Yesterday we posted a blog that discussed two social selling tips. Today, we'll share the last two tips.
Strategies for Effective Social Selling
Play 3: Nurture warm prospects through social.
Why to do it: Social media not only offers a great way to make non-intrusive contact, it also lets you differentiate yourself while your prospects are still in the early stages of information-gathering. Think of social as your online golf course: on the surface you’re just pleasantly chatting while you bat around some balls, but at a deeper level you’re building relationships that can pay off over the long haul.
How to do it: The key to effective nurturing is simple: add value. When you join groups and conversations, enter with your hands full. Contribute relevant, non-sales-oriented insights to blogs, groups, and sites that customers frequent. Offering knowledge or subject matter expertise that addresses their pain points and concerns is more likely to cement connections than pitching your products or services, so listen for key issues through Google Alerts, NetBase, and similar sites. If your prospect tweets about a problem, tweet back with solution-oriented YouTube videos, links to white papers or blog posts, or other helpful content relevant to their issue. And don’t forget to share the love. Retweet and like your prospects’ posts and tweets, and mention them in your tweets; monitor their social media accounts to discern follow-up, blog, and comment points plus content to pass along.
Play 4: Make your brand easy to find through social.
Why to do it: When prospects start their purchasing cycle, having an established, highly visible social presence ups your chances of being in the right place at the right time—when they’re ready to buy. That accessibility also goes a long way to ensure you’ll make their short list when decision time arrives. What’s more, it’s a great way to extend your reach and build your brand without heavy legwork, since a strong social identity represents a one-to-many resource that can engage prospects 24/7 without your constant, direct presence.
How to do it: There are myriad ways to strengthen your social visibility. Don’t neglect the obvious ones, like including links to your social accounts in your email signature, updating your social profiles regularly, and staying actively engaged in key prospect forums. Adopt these strategies as well:
- On your blog, use SEO keywords and include links, and be sure to comment on other blogs as well. Focus on discussions that interest your prospects and targets.
- On LinkedIn, perfect your profile, use keywords, and list multiple contact touchpoints to make yourself easy to reach. Include a custom URL to make your cyber identity more memorable.
- On Twitter, use your full name in your handle, include your location, and incorporate keywords and links in your bio. Make sure to tweet and retweet frequently and at the right volume.
Want to Hear More?
You can find additional tips and info about social selling on my blog at http://blogs.sap.com/innovation/author/gerry-moran/. For specific questions, or just to keep the conversation going, email me at gerry.moran@SAP.com or tweet me @GerryMoran.
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[i] Collaborate, Listen, Contribute: How Best-in-Class Sales Teams Leverage Social Selling, Aberdeen Group, November 2012.
[ii] Social Media and Sales Quota: The Impact of Social Media on Sales Quota and Corporate Revenue (A Research Report for B2B Companies), Social Centered Selling and A Sales Guy Consulting, 2012.
[iii] IBM Buyer’s Preference Study, 2011.
[iv] “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” Lori Wizdo, Principal Analyst Serving Sales Enablement Professionals, Forrester Research, October 2012.