Charge Up Your Social Media For Sales and Marketing
Sander Biehn is founder and CEO of Thought Horizon, LLC. After a successful career in sales at AT&T, he founded his company in 2013 helping organizations to build, manage and succeed using social selling.
Got Social Media? Whether you’re a marketer or a social seller, you may think you’ve got the bases covered. The trouble is that the game keeps changing. Like any good car owner, you should periodically check to make sure you are ready to market or sell in today’s changing environment.
This was hammered home for me yesterday during a training class I was giving. As I talked to the group, I wondered how long it had been since I checked my own social profiles or looked through the basics of our brand pages with my marketing team. Here’s a short checklist to keep you current:
Social Profiles – So you think you have perfect social media profiles? Think again. Go read yours right now. I’ll wait.
If you haven’t updated them in over 6 months, the chances are they seem stale or outdated when you consider all the things you have been recently doing. You need to make sure your network knows about your latest wins or how your company is helping clients with new services. Besides, your viewership is getting just as tired of your profile as you are. Just like how a new profile photo on Facebook can get your friends talking, the same applies with your prospects on professional social media.
Content Mix – Have you been posting top-of-funnel content for the past year? If so, you may find yourself in the strange position of having a very full, but rather slow moving funnel. Perhaps it’s time to post more about why your solutions are better than your direct competitors. Don’t be afraid to get down into the details. Or, create a calculator that shows just how much money can be saved by your target buyers before the year-end HR review season. By giving your late-stage funnel prospects a reason to act, you can accelerate sales. Once you’ve closed the big deals, you will need to adjust content again to fill your funnel. Make your content match the needs of buyers in the part of the funnel you need to see movement in.
Online Followers and Connections – Are you connected with all your clients/prospects? I highly doubt it. In a recent training I did, a few guys from Holland were fast proving themselves to be social rock stars. I assumed they had what it took to effectively sell using social. But when we got to the exercise where I asked everyone to look at their client folders in email and connect on LinkedIn with any customer personnel who they had interacted with, I saw my Dutch friends quickly sending multiple invitations.
It got me to thinking.
When I got home I did the exercise. It turns out I was not connected to anywhere near the number of people I had interacted with recently—we’re talking people who were influencing buying decisions on proposals I had on the table!
Go ahead and check for yourself and get those invitations out. Everyone who you connect with on LinkedIn is much more likely to see the content you post. This sets you up for sales.
Checking Your SSI (LinkedIn’s Social Selling Index) – I NEVER thought I’d be saying this, but you should periodically check your SSI. While obsessing over it is a waste of time, you need a 360 view of how relevant you are on social media. It can serve as a validation or a wake-up call to your social media efforts.
Your Brand’s Social Profiles – See above. I bet many of you still have old brand slogans, logos or artwork on your social handles. Keeping things consistent and up-to-date not only keeps the brand police away, it gives you the greatest chance to convert and drive awareness with messages intended for today’s market.
What’s Trending on Social – Yesterday we got talking about how a local Mexican eatery took advantage of the trending hashtag on Twitter that read #JustGetHighAnd. This brand team added their company name and a photo of a beautiful burrito to it. The result? Thousands of likes and retweets (in the preceding months they had never seen more than 20 interactions on anything they had posted). We laughed at their questionable actions, but the underlying principle is clear. Your buyers are following what is popular and trending in their industry. If you can connect to that conversation, your content (and brand) will flourish.
What’s Working With Your Readers – Do your readers and prospects prefer case studies over infographics? If you are like most brands, you have a method for figuring this out. However, you are most likely not paying attention to these findings on a regular basis. Things change! You need to continually validate that your readers don’t want to read long form blogs as opposed to short form (You may be catching on to my ulterior motive for this relatively long post for Thought Horizon!)
Keep experimenting and measuring what you discover.
What’s Working For Your Competition – When was the last time you took a long hard look at what your direct competition was doing on social media? Whether your strategy is to compete head-to-head or find different channels for your brand, you need to know what your competition is doing today. We did a demo on Moat (https://moat.com) yesterday. Moat shows you where your competition is advertising online. It immediately gave us ideas on how to improve our own marketing.
If you want more information on how to charge up social media, please contact us.