Social Selling requires a proven process. Learn how to become an invaluable resource online.
It is difficult to think of any aspect of our daily lives that the Internet hasn’t touched. In the marketplace, we know that due to the Internet, consumers and company decision makers are more than 60 percent of the way through the buying process by the time the buyer contacts your company for a sale.
This means they’ve looked at your competitors and compared quality, price, user ratings and any other facts they can gather through the Internet. Buyers are having conversations about your brand using social media sites. How does this affect an organization’s social selling strategy and what can you do to improve your place in that process?
1. Be the Expert
If your buyers are utilizing social media, why wouldn’t you? Extend a warm greeting to them and let them get acquainted with your brand and your position as an expert. This not only allows you a clearer picture of who your target audience is, it better prepares you to establish a conversation that can quickly move the sales cycle along.
2. Develop a Tight Focus on Your Target
Social sellers are experts at identifying their perfect target. You can mold your social persona to become more appealing to these buyers. Do this by taking the time to build profiles in your social channels that will compel users to interact with you. You should know their wants and needs, so cater to them in your social selling strategy. You’ll be sure to attract more leads and boost your possibility for more social selling opportunities.
3. Content Marketing Plan Strategy
One of the best social selling tools is a content marketing plan. Social selling opportunities rely on a solid plan, which is what you can develop after you’ve done your research on your target market. Your top priority in this plan should be to offer valuable and relevant content that attracts more people to your campaign.
4. Don’t Stop Monitoring
Getting clued in to what your target audience is saying, what they want and how they want it doesn’t stop after the initial homework you do to establish this knowledge. You must continually keep tabs on the conversation and adjust accordingly. The topics will evolve and you must be ready to stay relevant by adding quality content to the conversation.
5. Prepare to Guide the Social Selling Process
As you continue to monitor the conversation, you’ll have the opportunity to educate your target audience. When your timing is right, the content you provide will inform buyers and help push the sales cycle in the direction that benefits you. Remember, an informed buyer is one that will pull the trigger with confidence, which helps establish more brand loyalty.
6. Social Selling Plans That Highlight the Value
Athenahealth saw a 61 percent click-to-conversion rate increase after using thought leadership in its content ads on social media sites. The goal was to reach the decision makers at the top rung and boost lead generation capabilities, which they were able to carry out with driving traffic to their corporate website and Twitter.
Another company that saw an improvement through its social selling strategy is Stevens Institute of Technology. The education organization needed to raise awareness of its degree programs and used sponsored “inmails” and LinkedIn. The result was a 21 percent open rate on its sponsored “inmail” and an increase in information requests regarding new degree programs.
Success rates for social selling strategies vary by organization. The ones that work with professional marketing groups often see more success. Have you developed a content marketing strategy that brings more social selling opportunities? If not, contact me for a Free Content Marketing Phone Consultation