Forward-thinking salespeople are embracing a new approach to break down old communication barriers such as Cold Calls, and Email = Social Media.
While determining the best way to connect with prospects and help coax a consumer down your sales funnel, buyers are consistently going to social networks and the Internet to research products they have an interest in purchasing. Whether you are a B2B or B2C brand, potential buyers are looking on these social media platforms for product information. As the rise of smartphones are getting bigger form factors, consumers are apt to looking, researching with these larger handheld mobile screens.
Here is a brief breakdown of Social Media as related to the Enterprise:
Business to Consumer = Facebook
Business-to-Business products (or services) = LinkedIn (if you have a first-level connection in common with the executive or buyer who will sign off on a PO)
All types of sales = Twitter
*Twitter is the best for “all kinds of sales” as it’s a very popular network (across all demographics) that doesn’t have privacy settings that keep you from high volume searches and actions.
Social Media Sales strategies
Twitter. Make sure you “add” to the conversation a little before directly engaging:
Friend, Follow or Connect with individuals with profiles that match you or your clients. Its VERY Important to build relationships on any Social Media platform. Not only can it help to generate leads, it can also help foster relationships with current customers.
Be in expert in your space. Provide solutions or tips and feedback to your customers or potential customers if they post a question or gripe on Twitter/Facebook. Prioritize the social channels and tools your audience is already using and that you’re familiar with, then organize those by their primary function.
Listening on social media is one of the most powerful tactics in a social selling strategy. Monitor for popular hashtags and keywords that are relevant to your industry or brand to find useful insights but also see what is being said about your competitors.
Never cold pitch on Social Media platforms. It comes off as desperate and will be ignored. If there is a conversation trending within your industry and potential customers, join in to offer meaningful commentary and interact with these potential buyers. Listening for these opportunities and finding out the pain points your potential customers are having will give sales people a feel for the conversation and allow them to add value.
Social media is “networking” more than it is “advertising”. The goal is to get them to call you (or vice versa), have an open mind about your product or service, and then make your sales pitch.
When its time to engage or pitch, follow these steps:
Good Social Sales tools in this space that keeps track of conversations and engagement include:
Hootsuite. More for individuals and small business.
Salesforce Marketing Cloud. Enterprise grade and scalable.
Its apparent that Social Media like Facebook, Twitter, and LinkedIn are not fads anymore. These platforms are now mature options to generate leads and sales online. By experimenting with different Social Media sales strategies, you can find the best way to convert them into real quantifiable results on all levels.
After launch its crucial to measure your results. Go back and re-double efforts on which of the above techniques are working and abandon the ones that are not working.
File name becomes your image file. Pin from a variety of different sources. Add a link to your image (back to your website). Don’t advertise. Make sure you continue to comment, like, and re-pin. Variety is the name of the game. Create different boards. Always add a “follow” button to your business website!
Yes, but it takes a lot of creativity, ingenuity and content creation.
First off, create a constant flow of good, quality content. Update your website content everyday. Include links to outside sources and use high quality graphics (.png). New revolving content is CRUCIAL. Content is king. New content updated daily will catch the search engine’s attention. You must do one thing: provide a daily flow of content.
More traffic without SEO tips also include:
A short, brief list of digital PR tips & essentials.
-PR blog posts and press releases views happen mostly on Mondays and Wednesdays. First thing in morning.
-Tuesdays are a bad day to issue a PR or a good story on your company’s blog….people tend to work and stay focus on Tuesdays.
-Fridays are bad. Fridays see very little traffic to content. Everyone is out to lunch on Fridays or gets in late to work.
-If you do send out a press release (wire), post it on your company blog as well = more traction.
-Ideal blog post length is between 1,000-2,000 words.
-Make your PR or story post link-worthy. Do not forget a great image (hi-res) or visual to your digital content like an Infographic.
-All Press Releases and PR campaign’s must contain complementary digital assets in order to get links. Links are symptomatic of good PR.
-Twitter is a PR wet dream. Use Twitter for media relations. Busy reporters & reviewers do not answer their phones and receive countless e-mails, but they do pay attention to Twitter! Twitter is a great way to link a press release or a quality company blog post. It adds traction and traffic (value-add). Twitter can also be used to Pitch. Before any
pitch has been made on Twitter to @journalist follow them for a few months. Get to know them. If you like what they are doing and reporting, retweet them or give them props! Share their stuff and links to their articles. If @journalist needs info or asks for help, reach out immediately and make it your priority. Help them out, and they will help you out. It goes both ways. Let the reporter know you’ve been driving traffic to their story. Keep the pitch respectful and short. Example: @journalist Do you accept story pitches? @journalist I just sent you an email, take a look when you get a chance. Its a good fit for your outlet.
-Facebook. Yes, @journalist use Facebook as well. @journalist will use Facebook on their own or through their publication page. Share their stories + interact with their readers. Interact with them and become visible by liking and commenting on their posts. Establish a professional relationship.
-Build a journalist / reporter list for your niche. Need to build a good list of Press for your particular product or service? Start with research. A good shortcut is to use JustReachOut. JustReachOut is a website dedicated to finding reporters who have written about your particular product or service. Just add your company’s product category in the search box, and the engine will bring up reporters interested and have written about your industry. Connect with them and reach out.
Lastly, Monitor your analytics for referral traffic. Figure out what works, and what doesn’t.
If your producing great content, why not make it more shareable. This helps create and drive traffic, conversions, and ultimately SEO.
For LinkedIn, make sure your source code complies with “Open Graph Protocol (OGP)” and certain image requirements specific to LinkedIn.
Below are the og: tags that must exist and their correct format:
<meta property=”og:title” content=”Title of the article”/>
<meta property=”og:image” content=”http://media.example.com/ 1234567.jpg”/>
<meta property=”og:description” content=”Description that will show in the preview”/>
<meta property=”og:url” content=”http://www.example.com/URL of the article” />
Here are the image requirements specific to the LinkedIn sharing module:
Max file size: 1 MB
Minimum image dimensions: 80 x 150 pixels
Recommended aspect ratio: 4:1 or 1:4
For Facebook, add Facebook Like Buttons to your Content. Embed Facebook Sharing in Text and Images. Debug Your Website for Facebook Graph. You can run a quick audit with the Facebook Debugger. Always beware of the Open Graph Protocol requirements on Facebook.
For Pinterest, choose Eye-Catching Images. Once an image draws someone into your post, they’ll want to know more about what your post covers. Create an attention grabbing description. Also, make sure you add a website widget and Pin It buttons your website. A great resource on how to add these buttons (and even build it yourself) to many popular platforms such as WordPress, Blogger, Tumblr, etc., can be found here. Make it easy for people to collect things from your site.
For Twitter, add a Twitter icon on all your website content (this also goes for Facebook, Pinterest, LinkeIn, etc). To increase Retweets and shareability, use Twitter cards. You’ve probably seen these cards before if you follow any news organizations like the New York Times. There are currently 8 types of Twitter cards. Two are specific to sharing apps. Integrate the card code into your site either via plugins or custom code.
There are three high-level steps to this process:
1. Add the code to your site
2. Validate (test) it using Twitter’s validation tool
3. Get approved to use Twitter cards for your account
Steps 2 and 3 are repeated for each type of card you’d like to use for your site. You can either use card code PlugIns or build it yourself to use for your website. Simply add a few lines of HTML to your webpage, and users who Tweet links to your content will have a “Card” added to the Tweet that’s visible to all of their followers. A good tutorial on adding Twitter cards can be found here.
If your website publishes a lot of content like “articles” or “reviews” or long-form journalism, its imperative to add a Instapaper widget to let your readers SAVE interesting articles, videos, cooking recipes, song lyrics, or whatever else you create. Instapaper syncs your website articles and videos/content so that your visitors can save on all their your devices - iPhone, iPad, Android, or Kindle. Visitors can read anything they save, anywhere and anytime you want, even offline. Instapaper is the only app that supports advanced kerning and ligatures for a better reading experience.