.
State Bicycle Company operates in a niche market of cyclists who prefer fixed geared bikes. They also used Facebook to reach out to cycling enthusiasts and introduce them to their unique bicycles. The process led buyers to the company’s e-commerce site where an uptick of sales to the tune of $500,000 occurred. Twelve percent of the company’s web traffic came directly from Facebook.
Hubspot, a marketing software solution, narrowed its Facebook campaign to three months. This focused approach brought a 71 percent increase of sales from Facebook users.
If you aren’t sure how to get started with your Social Sales Strategy, consider some professional assistance. Social selling is a cost-effective method of improving sales, but the process can be daunting if you aren’t accustomed to working with social media. For a free phone consult on how to develop a results-oriented Social Sales Strategy for your organization, Contact me today.