Slaying Sales Myths: Being Responsive on Social Media Is Enough
Three ways you can drive results through your social media presence.
October 5, 2017
If you just sat by the phone waiting for calls to come, you wouldn’t get much done, right? The same principles apply to social media. It’s not enough to answer the call, so to speak. We must actively create opportunities and magnetize our online social presence. Read on for three effective ways to do just that.
1. Post Frequently on Strategic Topics
Buyers look for insights and information online. While they make seek advice from peers and join in online discussions, they also consume content for ideas, inspiration, and validation. And they tend to develop positive feelings about the sources that provide the strongest content in this regard.
Make yourself that source by posting thoughtful and thought-provoking content about your industry, a relevant niche, or a top-of-mind issue. Provide a steady stream of valuable content and buyers will ultimately see you as a trustworthy ally in their purchase journey.
Promote your posts in multiple ways to drive plenty of views. This can include a link in your professional email, your company’s newsletter, and on other social sites, such as Twitter. If you mention an industry influencer in your post, share the link to the post and they might just share it with their network.
Just remember: this isn’t about pitching your products or services. It’s about helping prospects explore their issues and concerns in a way that provides guidance and clarity. Put yourself in their shoes and imagine all the facets you would need to explore to confidently make the best purchase decision for you and your company. Then think of yourself as a teacher, and develop or curate content that supports a strong business case.
By providing this value to buyers, you can facilitate their journey in a memorable way and set yourself apart from the competition. In other words, you position yourself a go-to resource and make the shortlist of contenders.
2. Engage with Promising Prospects
While your profile is an online destination, it can also provide a trail of clues that leads you to potential buyers. By keeping tabs on who visits your profile and views or comments on your posts, you can identify companies and individual buyers who may make worthwhile connections. At the same time, make special note of your own activity feed and the comments on posts published by your customers and known prospects in your network. Those comments could be from like-minded people who are also potential prospects.
Go a step beyond your own profile to visit the profile of someone you consider a top customer or prospect and view the “People Also Viewed” box on the right. This reveals LinkedIn members similar to that customer or prospect in some regard, which may mean they are good prospects for you.
Once you identify promising prospects, engage them in subtle, non-intrusive ways. This can include liking or commenting on their posts and even sharing their posts with your network. It goes without saying you should respond when a prospect comments on or likes one of your posts.
Perhaps you notice that a prospect or customer has switched companies or taken on a new role. Respond to this sales trigger event by congratulating them and offering up an insightful comment about their company or position in a way that invites a response.
3. Continuously Build Relationships
The previous steps contribute to an ongoing exercise – establishing and building relationships.
Whether in person or online, you know that your success hinges on strong relationships. If possible, connect with prospects through a warm introduction. Or invite them to connect via a carefully crafted InMail featuring a compelling subject line, a personalized message that explains why you want to connect, and a call to action that encourages a response.
Keep tabs on connections by monitoring their individual and company’s online activities – on LinkedIn and beyond. When it makes sense to do so, reach out with helpful information and insights with the goal of engaging in meaningful conversations.
Offer to introduce them to others in your network when you see the potential to broker a valuable connection. Don’t forget to make time to build relationships with non-prospects – such as other vendors who offer solutions complementary to yours – who can possibly send referrals your way.
Commit yourself to these basic activities, and you’ll soon see opportunities streaming your way.
For more ideas on developing a hard-hitting social presence, download the LinkedIn Selling Tactical Plan.