“Lead people with what they want. – Lead with what they’ve already said. – Lead people from where they’re at. – Lead them with the things that concern them.” – Sandi Krakowski
You will notice that Krakowski wants you to create a lead generation strategy around your target customers’ needs on the platform where they prefer to be. Today social media has become an inseparable part of our lives and work. While we meet potential clients and customers through professional networks like LinkedIn, we nurture those relationships through Facebook as they become more personal, get a glimpse into their likes and interests through Instagram, and if possible, chat with them on Whatsapp.
Why should your sales team then shy away from leveraging this powerful medium to enhance their lead generation strategies?
In fact, it’s time for them to start using social media marketing to increase sales and the visibility of your business if they haven’t already.
What is Social Selling?
Well, the term has been doing the rounds for quite some time, but it is not just about the use of social media. In fact, it is a way, used by efficient salespeople to create and nurture long-lasting relationships on social media platforms. In some quarters, this seen as a replacement for cold calling and mass outreach efforts.
Social-selling is a structured but indirect way to generate more leads, not by coaxing your target customers to buy your products or services but making them aware of the benefits of opting for the same. The nudge is subtle, structured, and sustained, once you appear in the eye line of your prospect as someone worth connecting with.
If your sales team haven’t adopted social selling yet, you may well be missing out on a lot of potential customers.
Are you still wondering why to engage your salespeople in social selling?
Building Real-Time and Long-Term Relationships
Lead generation with social media helps your sales team make real-time relationships with clients, who have similar tastes and preferences. Most people these days avoid responding to cold calling and direct advertising, so this may be the safest way to generate new conversations that turn into leads. Your sales team can also use relevant social media tools to identify potential customers (or clients), who are already talking about the problems that you can help them solve, taking an interest in your industry, or your competitors, and use that information to connect with them at the right time.
Managing your Online Perception Easily
With social media, you can manage the perception of your brand more easily. You have the opportunity to add a focus on customer testimonials, reviews, and feedback. According to some estimates, 70-80% of buying decisions are influenced by online reviews. Try conducting a Google search on your sales team. What do you think will come up? Ask your sales folks to optimize their social profiles, so that such a search, when conducted by a potential buyer of your products (or services), showcases a positive outcome.
Generating Prospective Leads
As mentioned earlier, people are becoming more and more turned-off by banner ads and cold calls. They tend to place their faith more on businesses that engage, listen, and specifically cater to their needs. In short, they believe in real-time conversations rather than machinated advertisements. Therefore, if you wish to grow, you have to engage on a personal level with your potential clients or customers. You need to earn their trust before you can expect them to buy from you.
Creating a Loyal Customer Base
What about after someone has bought from you? Your social media presence can go a long way in establishing a relationship of trust with your potential customers, as well as existing ones. Social selling helps your sales team stay in touch with your existing customers, engage them, and take their feedback on board. Responding to queries, taking suggestions, apologizing for mishaps, making amendments for negative reviews, all help create involvement and engagement. If you listen to your customers, you have the opportunity to build a relationship. That could go a long way in helping retain customers in the long run.
So how do you go about adopting social selling?
- Instruct your sales team to create and optimize their individual social media profiles, as well as your business profile
- Define a clear social media communication strategy and messaging that everyone can follow in tone, focus, and direction.
- Hire professional content writers to generate content that your sales team can use in their social selling campaigns
- Stay active on LinkedIn, which is the biggest professional social media network out there and optimize your profile according to your image
- Use your Twitter handle to follow the current social media trends in the industry and also make some useful connections
- Hire a social media marketing agency, if possible, to take the load of keeping your social media strategies current, off your shoulders
Marketing and sales are, of course, incomplete without each other. If you lag in one, the other will fall. Ensure that you invest adequate time and resources to updating your social media marketing strategies and integrate that with your lead generation process. It’s the right, in fact, the only way to get ahead in this social age.
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